Jacobite Loch Ness Cruises has been recognised as a five-star attraction by the Association of Scottish Visitor Attractions (ASVA).
ASVA launched its Quality Scheme in 2025 to act as a quality framework for the visitor attraction sector. Less than 20% of attractions across Scotland achieve the top five-star rating awarded to Jacobite Loch Ness Cruises.
Since 1975, Jacobite Loch Ness Cruises has been providing boat tours of the world-famous Loch Ness to visitors from all around the world. In 2025, the company’s 50th anniversary year, it welcomed over 320,000 visitors to one of Scotland’s most iconic destinations.
“We are over the moon to be recognised as a five-star visitor attraction by the Association of Scottish Visitor Attractions,” commented Alan Rawlinson, Business Development Manager at Jacobite Loch Ness Cruises. “Seeing people from all over the world visiting Loch Ness and marvelling at its beauty is always special to us and it is thanks to our dedicated team that the experience is so magical for them.”
With multiple cruises operating each day and a retail and food offering at An Talla, Jacobite Loch Ness Cruises offers something for everyone, with even international film crews and celebrities stepping onboard.
Commenting on the five-star award, Michael Golding, CEO of ASVA, said: “Less than 20% of the attractions we visit, from Gretna Green to Shetland and everywhere in between, achieve a five star grading. This shows the absolute commitment to providing excellent experiences in every single aspect, from pre-arrival to on site and after the visit as well. To reach this level after more than 50 years of operating is a real credit to the team. We are delighted to play our role in recognising their outstanding offering, as well as supporting their ongoing improvement to be the very best.”
The assessment process to achieve the five-star award is extremely thorough including an inspection from an assessor as an incognito visitor. In addition to the overall visitor experience in terms of its storytelling and interpretation, all aspects of the attraction are considered. This includes a visitor’s pre-arrival – website, social media channels and any printed materials such as leaflets or brochures – and arrival – first impressions, kerb appeal, car park, external signage, design and flow, and ease of use. The staff welcome, their attitude, efficiency and appearance are considered as is the quality, range and presentation of the food and drink and retail offering. Access and inclusion, toilet provision and décor are also evaluated.
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As one of the Highlands’ leading tourism employers, Jacobite Loch Ness Cruises contributes significantly to the regional economy each year through employment, visitor spend and its strong Highland supply chain. Visitors are supported by a dedicated team of 70 staff, 86% of whom are employed in permanent, year-round roles.
Alan Rawlinson continues: “We’d like to thank ASVA for this fantastic recognition, our team for always providing a special experience, and to everyone who has joined us at An Talla or on one of our cruises over the past 50 years. We look forward to continuing to welcome people to our five-star attraction in 2026 and beyond.”
