ASSOCIATION OF LEADING VISITOR ATTRACTIONS

ALVA is an association representing the UK's foremost visitor attractions, including museums, galleries, palaces, castles, cathedrals, zoos, historic houses, heritage sites, gardens, and leisure attractions. It represents its members to government, media, and business, lobbies for support for the sector, and provides training, benchmarking, and advocacy initiatives. ALVA's 52 members comprise over 2200 tourist sites, hosting over 119 million domestic and overseas visitors each year – around 28% of the visits made annually in the UK. ALVA was established in 1990 to address industry-specific problems and foster shared knowledge among visitor attractions.