Tourism awards will prove again the huge strength of the sector

LIKE so much about life in the past ten months or so, awards for tourism businesses have been on hold or managed in a very different way to normal during the coronavirus pandemic.

Yet the organisers of one of the most prestigious, the Cornwall Tourism Awards, are preparing to roll out the virtual red carpet for the cream of the peninsula’s holiday and hospitality businesses next month, giving a welcome shot in the arm to businesses that have been hard-hit by the pandemic and the lockdowns that have been necessary to try to control it.

As usual, the list of those in line for recognition is a long and impressive one. No fewer than 113 entries were received. In a year when the tourist industry faced unprecedented challenges, that is remarkable.

Yet it shows the value, to those in the sector, of having their businesses measured against the yardstick of excellence that these awards strive towards.

This is the 19th year of the competition and its finalists, 77 of them in all, will be competing, not just for a gold, silver, bronze or special award, but also for the opportunity to go forward to compete in first the regional and then the national finals.

It is no surprise that holiday and hospitality operators from the Westcountry regularly feature among those judged to be the best in Britain.

We should never forget that the South West is the premier destination in the UK for staycations and that few regions have done more in recent years to raise their game and provide just what the ever-more discerning customer is looking for.

There were concerns that, because of the coronavirus crisis, 2020-21 might be the year to abandon the awards. Organiser Robin Barker, of Services for Tourism, said: “The past ten months have been a challenge for everyone – to survive, let alone prosper. Having considered abandoning the awards, I’m so glad we persevered, adapting and changing along the way to reflect the everchanging situation. The delight we’re witnessing amongst finalists on being told of their success makes it all so worthwhile!”

He’s absolutely right. Holiday businesses and those in hospitality measure their success in a number of ways, not least through happy customers who return again and again. But it never hurts to have the critical rule run over what you are doing, whether you are a five-star hotel, a highly regarded restaurant, or a dogfriendly bed and breakfast.

This year, Cornwall has even more reason to hope that it can bounce back from the Covid crisis stronger than ever. The announcement this week that Carbis Bay, St Ives, is to host the world leaders at the G7 Summit will give the county unprecedented and positive exposure.

It could not have come at a better time, but tourist businesses need to impress all their customers, not just the high-profile visitors from the world’s leading nations.

Tourism awards like these make sure they are doing just that – and give plaudits to those who go above and beyond. That has never been more vital.