Since 1990, the Estonian Travel and Tourism Association annually announces the best tourism attraction and since 1992 also the best tourism promoter to make the public aware of the important role of the tourism industry in the Republic of Estonia and to give public recognition to successfully implemented projects in the tourism industry and individuals.

The candidate for the title of the best attraction must be well-known, have a prestige in the tourism market and ensure impeccable customer service. The choice is also influenced by the novelty of the service (product), originality, good marketing, qualitative leap in improving the level of service, etc. Professionalism in communication with Estonian tourism companies, based on international practice, is important in making the choice.

The recipient of the title of best promoter is a person who is directly involved in tourism business issues on a practical or theoretical level, in business in tourism infrastructure companies or in tourism pedagogical work. A person must significantly influence the positive development of tourism through his or her activities in Estonia or abroad, he or she must have personal reputation and authority in Estonian tourism circles and an impeccable reputation. The selection is also based on the successful launch and implementation of new projects.

The best tourist attraction and promoter of the year will be officially announced by the ETFL President at the annual traditional tourism fair Tourest and published in the press. The best tourism object and promoter of the year will be issued a certificate by ETFL.