This brochure is a celebration of 25 years of The Association of Leading Visitor Attractions. Inside we highlight the important work that we undertake, and there are insights from members, our Chairman and our Director plus a chronology of our sector. The UK tourism industry has changed immensely since 1990 and ALVA’s members have worked hard to improve the visitor experience throughout that time. Thank you for your support.


National Portrait Galley. Photo: Herry Lawford. “ The National Portrait Gallery has been a member of


ALVA for over twelve years, and I have always been impressed by the many opportunities that it offers its members, including sharing best practice through presentations from excellent speakers at Council meetings, and creating memorable networking occasions at some of our most stunning visitor attractions. ALVA looks at how it can best benefit the membership, whether it be lobbying on important issues that affect us all, to looking in more detail at a particular aspect of our work. As a Board member I have observed how much ALVA achieves through the Director and the small and industrious team. ALVA punches well above its weight, and membership for the National Portrait Gallery has proved extremely beneficial both to individual colleagues and to the organisation as a whole.


Pim Baxter, Acting Director, National Portrait Gallery. Front cover: Blenheim Palace..


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