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VisitEngland

Get quality assessed

Elevate your business, attract new customers and enjoy exclusive benefits with our star ratings, accreditations or awards.

VisitBritain/Peter Kindersley

Accessible bedroom, large double bed

Introduction to Quality assessment

A VisitEngland star rating or accreditation gives potential customers a label they can trust. Highlighting your dedication to quality, it shows that your business has been independently verified by the national tourism authority as offering a consistently high standard of service, and experience.

The VisitEngland Quality Scheme celebrates excellence in tourism businesses of all sizes and varieties: from family-run guesthouses to world-renowned museums. We visit, assess and rate enterprises across 20 different categories, awarding star-based ratings and the VisitEngland Quality Rose Marque to successful participants.

Celebrating the best of the best

Businesses that out-perform in their category and offer outstanding quality within their star rating may also be nominated for an additional tribute. This could be a VisitEngland Gold, Silver or ROSE Award for accommodation providers, or a VisitEngland Accolade for tourism attractions.

Read on to discover which assessment category applies to your business, explore more benefits of the VisitEngland Quality Scheme and meet previous accolade winners.

Which types of businesses can be assessed?

Chris Rawlings

Colourful shepherd's hut and gypsy caravan style accommodation in a tree-edge field with a hammock and picnic table in front at Secret Meadows, Suffolk. Gold winner of the Camping, Glamping and Holiday Park of the Year in the VisitEngland Awards for Excellence 2022

The VisitEngland Quality Scheme features 20 different schemes – such as visitor attractionshotelsself-cateringholiday parksglamping sites and hostels. The Taste and Local Food accolades are open to businesses serving food and drink.

How can ​​the VisitEngland Quality Scheme benefit your business?

It is our mission to help England’s tourism businesses reach their full potential. To achieve this, our VisitEngland Quality Scheme offers:

Advice

You will be visited by an assessor every year who will look round your business and provide recommendations, suggestions and feedback to help you grow your business. They will also be able to share best practice hints and tips from other businesses across the country.

Accolades

Participants may be eligible to achieve one of our annual accolades – such as the VisitEngland ROSE Awards and the VisitEngland Visitor Attraction Accolades. Our assessors can also provide advice and guidance on entry into regional and national awards.

Accreditation

VisitEngland’s accreditations have worldwide recognition, and participants are permitted to use the VisitEngland Quality Rose Marque.

Visibility

Your successful businesses will be showcased on visitenglandassessmentservices.com and ratedtrips.com – both of which include free links to your website.

Communication

Participants will receive regular updates on industry news, networking events, informative articles and more with our bespoke communications, including a quarterly magazine and regular email newsletters. 

Support

Get year-round access to practical advice and guidance. Our expert assessors are always available to offer support to participants.

Events

Meet our VisitEngland team and other participants at exhibitions and shows throughout the year – a valuable networking opportunity.

Exclusivity

We offer lots of benefits to participants – from discounted product offers to free HR advice.

The ROSE Awards

The ROSE (Recognition of Service Excellence) Awards recognise accommodation providers across England who provide the best service and welcome. The winners are establishments whose owners, management and employees provide outstanding experiences for their customers – regardless of their star rating, style or type of accommodation.

We present 100 ROSE Awards every year. Nominations are triggered by our annual quality assessment visits. Other evidence - including online reviews - are considered. The judging panel also looks for innovation within the business, such as special facilities or services.

Meet the winners: ROSE Awards 2023

The winners of the ROSE Awards 2023 were announced in September 2023.

VisitEngland Visitor Attraction Accolades

VisitEngland’s Accolades are designed to celebrate excellence within the visitor attraction sector and showcase those businesses in our VisitEngland Visitor Attraction Quality Scheme that go the extra mile to provide a high-quality day out.  This could be through a warm welcome, an engaging story, a delicious lunch or the overall visitor experience.  Accolades are given for the following categories: Welcome, Best Told Story, Quality Food & Drink, Hidden Gem and Gold.

For more information on the accolade winners listed below, the Visitor Attraction Accolades or the Visitor Attraction Quality Scheme, please contact the VisitEngland Assessment Services team at VisitEnglandAssessmentServices@aamediagroup.co.uk.

Meet the winners: VisitEngland Accolades 2022-2023