Guimarães, Portugal Hosts World Tourism Film Awards 2025, Celebrating the Best Global Tourism Videos and Showcasing Creative Storytelling and Sustainability

Published on December 8, 2025

Guimarães, the historical gem of Portugal, served as the grand host for the World Tourism Film Awards 2025, where the world’s best tourism videos were celebrated for their creativity, storytelling, and sustainability efforts. This prestigious event, held at the Teatro Jordão in Guimarães, brought together tourism professionals, filmmakers, and global delegates to honor the year’s most impactful audiovisual productions in the tourism sector.

In 2025, the World Tourism Film Awards stood as a beacon for innovative storytelling, showcasing the power of audiovisual content in tourism marketing. Guimarães, with its rich cultural heritage, was the perfect backdrop for such a prestigious celebration of tourism films that transcend boundaries and create a deeper connection between destinations and potential travelers.

Portugal’s Role as a Leader in Creative Tourism Communication

Guimarães, located in the northern region of Portugal, has emerged as an influential hub for global tourism and audiovisual productions. Known as the “birthplace of Portugal,” the city carries with it a profound historical legacy that blends seamlessly with the country’s modern-day innovation. Hosting the World Tourism Film Awards 2025 solidified Guimarães’ place on the international stage as a creative powerhouse for tourism promotion.

The World Tourism Film Awards are the result of the CIFFT Circuit, recognized as the world’s leading competition for tourism videos, drawing thousands of entries from across the globe. In 2025, the event underscored the power of visual storytelling and its ability to convey the essence of destinations, products, and services in tourism. The awards are an important step toward recognizing excellence in destination branding, sustainability, and tourism promotion.

Key Highlights of the World Tourism Film Awards 2025:

• Guimarães, Portugal, hosted the prestigious event at Teatro Jordão.
• Switzerland won first place in Country Promotion for the third consecutive year with the “Falling for Autumn” campaign.
• Colombia’s La Guajira won Region Promotion with the campaign “Discover La Guajira.”
• Spain’s Conil Municipality claimed City Promotion with “Conil, where land and sea embrace.”
• Portugal’s Turismo de Portugal won first place in Tourism Products with “Portugal’s Unwritten Recipe.”
• Madrid Destino and Nuri Factory Tour shared first place in Tourism Services.
• Special distinctions included Tourism Press Award and GreenWorking Awards, recognizing sustainability in tourism marketing.

Accolades and Recognition for the Best Tourism Videos

In 2025, Portugal’s Turismo de Portugal emerged as one of the standout winners, capturing multiple awards for its innovative campaigns. Portugal’s Unwritten Recipe took top honors in Tourism Products, showcasing the country’s culinary heritage, while other Portuguese entries, including campaigns from Manteigas, Fundão, and Oleiros, earned recognition for their exceptional storytelling.

Switzerland Tourism continued its reign, winning Country Promotion for the third consecutive year with its campaign featuring global icons Roger Federer and Mads Mikkelsen. This success illustrates the continued power of using celebrity endorsements to promote national tourism brands effectively.

The Role of Sustainability in Tourism Film Production

Sustainability continues to be a driving force in tourism marketing, and the GreenWorking Awards served as a testament to the growing importance of environmental responsibility in tourism promotion. One of the most significant moments at the World Tourism Film Awards was the Global Award given to Mashpi Lodge in Ecuador, which was celebrated for its sustainable tourism initiatives.

The GreenWorking Awards, partnered with UN Tourism, recognized productions that not only excelled in creativity but also adhered to principles of sustainable tourism. This collaboration between film festivals and sustainability agencies demonstrates the crucial role that audiovisual tourism marketing plays in raising awareness about the need for environmentally-conscious travel experiences.

Tourism Video Campaigns Shaping the Future of Global Tourism

The World Tourism Film Awards 2025 saw an increase in global participation, with entries from Sweden, Montenegro, Austria, Croatia, Germany, and Japan. Notable campaigns included those from the Zagreb Tourist Board in Croatia, and Düsseldorf Tourismus GmbH in Germany, both of which impressed the judges with their emphasis on local culture, sustainability, and emotional storytelling.

Portugal, the host country, achieved tremendous success, further solidifying its reputation as a leader in creative tourism communication. The Municipality of Manteigas in Portugal earned accolades for its visually captivating promotional video, while CIM Região Beiras e Serra da Estrela and PORTUGALNTN took home awards for their contributions to destination marketing.

The event also highlighted the growing importance of innovative formats in tourism marketing. Interactive and immersive experiences are becoming essential components of tourism campaigns. In this year’s competition, some videos included virtual reality elements, 360-degree tours, and gamified experiences, offering viewers a more engaging way to explore destinations.

The Importance of Guimarães as a Global Tourism Destination

Hosting the World Tourism Film Awards 2025 in Guimarães was a milestone for both the city and the country. The event not only showcased Portugal’s remarkable tourism potential but also highlighted the city’s rich cultural legacy. Known for its medieval architecture, cobblestone streets, and UNESCO World Heritage status, Guimarães provided the perfect backdrop for a celebration of tourism storytelling.

• Guimarães is home to historic landmarks such as the Guimarães Castle and the Palace of the Dukes of Braganza.
• The city’s vibrant cultural scene makes it a popular destination for travelers seeking a mix of history, art, and gastronomy.
• Hosting the World Tourism Film Awards further elevates Guimarães as an international destination, attracting global tourism professionals and filmmakers.

The Future of Tourism Film Awards: CIFFT and Global Impact

As the CIFFT Circuit 2026 opens for entries, the World Tourism Film Awards continue to grow in importance as a global platform for tourism marketing. This prestigious competition helps to set benchmarks for excellence in destination branding and offers a valuable opportunity for destinations, airlines, and tourism companies to showcase their creative campaigns to an international audience.

• The CIFFT Circuit includes festivals in France, the United States, Spain, Portugal, Japan, and Greece, ensuring wide global representation.
• Destinations, hotel groups, and tourism boards use the awards as a stage to display the next generation of tourism videos, leveraging the power of audiovisual media to inspire travel.

Portugal: A Creative Leader in Tourism Marketing

The World Tourism Film Awards 2025 not only celebrated creative achievements in tourism but also highlighted Portugal’s innovative approach to destination promotion. The country’s consistent performance at these awards reflects its commitment to leveraging audiovisual storytelling as a tool for global tourism promotion.

• Portugal’s use of powerful visuals, emotional storytelling, and rich cultural narratives has helped solidify its position as one of the most effective tourism brands in the world.
• The Portuguese tourism industry continues to evolve, incorporating sustainability into its marketing strategies and showcasing diverse regions and attractions.

Conclusion: A Vision for the Future of Tourism Film Production

The World Tourism Film Awards 2025 reaffirm the growing importance of tourism films in shaping global perceptions of destinations and promoting sustainable travel. By highlighting the best tourism videos from across the globe, the event continues to push the boundaries of creativity, innovation, and environmental responsibility in the tourism sector.

As the CIFFT Circuit looks forward to the 2026 awards, the World Tourism Film Awards will continue to serve as a powerful reminder of the essential role storytelling plays in tourism marketing, and the global impact of well-crafted audiovisual content.