Awards

We look for the most compelling Tourism Story, that uses an authentic and creative narrative that enticed overseas and domestic visitors to explore an African destination. The story-driven consumer or trade campaign needs to bring the destination to life for viewers, giving them a taste of the destination’s culture, natural beauty, history and vibrancy.

Competing in a highly competitive domestic and global tourism market called for a distinctive campaign that unleashed the power of story that naturally appeals to tourists’ imagination. The question is, does your story take them on a journey of discovery like no other?

As the development and implementation of technology continues at a rapid pace around the world, technologies in the tourism sector needs to advance with it. We are looking for the leader in innovative and integrated technologies that are redefining the tourist experience in Africa.

Smart cities are a draw card for tourists, offering integrated technologies that enhance their travel experience. Think integrated maps that help tourists navigate everything from the public transport system to the best restaurants to grab a bite to eat. Think technologies that use public APIs, facial recognition, data manipulation and augmented reality.

Marketing and effective PR campaigns in the tourism industry requires exceptional expertise to effectively execute campaigns with the right story to the right people. We are looking for marketing and PR agencies in Africa that not only have an extensive portfolio of tourism campaigns, but are leaders in conceptualising and executing bespoke marketing strategies and PR stories for their clients.

The digital space is a veritable treasure trove for marketers. It seamlessly connects with the tourism sector in not only bringing travel stories to life, but also taking people closer their dream destinations. New features and technologies on websites and social media platforms are enabling marketers to get even more creative and innovative with campaigns. That is why we want to recognise the most compelling Digital story that showcases a holistic digital strategy that effectively marketed products and services in the African travel industry. This also includes Digital Influencers that moved followers to support a travel brand.

With consistently high growth in recent times, and with expected growth of 6.2% over the next decade, luxury travel is helping to drive the entire travel and tourism industry. But what defines luxury travel? Service levels, personalisation, experience, privacy, time, wellness and relaxation? Luxury travellers are multi-generational, they come from all corners of the world and are increasingly discerning in their choices.

Luxury travellers come from all corners of the world and are increasingly discerning in their choices. In a hyper connected world, brands/products and destinations are having to react faster than ever to keep attracting and delighting their customers. The Most Compelling Luxury Story delivers an unrivalled guest experience. As people aspire to live healthier lives or are looking for ways to ease their stress and relax, tell us about your luxury product, service or destination! We look for offerings that provide natural assets and/or activities targeted at luxury and wellness travellers looking for something unique, respite from the daily demands of the modern world or simply a world-class luxurious product or experience like none other.

Sustainable Tourism is defined as any form of tourism that “minimises negative social, economic and environmental impacts; generates greater economic benefits for local people; and enhances the well-being of host communities”. By virtue of the nature of the tourism industry in driving visitors to destinations around the world, it has a critical role to play in looking after the environment.

We look for the Most Compelling Sustainable Tourism Story highlighting how your initiatives significantly enhance your sustainability footprint in Africa.

Speaking to those with a heart for adventure requires imagination and huge dollops of creativity. Marketing campaigns need to inspire and challenge visitors to tick adventure activities off their bucket lists. In Africa, we have some of the most exciting and challenging adventure activities in the world!

We are looking for the most compelling Adventure stories that capture the thrill of Adventure Tourism. The award recognises the best campaign that effectively promotes Adventure Tourism activities and destinations that are sustainable, ethical and involves the local community.

One of the best ways for tourists to immerse themselves in the culture and history of a destination is by digging into the local fare. Dishes that are indigenous to a destination are paired with incredible stories passed down from generation to generations. They naturally bring people together and start conversations that break down language and cultural barriers.

It’s not surprising that the 2016 Food Travel Monitor survey found that 93% of travellers’ destination of choice is influenced by food and drink. We are looking for the most compelling Foodie Story that gives travellers a taste of African food and drink through enticing marketing and PR campaigns.