Estonian Tourism and Travel Association (ETFL) annually recognizes and announces the receipents of The Best Tourism Establishment of the Year and The Best Tourism promoter of the Year. Traditionally, the official announcement and congratulatory ceremonies for the awardees take place at the Tourest tourism fair. An Award for Lifetime Achievement was also presented this year.

The nominees for The Best Tourism Establishment of the Year 2023 award included the Niguliste Museum of the Estonian Art Museum, Maria Farm in Pärnu County, the Mulgi Experience Center in Mulgimaa, and The Schloss Fellin Boutique Hotel and Spa in Viljandi. The nominee of The Best Tourism Establishment Award should be well known, prestigious in the line market and ensure integrity in customer service. the choice is also subject to the novelty of the product (service), originality, good marketing, a quality leap in upgrading service, etc.

The nominees for The Best Tourism Promoter of the Year award included Arno Sillat, founder and curator of the MOMU Motorsports Museum and Kristel Peikel, leader of the Hiiumaa Tourism Cluster and organizer of the Pühalepa Music Festival. The Best Tourism Promoter is a person directly, on a theoretical or practical level, involved in the industry, infrastructure undertakings or teaching whose work either in Estonia or abroad should have a signficant impact on the positive development of tourism in Estonia. he/she should be well known and have immaculate business integrity in Estonian tourism community. The sucess in launching and implementing new projects is also considered.

Feliks Mägus, CEO of Nordic Hotel Forum received The Lifetime Achievement Award. His 35 years of leadership in the tourism sector have been of considerable significance in promoting Estonian tourism. The Lifetime Achievement Award is presented to an individual who has contributed to the tourism sector, helped advance the development and quality of the tourism industry, been socially visible through their activities, and initiated or led collaborative efforts in the tourism field.