Tourism Superstar 2022

Nominations are now closed for VisitEngland's annual Tourism Superstar competition which recognises the dedication and passion of those working in the tourism industry. 

Mirror logo2022 will be the tenth year for VisitEngland’s Tourism Superstar competition. Run in partnership with the Mirror newspaper, the campaign recognises and celebrates those in the industry who go the extra mile to ensure tourists in England have an amazing and unforgettable visitor experience. And this year the competition will also recognise the amazing efforts made by teams across the industry in the face of the pandemic. 


Congratulations to George Finlay, Farm Supervisor at Matlock Farm Park, Peak District and Derbyshire, who is the winner of this year's Tourism Superstar!

George Finlay


Nominated by Marketing Peak District & Derbyshire. What they say:

"As Farm Supervisor, George is someone who truly goes above and beyond his job to ensure that all visitors have the best experience possible at Matlock Farm Park, a rural visitor attraction in the Peak District & Derbyshire. With his beaming smile and friendly approach, he greets visitors with the warmest of welcomes and ensures they enjoy an amazing day out. Despite being just 22 years old, George is a great team leader and an inspirational role model for the whole farm team, motivating others with his knowledge and strong work ethic.

"George was the driving force behind the creation of weekly Facebook Live broadcasts and YouTube videos, to engage followers and provide virtual, interactive experiences – enabling people to feel like they were part of what was happening at the farm park as well as getting other team members involved and helping boost their confidence in front of the camera.  Additionally, helping to boost the park’s recovery when it was able to safely reopen.

"When the park was closed during Covid restrictions, George remained dedicated to ensuring animals were well cared for and carried out his duties with enthusiasm, sometimes in full snow; clearing pens to improve access for some animals and making himself available to help with births at all hours – day and night!"

George: "I'm blessed to be doing a job that's so uplifting to so many people." 



2nd place: 

Dorian Deathly tour guide holding a lampCongratulations to Dorian Deathly, Deathly Dark Tours, York for winning second place!

Nominated by Make It York/ Visit York. What they say:

"Dorian has worked as a tour guide for over seven years in York and always dreamed of starting his own ghost tour. When the pandemic hit, he lost his job and as a way to keep sane, began to livestream his walks around the city at night, telling ghost stories onto his Facebook page for free. These tours gave people a moment of distraction, the chance to re-connect with friends and families, brought York back to those who were missing the city and created a community of like-minded people. The tours have attracted a large number of fans all over the world, and currently has over 10,000 likes on Facebook alone, with many fans planning to visit the city in the future.

"Late in 2020, during the second lockdown Dorian was suddenly taken ill, with headaches and dizziness and frequent trips to the hospital. Despite this, he had a passion for his work and went straight back to the livestreams as soon has he felt ready. The success of Dorian’s virtual tours created a lot of interest in the city, so much so that in August 2020 he was able to launch his own real-life walking tour (with reduced capacity to ensure public safety) and now runs 4 nights a week for up to 50 people!"

Dorian: "During the pandemic we started live streaming the tours on Facebook allowing people the opportunity to visit my most magnificent city." 



3rd place:

story of london walks team on the thamesCongratulations to third place winners, The Story of London team, London Walks, London

Fiona Lukas, Russell Nash, Karen Pierce Goulding, Adam Scott and Simon Whitehouse

Nominated by London Walks. What they say: "In the 641 days since that first lockdown, these five guides led the way in creating over 300 Virtual Tours. As a team, the Fabulous Five created four series of Virtual Tours – The Story of London, The Story of 20th Century London, The London A – Z, and Underground Overground – A Virtual Tour Series Exploring London by Tube. Two more are in the pipeline – London by Post Code and London by the River Thames.

“They contributed to the 451 podcasts London Walks has put out since that first Lockdown which have been listened to over 100,000 times. They were instrumental in recently creating a cuts-a-dash London Walks Newsletter that already has 2,500 subscribers.

“Wonder’s the word for what these five guides have achieved. Done justice to London’s the phrase. Tourist London was largely in central London. The Fab Five have – in The London A – Z and the Underground Overground – A Virtual Tour Series Exploring London by Tube series – ranged all over London. Opened our eyes to greater London. Deepened our appreciation.

Story of London: "We love sharing the untold stories of London and taking people off the beaten track." 


See all finalists in their nominees' video below

The shortlist of ten amazing finalists have been revealed by the Mirror and were up for the public vote on the Mirror website. Watch the ten finalists nominees' video below:



Congratulations to all our finalists and winners!