In this exclusive interview, we speak with Alberto Fernández, President of the Jury for the GreenWorking Awards and CEO & Founder of normmal. With a sharp eye for innovation and a deep commitment to ethical storytelling, Alberto shares his insights on how tourism campaigns can go beyond surface-level messaging to truly embody sustainable values in both content and execution. From the role of creativity in inspiring action to the standards he’ll apply in judging this year’s entries, he offers a clear vision for the future of responsible tourism communication.

How do the Greenworking Awards contribute to encouraging more responsible communication in tourism? 

By celebrating campaigns that align storytelling with the UN SDGs, the Awards set a benchmark for ethical messaging and production practices that can also lead by example. They inspire brands and agencies worldwide to embed sustainability at every stage of their creativity process, from the corporation’s footprint, the environmental and social responsibility of the destination, to the production company, and the filming. The GreenWorking Awards shine a light on campaigns that fuse creativity with purpose, setting a new standard for responsible communication in tourism.

What role do you see creativity playing in promoting sustainability within the tourism industry?

Creativity is the spark that brings sustainability concepts to life, transforming dry statistics into compelling narratives and visuals. It empowers storytellers to engage audiences emotionally,  making eco-friendly travel not just sensible but truly aspirational. Consumer demands are changing quickly, and tourism offerings must adapt in a sincere, transparent, and truthful manner to respond to the tastes of consumers who are more demanding and informed about current risks and challenges.

Creativity is the soul of transformation. It turns complex data into emotion, and good intentions into action. In tourism, it helps us tell stories that connect deeply, showing that sustainable travel is not only possible, but desirable. Today’s travellers expect brands to be authentic, transparent, and forward-thinking.

How important is that tourism campaigns apply sustainable practices not only in their message, but also in how they are produced?

Authenticity demands that the messengers live by the same principles they preach; every production decision impacts people and the planet.

Sustainability must be practiced, not just proclaimed. If we’re asking audiences to care, we must show we care too, behind the scenes, on set, and through the supply chain.

Every decision, from energy use to travel logistics, can reinforce the message, making it more coherent, impactful, and trustworthy. Walk the talk and earn genuine trust, it is the best way to adapt the message to the format and be consistent with the claims.

How can Tourism campaigns ensure their sustainability messages come across as genuine and meaningful to their audiences?

Ground messages in real-world data, local voices, and transparent case studies that demonstrate measurable impact. Partnering with local NGOs, independent experts helps ensure the message is rooted in truth and relevance. Audiences know when something is real and when it’s not.

How can initiatives like GreenWorking Awards help bring sustainability to the forefront of priorities for tourism boards and companies?

By rewarding innovation, these awards spotlight best practices and create healthy competition around responsible tourism. These awards are more than trophies; they are calls to action.
CIFFT is a global, prestigious professional showcase that enables us to elevate tourism to the forefront of high-level discourse. It also brings into focus the media and platforms that communicate tourism, which are integral to the sector’s value chain. By including them in the conversation, we foster coherence and inspire a standard of exemplary commitment across the entire industry.

Looking ahead, how do you see sustainability shaping in the direction of tourism marketing?

Sustainability will shift from being a niche “add-on” to the very core of brand identity and storytelling strategies. Sustainability is no longer optional.

Tomorrow’s most successful campaigns will blend immersive technology with local community, beauty with responsibility, inviting travelers to become co-creators of positive change. Tourism cannot be separated from marketing as a communication tool, and by working together toward common sustainable and fair goals, we can improve both worlds with an alliance for a better future.

What type of entries or campaigns are you hoping to see at this year’s GreenWorking Awards?

For the message award, we’re looking for campaigns that don’t just inform but inspire. Projects that make us believe a more respectful, conscious, and regenerative way of traveling is not only necessary, but already happening.
For the production award, we aim to honor companies that have gone the extra mile to minimize their impact. For this purpose, we are providing a GREENWORKING GUIDE, offering essential tips to make a piece as responsible as possible. I look forward to bold, original concepts that tackle lesser-known sustainability challenges, from plastic-free beaches to cultural preservation. 
Global Award will recognize campaigns that marry striking cinematography with verifiable ESG metrics and capture our collective imagination.

As president of the jury, what key criteria will be considered when evaluating the submissions?

We’ll be evaluating the strength of the idea, the clarity and honesty of the message, its alignment with the UN SDGs, and, very importantly, the sustainability of the production itself. Originality, innovation in storytelling, real-world impact, and emotional connection will be central to our evaluation 

From your perspective, what makes a project truly stand out in this competition?

A standout entry not only inspires viewers but also delivers measurable environmental or social benefits, it moves you, teaches you, and motivates action. It waves an unforgettable narrative that resonates both emotionally and intellectually with global audiences. It’s technically excellent, yes, but above all, it feels alive.

What message would you like to share with tourism organizations considering submitting their work to the GreenWorking Awards?

Your story has the power to redefine what travel means for future generations. Seize this chance to lead by example. Submit your work, and let’s celebrate the creative brilliance that will shape a greener, more responsible tourism industry.

The GreenWorking Awards are an initiative of CIFFT and normmal, with the participation of UN Tourism. Entries are now open until September 15. Submit your work now.