Vienna, October 8, 2025 – Around 70 travel journalists from 36 countries came together this year to decide the winner of the CIFFT Tourism Press Award 2025, honoring the most impactful tourism video as judged by the international press. The award will be presented in December at the World Tourism Film Awards, where it will stand out alongside the World’s Best Tourism Films of the Year.

Organized by the International Committee of Tourism Film Festivals (CIFFT), the initiative gives a central role to those who shape how destinations are perceived across the globe. With backgrounds spanning leading newspapers, magazines, broadcasters, and digital platforms, the jury reflects the diversity and reach of the travel media landscape.

In 2025, jurors are evaluating 56 promotional videos from 23 countries, all competing in the CIFFT Circuit, the global competition for tourism videos and campaigns. The voting process began on September 10, and the jury is currently in the second round, where they will define the winner from 10 finalists. Supported by UN Tourism (UNWTO), the European Travel Commission (ETC) and other major institutions, the Circuit underscores the growing importance of video in tourism promotion.

“By entrusting this award to the global press, we acknowledge the unique perspective of journalists and their power to identify the narratives that truly inspire travelers around the world,” said Alexander V. Kammel, CIFFT Director.

Now in its second edition, the Tourism Press Award is already carving a distinctive space in the industry. The 2024 winner was Switzerland Tourism’s “The Ride of a Lifetime”, a global campaign featuring tennis legend Roger Federer and the comedian Trevor Noah, which promoted the Grand Train Tour of Switzerland through humor, star power, and breathtaking scenery.

By placing journalists at the center of the evaluation process, CIFFT highlights the synergy between tourism and journalism. As trusted storytellers, travel media professionals influence how audiences dream, plan, and engage with destinations. Through this award, CIFFT seeks to honor productions that do more than advertise; they inspire, move, and resonate across cultures.