Uncover Britain Wins International Tourism Award at Herefordshire Tourism Awards

Uncover Britain, the creator of curated UK road trip guides and interactive travel itineraries, has won the International Tourism Award at the Herefordshire Tourism Awards.

Uncover Britain, the creator of curated UK road trip guides and interactive travel itineraries, has won the International Tourism Award at theHerefordshire Tourism Awards, recognising tourism businesses that deliver outstanding experiences for international visitors.

The awards were announced on 3 March 2026 at The Courtyard Theatre in Hereford, during an evening celebrating the region’s visitor economy. Awards were presented by broadcaster and conservationist Kate Humble, widely known for her work on BBC programmes including Countryfile. Speaking of hosting the awards, Kate Humble said: "I was delighted to host the Visit Herefordshire Tourism Awards.

"As everyone in tourism knows, it takes a great deal of imagination, hard work and dedication to make any business connected with the sector a success, and these awards have recognised what a wealth of talent there is in Herefordshire.

" It also gives many of the winners the chance of national recognition at the VisitEngland Awards later in the year.  It was an exciting and inspiring night.”

The International Tourism Award recognises tourism businesses that demonstrate exceptional attention to detail and a strong understanding of the needs of international travellers. Judges highlighted Uncover Britain’s role in helping visitors explore beyond the most familiar destinations and experience regions such as Herefordshire in a deeper and more meaningful way.

In their comments, the judges noted:

“Uncover Britain is a forward-thinking business that has been proactive in engaging with partnerships to showcase Herefordshire on the international stage.

The business has developed quality guides in multiple languages and gone above and beyond in their consideration of the international visitor, opening up the County and making it accessible to a wide array of international tourists.”

— Judges’ comments, Visit Herefordshire Tourism Awards

From Award-Winning Campervan Hire to a UK Travel Guide Platform

The journey behind Uncover Britain has unfolded much like the road trips it now helps others plan.

The business originally began as an award-winning campervan hire company, focused on helping visitors explore the landscapes and heritage of Herefordshire and the surrounding regions at a slower pace. Through those early experiences, a growing tourism network developed, connecting local destinations, attractions and travel experiences.

Over time, that network and expertise evolved into Uncover Britain, a digital platform designed to help travellers plan and explore journeys across the UK.

Today the platform provides curated road trip guides, interactive maps and travel planning tools, encouraging visitors to discover the villages, landscapes and local stories that give each region its distinctive character.

Visitors exploring the platform can plan journeys across the country through Uncover Britain’s growing collection of UK road trip guides and travel itineraries.

Recognition for International Tourism and Inclusive Travel

Alongside winning the International Tourism Award, Uncover Britain was also named a finalist in the Accessible and Inclusive Tourism Award.

This award recognises tourism businesses that demonstrate excellence in creating inclusive visitor experiences and improving accessibility for a wide range of travellers.

Together, the two recognitions highlight the importance of making travel planning both engaging and accessible for visitors exploring Britain independently.

Founder Response

Founder Annah Todman said the recognition reflects the importance of helping visitors discover places that might otherwise be overlooked.

"We are incredibly proud to receive the International Tourism Award and to be recognised alongside so many inspiring tourism businesses in Herefordshire.

Our aim with Uncover Britain has always been to help visitors discover the places that often sit just beyond the most familiar destinations — the villages, landscapes and local stories that make regions like Herefordshire, and rural UK so special.

While our road trips now cover destinations across Britain, Herefordshire remains an important part of that story. It’s a county full of character, heritage and beautiful countryside, and we love helping international visitors experience it in a deeper and more meaningful way.

Being named a finalist in the Accessible and Inclusive Tourism Award as well makes the recognition even more meaningful, as we believe travel should be easier and more welcoming for everyone."

About the Awards

The Herefordshire Tourism Awards celebrate excellence across the county’s visitor economy, recognising businesses that deliver exceptional visitor experiences and contribute to the region’s tourism sector. Winning the International Tourism Award highlights Uncover Britain’s role in helping international travellers discover destinations across Britain, including Herefordshire.