The awards celebrate excellence in tourism across the South West with linked schemes in Cornwall, Devon and Dorset and Bristol, Bath and Somerset. They aim to promote and reward businesses and individuals in the tourism industry, whatever their sector and size. They are free to enter, independently judged and all entrants receive feedback. The awards also represent the South West ‘heat’ of the national awards, with many South West winners going on to be nominated to represent the region in the national VisitEngland Awards in the following year.