ATG Oxford, which organises walking and cycling holidays, has won the first award for Responsible Tourism by a member of the Association of Independent Tour Operators.

ATG was commended for a marketing strategy based on "giving something back"; its advertising budget has been reallocated for fund-raising for projects in areas visited by customers, and 10% of pre-tax profits are given to an independent charitable trust.

Two members were highly commended by the judges: Guerba for a £40,000 village education project on Kilimanjaro, and Sunvil Africa for coordinating the Tourism Aid campaign to alleviate the effects of famine in southern Africa.