Victor T.C. Middleton OBE, FTS (1938–2018) was a pioneer in the understanding and management of tourism. From his early work bringing marketing thinking into tourism, to his advocacy for responsible and sustainable practice, Victor Middleton anticipated many of the challenges and opportunities that define the sector today. He was among the first to explore the uneasy relationship between tourism and the environment, emphasising the need for balance between visitor experience, business success, and community and environmental wellbeing. Equally, Victor Middleton was instrumental in shaping the infrastructure for tourism professionalism. He co-founded the Tourism Society in 1977 to bring together academia, business, and government, and later led an initiative to create the National Liaison Group, now the Association for Tourism in Higher Education (ATHE), establishing a lasting foundation for collaboration and the advancement of tourism in higher education in the UK.
The ATHE Victor Middleton Prize for Tourism Education and Scholarship celebrates this legacy by recognising each year an individual from an ATHE Member or Associate Member institution who embodies Victor’s spirit of innovation, scholarship, and connection between education, research, and practice.
Nominations are invited from Heads of Department or School and should include a one-page statement outlining why their nominee is deserving of this recognition. Possible grounds for nomination include, but are not limited to:
- Inspiring and innovative approaches to teaching in tourism higher or further education;
- Leading and transformational research that advances the depth and impact of our understanding of tourism;
- Inspirational academic leadership that strengthens the professional foundations of tourism education and the links between academia and industry;
- Mentorship and pastoral activities that foster the next generation of tourism professionals or tourism educators.
The ATHE Executive Committee will review nominations in December, and the winner will be announced at the ATHE Online AGM in January. The recipient will be featured on the ATHE website and will receive a digital certificate recognising their achievement.
Deadline for nominations: 5pm, Friday 5th December 2025.
Please submit entries by email to secretary@athe.org.uk.
Click here for the nomination form.
