VIENNA, AUSTRIA – In 2024, video storytelling continued to prove its value as a powerful tool in tourism marketing. Across the globe, tourism brands and destinations leveraged this medium to connect with audiences, inspire travel, and highlight unique experiences. Through stunning visuals and compelling narratives, these videos moved beyond traditional advertising, engaging global audiences in innovative ways.
The most impactful tourism videos and campaigns of the year were recognized through the CIFFT Rankings, a list that consolidates results from the CIFFT Circuit, a competition spanning prestigious tourism film festivals worldwide. The CIFFT Rankings celebrate productions that set new standards for creativity and effectiveness in promoting tourism.
After a year-long competition, the top tourism films of 2024 were honored this November in Valencia, Spain, at the World Tourism Film Awards, an event organized by the International Committee of Tourism Film Festivals (CIFFT), with the support of UN Tourism. With five thematic categories and two special awards, the CIFFT “People’s Choice” Award and the CIFFT Tourism Press Award, these films represent the best in tourism promotion for 2024.
1. City Promotion: A Tale of Two Winners
This category celebrates films that showcase urban destinations’ unique culture, history, and vibrancy, enticing travelers to explore their streets and stories. In an unprecedented tie, the City Promotion category honored two exceptional films in first place.
1st Place (tie): “Nazaré – Bigger Than Life” (Portugal)
This film highlights Nazaré’s iconic waves and rich traditions, presenting the destination as a unique blend of natural beauty and cultural heritage.
1st Place (tie): “Wroclaw: City of Adventure” (Poland)
Wroclaw’s dynamic energy and cultural vibrancy are showcased in a narrative that appeals to curious and adventurous travelers.
Other winners in City Promotion:
2nd Place – “So, the Story Begins” (Japan)
3rd Place – “Operation 4” (Croatia)
4th Place – “La esencia que permanece” (Spain)
5th Place – “Caldas da Rainha Magnificent” (Portugal)
2. Region Promotion: Stories Beyond Borders
This category highlights the distinct charm of regions through captivating visuals and narratives, inviting visitors to immerse themselves in local landscapes and traditions.
1st Place: “To Be Albertan” (Canada)
A celebration of Alberta’s landscapes and community spirit, this film captures the essence of the regio through a mix of stunning visuals and heartfelt storytelling.
Other winners in Region Promotion:
2nd Place – “Make Your Own Movie” (Croatia)
3rd Place – “For sure, they are from the North.” (Portugal) 4th Place – “It’s Only 3 Days” (Portugal)
5th Place – “Alps at Their Very Best” (Austria)
3. Country Promotion: Inspiring National Pride
This category showcases the essence of nations by blending natural beauty, cultural heritage, and iconic attractions to inspire global travelers.
1st Place: “The Perfect Shot” (Switzerland)
Through cinematic visuals and a compelling narrative, this YouTube series highlights Switzerland’s scenic landscapes, presenting it as a destination for both adventurers and photographers.
Other winners in Country Promotion:
2nd Place – “Sweden (Not Switzerland)” (Sweden)
3rd Place – “Tourism in South Africa with Trevor Noah” (South Africa) 4th Place (Tie) – “Made in Singapore” (Singapore)
4th Place (Tie)- “Peru Wow” (Peru)
5th Place – “Autumn for Our Senses” (Switzerland)
4. Tourism Products: Adventures That Await
This category focuses on specific experiences, activities, or attractions that bring a destination to life and offer memorable adventures to visitors.
1st Place: “The Ride of a Lifetime” (Switzerland)
Featuring Roger Federer and Trevor Noah, this film blends humor and breathtaking scenery to promote Switzerland’s rail travel as a memorable adventure.
Other winners in Tourism Products:
2nd Place – “Skypainter” (Canada)
3rd Place – “The Landscape We Choose” (Portugal)
4th Place – “From Garden to Heaven #TasteSlovenia” (Slovenia) 5th Place – “Portuguese Central Way to Santiago” (Portugal)
5. Tourism Services: Elevating Experiences
This category recognizes films that emphasize hospitality, transportation, and other services that elevate the travel experience for tourists worldwide.
1st Place: “NURI: The Fisherman’s Daughter” (Portugal)
This production tells the story of a brand rooted in Portuguese fishing traditions, blending authenticity with
emotional storytelling.
Embed Code: The video is not available online. It is exclusively presented to visitors at the Nuri factory in Portugal.
Other winners in Tourism Services:
2nd Place – “Azal Safety Video” (Azerbaijan)
3rd Place – “Hamad International Airport Campaign” (Qatar)
4th Place – “Far From The World – A Bley Evasion Story” (France) 5th Place – “Interconnected” (Portugal)
Special Honors: Special Honors: The People’s Voice and the Power of the Press
People’s Choice Award: “PORTUGALNTN, We Are What We Feel” (Portugal) showcases PORTUGALNTN’s mission to create unforgettable, personalized experiences in the Trás-os-Montes and Douro region.
CIFFT Tourism Press Award: “The Ride of a Lifetime” (Switzerland) takes viewers on a whimsical journey with Roger Federer and Trevor Noah, turning a mix-up into an unforgettable train adventure through Switzerland’s stunning landscapes. Journalists worldwide praised the campaign, calling it “charming, hilarious, and brilliant” with “spectacular visuals and original storytelling.”
The Game-Changing Impact of Tourism Ads
These productions are more than marketing tools; they reflect the trends and priorities shaping tourism promotion in 2024, offering a window into how destinations connect with global audiences and inspire travelers.
One significant trend was the growing presence of celebrities and brand ambassadors in tourism campaigns. Productions like The Ride of a Lifetime, featuring Roger Federer and Trevor Noah, demonstrated how familiar faces can enhance a destination’s appeal, creating stories that resonate across cultures and demographics.
Humor also played a prominent role in engaging audiences. Lighthearted narratives, such as Switzerland’s playful campaigns and those of Sweden’s and South Africa, showed that tourism videos can entertain while promoting destinations, breaking through the noise with creative, relatable content.
At the same time, the emphasis on authenticity brought a fresh perspective to tourism storytelling. Films like NURI: The Fisherman’s Daughter and PORTUGALNTN, We Are What We Feel drew viewers into the heart of local cultures and traditions, highlighting the unique stories that make each tourism brand special. This focus on genuine connections mirrors the growing demand for travel experiences that are deeply rooted in local identity.
Another defining trend was the focus on sustainability. Many productions this year spotlighted eco- friendly practices and the preservation of natural and cultural heritage, aligning with travelers’ increasing interest in responsible tourism.
These trends reflect the industry’s evolving approach to storytelling, where creativity and purpose intersect. The videos of 2024 set a benchmark for how tourism can connect with audiences, spark curiosity, and inspire meaningful travel experiences.
Looking Ahead
As the industry evolves, the upcoming year promises to spotlight fresh trends, groundbreaking campaigns, and diverse perspectives that redefine how destinations connect with travelers. The CIFFT Circuit 2025 is now open for entries, inviting tourism professionals and filmmakers to showcase their creative visions and compete for global recognition. With each edition, the Circuit continues to push the boundaries of tourism promotion, setting new benchmarks for storytelling, innovation, and impact.
