Lancashire's Unsung Tourism Heroes

Get to know the finalists who are now in the running for the Lancashire Tourism Awards Unsung Hero 2024.

Each has been nominated by colleagues who believe their ‘tourism hero’ always gives over and above what’s required of their role; making a significant difference to the visitor experience and embodying Lancashire’s reputation for providing the warmest welcome. The winner, selected by the Lancashire Tourism Award judges will be announced at the Lancashire Tourism Awards ceremony at The Blackpool Tower on Tuesday 11 February 2025.

James Ainsworth, Café Manager of Mrs Dowson’s Farm Park

James is described by his colleagues as the heart and soul of the team.  As farm cafe manager, he is at the forefront of the customer experience.  His meticulous care in all interactions ensures all visitors leave with a smile and a memorable experience.  Glowing reviews and heartfelt thank you notes stand testament to his genuine warmth and dedication.

James’ journey at Mrs Dowsons began as an actor within the Scare Kingdom Scream Park, where his infectious energy and ability to captivate audiences quickly became evident.  Since then, he has mastered various roles, from entertaining as a dinosaur security guard to embodying Father Christmas during festive seasons.  His versatility and dedication to shining in all roles illustrate his passion for enriching the visitor experience.  James is very much valued for his positive impact on team morale, with an approachable demeaner, creating a supportive work environment where everyone feels valued and inspired.

I’m so honoured to be put forward for the Unsung Hero Award at the Lancashire Tourism Awards. Being part of the Dowson family’s incredible journey at the farm is a privilege and it’s amazing to know that both the team and our visitors see the passion I put into what I do. See you at the awards ceremony!

Beth Armistead, leads the Tours Department at the Elgin Hotel in Blackpool

Beth joined the Hotel in 2001 as a sixteen-year-old apprentice and it’s safe to say has gained an invaluable amount of experience.  Progressing quickly to head receptionist, before moving into the newly created Elgin Tours department, Beth has been instrumental in the development and growth of this department as she works relentlessly to promote Blackpool as a holiday destination.  50% of all guests that stay at the hotel travel with Elgin Tours, that’s nearly 30,000 guest nights per year.  Beth now leads a team that works proactively with various partners/tourist attractions, across Lancashire, to ensure that guests make the most of all there is to see and do during their stay.

As she is efficient and diligent by nature, her colleagues fear that Beth’s efforts can sometimes be overlooked.  However, returning and loyal guests praise her as hard working, helpful, always with a smile, reliable, with an unwavering commitment to going above and beyond.

I’m so very touched to be nominated for this award, in fact, it’s quite overwhelming.  After starting here at the hotel aged 16, straight out of school, as a City & Guilds apprentice, I’ve learnt so much and feel like the Elgin has very much been an extended family.

Over the last 23 years, I’ve seen the hotel evolve and grow and during this time I have been afforded the opportunity to do the same.  During successes and challenges, particularly during Covid, I’ve learnt so much from so many people in the hotel who have had a huge impact on my life.  I hope that I am now making my own contribution to the development of my colleagues and guiding others too.’

I am truly flattered to have been shortlisted for this award, being recognised in this way is very humbling and a win really would mean so much but it’s a win that I would most definitely be sharing with all of my Elgin family.

Daniel Atkinson, Head of Marketing and Commercial at Blackpool Transport Services

As the head of marketing and commercial, Daniel has been instrumental in driving significant changes within the company.  His leadership has not only transformed internal operations but also revolutionised external collaborations, particularly across the Fylde area.

Working in collaboration with will local businesses, from small B&Bs to chain hotels, restaurants, bars, and major tourist attractions, Daniel has ensured all visitors have the best travel options available, even setting a new standard in the industry with the Routes Reimagined campaign, which has seen punctuality rates at 98%.

His leadership style is characterised by transparency, open communication, collaboration, support and offering encouragement to help all reach their full potential.  Daniel’s forward-thinking approach ensures that Blackpool Transport stay ahead of industry trends and continue to meet the evolving needs of the community and visitors, positioning it as a leader in the transition to greener, more efficient public transportation solutions.

I’m deeply honoured to be nominated for this recognition.  Leading the team and working collaboratively with local businesses to improve our services has been incredibly rewarding.  It’s a privilege to contribute to initiatives across the Fylde Coast and continue to support our communities with reliable, sustainable transport options.  I’m proud to be part of a team, and business, committed to making a positive impact for both residents of the Fylde Coast, and its visitors.

Andrew Reid, Operations Manager at Secret Garden Glamping in Skelmersdale

Andrew exemplifies the highest standards of customer service, community involvement and leadership.  His compassion and attentiveness have been highlighted in many guest reviews and guest satisfaction scores, particularly, in relation to hosting guests with additional needs and managing challenging situations.

As a result of his pursuit for learning and development, Andrew has streamlined operations at Secret Garden to ensure industry trends and best practice are adopted, whilst inspiring and motivating colleagues with a collaborative leadership approach.  Andrew has made a meaningful impact in providing work experience opportunities for students with learning difficulties from West Lancashire Community School.  Students have thrived under his one-to-one mentoring and guidance, with teachers and families expressing their profound gratitude.  He is described as an invaluable asset and a perfect example of the difference that dedicated and compassionate leadership can have.

Being nominated for the Unsung Hero Award in the Lancashire Tourism Awards is truly an honour.  Working behind the scenes to create memorable experiences for our guests is something I take great pride in, and this recognition means so much.  I’m grateful for the opportunity to represent our team and all the effort we put in to make every stay special.