Guimarães, Portugal Hosts World Tourism Film Awards 2025: A Celebration of Heritage and Global Tourism Excellence

Published on December 8, 2025

Guimarães, Portugal — the historic city known as the birthplace of Portugal — recently hosted the 37th World Tourism Film Awards (WTFA) on 4–5 December 2025. This marked the first time that the prestigious global event was held in Portugal, with Guimarães taking the spotlight. The city, renowned for its medieval charm, cobbled streets, and UNESCO-listed heritage sites, offered an ideal backdrop to celebrate the world’s best tourism videos.

The event attracted tourism boards, media professionals, creative agencies, and destination marketers from around the world. It was a unique opportunity for Guimarães to showcase its historical and cultural significance, while also highlighting the city’s growing role as a hub for international tourism events.

A Deep Dive into the World Tourism Film Awards

The World Tourism Film Awards, organized by the International Committee of Tourism Film Festivals (CIFFT), celebrate the most innovative and impactful tourism videos produced each year. These films are selected from thousands of entries across a range of categories, including City Promotion, Region Promotion, Country Promotion, Tourism Products, and Tourism Services. The awards have become a gold standard for destination marketing, with the winners serving as global examples of creativity and effective storytelling in tourism.

Each year, the competition attracts entries from nearly 50 countries, with films vying for recognition in both traditional categories and special awards, such as the GreenWorking Awards, which focus on sustainability-driven content. The CIFFT Circuit, a year-round competition, culminates in the WTFA, where the top films are honored for their artistic, technical, and marketing excellence.

Guimarães: A City with Rich Heritage and Growing Global Influence

Guimarães, often called the “cradle of Portugal,” is a city steeped in history. As the birthplace of the country’s first king, Afonso I, Guimarães holds a significant place in the nation’s cultural and historical narrative. Its charming city center is a UNESCO World Heritage Site, known for its well-preserved medieval architecture, including landmarks like the Guimarães Castle and the Palace of the Dukes of Braganza.

The decision to host the WTFA in Guimarães highlights the city’s increasing importance on the international tourism stage. As the city continues to grow in stature as a global cultural destination, hosting such a prestigious event is a testament to its appeal. With its commitment to heritage preservation and sustainable tourism practices, Guimarães was an ideal location for the 2025 edition of the awards.

The event provided an opportunity for Guimarães to shine in front of a global audience, reinforcing its position as a top destination for heritage tourism and attracting attention to the city’s vibrant tourism offerings. It also highlighted the city’s efforts to integrate sustainability into its tourism sector, ensuring that it remains a culturally rich and environmentally responsible destination for future generations.

Celebrating Excellence in Tourism Promotion

The World Tourism Film Awards are more than just a celebration of outstanding filmmaking; they are an opportunity to recognize the power of video as a tool for promoting tourism. The winning films from 2025 were selected not only for their artistic quality but also for their ability to capture the essence of a destination, inspire travel, and effectively communicate tourism experiences to a global audience.

The ceremony also featured the first-ever GreenWorking Awards, which were introduced to acknowledge the growing importance of sustainability in tourism. These awards recognized videos that focused on responsible tourism practices, highlighting destinations and services that promote environmental stewardship, cultural preservation, and social responsibility.

The Impact of Hosting the Awards on Guimarães and Beyond

For Guimarães, hosting the World Tourism Film Awards was more than just an event; it was an opportunity to showcase its commitment to sustainable tourism and cultural heritage. The city’s involvement in the WTFA has provided global exposure, reinforcing its status as a destination that values both its past and its future. As the tourism industry continues to prioritize sustainability and responsible practices, Guimarães serves as a model for other cities and regions looking to balance heritage conservation with modern tourism needs.

For the local community, the event was a moment of pride. As global attention turned to Guimarães, residents and visitors alike experienced the city in a new light. The event also provided an economic boost, drawing tourists, industry professionals, and media representatives to the city. This influx of visitors presents a unique opportunity to further develop Guimarães as a leading destination for cultural tourism in Portugal.

Looking Ahead: The Future of Heritage Tourism

The success of the 2025 World Tourism Film Awards in Guimarães underscores the growing importance of heritage tourism and the role that creativity plays in promoting destinations. As more destinations look to attract global visitors, storytelling through film remains one of the most powerful tools for showcasing a region’s unique attractions and cultural assets.

Guimarães’ hosting of the WTFA is a clear indication that heritage-rich destinations are continuing to find innovative ways to engage tourists and contribute to the global tourism economy. As the tourism industry evolves, Guimarães will undoubtedly continue to play a vital role in shaping the future of cultural tourism, blending history with modern tourism practices to create a vibrant, sustainable destination for years to come.

The World Tourism Film Awards not only celebrate exceptional films but also serve as a reminder of the impact that tourism can have on a destination’s development. With Guimarães taking the lead, the city has set the stage for future tourism growth, fostering connections that will benefit both its cultural heritage and its global tourism appeal.