Powerful potential of big business recognised in World Responsible Tourism Awards 2016 at WTM London

Powerful potential of big business recognised in World Responsible Tourism Awards 2016 at WTM London

Lemon Tree Hotels, India and Tren Ecuador have been announced as the joint-overall winners of the 2016 World Responsible Tourism Awards at WTM London sponsored by Belize in a special ceremony held during World Responsible Tourism Day at WTM in London.

Chosen from 13 worldwide finalists in five categories, the judges were unable to split the two overall-winners, commending both on the extent of the impacts they have had and their powerful potential to inspire real change within the tourism industry.wrtd-label

The third largest hotel chain in India, and the fastest-growing, Lemon Tree Hotels caught the judges’ attention in the ‘Best Accommodation for Responsible Employment’ category with their core programme to give opportunity-deprived Indians (those with a variety of physical and intellectual disabilities, and those from socially-excluded groups) a route into employment. Tren Ecuador, which also took the Gold in the ‘Best for Poverty Reduction & Inclusion’ category, impressed for reversing the traditional approach of heritage and luxury train travel (a model where the guests remain cocooned on the train, isolated from the places they pass through) and instead creating shared value with local enterprises, creating 5000 livelihoods for local people in communities along the tracks.

Speaking on behalf of the judging panel, an eminent collection of responsible tourism leaders from across the industry, NGOs and public organisations, Professor Harold Goodwin, Chair of Judges said:

Lemon Tree Hotels are recognised for tackling, effectively, a major social problem in so many societies. A large corporate business backed by international investors successfully getting disabled and other opportunity-deprived people into the workforce in tourism and making this a core part of their operations is a powerful statement.

“The judges hold Tren Ecuador up as an outstanding, holistic example of how all tours should be designed, and feel that if all tourism was planned in this way it would be very effective at making better places in which to live, as well as better places to visit.”

The potential these businesses have to inspire change is not lost on Justin Francis, founder of the Awards and CEO of organisers Responsible Travel.

When I founded these awards in 2004 it was the aim to highlight what is possible to achieve through responsible tourism and hold the winners up as examples to be replicated by the wider tourism industry.

Lemon Tree Hotels & Tren Ecuador show clearly how big corporations can adopt responsible tourism as a core part of their business, be commercially successful and deliver significant benefits for local communities. These businesses move a more responsible style of tourism into the mainstream. They are the future of tourism”.

Karen Bevans, Director of Tourism for the Awards headline sponsor, the Belize Tourism Board commented; “The Belize Tourism Board has always valued and embraced the principles and pillars of responsible travel so it’s a real privilege to support and congratulate all the winners of this year’s awards. The opportunity to sponsor the awards has provided an important platform to highlight the importance of responsible travel globally and also to showcase Belize’s commitment to developing tourism in a way which reflects these principles. We hope that not only will the finalists inspire businesses in Belize to follow their example, but that they will help drive positive change in tourism globally”.

Commenting on the calibre of the winners, Simon Press, Senior Exhibition Director for World Travel Market London and Awards judge says: “The standard of entries into this year’s World Responsible Tourism Awards at WTM London has been of a phenomenally high standard. As we celebrate ten years of World Responsible Tourism Day at WTM London, the joint winners perfectly demonstrate the type of projects WRTD is looking to highlight and encourage. Both winners put the local communities at the heart of what they are looking to deliver.”

Full details of the 2016 Gold & Silver Winners can be found on the Awards website at http://www.responsibletravel.com/awards.

The full judges’ reasons can be found at: http://www.responsibletravel.com/awards/winners/2016.htm after 12:45pm on Tuesday 8th November 2016.

All 2016 winners are available for interviews and high resolution images can be obtained in the Dropbox links below, or by contacting Sarah Faith on awards@responsibletravel.com 01273 829269.

A full list of the 2016 winners:

Joint-Overall Winners:

Lemon Tree Hotels

Tren Ecuador

Best Accommodation for Responsible Employment – sponsored by Belize

Gold:  Lemon Tree Hotels, India. https://www.lemontreehotels.com

Judges reasons: “The third largest hotel chain in India, Lemon Tree Hotels are recognised for creating a socially inclusive work environment, employing people with disabilities and those from socially and economically disadvantaged backgrounds. The company ethos is that people with disabilities must be provided the same opportunities as others to realize their full potential. Currently 25% of its staff ‘opportunity deprived Indians’ and they hope to increase this to 49% in the next 5 years. The judges are delighted to see a large major successful corporate with progressive employment practices at the heart of the business.”

A 2 night ‘Winter Package’ stay at the Lemon Tree Premier Jaipur costs £48per room per night, including breakfast and one full day sightseeing (Private car service to City Palace, Amer Fort, Jantar Mantar & Jal Mahal). To book: https://gc.synxis.com/rez.aspx?Chain=7710&Dest=WTM&start=availresults&promo=WinterSS

High-resolution images available here: https://www.dropbox.com/sh/314dwzoe10t28ml/AABza257Qo_dQVpsOQ02Hbq8a?dl=0

Silver:  Bushmans Kloof Wilderness Reserve & Wellness Retreat, South Africa. https://www.bushmanskloof.co.za/

A four night stay including all meals, a variety of activities including nature drives, guided rock art excursions, botanical walks, canoeing, archery, fly fishing, hiking, swimming or special interest presentations (birding, stargazing, entomology, and rock art), complimentary WIFI and welcome drink costs from £520 per person per night. To book: www.bushmanskloof.co.za  +27214379278

High-resolution images available here: https://www.dropbox.com/sh/8iiqoul4kbyswv7/AAAy9ScumBgy03DFTAHx8Z1wa?dl=0

Best Contribution to Wildlife Conservation – sponsored by the Florida Keys & Key West Tourist Development Council

Gold:  Sam Veasna Center, Cambodia. http://www.samveasna.org/

Judges reasons: “The judges recognise the Sam Veasna Center for its highly replicable approach, whereby rural communities are trained in ecotourism, and contributions to community development funds are tied to tourist sightings of endangered species, creating an incentive to protect habitats and not to hunt. Overall Sam Veasna Center’s wildlife tours to eight community ecotourism sites have generated over two hundred thousand dollars in income for rural communities, over one hundred thousand dollars to wildlife conservation activities, including nest protection for endangered large birds, and over sixty thousand dollars in conservation contributions to community development funds.”

A 6 day tour of Cambodia’s wild and remote Northern Plains costs from US$1,600pp. Including Ecolodge accommodation, food, park entrance fees, transport, conservation contribution and expert wildlife guide. Excludes flights. To book www.samveasna.org.

High-resolution images available here: https://www.dropbox.com/sh/80kfuyvgmkfwbah/AADwM90emj8DglUtjoHL1TKfa?dl=0

Silver: Misool Eco Resort, Indonesia. http://www.misoolecoresort.com/

7+1 nights full board accommodation from $2825 USD per person based on two people sharing a double room. Includes free local use of kayaks and Stand Up Paddle Boards, snorkelling, evening educational lectures, Airport pick-up, and hotel accommodation and breakfast in Sorong for one night following your stay on scheduled transfer dates. Dives extra. Excludes international flights. To book: http://www.misoolecoresort.com/visit2017.html or bookings@misoolecoresort.com.

High-resolution images available here: https://www.dropbox.com/sh/ik4qoo3jlmgedzp/AACyXg1T2bVpApG1Izj8fGjea?dl=0

Silver: Burj Al Arab Aquarium, Dubai. https://www.jumeirah.com/en/hotels-resorts/dubai/burj-al-arab/

High-resolution images available here:


Silver: East African Safari & Touring Co., Tanzania. http://www.eastafricansafari.net/

An eight day safari experience including game viewing in the Serengeti and Ngorongoro, walking safaris, Masai culture and the elephants of Tarangire ecosystem, from £1,990 per person, including all meals and full guided. Excludes flights. To book, www.eastafricansafari.net

High-resolution images available here: https://www.dropbox.com/sh/hp9witupwpm6eb0/AACV13PnWBHPgVdmyNwck-1Ca?dl=0

Best Innovation by a Tour Operator – sponsored by Belize

Gold: Elevate Destinations. http://elevatedestinations.com/

Judges reasons:  “The judges were impressed by Elevate Destinations “Buy a Trip, Give a Trip” innovation, which using proceeds from clients payments, Elevate gives groups of children in the developing world a daytrip to access and experience the natural and cultural heritage of their homes. They have organised 13 trips in 12 destinations for 500 disadvantaged young people and the judges recognise that this is a simple, scalable idea, and one which democratises the travel experience. They hope that many more tour operators will follow their lead.”

A 9 night Private Elephant Adventure in Kenya costs from US$10,500pp, including accommodation in luxury camps, visits to elephant conservation projects, game drives, all meals, private guides and internal charter and scheduled flights. Excludes international flights. Book at:  http://elevatedestinations.com/itineraries/kenya-private-elephant-adventure/

High-resolution images available here:


Silver: Viaggi Solidali. http://www.viaggisolidali.it/

A 2 hour tour of Porto Palazzo, Turin taking in Europe’s largest open-air market guided in Italian, English or another language by a Viaggi Solidali inter-cultural companion costs from EU20pp (min 2 people). Book at: http://www.viaggisolidali.it/migrantour

High-resolution images available here: https://www.dropbox.com/sh/f862i1ecz8vhvks/AAB5inFjm_2LFHh1BD9ZyD2da?dl=0

Best for Poverty Reduction & Inclusion – sponsored by the Tobago House of Assembly

Gold: Tren Ecuador, Ecuador. http://trenecuador.com/

Judges reasons:  “The judges were impressed by the way in which Tren Ecuador has reversed the traditional approach of heritage and luxury train travel, a model where the guests remain cocooned on the train, isolated for the places they pass through. They instead have created shared value with 23 station-cafes, 14 artisanal squares, 13 local museums, 2 lodges, 9 folklore and historical recreation groups and several community-based tourism operations – all included as part of a tourist’s journey. The result is a family of associated enterprises which creates 5000 livelihoods for people in local communities along the tracks.”

4 days on the ‘Tren Cucero’ from the Andes to Pacific Coast costs from US$1,490pp. Includes all meals, accommodation in local guesthouses, transfers, cultural & community experiences and English & Spanish-speaking guides. Book at www.trenecuador.com/en

High-resolution images available here: https://www.dropbox.com/sh/kb3i9w8d2gzs8la/AAC1AWWsv9Vv1K7CsNR3NBKAa?dl=0

Silver: Sapa O’Chau, Vietnam. http://www.sapaochau.org/

A 4 night, 3 day trekking experience in the Sapa region starting and finishing in Hanoi costs from £240pp for a group of six. Includes overnight sleeper train, most meals, homestay accommodation and local guides. To book: www.sapaochau.org  +84 915 502 589

High-resolution images available here: https://www.dropbox.com/sh/s6ohrc4nszcflkv/AABniwt7z0FllV4SPcIXDr14a?dl=0

Silver: !Xaus Lodge, South Africa. http://www.xauslodge.co.za/

Book a three-night stay at !Xaus Lodge for R8985 per person, sharing. This fully-inclusive rate includes all meals and activities on offer. To book: www.xauslodge.co.za/RTA2016  or phone +27 21 701 7860

High-resolution images available here: https://www.dropbox.com/sh/b5pvzr4jameia4u/AACFAijNRx4wjwB2MJIrMFxJa?dl=0

Best Responsible Tourism Campaign – sponsored by Exodus Travels

Gold: Friends International – Childsafe Movement. http://www.thinkchildsafe.org

Judges reasons: “The judges were impressed by how the Childsafe Movement has addressed a broad range of issues including child sexual abuse, trafficking, child labour, begging and unnecessary institutionalization among others and more recently orphanage tourism and voluntourism. Praised for its holistic approach and its growth since its Silver at these awards in 2013, the movement now works in 18 countries and over 9,000 children have received support directly from Childsafe. The judges hope this award will encourage still more individuals, destinations and businesses to engage with the ChildSafe Movement – it is needed everywhere.”

High-resolution images available here:


Silver: World Cetacean Alliance, UK. http://worldcetaceanalliance.org/

High-resolution images available here: https://www.dropbox.com/sh/vnj1g8z951ceij5/AAB82BDUDoACfJPojehV6m7Wa?dl=0

-Ends –

Notes to Editors:

About the World Responsible Tourism Awards

For more information on the World Responsible Tourism Awards visit www.worldresponsibletourismawards.com

Now in their 13th year, the World Responsible Tourism Awards were founded in 2004 to celebrate the most inspiring stories in responsible tourism.

The Awards are organised by Responsible Travel and ICRT (International Centre for Responsible Tourism). The Awards ceremony is hosted by World Travel Market, the leading global event for the travel industry, during World Responsible Tourism Day, the world’s largest event for responsible tourism which this year takes place on Tuesday 8th November.

This year, the Awards feature 5 categories covering a variety of topics, which reflect the hottest issues currently debated in the world or responsible and sustainable tourism. Tourism businesses and organisations around the world submit themselves for consideration by a panel of independent, expert judges chaired by Professor Harold Goodwin.

Follow Awards news and updates on Twitter: @RTAwards or #WRTA2016 and Facebook https://www.facebook.com/responsibletourismawards where you can also find stories from our previous international winners.

About Responsible Travel

At Responsible Travel we help travellers live their dreams through authentic and life-enriching adventures, ensuring local people and wildlife benefit and being a catalyst for change in the industry.

Responsible Travel is now the world’s largest platform for ethical tour providers (with a rigorous screening process in place to ensure each company fits the guidelines to be represented on the site). The company is growing by 30% each year with its profits dependent on an ‘Honesty Box’ where tour providers voluntarily declare their commission. 

– The holiday collection includes tours from almost 400 small, specialist and ethical tour operators

– The collective operates in 190+ countries

– In 15 years, the company has helped over 100,000 people live their travel dreams and received over 1million holiday enquiries.

Alongside the holidays it markets, Responsible Travel has two other core programmes to drive positive change in the tourism industry:

Activism – campaigning for more responsible types of tourism worldwide.

– The World Responsible Tourism Awards (founded by us in 2004)  – celebrating and recognising the businesses around the world, big or small, innovating and leading the way in responsible tourism.

CEO Justin Francis has been included in Courvoisiers The Future 500, Thames and Hudsons 60 Innovators Shaping Our Creative Future and taken his place on the Advisory Board of The International Centre for Responsible Tourism.

About the Belize Tourism Board

The Belize Tourism Board (BTB) is a statutory body within the Belize Ministry of Tourism and Civil Aviation, and it is governed by a Board of Directors appointed Tourism  Industry  Association  and  Belize  National  Tour  Operators  Association and is  dedicated  to  building  tourism  in  the  most  economically  and environmentally  sustainable  manner.   

As  a  part  of  its  responsibilities,  the  BTB  promotes  Belize  as  a  premier  tourism destination  to  both  in country  and international consumers.  Among its outreach to the international travel market, the BTB markets the country’s unique attractions to travellers, members of the travel trade industry and media outlets in key markets. The  BTB  is  also  dedicated  to  developing  and  implementing  tourism  programs  that  will  help  strengthen  and  grow  the  Belizean  tourism  industry;  promote  good destination  stewardship;  and  instil  high quality  standards  for  accommodations  and  travel experiences.    For more information  on  the  BTB  and  its  services,  visit www.travelbelize.org

About World Travel Market London

World Travel Market London, the leading global event for the travel industry, is the must-attend three-day business-to-business exhibition for the worldwide travel and tourism industry.

Around 50,000 senior travel industry professionals, government ministers and international press, embark on ExCeL – London every November to network, negotiate and discover the latest industry opinion and trends at WTM.

WTM London, now in its 37th year, is the event where the travel industry conducts and concludes its deals. WTM 2016 will generate around £2.5 billion of travel industry contracts.

World Travel Market London is part of Reed Travel Exhibition’s WTM portfolio, which also includes Arabian Travel Market, World Travel Market Latin America and World Travel Market Africa.  www.wtmworld.com


Sarah Faith

World Responsible Tourism Awards Manager

Responsible Travel


01273 829269



Tagged , .

World Travel Market brings the travel industry together through world leading events, content and digital tools, that make it easier for you to find personal and business opportunities and do more effective business.

Leave a Comment

Your email address will not be published. Required fields are marked *