Guimarães Hosts the 37th World Tourism Film Awards, Recognizing More than Thirty Films from Several Countries and Celebrating their Power of its Audiovisual Content in Tourism Promotion

Published on December 9, 2025

The 37th World Tourism Film Awards brought global attention to Guimarães, Portugal, with 32 outstanding tourism videos from 17 countries being recognized as the World’s Best Tourism Films of the Year. The awards ceremony, held at historic Teatro Jordão, marked the culmination of the CIFFT Circuit: the leading international competition for tourism audiovisual productions.

The event underlined the role of audiovisual content in tourism promotion, signaling that engaging video storytelling may be turning into a potent tool for destination marketing. “These productions stand among the most effective examples of audiovisual tourism promotion today,” said Alexander V. Kammel, Director of the International Committee of Tourism Film Festivals. He also underlined the relevance of Guimarães for hosting the event, mentioning the warm welcome given to the event by the destination.

Top Winners of the 37th World Tourism Film Awards

Among the standout winners of the evening was Switzerland Tourism, which secured first place in the Country Promotion category for the third consecutive year with its video “Falling for Autumn”, featuring global sports icon Roger Federer and actor Mads Mikkelsen. The film’s stunning visuals and compelling narrative helped Switzerland capture the attention of audiences, showcasing the country’s autumn beauty and luxury travel offerings.

In the Region Promotion category, Colombia’s Government of La Guajira earned first place with its video “Discover La Guajira”, highlighting the rich cultural and natural beauty of the La Guajira region. Meanwhile, Spain’s Municipality of Conil won in City Promotion with “Conil, Where Land and Sea Embrace”, celebrating the coastal town’s natural wonders and warm hospitality.

Tourism Products and Services: Portugal Leads the Charge

Tourism Products recognition went to Portugal’s Unwritten Recipe, which won first place for its unique portrayal of the country’s culinary heritage. The video tells the story of Portugal’s culinary tradition, connecting the nation’s food culture to its history and identity, with a focus on sustainability and local traditions.

In the Tourism Services category, Portugal’s Nuri Factory Tour (“NURI – The Secret of Nuri”) and Madrid Destino (“Centro Danza Matadero”) were awarded first place, celebrating innovation in tourism experiences. These videos emphasize the growing trend of experiential travel, where visitors seek authentic, hands-on experiences that go beyond traditional sightseeing.

Special Recognitions for Sustainability and Creativity

Sustainability was a key theme at the awards, with Portugal’s Unwritten Recipe receiving the Tourism Press Award and Zéké Film from France securing both the Message and Production Awards for their focus on sustainable production practices. The GreenWorking Awards also highlighted productions that prioritized eco-friendly approaches to filmmaking, showcasing the growing importance of sustainable tourism in today’s travel narratives.

Ecuador’s Mashpi Lodge earned the Global Award for sustainability, recognizing the eco-resort’s commitment to conservation and community engagement, further strengthening the link between eco-tourism and audiovisual storytelling.

Tourism Impact: Strengthening Global Tourism Promotion and Cultural Exchange

The World Tourism Film Awards not only celebrate the best in tourism filmmaking but also serve as a platform for showcasing the importance of cultural exchange and global tourism promotion. The winning films reflect the diverse approaches to destination marketing around the world, emphasizing authenticity, innovation, and sustainability in tourism.

For destinations like Switzerland, Colombia, and Spain, these accolades serve to highlight their unique offerings to global audiences, driving tourist interest and fostering international collaboration in the tourism sector. The awards also underscore the role of audiovisual content in attracting visitors, with high-quality tourism films influencing travel decisions and creating lasting impressions of destinations.

Looking Forward: The Future of Tourism Films and Digital Marketing

The impact of the World Tourism Film Awards is likely to extend beyond just the winning destinations. As the tourism industry continues to evolve, tourism boards and destination marketers will increasingly turn to digital media to engage travelers, with video content becoming a crucial part of global tourism marketing strategies.

With the 2026 CIFFT Circuit already open for submissions, the future of tourism films appears bright. These films will continue to inspire travelers, showcase local cultures, and promote sustainable tourism practices, ultimately helping destinations around the world to grow and adapt to the demands of modern travelers.

A Global Platform for Tourism and Cultural Promotion

The 37th World Tourism Film Awards celebrated not only the best in tourism audiovisual productions but also emphasized the growing importance of creative storytelling for tourism promotion. As the industry looks toward 2026 and beyond, the influence of these award-winning films will continue to frame the future of global tourism marketing to keep the cultural heritage, innovation and sustainability of the tourism experience at the forefront. It is through the power of film that these destinations help shape the future of tourism while meaningfully captivating audiences worldwide.

Image Source: CIFFT