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This award is designed to recognise and reward leisure and tourist attractions who have gone 'that extra mile' to accommodate, attract, and welcome coaches, their drivers and their passengers.

It was once again a very close contest this year between attractions which had done a great deal of hard work in this area.

Winners: Brick Lane Music Hall

Brick Lane Music Hall opened in 1992, taking its name from its original home in London’s Brick Lane.

Through the years, the music hall has been one of the country’s best kept secrets, but since its move to Silvertown, close to London’s City Airport, in 2004, it has built up enormous popularity as a destination for group outings and now welcomes coach parties up to six days a week.

The business has evolved around its popularity with groups and the facilities offered ensure that everyone is well looked after and has an enjoyable visit.

The judges felt that this venue deserved much wider recognition and that its effort to attract group visits and coach parties made it a worthy winner.

Runner Up: York Chocolate Story

Launched in time for the 2012 summer season, York Chocolate Story delves into the city’s chocolate heritage, including the well-known brands of Rowntree’s, Terry’s and Craven’s.

Situated in York’s historic city centre at the top of the world-famous Shambles, York Chocolate Story provides first class support for group travel organisers. In addition, coach operators are offered a complimentary familiarisation visit.

The judges were impressed by the whole business philosophy behind this new attraction and the way it has quickly integrated itself with established tourist attractions in York.

Highly Commended

Cadbury World

Opened in 1990, Cadbury World is a visitor attraction suitable for all ages, featuring 14 zones dedicated to the story of chocolate and the origins of the Cadbury business.

Over 38,000 coach passengers visited the attraction in 2012 as part of a record breaking year. Cadbury World is certainly geared up for group travel, with a dedicated Groups Sales Coordinator who assists organisers when planning a visit.

The judges were happy to recognise this, highly commending the venue for its work.

Longleat Safari & Adventure Park

Longleat has been open to the public since 1949 when the house first opened its doors to visitors.  In 1966 Longleat opened the first Safari Park outside Africa.  The business currently employs over 600 staff and is deservedly popular among coach operators for its flexible ticketing arrangements and visitor options for add-ons.

The judges acknowledged Longleat’s standing as a major attraction and its efforts to welcome and attract coaches and their passengers.

Who could be nominated?

Static attractions, including theme parks, amusement parks, sports and leisure facilities.

… and by whom

Coach operators were asked to nominate attractions whose service they had admired during the last 12 months. They were asked to explain why they thought the nominated attraction deserved this award.