Visitor Attraction Monitor

Since 1999, the Moffat Centre has worked to compile the national statistical performance indicators of the country's cultural tourism attractions in our annual Visitor Attraction Monitor (VAM).

Originally commissioned by VisitScotland, this detailed data on public and private sector Scottish attractions, from large operations such as national museums and galleries to small independent operators, is the most comprehensive range of data on visitor attraction performance in Scotland with data available back to 1991. Information covers visits data as well as more operational information such as staffing, average revenue and marketing activities. Qualitative information is also collated to probe negative and positive factors affecting the industry.

This VAM is used at a local and national government level to inform policy as well as being an important tool of tourism performance analysis. Used as a benchmark tool, e.g. to compare performance with analogous attractions.

Moffat Centre Visitor Attraction data is used by VisitScotland to inform their Key Facts on Tourism; by Historic Environment Scotland to inform the Scottish Historic Environment Audit report and by Museums Galleries Scotland to complete their Visitor Attraction Monitor Report.

Benchmarking your attraction

Individual attractions and organisations that participate in the project can access data from zero cost to the organisation. The value of the research provides a matchless insight into the analysis of the visitor economy at a national and regional level. We can also work with your organisation to provide custom reports by industry or region to use as a benchmarking tool. 


To find out more about participation, please contact: Hugh (Shug) Sheridan

Visitor Attraction MonitorVisitor Attraction Barometers
 VAM 2014