World Travel Awards: A Commercial Ecosystem Disguised as Prestige

Madeira’s Winning Streak: Impressive on Paper, But Essentially Marketing Hype

It’s that time of year again. Madeira once more claims titles it won the year before, and the year before that, soon likely reaching a dozen years in a row. Winning World’s Leading Island Destination 11 consecutive times and few other similar titles may look impressive at first glance. But a closer look reveals: its mainly marketing and doesn’t say much about the title holder.

Furthermore, sources portray the World Travel Awards as, at best, controversial. Some go as far as to allege that titles and nominations can effectively be obtained through payment, following negotiation of prize money. These claims cannot be independently verified. However, they are relevant to the public debate surrounding the awards and will therefore be referenced where appropriate, together with the original sources in which they appear.

The authenticity of the World Travel Awards (WTA) to be conducted in Colombo in December has been questioned, with some international media agencies expressing uncertainty on the legitimacy of the awards.

It is alleged that the WTA has not sought to recognise the best agencies, but rather the agencies that were able to pay at least £ 650.

Travelvoice, 2023

Founded in 1993 by Graham E. Cooke, WTA Markets Itself as Travel’s Oscars

The World Travel Awards (WTA) were established in 1993 by Graham E. Cooke, a former travel entrepreneur. Based in London, the organization claims to reward excellence in the global travel and tourism industry. While often promoted as a prestigious recognition, the WTA operates as a private, for-profit business rather than an objective evaluator of destinations.

The Voting Mechanism: Popularity Over Criteria

Unlike established standards set by professional bodies, the WTA does not seem to rely on anonymous inspectors or formalized technical benchmarks to evaluate nominees. Winners are determined exclusively by an online ballot, transforming the process into a subjective popularity contest.

The key takeaway is that the criteria for winning are not intrinsic quality or infrastructure, but rather the effectiveness of voter mobilization campaigns.

The Financial Engine: Revenue Streams for Winners

The Pay-to-Play structure is the core of the WTA’s business model. While nomination may be free, the organization profits directly from the winners' eagerness to use their new status.

The WTA generates substantial revenue through three main streams:

• High-Value Gala Ceremonies: Nominees are invited to attend regional and grand finale galas. Tickets for a single seat can cost hundreds of dollars, while corporate tables cost several thousand, ensuring high revenue regardless of the winner.

• Logo Licensing Fees: Winning does not automatically grant permanent rights to the logo. Winners must often purchase official licensing fees or comprehensive victory packages to legally display the WTA logo on their marketing materials, websites, and airport billboards. This creates a significant, recurring expense for consistent winners.

• Marketing and Winner Packages: The WTA sells promotional materials, including trophies (which must often be purchased or replaced) and digital wall plaques. A destination’s continued financial engagement validates the award’s value.

Madeira Wins 11 Consecutive Times Through Strategic Campaigning and Industry Support

As Madeira has been named World’s Leading Island Destination 11 years in a row. Tourism officials mobilize people to vote during the WTA period. The Madeira Promotion Bureau treats these awards as a primary performance indicator.

When voting opens, online campaigns are launched, specifically asking locals and past tourists to go vote. This coordinated effort, combined with the WTA’s likely preference for consistent, paying winners, sustains Madeira’s streak.

Want to win the nomination for best destination? Pay 500 pounds and you’ll see it appear on the organization’s website as a nominee. Want to win the prize? Then you have to negotiate the amount with them. It’s simple and that’s how it works. Then you can have a framed award in your town hall, hotel, restaurant, beach or golf course, among many other categories (…) How is it possible for a hotel in the Algarve to have been the best in Europe for six years?

“a prominent businessman who prefers not to be identified“ - sapo.pt

Voters Have Personal or Professional Motivation Rather Than Financial Gain

Local residents vote out of national pride and a desire to support the island’s economy. Travel professionals participate to maintain industry relationships. A tour operator with significant bookings in Madeira benefits indirectly from the island’s continued recognition.

While voters receive no direct financial reward, the resulting marketing advantage for the destination is substantial, reinforcing the incentive to participate strategically.

The incumbent advantage is that once you win a few times, it becomes a somehow self-fulfilling prophecy. The WTA arguably profits of a consistent winner who shows up to the galas, pays for the licensing, and markets the brand. Madeira validates the award, and the award validates Madeira.

After all, losing the vote in the next year will make a previous winner look like a loser. This could easily trigger bad press and increase the risk of a loss in engagement.

Elidérico Viegas said, at the time, that the awards Portugal has been winning are bought and only we give them importance. “Regarding these awards, only we know about them; the rest of the world doesn't. They are elections made by private entities that are governed by economic principles, by economic profitability, and as such, we pay and get the place we want. These awards that we frequently tout are awards given by private structures or organizations whose purpose is profit and that sell places based on the prices paid.”

sapo.pt

WTA Functions as a Symbiotic Business Between Organizers and Active Winners

The relationship between the WTA and winners is thus mutually beneficial. Destinations like Madeira - differently than major tourism giants who will have no problem ignoring them - treats the awards as an essential marketing tool, investing in campaigns, gala attendance, and licensing fees.

In turn, the WTA secures both revenue and the appearance of prestige. The awards’ structure rewards mobilization and financial engagement over purely merit-based evaluation, shaping results year after year.

Madeira’s dominance illustrates how the World Travel Awards operate less as a neutral arbiter of quality and more as a commercial ecosystem, where preparation, outreach, and financial participation determine who wins.

To cut things short: the relationship is a self-sustaining marketing cycle:

1. WTA nominates Madeira.

2. Madeira mobilizes locals/partners to vote (and wins).

3. Madeira pays for the trophies, licensing, and gala tickets.

4. Madeira markets the win globally, giving credibility to the WTA.

5. WTA is incentivized to nominate Madeira again next year to keep this revenue and marketing channel open.

Top World Travel Awards Titles Held by Madeira & Porto Santo