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Coach Tourism Innovation Award

Coach Tourism Innovation Award

Rewarding innovation in coach tourism

As part of IRU’s suite of annual awards, created within our global ‘Smart Move’ campaign, the Coach Tourism Innovation prize champions coach operators that have demonstrated exceptional innovation in providing service solutions for passengers.

The aim of this Award is to recognise and promote industry practices that lead to a greater use of group tourism by coach, through high quality and cost-effective innovative projects and services. Each year, our Smart Move Campaign includes an award given to a coach operator. 

If you wish to apply for the 2017 Awards, consult here the criteria for entry and more information.

Meet past winners:


In Italy, the web and mobile portal “” won the IRU Smart Move Coach Tourism Innovation Award; the online portal was commended by the jury for its highly innovative concept, which aims to help drivers, tour managers, travel agencies and tour operators to better plan group tours. Oleg Kamberski, is Head of IRU’s work on Passenger Transport & Taxis. Commenting on the solution, he said: “We are particularly pleased that this year’s winner is a web-based tool,” and “These innovations are fundamental for small and medium sized firms, who make up the bulk of the coach tourism sector.”


In 2013, Danish coach company Papuga A/S won the IRU Coach Tourism Innovation Award for its highly innovative and affordable coach-cycle road tour concept “Let’s Cycle Together”. Papuga A/S is a family-owned coach company and its solution allowed cycling enthusiasts – clubs, companies, individuals – to tour Europe by coach with their bicycles, revealing a market potential that can attract completely new customer segments to the tourist coach market.