The new category requires entrants to focus on one key initiative implemented in the past 12 months that has made a significant impact on the business or the destinations and local communities in which it operates.
The Responsible Travel Initiative of the Year award is aimed at UK-based travel suppliers and retailers, and sponsored by Arosa River Cruises and Shearings.
Examples of a suitable responsible travel initiative might include a successful responsible tourism-focused marketing campaign; the launch of a successful new community or environmental project; the creation of a new sustainable or ethical tourism product or brand; or changes to internal processes and business practices that lead to lower-impact operations.
Travel companies should enter by completing a submission form online, by the deadline of Monday 5 August.
The submissions will be assessed by a panel of judges with responsible tourism expertise, and the winner announced at the TTG Travel Awards on 16 September at the Lyceum Theatre.
TTG Media group editor Pippa Jacks said: "This new category, aimed at both travel agencies and suppliers, will recognise companies for specific, successful initiatives introduced in the last 12 months to operate in a more responsible, sustainable and ethical way.
"Following our extensive rebrand earlier this year, TTG Media is now committed to promoting and encouraging ’a smarter, better, fairer travel industry’, and with this new award we hope to recognise success in this field as well as inspiring other businesses to place greater focus on their responsibility for the environment and for local communities."