New London tourism awards to celebrate African travel leaders

New awards ceremony launching in London this November will recognise leadership, innovation and sustainability across Africa’s tourism sector, with 31 categories judged by experts, site inspections and public vote

A new awards ceremony recognising leadership and innovation in African tourism will debut in London this autumn, with 31 categories honouring destinations, individuals and initiatives from across the continent.

The inaugural Africa Tourism Awards — also known as the Balearica Awards — will take place on 2 November at the Hilton London Canary Wharf. The event aims to position Africa more prominently on the global tourism stage and will be staged as a hybrid broadcast for international audiences.

Winners will be selected through a combination of expert judging, site inspections and public voting, with each receiving a Balearica statuette, named after Africa’s crowned crane.

The awards will bring together tourism board leaders, hospitality executives, policymakers, investors and media, in what organisers hope will be a showcase of the continent’s cultural richness and economic potential.

“These awards are a clarion call to reframe African tourism,” the award’s co-founder, Sithembile Sandla, said.

“They celebrate a continent brimming with cultural wealth and innovation, urging global stakeholders to invest in its boundless future.”

Categories will include Best Tourism Board, Best Destination, Best Airline, Best Cultural Experience, Sustainability Leadership, and a Lifetime Achievement Award. Winners will be chosen through what organisers describe as a “rigorous, transparent process.”

The London location was chosen for its international connectivity and its large, engaged African diaspora, which organisers say can help amplify the event’s reach and message.

The awards are being staged in partnership with leading travel associations and corporate sponsors. Alongside the ceremony, the organisers intend to foster networking and collaboration between public and private sector stakeholders in tourism.

The event is pitched as part of a wider effort to reframe Africa’s image in global travel discourse — moving beyond outdated narratives and instead spotlighting the continent’s creativity, infrastructure and entrepreneurial drive.

“Hosting in London places Africa at the heart of international tourism discourse,” Efetobo Awhana, the awards founder, said.

“It’s a bold statement, showcasing our industry’s global relevance and rightful prominence.”

“The awards aim to catalyse investment and partnerships,” organisers said, “amplifying success stories that resonate worldwide.”

Main image: Africa Tourist Awards