Behind every unforgettable visitor experience is someone who goes the extra mile. From welcoming guests with a smile to sharing fascinating local stories, England’s tourism industry is full of passionate people who make every visit truly special.
The VisitEngland Tourism Superstar Award celebrates the outstanding individuals who create memorable experiences for visitors across the country. Whether they’re a tour guide, volunteer, attraction employee, accommodation host, ranger, chef or visitor information expert, these tourism champions play a vital role in showcasing the very best of England.
The award recognises those who consistently deliver exceptional customer service, inspire visitors, and demonstrate genuine passion for their destination. Finalists are nominated by destinations, tourism organisations or employers before being shortlisted for a public vote, giving communities and visitors the opportunity to support their tourism heroes.
Awards Timeline
Nominations Open
October: The Tourism Superstar competition opens for nominations. Destinations, tourism organisations and employers are invited to nominate an individual who demonstrates exceptional dedication, outstanding customer service and a passion for welcoming visitors.
Nominations Close
November: Nominations close. A panel will review all entries, with 10 finalists announced in the following weeks.
Meet the Finalists
December – January: Each finalist is filmed in their local area, showcasing their story and the destination they represent. These videos are featured on VisitEngland’s voting platform, allowing members of the public to learn more about each finalist before casting their vote. The films are also promoted across VisitEngland’s corporate and social media channels.
Public Voting
February – March: Public voting takes place, giving supporters from across England and beyond the opportunity to vote for their Tourism Superstar.
Winner Announcement
March: The Tourism Superstar winner is announced following English Tourism Week.
The winner is invited to receive their award at the VisitEngland Awards for Excellence ceremony, held later in the year. Throughout their reign, the Tourism Superstar may also be invited to attend and speak at VisitEngland events, helping to champion England’s outstanding tourism industry and inspire others across the sector.
Why It Matters
The Tourism Superstar Award celebrates the people who make England such a welcoming and inspiring place to visit. Their dedication, knowledge and enthusiasm create memorable experiences for visitors while supporting local communities and strengthening England’s visitor economy.
If you know someone who consistently goes above and beyond to deliver exceptional visitor experiences, don’t miss the opportunity to nominate them and help recognise the incredible people at the heart of England’s tourism industry.