VisitEngland’s Visitor Attraction Quality Scheme has been given a complete overhaul as it bids to better spotlight the diverse attractions on offer in England and enhance the visitor experience.

The changes follow an in-depth review and industry consultation, where VisitEngland sought the views of a range of attractions and industry professionals to identify ways to improve the scheme, which features hundreds of varying attractions.

The updated scheme will see accolades awarded to attractions through a new scoring system.

The first tranche will be awarded this summer, with categories including the ‘Welcome Accolade’, for teams that go the extra mile to look after visitors; ‘Hidden Gem’ for small, well-run attractions that deserve a special mention; and the Gold Accolade for top-scoring attractions.

As part of the refreshed scheme there will be a renewed focus on the quality of the welcome and the difference it makes to the visitor experience; and greater emphasis on the quality of food and drink offered. Attractions will also now receive reports with their scores following an assessment with suggestions and recommendations from the experienced assessors.

The scheme, which uses the internationally recognised Quality Rose Marque, represents a wide range of attractions across England, from museums and galleries, farm attractions, historic houses and gardens to churches, cathedrals and country parks.

“We have such a diverse array of wonderful and fascinating attractions in England. They form the backbone of our international offer, are a major part of the pull for day visits and short breaks, and make a valuable contribution to the tourism economy in this country,” said James Berresford, chief executive of VisitEngland.

“Whether a historic house or hidden gem, we’re confident that our Rose Marque will help entice visitors and can be displayed with pride by attractions of every variety.”