MALVERN Tourist Information Centre has struck gold in this year's Heart of England Excellence in Tourism Awards.

The awards are the industry's 'Oscars' and Malvern TIC was one of only three businesses in Worcestershire to be awarded gold.

David Moyser, chief executive of Heart of England Tourism said the centre's excellent standards and quality of service were what today's travellers wanted.

The judges commented on its great location, informative displays and the sheer volume of people it helps each year in person and on the phone.

TIC manager Angela Harford said: "I'm very proud of the staff. They are wonderful. They offer a service to tourists and local people that is second to none,"

She said the care and attention staff took to help people was always appreciated, by locals and visitors alike. In 2004 around 85,000 passed through the doors of the TIC and staff dealt with more than 10,000 phone calls.

Judges also praised promotional displays on Morgan cars, Malvern Water, Elgar and the natural landscape of the Malvern Hills.

Other successful local businesses were also recognised at the awards ceremony in Worcester Cathedral on Thursday (October 6).

The Hop Pocket Wine Company received a silver award for its contribution to 'taste tourism'.

Based at the Hop Pocket craft centre, in Bishops Frome, the company sells locally produced wines, ciders and beers. It can also organise tours of local vineyards for interested customers.

"We're really pleased to have been awarded silver," said Patrick Shave, who runs the business with his wife Jane.

"We have 31 local suppliers and try to support the Three Counties as a taste destination for visi- tors."

Whitewells Farm Cottages won silver in the self-catering holiday of the year category.

Run by Kate and Denis Kavanagh, the 250 year-old self-catering cottages were recognised for their great location with views of the Malvern Hills and the high levels of personal service.

"We're thrilled to have won the award," said Mrs Kavanagh. "We have a very personal approach and lots of our customers come back again and again."