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.
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.