_Awards Success
Suffolk and Norfolk have had major success at the VisitEngland 2026 Awards for Excellence
Gold, Silver and Bronze were awarded in 17 categories at the event at Aerospace Bristol with this region’s finalists coming directly from the Suffolk and Norfolk Tourism Awards, run by Visit East of England and the Suffolk and Norfolk LVEP.
As well as Jimmy’s Farm & Wildlife Park being awarded Gold for Large Visitor Attraction of the Year, Gladwins Farm Self-Catering Holiday Cottages won Silver in the Regenerative Tourism category and Thursford’s Holly Lodge Boutique Bed & Breakfast won Bronze in the B&B and Guest House of the Year category.
The prestigious VisitEngland Awards for Excellence have been running for more than 35 years and celebrate and champion the quality, innovation, best practice and exceptional customer service of England’s tourism industry.
Holly Oakland, who organises the Suffolk and Norfolk Tourism Awards with colleague Laura Gissing, said, ‘Our three regional winners going forward to the national awards and receiving accolades is a wonderful testament to the excellence of their businesses, but also a reflection of the strength of the tourism sector in East Anglia.’
She added: ‘The fact that Jimmy’s has won the Large Visitor Attraction of the Year in England shows that family-run businesses who invest in their product over time will reap the rewards. Jimmy’s is a wonderful example of all that’s best about the mostly SME-nature of the visitor economy in Suffolk and Norfolk, the people who have created our biggest sector and biggest employer.’
“Jimmy’s is a wonderful example of all that’s best about the mostly SME-nature of the visitor economy in Suffolk and Norfolk”
CEO and founder Jimmy Doherty said of the award, ‘I’m absolutely blown away. This recognition means so much to Michaela and I. When I think about how far we've come over the past 25 years, from a derelict farm with no electricity or running water to the place it is today, it's incredible. Our team has played such a huge part in that journey, and we simply couldn't have done it without them.’
Susie Bradshaw of Gladwins Farm said, ‘We’re thrilled and honoured to have been awarded the Silver Award and are proud to represent Suffolk tourism on a national stage. We take great pride in this recognition and it is a testament to the support of our amazing team, guests and local community over the years.’
Barbara Cushing, Holly Lodge Manager said, 'We are beyond proud to be recognised as one of the top Bed & Breakfasts in the country. Thursford’s Holly Lodge aspires to offer a truly unique 5-star getaway in the heart of North Norfolk, and the team are a testament to the high quality of stay our guests receive. Winning the bronze award is a huge achievement for our small business, and we thank VisitEngland for placing us amongst the best of the best. The night was a total celebration of the tourism industry, and we hope our win will encourage more visitors to this beautiful part of Britain.'
Tourism is the largest sector and biggest employer in Suffolk and Norfolk, worth £5.9bn in 2024 and with 120,000 jobs, and supports thousands of small-to-medium sized businesses.
VisitEngland Director Andrew Stokes said, ‘The awards are a celebration of England’s outstanding tourism industry, an opportunity to highlight the excellence that makes it world leading, and they showcase the exceptional quality, unparalleled customer service and innovation that drive our industry’.
Read the VisitEngland coverage here VisitEngland Awards for Excellence 2026 winners showcase quality and innovation | VisitBritain.org
More about the Suffolk & Norfolk Tourism Awards
Frequently asked questions
- How do businesses qualify for the VisitEngland Awards for Excellence?
Businesses first enter an eligible local or regional tourism awards programme . Winners, and up to one runner up, from VisitEngland-aligned competitions, including the Suffolk & Norfolk Tourism Awards, are then automatically put forward for consideration in the national VisitEngland Awards for Excellence
- Can any tourism business enter the national awards directly?
No. The only route to the national VisitEngland Awards for Excellence is through a recognised local or regional competition that is officially aligned with VisitEngland.
- Why are the Suffolk & Norfolk Tourism Awards important?
As the region's official VisitEngland-aligned awards programme, the Suffolk & Norfolk Tourism Awards provide local businesses with the opportunity to gain regional recognition and, if successful, progress to compete against the very best tourism businesses from across England
- What do the judges look for?
Judges assess businesses against a range of criteria including customer service, quality, innovation, accessibility, sustainability where relevant and the overall visitor experience. Applications are supported by evidence and, in many categories, mystery shopping or anonymous judging visits.
- What are the benefits of entering the Suffolk & Norfolk Tourism Awards?
Taking part offers more than the chance to win a trophy. Businesses receive valuable feedback from experienced judges, gain recognition for their achievements, raise their profile with customers and peers and, if they win, have the opportunity to represent Suffolk and Norfolk on the national stage.
- When do entries open for the next Suffolk & Norfolk Tourism Awards?
Entries are open between 1 June to 12 July 2026. Tourism businesses across Suffolk and Norfolk are encouraged to submit their applications during this period. Apply now.