Guimarães, Portugal – December 4th, 2025 – The World Tourism Film Awards opened today at Teatro Jordão with a full day dedicated to the exchange of ideas between leading voices in tourism communication and audiovisual production. Professionals from tourism boards, creative agencies, production companies, and international organizations gathered to analyze the strategies, trends, and creative approaches shaping destination marketing worldwide. Isabel Ferreira, Tourism Councilor of Guimarães, and Alexander V. Kammel, CIFFT Director, opened the program.

The program began with an opening session followed by a panel on sustainability in tourism communication. Michelle Masperi (UN Tourism), Carlos Ribeiro (Guimarães European Green Capital 2026), Korina Gutsche (BLUECHILDFILM), Filipe Pereira (CARMA CPLP), and Alberto Fernández (Normmal) discussed how destinations and brands are integrating environmental responsibility into their narratives as travelers increasingly seek authenticity and ethical practices. The panel underlined that sustainability is no longer an add-on but a central element in how destinations position themselves in competitive global markets.

Throughout the day, several international case studies highlighted practical examples of how audiovisual storytelling is being used to strengthen destination identity and engage audiences. The Slovenian Tourist Board opened the series with Tina Sračnjek, who presented “Slovenian Culture: A Bonfire of Creativity, Art and Craft,” illustrating how cultural heritage and artistic expression are shaping Slovenia’s national brand. 

Aleksandra Maksimovic of the National Tourism Organisation of Montenegro demonstrated how cinematic language is reshaping the country’s adventure tourism positioning. Faruk Čaluk, from Visit Sarajevo, focused on the role of authentic urban stories in attracting travelers. Santiago Alcázar and Celia González of Madrid Destino addressed the transformation of audiovisual production in public institutions, showing how in-house creativity and AI-driven workflows can improve efficiency and impact.

In the afternoon, Janine Allemann and Anja Liebe from Switzerland Tourism explained how brand ambassadors fuel Switzerland’s global campaigns and reinforce its image. The final presentation came from Kenny Tran of Visit Düsseldorf, who discussed how major sports events can serve as catalysts for city branding and long-term visibility.

With its strong professional focus, the first day of the World Tourism Film Awards highlighted the growing importance of creativity, narrative quality, and technological innovation in tourism marketing. The sessions reinforced how destinations around the world are adapting to new storytelling models and engaging audiences through compelling audiovisual productions.

Following the conference, guests gathered at the historic Paço dos Duques de Guimarães for a welcome reception hosted by the event organizers, the International Committee of Tourism Film Festivals (CIFFT) and the Municipality of Guimarães, with the support of Tourism Porto & North of Portugal.

The gathering offers participants the opportunity to explore one of the city’s most emblematic monuments, learn more about Guimarães’ role in the history of Portugal, and experience the region’s hospitality and cultural heritage.

The event continues on December 5th with the World Tourism Film Awards Ceremony, where the year’s most outstanding tourism films will be celebrated.