Fail to prepare, prepare to fail

It’s a good sign if you’re reading this blog, as it shows you’re planning ahead and making the most of the support on offer. Going in blind without a plan will cause you a lot of unnecessary stress later on.

• Prepare early and plan ahead, ensuring you've read and can meet all of the entry criteria and have answered all of the application form to the best of your ability. Once you've submitted, there's no going back, so make sure you're happy before hitting submit!
  

• If you start early and chip away at your entry in small chunks, it can become a bit less daunting than trying to do it all in one go. If you’re super busy, set aside 15 minutes a day to focus on your entry and you’ll be done in no time!
  

• Don't leave it until the last minute, there will be absolutely no extensions available after the closing date on 15th September at 5pm. Plan ahead in case you encounter any issues with the entry portal or internet connectivity - nobody wants a last minute panic!
  

• It’s always good practice to write your entry in Word or Google Docs first. It’s much easier to edit, amend and action feedback. Once everybody has fed in and you’re happy with the finished article, then it’s just a case of copying and pasting into Openwater, our awards platform.
  

• Share your entry before you submit with colleagues or trusted contacts who can give you impartial feedback - avoid asking family and friends as their feedback might be a little biased!
  

• If you’re unsure of anything, including eligibility or category specific requirements, read our FAQs and if you’re still in need of some help, email tourismawards@dnee.co.uk.

Let your uniqueness shine & tell a compelling story

It’s important to remember that the Destination North East England Tourism Awards bring together hundreds of incredible tourism and hospitality businesses from all corners of the region. When you’re up against such stiff competition, it’s vital that your entry focusses on what makes you special and unique. Consider what you do day in day out that goes above and beyond for customers and what makes your approach market leading.

• Above all else, judges are looking for a compelling story, one that demonstrates why you're different. It could be the lengths your team go to, to deliver exceptional customer experiences, or it could be the investments you’ve made to make your venue more accessible and inclusive – whatever it might be, ensure your uniqueness and special qualities shine through.

  
  

• All good stories have a beginning, a middle and an end. Bring us on the journey with you and show how you got to where you are now, what challenges you overcame to get there and demonstrate why this approach deserves recognition. What have you learned and how has this impacted customers? Have you implemented further changes thanks to these learnings?

  
  

• Never assume the judges are already familiar with you or your business. Be sure to give a thorough overview of who you are and what makes your business tick. 
  

• Take advantage of the whole wordcount, as short one word or one sentence answers way render your entry ineligible for judging. That said, make sure you’re concise and focussed – you don’t want your message to get lost in endless waffle. 
  

• Avoid jargon, acronyms and speak like a human - it's much easier to get your message across when it comes from the heart. Remember some judges may be unfamiliar with technical terms or acronyms so make sure you spell it out for them. 
  

• The visitor economy is all about joy and unforgettable customer experiences - talk about what you do to put the customer first and bring joy to every visitor.

Authenticity is golden

Always make sure you’re being open, honest and transparent – judges can tell when you’re being economical with the truth or over-egging the pudding.

• Be prepared to demonstrate why you’re award-worthy with facts and figures. Be able to explain why your approach has proved successful, whether that’s through hard numbers like an increase in bookings, or excellent feedback from guests. 
  
  
• Include the good, the bad and the ugly and demonstrate how you overcame challenges and grasped a hold of opportunities. Judges want the whole picture, not just the bits you think they want to see.
  
  
• Whilst AI tools like ChatGPT & Gemini can help inspire you or get over writer’s block, please don't use AI to write your entry - judges can tell when a bot is behind the words. We want to hear from you, not a computer.  
  
  
• If you’re fortunate enough to be shortlisted and receive a judging visit – make sure you’re giving the judge(s) an authentic, genuine experience, like every other customer would receive. It’s obvious when a business has rolled out an extra special red carpet in order to earn brownie points.

Practical Considerations

• Make sure every link and social media channel you have signposted to in your entry is public and accessible for the entirety of the judging process (Sept 2025 - Feb 2026). 
  
  
• Make sure any images and video you upload are fully cleared to be shared with us - don't use any assets you don't have copyright over or permission to use. We may use the content you upload as part of the awards programme on social media and during the awards event itself, so it’s important that you’re not sharing anything that could land us, or you in hot water. 
  
  
• Ensure any assets you upload are high-resolution and good quality. Pixilated images, distorted video and poor photography don’t give the best impression. 
  
  
• It sounds obvious, but make sure you fully spellcheck and proofread your entry. If your entry is littered with typos and grammatical errors, it could be marked down.

To conclude, for Destination North East England Tourism Awards  success, remember to focus on your uniqueness, be authentic and be prepared to back up what you’re saying with facts, figures and feedback. Make sure you’re prepared and don’t leave it until the last minute and above all, have fun showcasing what makes your business amazing.