This year, nearly 70 travel journalists from 36 countries will come together to decide the winner of the CIFFT Tourism Press Award 2025, recognizing the most impactful tourism video as judged by the international press. The award will be presented in December at the prestigious World Tourism Film Awards, alongside the recognition of the World’s Best Tourism Films.
Organized by the International Committee of Tourism Film Festivals (CIFFT), the initiative places journalists at the heart of the decision-making process, highlighting the critical role of the media in shaping how destinations are perceived worldwide. The jury brings together professionals from leading newspapers, magazines, broadcasters, and digital platforms, reflecting the diversity and reach of today’s global travel media landscape.
56 videos competing from 23 countries
In 2025, the jury will evaluate 56 promotional videos representing 23 countries, all part of the CIFFT Circuit—the global competition dedicated to excellence in tourism videos and campaigns. Supported by UN Tourism (UNWTO), the European Travel Commission (ETC), and other leading institutions, the CIFFT Circuit underlines the growing importance of video storytelling in tourism promotion.
“By entrusting this award to the global press, we acknowledge the unique perspective of journalists and their power to identify the narratives that truly inspire travelers around the world,”
– said Alexander V. Kammel, CIFFT Director.
Switzerland set the standard in 2024
Now in its second edition, the Tourism Press Award is already establishing itself as a distinctive recognition in the tourism industry. Last year’s winner, Switzerland Tourism’s “The Ride of a Lifetime”, captured global attention with a campaign starring tennis legend Roger Federer and comedian Trevor Noah. Showcasing the Grand Train Tour of Switzerland, the film combined humor, star power, and breathtaking scenery to create a campaign that went far beyond conventional advertising, leaving audiences truly inspired.
Journalists as storytellers shaping tourism
By giving journalists a central role in the evaluation process, CIFFT underscores the close connection between tourism and journalism. As trusted storytellers, travel media professionals influence how people dream, plan, and engage with destinations. The Tourism Press Award aims to celebrate productions that do more than promote—they inspire, move, and resonate across cultures.
About CIFFT
Founded in 1989, the International Committee of Tourism Film Festivals (CIFFT) is the world’s leading initiative dedicated to recognizing excellence in tourism video communication. As an Affiliate Member of UN Tourism, CIFFT promotes creativity, innovation, and best practices in destination marketing. Through its global awards circuit, the organization has become a benchmark for excellence in tourism promotion worldwide.
