VisitEngland Reveals Finalists for 2026 Tourism Superstar Competition, Get the Details Here

Published on December 15, 2025

To celebrate the UK’s tourism champions, VisitEngland has announced its 10 finalists in its prestigious Tourism Superstar competition, now in its 14th year. These individuals and teams have been nominated for their exceptional contribution to the tourism industry and their tireless work in continually improving the visitor experience across England. The finalists will represent a broad spectrum of roles from volunteer guides and chefs to event organizers and holiday park employees, which add to the richness of the industry.

Celebrating Passion and Dedication in Tourism

The Tourism Superstar competition is designed to spotlight the unsung heroes of the UK’s tourism sector — individuals who work tirelessly to create memorable experiences for visitors. Andrew Stokes, Director of VisitEngland, expressed his enthusiasm for the competition, noting that it highlights the many roles that make up the tourism ecosystem. From volunteers and tour guides to chefs and event organizers, each finalist has been nominated for their exceptional commitment to delivering top-notch services and for making a positive impact on the tourism experience.

“Our Tourism Superstar competition truly showcases the diversity of roles in our wonderful industry,” said Stokes. “It is their commitment to making visitors leave with magical memories that we are celebrating. These finalists are already superstars in their own right, and I encourage the public to show their support by voting for their favourite superstar.”

Meet the Tourism Superstar Finalists

The finalists for the 2026 Tourism Superstar competition represent a wide array of tourism sectors, each making unique contributions to the local and national tourism scene. These individuals and teams are dedicated to improving visitor experiences and promoting England’s diverse attractions and destinations.

• Jimmy Nicol, Volunteer Guide at Raby Castle, County Durham
  Jimmy Nicol has been a key figure at Raby Castle, providing exceptional tours and insights into the history and heritage of the castle and its grounds. His passion for the site has inspired countless visitors and made him a beloved figure at the castle.
• Hull & East Yorkshire Volunteers (HEY! Volunteers), Supporting Culture, Tourism, and Heritage, East Riding of Yorkshire
  This dedicated team of volunteers works to enhance the cultural and heritage tourism offerings of East Riding of Yorkshire. They are known for their tireless work in promoting local attractions and ensuring that visitors have a truly authentic experience.
• Dan Monk, Director of Astrophotography at Kielder Observatory, Northumberland
  As the director of astrophotography at Kielder Observatory, Dan Monk combines his love of the stars with a deep commitment to educational tourism. His work inspires visitors to explore the wonders of the night sky, drawing attention to the region’s growing astro-tourism scene.
• Maurizio Bocchi, Chef at La Locanda, Lancashire
  Chef Maurizio Bocchi has earned a reputation for delivering culinary excellence at La Locanda, where he uses locally sourced ingredients to create exceptional dining experiences. His culinary talents have put Lancashire on the map for food tourism, attracting visitors from all over the UK.
• Coast & Country Parks Holiday Connoisseurs, Coast & Country Parks – Somerset, Devon & Cornwall
  This team of holiday park employees in Somerset, Devon, and Cornwall is renowned for their hospitality and the immersive experiences they offer to visitors. Their dedication to creating memorable stays has helped grow the region’s popularity as a family-friendly holiday destination.
• Leicester’s Festivals and Events Team, Leicestershire
  Leicester’s Festivals and Events Team plays a crucial role in promoting the city’s rich cultural calendar, from arts and music festivals to food and drink events. Their work has helped cement Leicester’s reputation as a vibrant and diverse destination.
• Mick Hurst, Battle of Evesham Historical Events and Reenactments, Worcestershire
  Mick Hurst is passionate about history and works tirelessly to bring the Battle of Evesham to life through historical reenactments. His efforts have made the event a highlight in Worcestershire’s cultural tourism calendar, attracting history enthusiasts from across the globe.
• Sheila Hannon, Show of Strength Theatre Walks, Bristol
  Sheila Hannon’s theatre walks in Bristol offer visitors an engaging way to explore the city’s rich history. By combining storytelling, drama, and walking tours, she brings Bristol’s past to life, offering a fresh perspective on the city’s landmarks.
• Badger Hide Guides Volunteers at Wild Haweswater, RSPB at Wild Haweswater, Cumbria
  The volunteers at Wild Haweswater, led by the Badger Hide Guides, offer visitors the chance to experience nature in its purest form. By guiding guests through the region’s stunning landscapes, they help foster a deeper connection to wildlife conservation.
• Cheryl Cade, Tour Guide, Norwich and Norfolk
  Cheryl Cade is a highly regarded tour guide in Norwich and Norfolk, known for her engaging storytelling and deep knowledge of the region’s history. She is a favorite among tourists for her ability to bring the area’s rich heritage to life in an accessible and entertaining way.

Voting for Your Favourite Tourism Superstar

The finalists now move into the public voting phase of the competition, which will run from February to March 2026. Short films of each finalist showcasing their roles and their contributions to the tourism industry will be featured on VisitEngland’s website, allowing the public to learn more about each individual or team before casting their vote.

VisitEngland encourages everyone to participate in the voting process and support their favourite Tourism Superstar. The winner will be announced during the VisitEngland Awards for Excellence in the summer of 2026. This prestigious award serves as a recognition of the hard work and dedication of tourism professionals across England.

Impact on Tourism in England

The Tourism Superstar competition not only highlights the exceptional individuals who make a difference in the tourism sector but also brings attention to the diverse and vibrant destinations across England. Each finalist plays a key role in showcasing the country’s cultural, historical, and natural attractions, contributing to the growth and development of local tourism economies.

By celebrating the people behind England’s thriving tourism industry, VisitEngland helps foster a greater appreciation for the hard work that goes into creating memorable visitor experiences. The competition also encourages the public to explore different parts of England, from historical sites and cultural landmarks to natural beauty spots and culinary hotspots.

A Tribute to England’s Tourism Champions

The Tourism Superstar competition launched by VisitEngland is an important initiative in identifying those people or teams who work beyond the call of duty to deliver outstanding travel experiences. With the finalists lining up for a competition where voting will be conducted by the public, it is evident that England’s tourist industry is flourishing due to the hard work of people who work towards welcoming tourists with an understanding of England’s history and culture.