Mystery Visitor Benchmarking

Join over 100 venues tracking their strengths and weaknesses with our impartial, end-to-end assessment of the visitor experience – delivered in partnership with ASVA and ALVA

Jon Young

Jon Young


Visitor surveys are a great means of identifying improvement opportunities, but real visitors do not often comment on below-the-line, yet mission-critical issues, like regulatory compliance and operational standards.

Mystery Visitor Benchmarking provides an independent assessment of all key touchpoints during a visit including queuing systems, health and safety, catering facilities, accessibility and more. You will be able to take prompt action when needed, learn from best-in-class sites and see how changes convert into stronger visitor experience scores.

We really valued the ASVA and BVA BDRC Mystery Visit process as it covered all aspects of engagement with the visitor, from pre-arrival to post-visit.  The results helped us to identify areas for improvement and, as importantly, to focus on the things we already do well and to use these to highlight good practice and ensure it is consistently applied across our teams. The attractions benchmarking exercise, and the case studies of best practice, were both useful motivators for our team and helped to spark conversations on new approaches to try.

Susan Davies, CEO Scottish Seabird Centre

How it works

Quarterly visits are undertaken by experienced mystery visitors who complete their discreet assessment on-site via our mobile app, providing photographic evidence and commentary.  Site results are available within seven working days and the end of year report showcases examples of best practice.


Identify tangible areas for improvement

Assess and monitor the detail that may be overlooked by visitors in survey responses

Benchmark performance against other visitor attractions

Dig into your results and download reports via the user-friendly dashboards

Get preferential rates if you already subscribe to ALVA Visitor Experience Benchmarking


Get in touch

Let’s talk about you

Be better