The businesses and people who go the extra mile to bring visitors back to Cornwall time after time have been unveiled in the shortlist of the county's prestigious tourism awards.
An historic pub which rose phoenix like from the ashes of a devastating fire, the restaurant of a famous chef and one of the country's most popular art galleries have all been recognised.
Emma Rojano, tourism development executive at VisitCornwall, the county's tourism service, said it was a shortlist to be proud of.
"The diversity of finalists underlines the richness of holiday experience available in Cornwall and demonstrates that quality is key," she said.
"Now in their 11th year, the awards continue to highlight those businesses that consistently deliver excellence.
"To gain a placing on the finals board is an amazing achievement and all of the businesses should be immensely pleased with themselves".
More than 117 entries were submitted to 16 award categories in the Cornwall Tourism Awards. A rigorous judging process saw them scrutinised and discussed by an extensive panel, headed up by experienced industry professionals.
Factors taken into account included, most importantly, the quality of service on offer to visitors and value for money. In addition commitment to staff training and development, the environment and accessibility were also key issues.
Plans are now in full swing for the grand awards dinner hosted by Wildlife TV presenter Nick Baker on Thursday, November 8, at The Headland Hotel in Newquay, which is also named as a finalist in the large hotel category.
James Staughton, managing director of St Austell Brewery, which is sponsoring the awards, said: "Cornwall's hospitality and tourism businesses are among the best in the industry and deserve to be celebrated this year more than ever.
"We are delighted to be part of the 2012 Cornwall Tourism Awards and to help shine a light on those individuals and their teams who continue to make Cornwall the UK's favourite holiday destination."
The shortlist of finalists includes awards for the Winner of Winners, the Best Tourism Activity and Best Tourist Information Centre.
Awards for the Best Small and Large Hotel, Caravan Park, B&B and Self Catering establishments will also be up for grabs.
Among the finalists of the Best Large Visitor Attraction are Cotehele in Saltash and Tate St Ives.
There is also a Sustainable Tourism Award and a Best Wildlife Friendly Business Award.
Rock-based multi-award winning chef Nathan Outlaw has been shortlisted in the Restaurant of the Year category.
In the Best Pub category, the 13th century Pandora Inn at Mylor, which was nearly destroyed by fire last year has won a nomination.