Why Awards Matter in Promoting Sustainable Tourism – And Why They’re Not Easy to Pull Off
By Ritu Makhija, Director of Sustainability, TOFT
At TOFT, we often speak about creating a more responsible and regenerative future for tourism – one where wildlife thrives, local communities are empowered, and natural landscapes are protected for generations to come. But what truly drives change in this journey? What motivates businesses, governments, communities, and individuals to go the extra mile?
Recognition. Visibility. Celebration.
That’s where awards play a vital role.
The Power of Recognition
The TOFTigers Wildlife Tourism Awards were born out of a deep belief that positive reinforcement can spark transformation. In a sector where sustainable tourism often competes with quick profits and short-term gains, awards act as a spotlight. They showcase what’s possible, highlight excellence, and create aspiration for others to follow suit.
When a wildlife lodge is honoured for restoring degraded landscapes, or a guide is celebrated for his contribution to conservation education, they not only gain credibility – they become role models. Tour operators, travellers, and local stakeholders begin to see sustainable practices not as burdens, but as badges of honour and good business sense.
Over the years, our awards have celebrated extraordinary efforts in wildlife conservation, eco-friendly operations, community partnerships, and innovative travel models. These stories are not just inspirational – they become benchmarks for an entire industry striving to do better.
Why It’s Not Just a Trophy on a Shelf
But let’s be honest. Organising an award programme of this nature is no walk in the park.
Every award we give is backed by rigorous processes: nominations, documentation, field verifications, jury evaluations, and sometimes even site visits. We ensure that winners are not just good on paper but are walking the talk. Sustainability, after all, is not a buzzword – it’s a commitment.
Then there’s the logistical complexity. From curating a fair and inclusive nomination process to assembling a respected jury, planning a credible evaluation process, and putting together a meaningful event that reflects the values we promote – it takes months of planning, coordination, and collaboration.
Funding and resources are another constant challenge. Unlike many glitzy industry award shows, ours are grounded in ethics and integrity. That often means limited budgets, but high expectations. Striking that balance between professionalism and purpose, scale and sincerity, is a challenge we navigate each time.
Celebrating Amidst Complexity
Despite the hurdles, we push forward. Because we know what’s at stake. The awards are not just ceremonies – they are part of a larger movement. They send a message to the industry, to governments, to communities, and to travellers:
Responsible tourism is not the future – it is the now. And it deserves to be celebrated.
As we prepare for the 8th TOFTigers Wildlife Tourism Awards this December, we’re reminded once again of the resilience, innovation, and passion that exists across our landscapes – in the jungles of Central India, the floodplains of Assam, the deserts of Rajasthan, and beyond.
These awards are for the unsung heroes who work tirelessly in the field. For the changemakers who put community before commerce. For the businesses who dare to do things differently.
And as long as there are stories worth telling – we’ll be here, recognising, celebrating, and sharing them with the world.
If you’re part of the travel trade, a tourism entrepreneur, a conservationist, or simply a traveller who cares – we invite you to be a part of this momentum.
Let’s raise the bar together. And let’s honour those leading the way.
For more details refer to https://www.toftigers.org/awards/
