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Recognises an individual working for a tourism business who excels in their role and deserves to be applauded for their work and commitment to the industry. 

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Recognises bed & breakfast and guest house businesses providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

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Recognises holiday parks, sites, villages and self catering accommodation businesses providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

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Recognises organisations who can demonstrate how it has specifically embedded the “customer at the heart of everything” approach at its core. This includes from each individual employee’s interaction with customers as well as strategy for overall customer experience and how this has impacted on the business. 

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Recognises tourism businesses committed to being sustainable, responsible and ethical in how they operate and interact with customers, the wider community and the environment.

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Recognises providers of truly memorable and immersive activities for visitors to participate in.

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Recognises full service hotels providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

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Recognises large visitor attraction businesses providing truly memorable visitor experiences and demonstrating excellence across every aspect of the business.

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Recognises tourism businesses and attractions adopting a proactive approach to marketing – be that through print, digital, social, outdoor, press activity or a mix of all these. This award will look for those who truly understand their audience and base their marketing strategy on solid data and research. We are looking for marketing concepts which are creative, memorable but also measurable with a positive evidence of results.

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Recognises high performing new tourism businesses, demonstrating excellent understanding of their market, exceeding the expectations of their customers with clear plans for future development.

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Recognises pubs that make a significant contribution to tourism in their area, with a food and drink offering that includes quality locally sourced produce.

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Recognising businesses within the tourism industry who have demonstrated innovation, resilience and adaptation, along with support for their local communities, during the COVID-19 pandemic.

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Recognises small serviced accommodation businesses providing truly memorable guest experiences and demonstrating excellence across every aspect of the business.

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Recognises small visitor attraction businesses providing truly memorable visitor experiences and demonstrating excellence across every aspect of the business.

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Recognises businesses within the tourism industry that offer food, beverage and service innovation and excellence.