VisitEngland Opens Voting for Tourism Superstar 2026

Ever been on a day out or a holiday where someone just made your day? Maybe it was the tour guide who told a brilliant ghost story that made you jump, the friendly person at the holiday park who showed you the best spot for ice cream, or a volunteer who pointed out a rare bird you’d never have spotted otherwise.

These are the people who turn a good trip into a great one, and often they don’t get the credit they deserve. Well, VisitEngland has an entire competition for exactly these kinds of amazing people, and the best part is, you get to help choose the winner. The annual Tourism Superstar competition is back, and the public is now being asked to vote for their favourite hero of the tourism industry.

What's the Tourism Superstar competition all about?

Right, so imagine a talent show, but instead of singers and dancers, the contestants are the incredible individuals and teams who make exploring England so special. That's pretty much what the Tourism Superstar competition is. Now in its 14th year, this award is all about finding the unsung heroes of the English tourism industry. It’s a nationwide search to celebrate the passion and dedication of people working in tourism.

These are the folks who go the extra mile to make sure visitors have unforgettable experiences. The competition isn’t just about a fancy award; it’s a way to say a massive ‘thank you’ to the people who are the heart and soul of the industry. The public voting is officially open as of 9 February, so it’s time to get involved. There are ten brilliant finalists, and the one with the most votes from the public will be crowned the winner. This competition really highlights the amazing quality found across the entire sector.

More than just a competition

This whole thing is about more than just one person winning a trophy. It’s a brilliant way to shine a spotlight on the huge variety of amazing destinations and attractions available right on our doorstep in England. The tourism industry is a massive part of the country’s economy, contributing a whopping £127 billion and supporting more than 2 million jobs. Think about it – every time you visit a museum, stay in a B&B, or buy a souvenir, you’re supporting local businesses and employers.

The competition celebrates everyone, from people working in grand historic castles to those at buzzing holiday parks, and from experts at stargazing observatories to passionate volunteers at quiet nature reserves. These dedicated individuals and teams are the reason people want to keep coming back to these destinations. Their hard work ensures the quality of experiences remains high.

VisitEngland Director Andrew Stokes put it perfectly:

Tourism Superstar seeks out the standout people who make our tourism industry amazing, ensuring destinations and attractions provide unforgettable experiences. The competition also shines a spotlight on the variety and quality on offer at every level and in every part of England’s tourism industry. From holiday parks to castles, and from observatories to nature reserves, these individuals and teams ensure visitors keep coming back. Of course, they are all superstars already but I encourage you to watch the videos and cast your vote to make sure your favourite takes the crown.

His words really capture the spirit of the event. It’s a celebration of the passionate people who make the tourism sector what it is, showcasing the wonderful variety of roles within this vital industry that supports our economy.

Meet the fantastic finalists

The ten finalists for 2026 are a fantastic mix of people from all corners of England, representing the incredible diversity of the tourism industry. They were chosen from nominations sent in by destinations and employers across the country. There are dedicated professionals, enthusiastic teams, and brilliant volunteers who give their time for free simply because they love what they do. It’s this blend of individuals that makes the industry so special. Getting to know the finalists is a great way to see the sheer range of experiences on offer.

Here are the amazing finalists you can vote for:

• Badger Hide Guides Volunteers at Wild Haweswater, the RSPB at Wild Haweswater, Cumbria

• Cheryl Cade, Tour Guide, Norwich and Norfolk

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

• Dan Monk, Director of Astrophotography, Kielder Observatory, Northumberland

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

• Jimmy Nicol, volunteer guide at Raby Castle, County Durham

• Leicester's Festivals and Events Team, Leicestershire

• Maurizio Bocchi, chef at La Locanda, Lancashire

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

• Sheila Hannon, Show of Strength Theatre Walks, Bristol

How to cast your vote

Getting involved is super easy and a great way to show your support for England's fantastic tourism industry. All you need to do is head over to the VisitEngland website, where you can watch a short film about each of the ten finalists. These videos give you a little glimpse into their world, showing what they do and why they are so passionate about it. It’s a chance to see them in action and hear their stories.

Once you’ve met all the amazing individuals and teams, you can cast your vote for the one you think truly deserves to be crowned the Tourism Superstar of 2026. The online voting is open from 9 February and runs until 22 March, so there’s plenty of time to check out the finalists and make your choice. The winner will be revealed at the end of English Tourism Week, which takes place from 13-22 March. They’ll then be presented with their well-deserved award at a special ceremony in the summer. This is a real chance for the public to have its say and celebrate the people who make our tourism experiences so memorable.