A New Zealand whale watching operator scooped both the Best Marine Environment and the Overall Winner awards in Virgin Holidays' Responsible Tourism Awards.

Whale Watch Kaikoura is owned and run by local Maori, with much of the company's profit ploughed back into education, conservation and poverty relief within the local community.

The company was set up in 1987 and has won awards including BA's Tourism For Tomorrow award back in 1994.

"This really validates the work that we do and the business choices we make," said CEO Wally Stone. "People can get confused by the number of logos and accreditation and claims tourism companies make nowadays, but a Responsible Travel Award has huge credibility, and will do a lot to lift our profile," he added.

There were a record 580 nominations in the 2009 awards, which recognise commitment to local environment, economy and culture through tourism.

Other winners included Village Ways in India in the best tour operator for cultural engagement; walking specialist Upland Escapes in the best in a mountain environment category; Royal Caribbean Cruises in the best cruise or ferry operator category; and Guludo Beach Lodge in the best for poverty reduction category.