Since 1980, the World Tourism Day has been celebrated on 27 September. Today it makes even more sense to evoke the reasons that led to the creation of this day: "to raise awareness of the role of tourism in the international community and demonstrate how it affects social, cultural, political and economic values around the world" (UNWTO). Considered one of the largest economic sectors in the world, tourism assumes vital importance for many destinations, which have tourism as an essential element for their development.

Tourism is also a complex and competitive market, where destinations must create efficient marketing strategies to differentiate themselves. The visitor’s choice is based not only on the desire to visit a particular place but mainly on the stimuli offered in the media and communication platforms.

In this context, promotional tourism videos stand out in the promotion of tourist destinations, tourism services, and tourism products. Through images and sounds, tourism videos accentuate the emotional experience of tourism and create an immediate connection between the destination and the tourists, even before they reach the destination.

Some recent statistics show the potential of this communication tool:

• By 2022, online videos will make up more than 82% of all consumer internet (Cisco).
• Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia).
• 72% of customers would rather learn about a product or service by way of video. (HubSpot).
• Social video generates 1200% more shares than text and image content combined. (G2 Crowd).

Due to the current scenario, in which tourist destinations are looking for innovative and creative ways to recover from the pandemic, the tourism videos also play an important role, helping to create the destination brand in the imaginary of the consumers and stimulating the desire and curiosity, intending to create more bookings.

What does a tourism promotional video need to be able to capture the viewer's attention and turn the desire to travel into an action?

There is no magical formula, but in the last 32 years of CIFFT, we have seen how the market has evolved to get closer and closer to people. More than the destination itself, the important thing now is the people. It is on them that the campaigns focus, creating a more personalized and attentive communication for different types of audiences and their preferences.

Each destination has unique characteristics and promotional videos have the potential to demonstrate that, reaching and engaging the audience through various tools and formats. Communication circulates at the speed of light and needs constant presence and updating.

“Videos can manifest the essence of the destination and the intangible elements of the tourist experience. It is a tool that transports the viewers to the experience they will find in the place, offering them the emotion of being there. For the video to be effective, it is necessary to add everything that will create a true connection with the viewer: the imaginary, the sensations, the emotion, the desire, and much more.”
Alexander V. Kammel, Director of CIFFT

It is possible to conclude that a good tourism video substantially needs to convey the essence and authenticity of the destination, experience, product, or service and get it to its viewers.

Videos that made history!

Since 1989, CIFFT is the most prestigious awards and recognition initiative in Travel Video Marketing industry. A unique worldwide festival circuit, where, for the past 32 years, the world's best tourism videos have been evaluated by international experts and exhibited to the local public and festival attendees.

For the future, it is part of CIFFT's mission to continue to recognize and award the best tourism videos that promote a destination a product, or a service, with the help of its members, the best Tourism Film Festivals in the world.

CIFFT also intends to contribute to the development of this creative industry encouraging the innovation and the quality of the audiovisual productions worldwide.

On the other hand, and in partnership with our endorsers - UNWTO (World Tourism Organization), ETC (European Travel Commission, CTO (Caribbean Tourism Organization), and CATA (Centro America Tourism Association) – we are working together to encourage other destinations to achieve the excellence in promoting their products, services, and locations using video.

Celebrating World Tourism Day is important for CIFFT and for this reason we decided to join the countless celebrations that take place worldwide, sharing with you a video with excerpts from the CIFFT Grand Prix Winners of the last 10 years, the World's Best Tourism Films.

Are you ready to travel with us? Do not put your device in “Flight Mode” and use it as often as you want. Fasten your seatbelt and enjoy!