VisitEngland’s Tourism Superstar award
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VisitEngland’s annual Tourism Superstar competition champions those in the tourism industry who provide an unforgettable visitor experience. The winner is crowned at the end of the competition, based on the highest number of public votes.
From tour guides to wildlife rangers, Tourism Superstars are passionate about the destination they work in and set the bar high for the standard of service in England’s tourism industry.
The winner is decided by public vote from a shortlist of ten finalists usually entered by their employers or destinations.
This year, the winner is Pete Chambers, volunteer director of the Coventry Music Museum.
Meet the 2024 winner!
Winner!
Congratulations to Pete Chambers, volunteer director of the Coventry Music Museum, winner of Tourism Superstar 2024.
Lifelong music lover and music journalist, Pete Chambers BEM (British Empire Medal) set up The Coventry Music Museum ten years ago to commemorate and honour the music of his beloved home city.
The museum is open four days a week and, as Director and Curator, Pete runs the museum entirely as a volunteer, securing exhibits, running the finances and managing the volunteer team.
His obvious enthusiasm for the museum has ensured local artists have been happy to donate or lend their precious artefacts to the museum, knowing that they will be well cared for and appreciated by Pete. This includes the organ used by Jerry Dammers of The Specials to write the No1 hit “Ghost Town”.
He regularly goes above and beyond for his guests – for example putting together a special package of items on the Coventry band The Primitives for a young fan with autism and to her delight even included an actual Primitives exhibit from the museum.
Over 40,000 guests have visited the museum and Pete has greeted almost every one of them. The museum has been TripAdvisor’s No. 1 attraction to visit in Coventry for a number of years, thanks to the dedication, passion, creativity and generosity of Pete Chambers.
Pete was nominated by Destination Coventry/Coventry & Warwickshire Destination Partnership.
Second place
Robert Dennis Brown, Dalby Forest Cycle Hub, Yorks is our runner up Tourism Superstar.
As a director of the Dalby Forest Cycle Hub in the North York Moors National Park, Rob Brown has been nominated for the UK’s Tourism Superstar due to his unwavering commitment to making cycling accessible to all.
Through his ‘Kids Learn to Ride in 90 Minutes’ program and a range of cycle training courses, catering to diverse ages and abilities, Rob has not only helped hundreds of children and adults develop their cycling skills, but he has also given them confidence and a love for the outdoors.
Dalby Forest Cycle Hub is a ‘not for profit’ Community Interest Company and Rob has led the development of the Hub which now employs 12 full & part-time staff, and offers standard mountain and e-bike hire, alongside a wide range of electric-assisted, adapted bikes for those with additional needs. Collaborating closely with specialist schools and disability groups, Rob ensures that everyone can enjoy the breathtaking beauty of Dalby Forest on two wheels.
Rob’s tireless efforts make him a true Tourism Superstar, for his development of inclusive cycling for all in Dalby Forest.
Rob was nominated by North York Moors National Park/York and North Yorkshire Local Visitor Economy Partnership (LVEP).
Third place
Congratulations to Emily Williamson, Pub Tours Ltd, Peak District, who takes third place.
A widowed mum of three, Emily Williamson set up her business, Pub Tours Ltd, to share her vast knowledge and experience in hospitality and tourism in the Peak District with visitors.
She created the Peak District’s first dedicated pub tour company to help tourists experience six unique pubs within the region. The tours highlight the importance of pub culture to the Peak District.
Pub tours has been driving business to pubs in the region supporting England’s pub culture.
Emily was nominated by Visit Peak District & Derbyshire.
Finalists' video
Watch the Tourism Superstar 2024 finalists’ video
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Tourism Superstar recognises the people who go above and beyond to make visitor experiences in England so special. Whether creating a memorable stay in a seaside hotel, adding a touch of showbiz to a tour or an attraction, or making sure everyone’s needs are catered for, these individuals and teams truly go the extra mile.
More about the Tourism Superstar award
Entrants can be nominated by any means: by the business or organisation they work for, their local destination organisation (DMO), a co-worker or themselves.
Nominations are now closed for VisitEngland’s Tourism Superstar 2024. Please contact Charlotte Sanders at charlotte.sanders@visitengland.org with any queries.
Awards timeline
Autumn/winter: Nominations open
Businesses and destinations make their nominations, and a shortlist is created.
February/March: Voting begins
The shortlist of ten finalists is published in the new year, and voting will begin in February.
March/April: Winners announced
The winners are revealed during English Tourism Week and the award is presented at the VisitEngland Awards for Excellence, with the ceremony usually taking placing in spring.
To qualify for VisitEngland’s Tourism Superstar competition, nominees must:
- Work for a tourism business or organisation in England and continue to work for that organisation at the time of English Tourism Week.
- Be knowledgeable and passionate about the destination they work in and be happy to talk about the destination outside of their work remit.
- Go above and beyond the call of duty to make the visitor experience memorable.
- Be available and willing to travel to London or be on site at their workplace to be filmed – and be happy for that film to be posted online and used on VisitEngland’s social media channels as well as those of their DMO and employer.
- Be available to attend the VisitEngland Awards for Excellence ceremony, usually in spring; exact date and venue to be confirmed.
- Be aware that they have been nominated, and happy to participate in any related PR and media opportunities during or after the announcement of the winner.
- The finalists will be required to fill in and sign a waiver form to allow VisitEngland rights to the films created.
- Previous winners must wait at least one year before applying again.
