SeeSrpska

INTERVIEW: ALEXANDER V. KAMMEL, DIRECTOR OF CIFFT, FOR SEESRPSKA

Alexander V. Kammel, the Director of the International Committee of Tourism Film Festivals (CIFFT), spoke with SeeSrpska about the organization’s growth, global tourism trends, the impact of tourism video formats, and more.

INTERVIEW: ALEXANDER V. KAMMEL, DIRECTOR OF CIFFT, FOR SEESRPSKA
PHOTO: Alenxader V. Kammel

HOW HAS CIFFT EVOLVED SINCE ITS ESTABLISHMENT IN 1989? WHAT DO YOU CONSIDER ITS KEY ACHIEVEMENTS, AND WHAT IS THE PRIMARY MISSION OF CIFFT TODAY?

When CIFFT was founded in 1989, its main goal was to create a platform connecting tourism film festivals worldwide. Over the years, we have developed into a global initiative uniting these festivals through the CIFFT Circuit. We’ve also established a prestigious competition that awards the best tourism productions annually.

What makes us unique is our focus on creativity and strategic thinking behind these films, showcasing their value in promoting destinations, products, or services.

One of our proudest achievements is the establishment of the World Tourism Film Awards, which celebrate the most influential tourism films of the year, providing visibility to destinations and the creative teams behind them. Winning a CIFFT award has become a symbol of prestige, helping brands and filmmakers gain global recognition.

Today, video marketing is crucial for promoting destinations. Video has the power to spark curiosity, engage audiences, and create emotional connections. Our mission is to inspire tourism brands to produce high-quality, impactful videos that tell compelling stories and encourage people to travel.

We take pride in witnessing the direct impact these productions have on the industry and individuals who decide to explore the world. CIFFT supports and promotes this creativity, fostering innovation in storytelling about destinations.

WHAT CRITERIA DOES CIFFT USE TO SELECT THE BEST TOURISM FILMS, AND WHAT MAKES A TOURISM FILM EFFECTIVE?

The CIFFT Circuit’s judging process is designed to be thorough and fair. Jury members come from diverse fields such as tourism, marketing, advertising, communications, journalism, and film, bringing various perspectives. Each festival independently selects and manages its judges, ensuring diversity in evaluations.

Key evaluation criteria include impact, creativity, storytelling, originality, technical quality, and visual execution. These factors determine how effectively a film delivers its message, connects with the audience, and promotes a destination, product, or service.

For me, the best tourism films establish a connection with their target audience, whether through strong storytelling or innovative techniques. It’s about creating something that inspires viewers.

Throughout the year, films compete at different festivals, earning points for the CIFFT Ranking, which determines the best tourism films in categories such as cities, regions, countries, products, and services. We celebrate the top productions at the World Tourism Film Awards, known as the "Festival of Festivals."

Our goal is to recognize creativity and innovation in tourism promotion, which is why festivals choose top professionals as jurors to ensure that films resonating with audiences receive the recognition they deserve.

HOW DOES CIFFT SUPPORT AUTHENTICITY IN PRESENTING DIFFERENT COUNTRIES THROUGH FILMS?

Authenticity is a key element in tourism promotion. At CIFFT, we encourage films to genuinely reflect the identity, culture, and values of the destinations they represent. Through the CIFFT Circuit, we support and reward storytelling that goes beyond the surface, highlighting what makes a place unique.

We promote authenticity by including storytelling and originality in our evaluation criteria. However, creating stories that remain authentic while appealing to a global audience can be challenging. Not every story is universally understood, but that’s the beauty of tourism films—they bring diverse perspectives to a wider audience and spark curiosity.

The most effective films stay true to their identity while finding ways to connect with viewers across cultures. It’s about creating stories that stand out because they’re real, not because they try to fit a mold.

WHAT TRENDS ARE EMERGING IN TOURISM FILMS, AND HOW HAVE STYLES EVOLVED RECENTLY?

Several trends are becoming increasingly common in tourism films. One of the most notable is the use of humor. People respond well to entertaining and creative stories, as they make a destination more approachable and memorable.

Another trend is the rise of artificial intelligence (AI) in film production. From creating visuals to tailoring content for different audiences and enhancing post-production, AI opens new possibilities. However, it’s crucial to ensure that films still feel authentic.

Authenticity remains a key trend. Today’s audiences appreciate honest portrayals of tourism. They want to see the unique aspects of a place—its culture, people, and stories—presented in a way that feels genuine, not like traditional advertising.

Tourism films are becoming more personal, engaging, and creative, focusing on connecting with viewers. It’s exciting to see the industry evolve to meet the demands of modern travelers while pushing the boundaries of storytelling.

WHAT DOES THE FUTURE HOLD FOR CIFFT, AND WHAT ADVICE WOULD YOU GIVE DESTINATIONS FOR CREATING SUCCESSFUL TOURISM VIDEOS?

In the future, I see CIFFT continuing to grow—not just as a global platform recognizing the best tourism videos and campaigns but also as a leader in industry innovation. We are particularly excited about our collaboration with the World Tourism Organization (UNWTO) as an affiliate member, further solidifying our role in shaping the future of tourism marketing.

We are also working on launching new initiatives focusing on sustainability in tourism film production, an increasingly important industry demand.

My advice to destinations is to focus on authenticity. Tell the true story of your destination and find creative ways to present it. The most effective tourism films are not just promotions—they inspire viewers to experience the place for themselves.