With 36 years of expertise in recognizing the World’s Best Tourism Films, CIFFT has witnessed the tourism video landscape evolve firsthand. After reviewing thousands of submissions and awarding the best in global tourism advertising, one thing is clear: an award-winning tourism video is about more than just stunning visuals. Based on this extensive experience, here are the key elements that define a tourism video worthy of recognition.
1. A Clear and Compelling Story
Great videos are built around a strong narrative. Whether it’s about the history, the people, or the experiences a destination offers, a clear and engaging narrative is essential. A great story gives context, connects with the viewer emotionally, and makes the destination memorable.
2. Emotional Impact
Emotion drives decisions. Videos that spark curiosity, excitement, nostalgia, or awe are far more effective than those that only present facts or just images. When a viewer feels something, they’re more likely to act—whether that’s sharing the video or planning a visit.
3. High Production Standards
Visual quality, editing, and sound design play a big role in how a story is received. While the style may vary, award-winning videos are always intentional in their execution. Every shot, transition, and music choice support the message.
4. Authenticity and Local Identity
Videos that reflect the true essence of a place stand out. Showcasing local people, culture, traditions, and real experiences adds depth and trust. It helps destinations express their unique personality in a way that feels genuine.
5. Creative Direction and Originality
Innovation gets attention. Whether through bold visuals, unexpected narratives, or fresh formats, creativity is a key differentiator. Original videos break away from clichés and offer a new perspective even on well-known destinations.
6. Strategic Messaging
Successful tourism videos are always driven by a clear message. Whether the goal is to inspire travel, highlight sustainable tourism, or promote a specific event, the video’s purpose is evident throughout. Award-winning videos are strategic, balancing artistic elements with a well-defined objective that aligns with the destination’s marketing goals. From the first frame to the last, every element should support the video’s goal and call to action.
7. Audience Connection
Award-winning videos are made with the viewer in mind. They understand the interests, behaviors, and preferences of their audience, especially in a digital environment where attention is limited. Relevance and clarity are essential.
Final Thoughts
For creative agencies, destinations, and producers looking to craft a video that leaves a lasting impact or wins awards, mastering these seven elements is essential.
The CIFFT Circuit remains a premier platform for showcasing and awarding the most impactful tourism videos from around the world.
If you believe your video truly captures a destination’s essence and connects with viewers, there’s still time to compete for the title of World’s Best Tourism Film of the Year. Enter now the CIFFT Circuit 2025 and showcase your work across six prestigious international awards. Submit your film here.
