VisitEngland has revealed the 10 finalists to make the shortlist of its Tourism Superstar competition.
VisitEngland’s Tourism Superstar competition, now in its 14th year, selects champions working in tourism who provide fantastic experiences for visitors.
They are also picked for showcasing the variety and quality of England’s tourism offer, businesses and destinations.
The 10 finalists, individuals or teams, were selected from dozens of submissions from Local Visitor Economy Partnerships (LVEPs), destinations, employers and colleagues.
The finalists go on to compete for the title of Tourism Superstar 2026 decided by a public vote and run on VisitEngland’s website in February and March 2026.
VisitEngland Director Andrew Stokes said: “Our Tourism Superstar competition showcases the diversity of roles in the industry with all those involved demonstrating their passion for their places of work and destinations.”
“I encourage the public to show their support by voting for their favourite superstar.”
VisitEngland Tourism Superstar 2026 finalists:
Jimmy Nicol, volunteer guide at Raby Castle, County Durham
Hull & East Yorkshire Volunteers (HEY! Volunteers), supporting culture, tourism and heritage, East Riding of Yorkshire
Dan Monk, Director of Astrophotography Kielder Observatory, Northumberland
Maurizio Bocchi, chef at La Locanda, Lancashire
Coast & Country Parks Holiday Connoisseurs, Coast & Country Parks – Somerset, Devon & Cornwall
Leicester’s Festivals and Events Team, Leicestershire
Mick Hurst, Battle of Evesham Historical Events and Reenactments, Worcestershire
Sheila Hannon, Show of Strength Theatre Walks, Bristol
Badger Hide Guides Volunteers at Wild Haweswater, the RSPB at Wild Haweswater, Cumbria
Cheryl Cade, Tour Guide, Norwich and Norfolk
The public will be able to vote on VisitEngland’s website from early February when the competition officially opens.
Short films of all the finalists, carrying out their duties in their tourism roles and promoting their local destinations, will be shown on VisitEngland’s website to support with voting.
Voting will run until the end of English Tourism Week which takes place from the 13-22 March.
The finalist with the highest number of votes is crowned winner at the end of the competition with the Tourism Superstar award handed out at the VisitEngland Awards for Excellence 2026 event in the summer.