Vienna, June 30th, 2025 - A new international awards initiative is set to redefine the standards of tourism promotion. The GreenWorking Awards, created by the International Committee of Tourism Film Festivals (CIFFT) and the Spanish agency normmal, with the participation of the World Tourism Organization (UN Tourism), aims to recognize and reward campaigns that integrate sustainability as message and practice, in line with the United Nations Sustainable Development Goals (SDGs).
The GreenWorking Awards feature three categories that reflect key dimensions of sustainability in tourism campaigns:
- GreenWorking Production Award: for campaigns that stand out in sustainable audiovisual production.
- GreenWorking Message Award: for campaigns with impactful sustainability messages.
- GreenWorking Global Award: recognizes the best overall campaign—an environmentally respectful audiovisual production paired with a strong sustainable message.
The awards will recognize and reward tourism organizations, production companies, and creative agencies worldwide that demonstrate a commitment to sustainability and to reducing their carbon footprint throughout every stage of advertising campaign production, as well as the clarity and effectiveness of messages that communicate the importance of sustainability in the tourism sector. The international jury will be composed of specialists in sustainability, marketing, and creativity.
Alexander V. Kammel, CIFFT Director, emphasizes: “The GreenWorking Awards set a vital precedent by recognizing tourism campaigns that embed sustainable practices at their core, not just in their messaging but throughout their production. This is essential for driving real change in an industry that significantly impacts communities and the environment worldwide.”.
Alberto Fernández, CEO of normmal, adds: "We created the Greenworking Awards together with CIFFT and the UN Tourism because I am convinced that the future of tourism depends on narratives—and productions—that respect our planet and its communities. At normmal, sustainability is our guiding light, and with these partners I’m proud to highlight campaigns and productions that embody genuine environmental and social responsibility.”
The launch of the awards is the result of a strategic collaboration between normmal, CIFFT, and UN Tourism, united by a shared commitment to innovation and sustainability in tourism communication.
Ion Vilcu, Director of the Affiliate Members and Public-Private Collaboration Department at UN Tourism, affirms: “At UN Tourism, we recognize the power of audiovisual storytelling to shape a more sustainable tourism industry. The GreenWorking Awards represent a forward-thinking approach to tourism promotion—one that values not only what we communicate, but how we create it. By encouraging environmentally and socially responsible production, this initiative sets a new standard for meaningful and impactful storytelling in our sector.”
Submissions are open until September 15 at www.cifft.com, where participants can find the ENTRY KIT with the competition guidelines. Winners will be announced in November during the World Tourism Film Awards gala, which honors the year’s best tourism productions.
The GreenWorking Award marks a transformative step forward for the tourism industry. Taking part means leading a new way of doing advertising, inspiring other industry players, and driving a global movement toward truly responsible tourism.
