ATG Oxford, which specialises in small group and individual walking holidays worldwide, has won the tourism organisation category of the British Airways Tourism for Tomorrow Awards, which are a showcase for responsible tourism projects.

The Oxford-based company spends no money on advertising, relying on word of mouth. Its marketing is focused on "giving something back" - 65% of receipts are spent in the rural communities on the walking routes, and 10% of profits are placed in an environmental trust.

ATG has won one of five category awards from which a global winner will be chosen by a panel which includes Sir Crispin Tickell and David Bellamy.

Hotel Finca Rosa Blanca, a Costa Rican hotel which aims to create an ecological haven with a recycling and other environmental schemes, won the accommodation project; Valley of the Giants Treetop Walk in Western Australia was the environmental experience winner; Ecpat, a children's rights group, won the large scale award for its code of conduct for the protection of children from sexual exploitation; and Bunaken national marine park in Indonesia won the national parks award.

The global winner will be announced in December. Details of the projects on britishairways.com/tourism.