Awards won by two companies for responsible tourism are well deserved and will generate fantastic coverage for New Zealand, Tourism New Zealand (TNZ) says.

Whale Watch Kaikoura was named as overall winner at the Virgin Holidays Responsible Tourism Awards announced yesterday in London.

It also won the marine environment category.

YHA Wellington City won the best large hotel accommodation category.

"Both awards are well-deserved and I hope this recognition will encourage other New Zealand operators to make responsible tourism part of their everyday business practices," TNZ chief executive George Hickton said.

"Already, Whale Watch Kaikoura has been interviewed by media, including BBC news, providing fantastic coverage for New Zealand to millions in the UK and overseas."

Last year, New Zealand became the first country to win the overall award as well as best destination.