Visitor Attraction Quality Assurance Scheme (VAQAS)
A real mark of quality
England has an amazing range of attractions for you to visit but deciding where to go can be a challenge. One way to help you is to choose an attraction that has the Quality Rose Marque.
VAQAS (the Visitor Attraction Quality Assurance Scheme) is managed by VisitEngland and has an excellent reputation for improving the customer experience at attractions across England, helping you identify attractions that have been rigorously and independently assessed.
With a network of independent regional assessors carrying out annual assessments on all types of attractions you can be sure that you’ll have a high-quality experience whichever VAQAS attraction you choose.
How are VAQAS attractions assessed?
Attractions displaying the VAQAS logo are visited by independent assessors commissioned by VisitEngland. They make annual visits that mirror the experience you might have, starting from the moment you do the research. The assessors, look at websites, leaflets and Facebook, just as you would.
They even make phone calls to check how information such as price of entry and wheelchair access is handled, and carry on right through to face-to-face interaction with the attraction’s staff. All of this is done with staff unaware that the Assessor is on site so that the Assessor really has the same experience that all visitors will have. They look at everything, from whether there are coat hooks on the backs of the toilet doors to the customer service in the onsite cafe or shop, and even how easy it is to leave the car park for the journey home.
The attraction is given regular feedback on how they can improve the customer experience and the Quality Rose Marque is only awarded if the Assessor is able to confirm all areas important to you, the potential visitor, are the best they can be.
How will I know if they’re Quality Assured?
VisitEngland’s Quality Rose Marque should be clearly displayed on the website, leaflet and at the attraction. But if you can't see it, just ask.
Alternatively, to check if an attraction is Quality Assured, please visit the VisitEngland corporate website .