VisitEngland’s Tourism Superstar award
VisitBritain/Daniela Luquini
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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.
Voting has begun to find this year’s winner. Learn more about our worthy finalists below and make sure you are signed up to our industry enewsletter for updates. Cast your vote now!
Vote now for Tourism Superstar 2024
Meet the 2024 Tourism Superstar finalists
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Watch the Tourism Superstar 2024 finalists’ video
Find out more about our new finalists
VisitEngland
Tourism Superstar 2024 finalists
Ten finalists for 2024’s Tourism Superstar will soon be up for the public vote to find this year’s winner. Click the arrow above and scroll to read their profiles and pick your winner. Share who you voted for on your social media channels with the hashtag #TourismSuperstar and tag us @VisitEnglandBiz.
The winner will be announced during English Tourism Week (15-24 March 2024).
VisitEngland/Matthew Miles Video
Amy Whitfield, Triple A Food Tours, North East
Individual nominated by NewcastleGateshead Initiative
Since 2019 Amy Whitfield has been sharing her passion for North East England’s culinary scene with visitors through her company, the Triple A Food Tours, an award-winning walking tour company.
From freshly caught oysters from the Lindisfarne to the hustle and bustle of Grainger Market, the tours allow visitors to get a taste of the North East while pointing out historical and cultural points of interest across Newcastle, Durham and Northumberland - all delivered in true northern style!
Amy employs a team of guides to deliver an expanding portfolio of tours across the region, helping visitors experience traditional produce and flavours as well as discover Newcastle’s growing street food scene. She also partners with local businesses to highlight locally-sourced and sustainable produce.
The business regularly gets five star ratings with Amy often receiving special mention in reviews for going above and beyond in giving her customers a memorable welcome.
VisitEngland/Matthew Miles Video
Bury St Edmunds Tour Guides, West Suffolk
Team nominated by Bury St Edmunds and Beyond
Bury St Edmunds Tour Guides are a highly trained team of volunteers who have earned the right to wear the coveted Blue or Green Badge of guiding excellence.
Described as “the unsung heroes of Bury St Edmunds as a visitor destination”, the team has been delivering tours across the area since 1978!
These include daily tours, ghost tours, tours for schools, media, and even for US personnel stationed in the area.
Despite being unpaid volunteers, many of the team are so passionate about sharing their knowledge and history about the area that they also volunteer at the local Visitor information point at the St Edmundsbury Cathedral Shop.
They also provide tours and talks to groups of people with health conditions or impairments and carers, as well as members of Ukrainian families who have moved to the UK due to the war.
VisitEngland/Matthew Miles Video
Emily Williamson, Pub Tours Ltd, Peak District
Individual nominated by Visit Peak District & Derbyshire
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.
VisitEngland/Matthew Miles Video
Field Sport UK, Leicestershire
Team nominated by Visit Leicester
Field Sport UK is an award-winning, family-run, outdoor activity centre located within acres of rich country estate woodland on the Leicestershire/Derbyshire border in the National Forest.
An eco-friendly business, the field was originally a neglected landfill site that has been lovingly and sympathetically managed by the business to create an unspoilt natural setting for visitors to share with local wildlife and native flora and fauna.
The team offers up to 30 sport, family and team building experiences including a six-week programme for SEN children, private experiences and youth development initiatives.
The business has helped cement itself as one of Leceistershire’s most sustainable tourist destinations, using onsite materials and solar power to build and power the centre, and houses two miniature ponies to help keep the grounds trim.
Accessibility is hugely important with the centre providing all-inclusive access for wheelchairs and accessible outdoor learning opportunities with disability provisions.
VisitEngland/Matthew Miles Video
Isle of Wight Ramblers, Isle of Wight
Team nominated by Visit Isle of Wight
Led by David Howarth, the Isle of Wight (IOW) Ramblers have been nominated for their incredible voluntary work in promoting the Island as one of the top walking destinations in the world.
The team includes David Howath, David Yates and Linda Jones, who have been described as a “key cog” in the Island’s visitor economy and have been nominated for their outstanding commitment to the island.
One of the projects they have championed over the years is the Visit Isle of Wight Walking Festival, which will celebrate its 25th anniversary this year.
The festival has grown year on year with support from volunteers like the IOW Ramblers, who are passionate about sharing their favourite routes and treks, and their extensive knowledge of the island’s rich and diverse landscapes with visitors.
The team works with national organisations such as Natural England to facilitate the England Coast Path on the Island, and the local council to record conditions and report issues.
VisitEngland/Matthew Miles Video
Liam White, Fairytale Farm, Chipping Norton
Individual nominated by Cotswolds Tourism/Experience Oxfordshire
Liam White, Animal Manager, has an enviable role looking after the animals at Fairytale Farm in the Cotswolds.
As deputy manager, he leads the animal team at the farm made up of staff and volunteers, and is responsible for the health and welfare of the animals.
He is enthusiastic about creating a magical experience for visitors and takes pleasure in interacting with visitors to make them feel special. This includes helping children with petting animals and answering their questions.
He is also keen to ensure that guests with different disabilities are well looked after, often going the extra mile to make sure they are included, and has often been commended for his sensitivity and understanding.
Feedback from guests often single him out for special mention which are 100% positive.
Liam takes the animals to those in the community who can’t get to Fairytale Farm, visiting people in care homes and hospices.
During the 2021 World Cup he also appeared on various news outlets with Alfie the Alpaca, making predictions on who would win the matches!
VisitEngland/Matthew Miles Video
Lily-Rose Sheppard, Roundhouse Birmingham
Individual nominated by West Midlands Growth Company/Visit Birmingham
Following illnesses that included fibromyalgia and Covid, which left her feeling in a rut, Lily-Rose Sheppard became inspired to volunteer as a guide leading kayak and stand-up paddleboard tours to visitors along Birmingham’s famous canals.
She learned to kayak, rescue people capsized in boats and deliver tours, and her previous experience as a performer also put her in good stead when connecting with audiences and actively engaging them in the city’s history on her kayak and paddleboard tours.
Her dedication to providing great experiences on the water led to the Roundhouse Birmingham creating a paid role for Lily-Rose which has been rewarded through five-star reviews by visitors and guests.
VisitEngland/Matthew Miles Video
Pete Chambers, The Coventry Music Museum
Individual nominated by Destination Coventry/Coventry & Warwickshire Destination Partnership
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.
VisitEngland/Matthew Miles Video
Robert Dennis Brown, Dalby Forest Cycle Hub, Yorks
Individual nominated by North York Moors National Park/York and North Yorkshire Local Visitor Economy Partnership (LVEP)
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.
VisitEngland/Matthew Miles Video
Sue & Ian Rainford, Brickhouse Farm Cottages
Team nominated by Visit Lancashire/Marketing Lancashire
Ian and Sue Rainford made their dream to provide accessible luxury accommodation come true in 2013 with the opening of Brickhouse Farm Cottages in Lancashire.
They were inspired to act after meeting families when their youngest daughter was involved in a life-changing road traffic accident. After months in hospital, their daughter became wheelchair dependent, but their home was non-accessible and unsuitable holiday accommodation stopped much needed family breaks.
So in 2012 they began building five cottages on their farm with accessibility being the prime goal, to make good on their dream of creating “a home away from home”.
With occupancy rates staying strong at 96% on average, the business has gone from strength to strength, today offering seven cottages, a hydrotherapy pool, a sensory room and Lakeside Kitchen (Brickhouse’s on-site restaurant).
Their dedication and passion to provide accessible tourism was recognised in 2023 when they won Silver in the Accessible and Inclusive Tourism category at the VisitEngland’s Awards for Excellence 2023.
Vote now
Vote now for Tourism Superstar 2024
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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.