Tourism Award

Richard Tobias

The winner of this year's Tourism Award still has a tremendous commitment to the industry despite nearly 30 years of service. So said the judges about Richard Tobias, chief executive of British Incoming Tour Operator Association (BITOA), who beat some stiff competition to clinch the accolade.

Tobias was a popular choice among both nominators and judges. "Richard's energy and enthusiasm in promoting inbound tourism to Britain has delivered tangible commercial results for BITOA's members and others within the industry," says nominator Stuart Harrison, managing director of Premier Hotels.

Richard Tobias has spent most of his career promoting, selling and marketing the UK as a first choice travel destination for both international and domestic travellers.

As managing director of Kids International in 1972 he was at the forefront of introducing activity holidays in Britain for young people. He also introduced the English Language tuition programme for students from overseas. Today both these initiatives represent a major source of tourism revenue for Britain.

Promoting Britain's tourism

In his role as chief executive of BITOA Tobias promotes Britain's tourism industry at trade exhibitions, conferences and conventions around the world with special emphasis on the opportunities for disabled tourists. BITOA members who consist of tour operators, hoteliers, attraction operators and restaurants are acknowledged for producing the bulk of inbound business for Britain, estimated in 1999 at £13b.

The annual BITOA Convention, which has grown in stature during Tobias's time as chief executive, is a prime example of how he has contributed to the advancement of tourism's profile. The workshop element of the convention brings together buyers and providers of tourism services enabling new packages to be developed for incoming visitors to Britain.

Tobias also regularly lobbies Government on key issues most recently leading a successful industry-wide campaign to reduce prices on Air Passenger Duty on low cost flights, a fact that was applauded by the judges. "In an industry that has no solo voice with Government it's important to keep up the momentum. Tobias is often quoted arguing with government in the press," said judge Peter Lederer.

Tobias's immediate remit is to concentrate on inbound tourism, but his influence goes much further. He is chairman of the BITOA committee responsible for raising funds for tourism-related good causes. Projects for 2000 include Just a Drop, providing wells and water-purifying products for third world countries; and the Northern Ireland Sports Hall project, providing special sports equipment for young people with disabilities. He has also launched a programme to encourage college and university students to take up inbound tourism as a career. Tobias adds the Tourism Catey to his OBE awarded for services to tourism in 1998.

Judges

Linda Astbury, manager, RAC Hotel Services

Paul Heathcote, chef/restaurateur, Paul Heathcote's Restaurants

Peter Lederer, managing director, Gleneagles Hotel, Auchterarder, Tayside

Damian Reece, assistant city editor, Sunday Telegraph

Hans Rissmann, chief executive, Edinburgh International Conference Centre

Barrie Shepherd, foodservice director, Van den Bergh Foodservice