Rural Experience and Visitor Attraction of the Year
For rural businesses turning the countryside into outstanding visitor destinations.
This award recognises rural businesses that have transformed the countryside into high-quality visitor destinations, delivering outstanding experiences that attract significant footfall, drive tourism, and generate meaningful economic impact.
“How brilliantly do you bring people in and create experiences?”
What judges are looking for
- Quality of the visitor experience – what the guest gets, end to end.
- Footfall and reach – visitor numbers, dwell time, geographic spread of guests.
- Economic impact – revenue contribution to the local rural economy, jobs created.
- Programme and innovation – what the business is doing that’s new.
- Sustainability – environmental footprint, year-round resilience.
Who should enter
Rural tourism businesses, attractions, estates running visitor programmes, glamping and hospitality experience operators, on-farm visitor businesses, country-house experiences.
Entry Tips
- Use specific figures — revenue, %, headcount, acreage, customers served.
- Back claims with evidence: coverage, quotes, accreditations, photos.
- Focus on the last 24 months of performance.
- Read the criteria carefully and answer them directly.
