Every year, after the tourist season ends and before the new one begins, the prestigious Best Tourism Professional Award is presented to the person that has made the most significant contribution to the development of tourism in the Czech Republic. The winner is chosen from across the entire tourism spectrum, which includes active and passive tourism as well as activities at the regional, state or commercial level. Representatives of related areas such as hotels, travel agencies, vocational schools or professional associations can also be nominated.
The nominees are chosen by a jury composed of representatives from professional associations and organizations, academia and the media. The jury picks the nominees based on how their work, attitude, ideas and endeavours help develop tourism beyond the work duties that are normally expected of them. COT Media, in partnership with Incheba Praha, presents the award to the winner as part of the accompanying program for the Holiday World fair.