Cycle Journeys offers self-guided and supported cycling holidays across some of New Zealand’s Great Rides. By working closely with local accommodation providers, transport operators and other businesses along the trails, they help connect visitors with the people and communities that make each journey unique.

The judges were impressed by Cycle Journey’s ‘Lead Better’ community programme, describing it as a cool and compelling idea to channel their community and engagement connection across multiple touchpoints. The programme displayed clear operational excellence, with their commercial operation demonstrated they deeply understand the importance of local community in their business practice.

Muirs Tours is deeply connected to the coastal community of Maketū in the Bay of Plenty. Through fishing, cultural experiences and storytelling, they share local knowledge and Te Ao Māori with visitors while promoting kaitiakitanga, sustainable practices and respect for the moana.

The judges noted that Deon Muir and his team had taken a strong local leadership role in the community from a Maori perspective; seeking kaumātua support and working with the Native Nations cultural programme. Their offering is fundamentally about the community, supporting people to develop a genuine connection with the environment through kai and whakapapa.

Sanctuary Mountain Maungatautari is a community-led ecosanctuary in Waikato, created through the collective efforts of iwi, local farmers, residents, council and the wider community. Together, they have transformed Maungatautari into a thriving sanctuary for native species while inspiring people to connect with and care for the natural environment.

The judges scored Sanctuary Mountain highly thanks to their treaty partnership being a foundation and the heart of what they do, alongside their sizable impact on both their local community and the environmental impact. They have displayed both operational excellence and strong tāngata whenua engagement.

At Mad Campers, innovation is in their DNA. They have reimagined what campervan travel can look like and created industry-first vehicles and marketing strategies that are bold, efficient, and built for the modern traveller.

The judges noted that Mad Campers showed strong data and tangible, clear examples of what they've done to improve the visitor experience, including the incorporating of customer feedback; their upgrading of internal systems, as well as camper and storage redesign is a good example of this.

As a 100% New Zealand-owned adventure tourism company, New Zealand Trails goal is simple: share Aotearoa like they would with close friends. From the moment guests get in touch, they know their name and they know ours.

The judges were impressed by the in-house longevity of New Zealand Trails staff, noting that their CEO began as a guide there. They see the team as having the experience and passion to help lead and shape the company, and they’ve showed strong evidence of being able to take feedback on board, listen to past guest experiences and make adjustments / improvements for the future.

Ōpuke Thermal Pools & Spa is a premium wellness destination in Methven, offering a distinctive alpine hot pool and spa experience. With uninterrupted views of the Southern Alps, Ōpuke combines relaxation, thoughtful design and high-quality hospitality to create a memorable visitor experience.

The judges liked how Ōpuke sought and took onboard feedback in a smart way, dedicating a lot of thought into each element of the experience to improve their operations. As result, their restructured offering led to improved guest flows, more opportunities for local students and enhanced performance overall.

Redwoods Treewalk & Glowworms offers a distinctive nature-based experience in Rotorua’s Whakarewarewa Forest. Visitors can explore the forest from above before stepping inside a purpose-built eco-cave, where a guided experience brings them up close to thousands of glowworms.

The judges noted that Redwoods took the customer experience seriously; reviewing customer service in a structured way and creating an additional product to help keep customers busy while they waited. Their year-on-year growth in both revenue and staff is a clear example of how customer feedback has led to impactful changes being made.

Hahei Explorer is a family-run business in the Coromandel, with a passionate team united by their love for the ocean and Te Whanganui-o-Hei. Their people bring local knowledge, personality and experience to every tour, creating a strong team culture and memorable experiences for visitors.

The judges were impressed by the systems and behaviours that Hahei Explorer have put in place, despite being small in scale. Their application showed that they’ve been able to achieve great things with limited resources thanks to their team-led culture; including an authentic people-first culture and a focus on staff development.

Intrepid Travel is a B Corp-certified adventure travel company and global leader in responsible tourism. Driven by its mission to create positive change through the joy of travel, Intrepid delivers regenerative visitor experiences that respect te taiao, honour te ao Māori, and uplift the communities it travels through.

What stood out for the judges was a demonstrated increase in customer and staff metrics, with their programmes seen as innovative - and backed by evidence that what they’re doing is working. Their employee-led engagement is helping to develop Intrepid’s culture development and growth, while their B Corp certification is a credible external validator that few other entries had.

Shotover Jet is an iconic Queenstown adventure tourism experience, taking visitors through the dramatic Shotover River canyons since 1965. Proudly owned by Ngāi Tahu, its team brings together adventure, local knowledge and manaakitanga to deliver an unforgettable experience for visitors.

The judges loved Shotover jet’s innovative workforce re-design, with a focus on fatigue and cognitive testing, work/life and safety balance, and their understanding of the link between employer wellbeing and business growth. Their application was also able to substantiate all of the organisation’s key metrics, articulating their strengths and the leadership behind their decisions.

RealNZ is a purpose-driven tourism leader delivering iconic, nature-based experiences across southern Aotearoa. From the World Heritage beauty of Piopiotahi and Pātea, to the alpine slopes of Cardrona and Treble Cone, the wildness of Rakiura, and the adventure hub of Whakatipu Queenstown.

Judges noted how alongside the strong organisational leadership programme and operational excellence aspects of RealNZ’s application, the conservation component also shone through. They’re clear about what they deliver, and their focus on inclusion, diversity and people practices make them a popular employer with good staff retention.

Hapuku Kitchen is a Kaikōura-based cooking school offering hands-on cooking classes and dining experiences inspired by the surrounding land and sea. With a focus on seasonal, locally sourced ingredients, its experiences celebrate the flavours, produce and stories of Kaikōura.

Judges saw this as an authentic and unique entry, with a focus on hyper-local sourcing, a ‘value over volume’ guest experience - and a deep connection and intrenchment with their community. Thanks to their local leadership they’re adding a wonderful depth to their storytelling and destination management, while looking after their Kaikoura backyard; resulting in impressive visitor numbers.

The Seventh Generation offers award-winning nature and history tours in Akaroa, weaving together history, ecology and storytelling. Led by a seventh-generation local, the experiences connect visitors deeply with Banks Peninsula while sharing a strong message of protecting the place for generations to come.

Judges were intrigued by their light footprint model; a one-band band with great contractors on board to deliver the tours. The application demonstrated both a genuine goodwill and passion for the industry, and a cleverness to their business strategy – with their focus on shoulder season delivery resulting in almost half of their tours being operated outside of the summer season.

EcoZip Adventures delivers zipline and eco-adventure experiences on Waiheke Island and in Kaikōura. Combining exhilarating ziplines with guided native forest experiences, EcoZip places conservation, ecological restoration and connection to the natural environment at the heart of its operation.

The judges were impressed by the success of EcoZip’s expansion into Kaikoura, all while staying true to their principles of respecting the natural environment. This was evidenced by their wildlife and tree planting initiatives, high staff retention and their willingness to collaborate and seek input from their staff to strengthen their product. Good things happen to companies who do good things.

Hamilton Gardens takes visitors on a journey through 18 themed gardens, each inspired by various cultures and historical styles. From Ancient Egypt to the present day, the Gardens bring history to life through immersive design, creating a distinctive visitor experience rich in beauty, storytelling and surprise. 

The judges were impressed by the ‘brave’ evolution of Hamilton Gardens, as they engaged with the community to shape it from a public space into a commercial entity - with a strongly positive tourism and community impact. Their application demonstrated a thoughtful and strategic approach to their processed, systems and sustainability, showcasing their strong social license, and community relationships.

Wild Kiwi Tours is a small-group tour operator offering guided journeys that connect visitors with Aotearoa’s landscapes, culture and people. With groups of no more than 18 guests, its tours focus on personalised experiences, genuine connection and responsible travel.

Judges considered this as a small entry that packs a big punch; their application was infused with commitment and excitement about what they do. This is a good example of a company that has significantly evolved its business in recent years to build resilience and growth - driven by a highly motivated team who looked outside of their operating footprint to achieve meaningful environmental gains.

At Ziptrek Ecotours, they don’t just operate in nature - they operate for it. For 15 years, they have shown that adventure tourism can drive real, lasting change. From cutting emissions by 30% to eliminating single-use plastics and mentoring others in sustainability, they lead with purpose - not just policy.

Judges loved Ziptrek’s passionate commitment to their visitor experience and how they value staff, as well as a strong commitment to sustainability via planting and predator control. Their application and data confirmed them as a well-led, structured and environmentally driven organisation business who lives up to the promises they make to their customers - and to themselves

Intrepid Travel is a B Corp-certified adventure travel company and global leader in responsible tourism. Driven by its mission to create positive change through the joy of travel, Intrepid delivers regenerative visitor experiences that respect te taiao, honour te ao Māori, and uplift the communities it travels through.

The judges were impressed by Intrepid’s application, which demonstrated how the organisation had seamlessly integrated commercial scale with high-impact regenerative tourism – all backed by solid numbers, data and evidence of their success. Their B Corp certification is a huge achievement, positioning them as a leader in Aotearoa's tourism landscape.

RealNZ is a purpose-driven tourism leader delivering iconic, nature-based experiences across southern Aotearoa. From the World Heritage beauty of Piopiotahi and Pātea, to the alpine slopes of Cardrona and Treble Cone, the wildness of Rakiura, and the adventure hub of Whakatipu Queenstown.

The judges noted RealNZ as a consistently high-performing operation for many years, who tick every box and they continue to show improvements in all areas. Their application demonstrated how core conservation initiatives and commercial growth can be fully integrated, setting the benchmark for regenerative tourism in Aotearoa, while still achieving strong financial outcomes.

Shotover Jet is an iconic Queenstown adventure tourism experience, taking visitors through the dramatic Shotover River canyons since 1965. Proudly owned by Ngāi Tahu, its team brings together adventure, local knowledge and manaakitanga to deliver an unforgettable experience for visitors.

The judges loved Shotover’s detailed application, which showed evidence of a iconic, well-established business that continues to evolve and improve; their development of solar and electric a good example of this. Regarded as good corporate citizens, their local engagement and sustainability practices are to be applauded.

Southern Discoveries has been Milford Sound’s original operator for more than 70 years, offering cruises, coach journeys and small-group experiences. Its approach is shaped by kaitiakitanga and manaakitanga, with a strong focus on delivering meaningful, high-quality visitor experiences across Fiordland.

The judges noted that Southern Discoveries’ entry showed strong operational maturity and resilience, with their use of AI-driven data integration - and their decision to prioritize yield and guest experience over pure volume - reflected in the organisation’s high guest satisfaction metrics. They also demonstrated a strong connection with the community and solid economic sustainability.

National Kiwi Hatchery is the largest and most successful kiwi hatchery in the world, leading the way in kiwi husbandry, egg incubation, hatching and chick rearing. Based in Rotorua, it combines hands-on conservation with an immersive visitor experience that helps people understand the work being done to protect kiwi for future generations.

Judges applauded this organisation for their leading role in reclassifying a species from threat to non-threat – an extraordinary and unexpected outcome for a tourism business, alongside their predator control, tree planting and community initiatives. They were transparent with their outcomes and metrics, showing measurable behavioural change.

RealNZ is a purpose-driven tourism leader delivering iconic, nature-based experiences across southern Aotearoa. From the World Heritage beauty of Piopiotahi and Pātea, to the alpine slopes of Cardrona and Treble Cone, the wildness of Rakiura, and the adventure hub of Whakatipu Queenstown.

Judges were impressed by RealNZ’s ability to demonstrate their positive environmental impact on a large scale, with teir independently verified outcomes telling the story; 45,000 natives planted, Pokupoku re-introduction, 1% off the booking revenue going into the trust - all tangible and significant impacts.

Sanctuary Mountain Maungatautari is a community-led ecosanctuary in Waikato, created through the collective efforts of iwi, local farmers, residents, council and the wider community. Together, they have transformed Maungatautari into a thriving sanctuary for native species while inspiring people to connect with and care for the natural environment.

Judges felt that Sanctuary Mountain’s position as the world’s largest pest proof fence and eco-sanctuary spoke volumes about their value; their application showed evidence of globally significant conservation impact, and their biodiversity credit programme is a case study of genuine innovation in conservation financing.

Ōkārito Kayaks offers intimate and nature focused kayaking experiences on Ōkārito Lagoon, New Zealand’s largest unmodified coastal wetland. The small, family-run business combines intimate nature-based experiences with a strong commitment to protecting the area’s rich biodiversity and leaving the environment better than they found it.

The judges noted Okarito Kayaks as a small, foundational business with solid principles, who showed strong innovation with their predator free and Gorse Busters initiatives; mobilising and inspiring community volunteers to achieve some amazing outcomes. Treating 50 kilometres of shoreline is an impressive achievement for a business of this size.

Muirs Tours is deeply connected to the coastal community of Maketū in the Bay of Plenty. Through fishing, cultural experiences and storytelling, they share local knowledge and Te Ao Māori with visitors while promoting kaitiakitanga, sustainable practices and respect for the moana.

The judges considered this a well-crafted and comprehensive application, which showed strong community outputs focussing on community wellbeing outside of the business outcomes. Deon has displayed leadership excellence and environmental stewardship, having made an effort to establish and entrench himself in the industry and community - he demonstrates what makes it good to be a Kiwi.

Te Raukura Te Wharewaka o Pōneke shares the rich Māori history of Te Whanganui-a-Tara through cultural walking tours, waka experiences and education. From a Te Āti Awa/Taranaki Whānui perspective, its experiences connect visitors with local stories, traditions and the enduring relationship between people and place.

The judges were impressed by the integrity and authenticity of this application, with solid statistics and information showing both Te Wharewaka o Poneke’s footprint in the community and environment and continued business growth. Their establishment of a Maori tourism presence in Wellington has had a huge cultural impact for the region.

Waka on Avon offers immersive Māori cultural experiences in Ōtautahi Christchurch, sharing the stories, traditions and history of the Ōtākaro Avon River. Through waka journeys and guided walking tours, visitors connect with the river’s cultural significance, local Māori heritage and values.

The judged said this application stood out for its innovation, with Ko Tāne overhauling their business and introducing some new elements to enhance the customer experience - making them a cultural tourism leader in the Christchurch region. They showed evidence of their environmental and community outcomes, including cleaning up the Avon river by removing over 750 kgs of rubbish.

Whanganui Tours offers locally guided experiences along the Whanganui River Road, sharing the stories, people and landscapes of Te Awa Tupua. Through cultural tours, cycling and canoe journeys, its small team combines deep local knowledge, strong iwi connections and manaakitanga to create meaningful connections between visitors and place.

The judges liked how Whanganui Tours provided solid statistics in their application to demonstrate growth and how they’ve achieved it, alongside strong insights into the guiding influence the awa has on their operations. They’re ensuring their brand of tourism provides direct benefits to the wider community, while providing a visitor experience that connects to people and place.

ChristchurchNZ - Central South Island Collective is the economic development and city profile agency for Ōtautahi Christchurch, working to grow the city’s economy and strengthen its reputation as a place to visit, live, work and invest. Its tourism work connects industry, communities and partners to promote Christchurch and the wider region to visitors.

The judges were impressed by the outcomes shown by ChristchurchNZ in their application, with strong evidence of collaboration and innovation via their leadership and operations. Their bookings achieved in winter were outstanding, directly addressing the seasonality and regional dispersal issues that are common in the tourism industry.

Native Nations, Te Aka Trails & The Visitor Promise is a small Māori owned, whanau business, offering visitors authentic, engaging, real life experiences, such as guided tours into historic sites, community visits, pōwhiri on to their marae, traditional kai, and interactive cultural workshops.

The judges likes the themes of innovation, ambition and collaboration that shone through in Kohutapu’s application, backed by strong leadership and vision within the business. By taking a small community and developing young people into the tourism space at a local, national and international level, they’re helping to developing future tourism leaders.

The International Travel College of New Zealand is a specialist education provider preparing students for careers across tourism, travel and aviation. Through industry-focused training, practical learning and strong employer connections, ITC helps learners build the skills and experience needed to start and grow their careers.

The judges were interested to see this unique collaboration between a trade skills educator and academic educator to raise the overall ability of training; providing actual jobs and career pathways, often in difficult parts of country. This is a great example of addressing industry challenges through collaboration in education, engaging with a range of stakeholders to help address workforce challenges.

Air New Zealand connects Aotearoa with the world and plays a key role in New Zealand’s tourism industry. Through its domestic and international network, the airline helps connect visitors with destinations across the country while delivering a distinctly New Zealand travel experience.

The judges were impressed by the depth of Air New Zealand’s application, with the scale of impact evident in their solution to a real industry-wide capacity constraint problem – all backed by evidence-led impact data. The cleverness of the technology and their continued focus on customer experience was a highlight.

Redwoods Treewalk & Glowworms offers a distinctive nature-based experience in Rotorua’s Whakarewarewa Forest. Visitors can explore the forest from above before stepping inside a purpose-built eco-cave, where a guided experience brings them up close to thousands of glowworms.

The judges loved Redwood’s genuinely novel and innovative eco-attraction - built in collaboration with iwi, scientists and regulators – with their application demonstrating their delivery of well quantified and clearly defined outcomes. Their excellence across the industry will inspire other operators to step up.

Southern Discoveries has been Milford Sound’s original operator for more than 70 years, offering cruises, coach journeys and small-group experiences. Its approach is shaped by kaitiakitanga and manaakitanga, with a strong focus on delivering meaningful, high-quality visitor experiences across Fiordland.

The judges noted how well Southern Discoveries had integrating AI and new technology into their business, to help find operational efficiencies and positive outcomes. This competitive edge allowed them to sharpen their decision making, run on trusted evidence, and thrive in one of New Zealand’s most competitive arenas.

Waka on Avon offers immersive Māori cultural experiences in Ōtautahi Christchurch, sharing the stories, traditions and history of the Ōtākaro Avon River. Through waka journeys and guided walking tours, visitors connect with the river’s cultural significance, local Māori heritage and values.

The judges called this a thoughtful application, which showed that Ko Tāne were doing something uniquely innovative and rare in the sector. Their use of technology and alignment with Mo Tikanga Maori, backed by their AI governance framework, is solid; the use technology that serves our culture while never overriding it.

With more than 28 years in tourism, Craig Buckland has built a career around safety, people and sustainable tourism. Now People and Safety Manager at Kaiteriteri Recreation Reserve, he is a trusted industry leader who continues to mentor others, strengthen workplace culture and share his expertise across the sector.

The judges noted that Craig’s focus on health and safety and risk in the adventure tourism space, makes him well respected in the industry; he is often called upon for this knowledge and has demonstrated a constant focus and attention in this area. Craig’s safety work is important for the industry, as he develops systems and designs industry standards other people are using.

As Chairman and President of Swiss-Belhotel International, Gavin M. Faull has helped grow the group to more than 165 hotels, resorts and projects worldwide. Across a career spanning more than 45 years, he has championed innovation, sustainable tourism, people development and long-term growth across the global hospitality industry.

The judges noted Gavin’s decades-long career, and him being well-established in tourism and hospitality - both in New Zealand and internationally – as a strong leader who is heavily invested in sustainability, digital transformation, people, environment and the community. He is a valuable contributor to the New Zealand tourism landscape.

Lisa Li, Managing Director of China Travel Service (NZ), has spent more than 25 years strengthening tourism connections between New Zealand and China. Her career has centred on market development, industry advocacy and collaboration, helping grow visitor opportunities while building stronger cultural and business relationships between the two countries.

The judges considered Lisa as a respected leader for China/New Zealand relations, who has done an incredible amount of good for New Zealand tourism offshore during her long career. As a leader in the tourism community, she has strong contributed to New Zealand’s growth of the China market over the past several years.

Sarah Farag has helped shape how New Zealand is showcased to high-value travellers around the world, building strong international relationships and new opportunities for tourism businesses. As Principal Shareholder of Southern Crossings, she combines commercial leadership with a people-first approach, supporting business growth, industry collaboration and future tourism talent.

The judges regarded Sarah as an outstanding leader in the North America market, who has helped drive New Zealand’s presence in the States - particularly during Covid. She has done an outstanding job in creating and producing luxury TV shows in particular, while driving the promotion of these assets across a key market for New Zealand.

Carl Bennett, Operations Manager at Millennium Hotel Rotorua, has built his tourism career across front office, rooms division and hotel operations. Over nine years, he has progressed into senior leadership while championing team development, sustainability and continuous improvement across the hotel and wider Rotorua tourism community.

The judges were impressed by Carl’s journey, which saw him progress from front office leadership to full hotel operations, and him leading hotel refurbishments at a large scale. He has demonstrated strong leadership over his tenure, and his efforts have added significant value to the business. 

As Marketing Manager at Tūhura Otago Museum, Charlie Buchan helps bring Dunedin’s stories, culture and wildlife to wider audiences. His work spans tourism marketing, events, partnerships and community initiatives, all driven by a strong passion for growing visitation and championing Dunedin as a destination.

The judges were impressed by Charlie’s energy and passion for Dunedin, going above and beyond in his role to celebrate this region and be a local champion for tourism businesses. His contribution to the broader tourism space is strong; particularly impressive is his initiative of a volunteer-run platform dedicated to celebrating Dunedin's businesses and attractions.

Narissa Phipps, CEO of First Light Travel, has progressed from travel consultant to leading the business across New Zealand and Australia. Her leadership centres on sustainable growth, developing future tourism leaders and building a strong people-first culture, while continuing to improve the visitor experience.

The judges noted that Narissa’s meteoric rise in the tourism industry has been thanks to her strong commercial acumen, success in driving business growth, and her ability to pull together high performing teams. With a standout focus on youth development, she is helping to shape the next generation of talent – which is important to her.

Ocean Mead, Owner and General Manager of Auckland Sea Kayaks, has built her leadership around innovation, sustainability and developing others. She has helped grow and diversify the business while championing conservation, strengthening industry connections and creating opportunities for the next generation of tourism leaders.

The judges were impressed by Ocean’s ethos on leadership and the difference between doing great and creating great; she goes above and beyond to contribute to the tourism industry. She’s also a leader in the regenerative tourism space, using this to tell the New Zealand story in her business – which aligns strongly with how New Zealand tourism positions itself.