Highlands and Islands Tourism Awards’ head judge shares her tips for crafting the best application
Entries are now open for the Highlands and Islands Tourism Awards (HITA) 2025.
The annual event, taking place on Friday, October 3, honours the outstanding achievements of the tourism industry in the Highlands and Islands
Each year, the awards bring in hundreds of entries from across the sector, each hoping to pick up a coveted title.
The judging process is conducted by tourism specialists with hours and hours spent analysing the fierce competition.
Head judge Marina Huggett, has shared her insight into crafting the best application for entering HITA.
What does your role as head of the judging panel involve?
Each of the fifteen awards has its own judging panel of three industry leaders who have expertise in the sector. Judges evaluate and score the entries independently and then come together to agree on a list to interview and then short-list.
My role is very much about ensuring that the integrity of HITA values is maintained throughout the entire process and to provide guidance and an independent overview where needed. I will be drawing on my 40 years of experience within the industry, including my role as head judge on BBC’s Scotland’s Greatest Escape.
What would be your advice on submitting the best award entry and what judges will be looking for?
Tell your story from the heart and in a way that lets your passion shine through. Tell us what sets your business apart and makes it stand head and shoulders above others.
You also need to demonstrate through facts, figures and measurements to back up what you are saying in the narrative.
Although it may seem obvious to say, we will want to see that you have read and understood and answered the question being asked. The information you provide should be easy to read and do not be afraid to highlight and use bullet points if there is something important that you want to highlight.
Can a business enter more than one award?
You can most certainly enter more than one award category if you feel the criteria fit for your business or event!
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For example, the Best Eating Experience may also be a fit for the Innovation Award or the Inclusion Award. Excellent businesses who excel in one area are often ahead of the competition in other areas too, therefore there are no restrictions on entering just one category.
Do you have any advice on any particular questions?
The first question is not scored and provides the judges with an overview of who/what you are and what you do. It’s important to write this as if you are describing your business to someone who knows nothing about you in 200 words.
The following three questions are all scored equally, and this is your opportunity to provide as much detail as you can. Include clear evidence of where you excel through facts and figures which prove how amazing your business is. The highest marks will be given to the entrants who have fulfilled the criteria at the highest level and are exemplars for others.
Remember to make your answers easy to read and in a logical flow with the question criteria. When you think you have completed your entry, ask a colleague or friend who understands your business to read it over for you to see if you may have missed anything.
What is the best sort of supporting evidence entrees can provide?
You will want to include links within your answers to all the supporting evidence that you want the judges to see.
Give examples of how you measure your success such as customer reviews, increased occupancy levels, press articles, recognition and scores from awarding bodies for example to AA or Green Tourism. Include links to your web-site and social media pages too so that the judges can access them easily
Why should a business enter the awards?
We have so much to be proud of within the Highlands and Islands and HITA is the benchmark of business excellence within tourism which sets them apart from all other awards. The winners go forward to the national finals of the Scottish Thistle Awards which truly are the “Oscars” of the entire industry.
The positive PR for your business in being shortlisted for an award makes you stand out in the crowd from others with both your customers and your peers.
The fact that the awards are judged by industry peers gives them that extra kudos. It provides an excellent boost for your team if their contribution is being recognised in such a positive way too.
Even if you are not shortlisted, the very process of going through the questions and providing answers in key areas is in itself a good business review tool for your business and can provide some insight as to areas you may want to work on for next year.
Remember too that you are always welcome to ask for some feedback if you have been unsuccessful this year/
The very best of luck to everyone who applies!
Entries are open until April 28. Visit www.hita-awards.com to enter.
