Top 10 Tracks in England, Wales for Customer Experience

Beverley has muscled its way into the top 10 courses in England and Wales judged on the race day experience it has to offer.

It joined top-level tracks such as Aintree, Ascot, and York with a place in the highest echelon as the results of the 2022 Quality Assured Racecourse Scheme were revealed.

In Scotland, Ayr, Hamilton, and Musselburgh retained their five-star visitor attraction ratings, meaning they are considered "exceptional" venues. 

Under the scheme, which was established in 2013 but had been in abeyance during the pandemic, trained assessors from LiveTourism or VisitScotland visited each course to make an objective assessment of the entire customer experience they offer.

Beverley chief executive Sally Iggulden said: "To be the only small racecourse within the top 10 of this highly regarded, independent assessment is fantastic news and testament to the culture that we have at Beverley—our customer is key!

"British racing is evolving and the role of small racecourses must never be underestimated. Our size allows us to extend a friendly, personal welcome and environment, and venues of our ilk nurture many new racegoers each year.

"As one of the smallest racecourse teams in the country, we are rightfully proud at being recognized for going the extra mile and for our continual investment in facilities. If we are not on your 2023 'to-do' list, I strongly advise you to add us!"

Cheltenham, Chester, Doncaster, Haydock, Newbury, and the July course at Newmarket, completed the top 10 in England and Wales. LiveTourism managing director Mandy Lane paid tribute to tracks' efforts in the wake of the pandemic and its aftereffects.

"The LiveTourism team were delighted to see that in 2022, despite the challenges, quality of experience and innovation is thriving," she said.

VisitScotland quality assurance manager Angie Fowler praised the three tracks awarded five-star ratings and said: "A commitment to quality is clearly demonstrated across these racecourses and, in particular, their dedication to providing an inclusive and accessible experience for all visitors is helping to inspire other attractions across Scotland.

"They know that quality and value for money are important to consumers, especially during challenging economic times, and delivering experiences that meet and exceed visitor expectations is crucial in making Scotland a must-visit, must-return destination."

The Racecourse Association invested in the scheme to investigate the impact of the period with restricted or no crowds.

Raceday experience and communications manager Paul Swain said: "I'm delighted to see a number of racecourses recognized by experts at LiveTourism and VisitScotland.

"The generous sharing of best practices across our members is second to none and we look forward to continuing facilitating this in 2023."

The top 10 courses in England and Wales for race day experience:

Aintree

Ascot

Beverley

Cheltenham

Chester

Doncaster

Haydock

Newbury

Newmarket July course

York