VisitEngland’s Tourism Superstar award

Badger Hide Guides Volunteer at Wild Haweswater, the RSPB at Wild Haweswater, Cumbria 

Team: Kathryn Nunn, Phil Swainson, Gillian Hammersley, Caroline Langfield, Phil Sweetland, Lee Schofield, Graham Inkersole, Mel Haward, Annabel Rushton.  

The Badger Hide offers visitors a unique opportunity to observe badgers up close in the heart of the Lake District National Park. The success of this experience is largely thanks to the dedicated team of volunteers, who welcome guests, introduce them to the site, and share their enthusiasm for both the local wildlife and ongoing landscape restoration efforts. Their friendly approach ensures every visitor has a safe and memorable time, fostering a deeper connection with nature, which benefits mental and physical well-being. 

Since the volunteers joined, the hide has increased operation to five nights weekly (Tuesday to Saturday), allowing many more people to enjoy the magic of badger watching. As a result, annual visitor numbers have risen to around 450, and income has grown from £4,000 to £15,000, supporting RSPB’s vital restoration work. The volunteers’ commitment is reflected in glowing visitor feedback, praising the welcoming atmosphere and the unforgettable wildlife encounters. Their contribution has truly transformed the Badger Hide into a cherished experience for nature lovers. 

Cheryl Cade, Tour Guide, Norwich and Norfolk 

Cheryl Cade is a passionate, self-employed tour guide based in Norwich, renowned for her dedication to promoting both Norwich and Norfolk as key destinations. She offers an impressive range of tours spanning food and drink, military and family history, and historic walks, her latest focuses on Norwich’s hidden history. Cheryl is also driving the development of the Norfolk Guides Network, connecting volunteer and professional guides.  

Innovative and collaborative, she created the UK’s only Sausage Roll tour, which has received national attention, and works with language schools and coach companies, as a central contact for visiting groups. She also works internationally with Discover Live to deliver live-streamed tours, reaching audiences of over 650 people at once. Her efforts have also brought significant events to Norwich, including relocating the World Drinks Awards judging to the city.

Trained in accessibility and as a BSL interpreter, Cheryl ensures inclusive tours. Recognised for her natural guiding style, welcoming manner, and collaborative spirit, she is regarded as an ambassador for Norwich and Norfolk, committed to supporting local guides, events, and businesses. 

Coast & Country Parks Holiday Connoisseurs, Coast and Country Parks - Somerset, Devon and Cornwall 

Team members: Chris James, Ian James, Francesca James, Vicki Allan, Sue Bryant, Kamil Dzwilewski, Tyler Crowther,  David Brierley, Tara Birch, Neil Brewer, Danielle Blunden, Daniel Ashcroft, Naomi Pike, Amy Strevens, Marc Sellwood, Chantelle Seagrave, Angela Olver, Charlotte McCann, Crystal Van-Dyke, Dieshyna Olha, Layla Emery, Lee Lidstone, Richard Tucker, Sarah Rouse, Stuart Grantham, Thomas Truscott. 

The Coast & Country Parks team exemplifies authentic Cornish hospitality, with a family-run ethos rooted in community and warmth. Guests are personally welcomed and offered tailored recommendations, supported by a free app sharing insider tips. Sustainability, accessibility and inclusivity are central to their operations with ongoing biodiversity projects and eco-friendly improvements ensuring parks remain vibrant for future generations. Accessibility plans include a website upgrade with comprehensive details and neurodiversity training. The team also demonstrates inclusivity through universal first aid and “dogs in hospitality” training, recognising the importance of canine companions.

Notter Bridge and Tamar View Holiday Parks consistently receive glowing reviews, with guests frequently praising the team’s friendly, down-to-earth service. It is the collective spirit and authenticity of the Coast & Country Parks team that build meaningful guest experiences and long-lasting connections to Cornwall. 

Dan Monk, Director of Astrophotography, Kielder Observatory, Northumberland

Dan is a leading figure in Northumberland’s astro-tourism, championing the Northumberland International Dark Sky Park—the largest protected night sky in Europe. Through his hands-on role, he transforms stargazing into a signature visitor experience, making astronomy accessible and engaging for all ages. Dan’s quirky, approachable style and technical expertise have inspired thousands of visitors, helping position Northumberland as the UK’s top dark skies destination and earning Kielder Observatory national accolades. 

At Kielder Observatory, Dan leads immersive, year-round events blending science, culture, and storytelling, drawing visitors throughout the seasons and supporting rural economic growth. His active social media presence and collaborations with local businesses amplify Northumberland’s reputation, promoting sustainable and regenerative tourism that values environmental stewardship. 

Dan Monk embodies the future vision for Northumberland’s tourism, connecting people with both the cosmos and the local landscape. His creativity, community engagement, and media presence make him a true cultural ambassador and deserving candidate. 

Hull & East Yorkshire Volunteers (HEY! Volunteers), supporting culture, tourism and heritage, East Riding of Yorkshire 

Team members: HEY! Volunteer Voice Steering Group, Janet Adamson. Mick Tite, Sue Clark, Trevor Sylvester, Mary Fox, Helen Cooper, Eileen Hodgson, Manel Hedhili, Abi Bell 

The HEY! Volunteers are the welcoming face of Hull and East Yorkshire’s tourism. Established during Hull’s UK City of Culture year in 2017, the programme has grown, attracting thousands of locals proud to showcase their city delivering more than 157,000 volunteering opportunities, across a diverse range of museums, attractions, and events. Originally Hull-focused, the initiative now covers East Yorkshire, including coastal areas and the maritime town of Goole.  

Easily spotted in their blue uniforms, volunteers offer face-to-face visitor welcomes, staff the Welcome and Information Centre, and bring a friendly presence to outdoor events using ‘tourist information bikes’.   

Their authentic storytelling and deep local knowledge make guests feel at home and contribute to unforgettable experiences. Every volunteer receives comprehensive training, ensuring accessibility and respect for all visitors. With 2,500 volunteers, the programme blends large-scale operation with a family feel, embracing creativity, fun, and quirkiness that reflect Hull’s bold character. HEY! Volunteers don’t just support tourism; they shape it.

Jimmy Nicol, Volunteer Guide, Raby Castle, County Durham

Jimmy Nicol, aged 86, is a volunteer at Raby Castle whose enthusiasm, dedication and warmth make him a standout Tourism Superstar 2026 finalist. As a Room Steward he brings history to life with fascinating stories about Raby Castle’s rich history and the influential Neville family, earning glowing feedback for his clarity and charm. Jimmy’s bilingual Spanish skills allow him to welcome international visitors, ensuring inclusivity and accessibility for all.  

He supports new volunteers, offering guidance and kindness, and is a beloved figure. Beyond his volunteering duties, Jimmy actively promotes Raby Castle, County Durham and the wider North East, encouraging exploration of the region’s heritage and landscapes. He helps communicate environmental and conservation messages, aligning with Raby’s sustainability strategy. He epitomises the values of community and welcome, and stands as an exceptional ambassador for English tourism. 

Leicester’s Festival and Events Team Leicestershire 

Leicester’s Festival and Events (F&E) Team drives the city’s vibrant cultural scene, orchestrating major free and low-cost spectacles like Diwali on the Golden Mile, Light Up Leicester, the Riverside Festival, and heritage-inspired celebrations such as the Old Town Festival. They also manage large-scale commercial events including BBC Radio 2 in the Park, Kasabian Summer Solstice, and the Leicester Comedy Festival, while championing diversity through Eid, Mela, Caribbean Carnival, Chinese New Year, and Leicester Pride. Their imaginative programming fosters social cohesion and civic pride, providing platforms for underrepresented groups and enhancing Leicester’s national and international reputation. 

Collaboration is central, with partnerships spanning universities, community groups, emergency services, and businesses to ensure authentic programming. As a pilot partner for the Green Events Code of Practice, the team embeds eco-friendly measures and prioritises accessibility and inclusivity, engaging specialists to make events welcoming for all. Attracting over 500,000 visitors annually, these festivals boost the local economy and support Leicester’s Purple Flag accreditation for safe night-time events. Supported by a dedicated core staff and an invaluable team of casuals and volunteers, the F&E Team’s commitment to sustainability, diversity, and creative excellence exemplifies the spirit of Leicester. 

Maurizio Bocchi, Chef, La Locanda, Lancashire 

Maurizio has led the award-winning Italian restaurant in Gisburn, Lancashire, since 2003. Recognised as the UK’s most awarded Italian restaurant outside London, La Locanda boasts accolades such as the PAPA Best Independent Italian Restaurant Award and Taste Lancashire’s Highest Assured Quality Award, and as a Taste Lancashire Ambassador Maurizio represents the region at national events.

His commitment to sustainability is reflected in his use of 99% recycled kitchen waste and a menu centred on locally-sourced, seasonal produce, supporting the Slow Food movement and local suppliers. Maurizio also supports the community through collaborations with local producers, hosting supper clubs, charity fundraisers, and educational initiatives, having helped raise over £60,000 for breast cancer screening equipment. He is dedicated to sharing his culinary expertise via immersive events, cooking lessons, and digital content.  

Maurizio continues to innovate, recently launching the ‘Agrichef on Wheels’ YouTube series to showcase local produce and authentic Italian cuisine. His ethos is to provide an authentic Italian dining experience rooted in tradition and generosity. 

Mick Hurst, Battle of Evesham Historical Events and Reenactments, Worcestershire

Mick Hurst exemplifies the spirit of a Tourism Superstar through his dedication to Evesham’s heritage and Worcestershire’s visitor economy. As founder and CEO of the Battle of Evesham events, Mick has transformed a local reenactment into an internationally recognised, year-round programme, breathing life into history for thousands of visitors.  

Renowned for his positivity, historical knowledge and humour, Mick connects with visitors and participants of all ages. He has expanded the event beyond a single weekend into a year round programme that includes talks, markets, demonstrations and educational events. His long-term vision for a dedicated visitor centre shows his commitment to place-shaping, sustainability and cultural regeneration. His innovative approach engages younger audiences and enhances accessibility, he also works hard to boost the local economy by talking directly with businesses, listening to their feedback, and finding sponsors so events can stay free and open to all. Mick’s resilience in facing challenges such as adverse weather and Covid has galvanised a loyal volunteer committee.  

Beyond event delivery, he influences Evesham’s future through roles on advisory boards, championing local pride and history. Known for his star quality, Mick is an unforgettable ambassador for Evesham and Worcestershire. 

Sheila Hannon, Show of Strength Theatre Walks, Bristol  

Sheila Hannon is an unsung hero for her innovative contribution to the region’s storytelling and tourism. As co-founder of Show of Strength Theatre Company, Sheila pioneered theatrical experiences beyond traditional venues, bringing drama to city centres, shops, and ships. This inspired her celebrated theatre walks, including the award-winning ‘Frankenstein in Bath’ tour marking the 200th anniversary of Mary Shelley, which remains popular today through partnership with House of Frankenstein. 

Her engaging tours uncover Bristol and Bath’s hidden histories, from notorious crimes to tales of women and working classes, attracting both locals and visitors and supporting local businesses such as pubs and cafés. Sheila’s ‘Raising Cary Grant’ walks have brought Bristol’s connection to Cary Grant to life beyond the biannual festival, while other tours delve into regional heritage and quirky stories, supporting local DMP Growth Themes on ‘History Reinterpreted’. 

Known for her charisma, charm and humour, Sheila’s meticulous research and natural curiosity ensure every story is entertaining and insightful, making her a standout figure in Bristol’s cultural landscape.