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ALVA principally exists to represent our members to central and local government, the broader tourism industry, business and the media. To that end, ALVA is supported by a group of eminent Peers and MPs in the Houses of Parliament who are trustees and/or board directors of ALVA member organisations and institutions. They meet regularly and receive briefings on issues which are important to ALVA members.

Tourism is one of the UK’s success stories. It is the UK’s 5th biggest industry, 3rd largest employer and worth £127billion in 2015. In recent years we have seen record numbers of overseas visitors coming to the UK and a surge in domestic tourism. ALVA’s members are at the heart of this success story. As part of our advocacy work we have met with all political parties from across the UK, the party leaders, manifesto writers, Ministers, MPs and advisers to strengthen their commitment to, and support of UK tourism. In particular we want them to:

● Reduce VAT on attractions and accommodation, as all but 3 EU countries have done ● Invest in the marketing and intelligence work of the UK’s national tourist boards

● Continue to support our world class public museums and galleries through central and local government investment

● Reduce red tape and the regulatory burden, particularly on small businesses, including reducing VAT on repairs to historic properties

● Value our heritage and support it to generate and sustain urban, rural and seaside regeneration

● Boost our export earnings by improving aviation access to all parts of the UK, reduce Air Passenger Duty and improve the visa system

We look forward to working with all UK Governments and all parties to help them to create the legislative and fiscal climate for our industry to grow and compete more successfully internationally.


ALVA sets in motion the plans for the First National Conference of Visitor Attractions which is held in October 2004.


The iconic Spinnaker Tower opens in Portsmouth.


Terror attacks on the London transport network claim 52 lives and cause more than 700 injuries.


The Office of National Statistics reports that a record 30m visits to the UK were made in 2005, despite the London bombings.

Facebook launches on an unsuspecting world. 11 years later every visitor attraction with an interest in marketing has its own page and thousands of followers.

London is announced as the host for 2012’s Olympic and Paralympic Games.

2004 2005

Kelvingrove Art Gallery and Museum reopens in July following a three year refurbishment programme.


The UK enters recession in the second quarter of 2008, prompting two years of declining visitor numbers.


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