The Tourism Catey honours one person or a team of people who have made an outstanding contribution to the standards of tourism in the UK.
"The guesthouse sector often gets overlooked, and it is great to see the high standards of the Farm Stay group recognised. They have helped bring farm-based accommodation to the forefront of high-quality tourism for both home and overseas visitors," said Linda Astbury, manager of the RAC's hotel services, congratulating last year's Tourism Award winner, Farm Stay UK, a marketing consortium of farm accommodation providers.
"The fact that they bounced back at the end of a dreadful period for rural businesses made this a special award for resilience," Astbury added. Her fellow judges agreed that Farm Stay UK fully met all three criteria to win the Tourism Catey, which are to persuade tourists from both the UK and abroad to spend their money in this country; to raise the profile of British hospitality; and to improve standards and professionalism within the industry.
Farm Stay UK, which has been operating since 1983, had the foresight to constantly upgrade and improve its marketing strategies long before the foot-and-mouth epidemic struck and threatened its survival. Judicious fund seeking from rural development agencies saw the print run of its free colour brochure, Stay on a Farm 2002, nearly double to 155,000. The British Tourist Authority was so impressed with the guide that it paid for 55,000 copies to distribute overseas. All Farm Stay members are graded by the RAC, AA or the English Tourism Council, and the consortium continues to raise standards through regularly inspecting its properties.
Determination in the face of adversity, entrepreneurial flair, and unflagging vision and professionalism are the kind of qualities that the judging panel look for when choosing a winner for the Tourism Catey.
In previous years the award has allowed for a wide range of people to be honoured. In 2001 Tim Smit, chief executive of the Eden Project, picked up the trophy for masterminding the hugely successful Cornish attraction, which has become one of the largest employers in the South-west and generated millions in additional revenue for its economy.
The year before, Richard Tobias, chief executive of the British Incoming Tour Operators Association, was saluted for his tireless achievements over more than 30 years of promoting and marketing Britain as a first-choice destination.
Judges' criteria
Tourism Award candidates should meet one or more of the following criteria. They may have:
* Persuaded tourists from both the UK and abroad to spend their money in this country;
* Helped to raise the profile of British hospitality; and
* Improved standards and professionalism within the industry.
This year's winner will be announced at the Catey Awards on Tuesday 1st July.
Previous Winners:
2002 Farm Stay UK
2001 Tim Smit
2000 Richard Tobias
1999 Hans Rissmann
1998 Albert Hampson, Linda Astbury & Sarah Whaley
1997 Cairns Boston
1996 Ken Robinson
1995 James Hoseason
1994 Victor Middleton
1993 Peter Lederer
1992 Anne Davies
1991 Pam Powell
1990 Martin Skan
1989 Gerald Milson
1988 Douglas Barrington
1987 Kit Chapman
Sponsored by: Aramark
Sponsor message:
Aramark is delighted to sponsor the Tourism award, to reward individual or team efforts which boost this important industry.
The award carries great significance this year, given the effects of the Foot & Mouth situation, and is all the more deserved when the resultant difficulties faced by the tourism industry in the UK are taken into account.
It’s clear that we can retain and build on the UK’s status as one of the world’s leading destinations by constantly improving the services we offer to visiting guests from both the UK and abroad. With tourism contributing over £12 billion to the economy and providing 1.7 million jobs, this is an especially important task for the nation.
Aramark, as an internationally renowned contract caterer and service provider, is dedicated to excellence in the business of food and hospitality. We are keenly aware that we must constantly meet and exceed our customers’ expectations. This philosophy applies equally to the tourism industry because visitors to the UK increasingly demand top quality in every aspect of their visit.
The award recognises individuals or teams who improve standards and professionalism in the industry, who further the drive to encourage more tourists to the UK and who help to raise the profile of British hospitality at home and abroad.
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