CIFFT and UN Tourism Align to Promote Sustainability in Tourism Film and Advertising Across the Globe
The International Committee of Tourism Film Festivals (CIFFT) and the United Nations World Tourism Organization (UN Tourism) have signed a Memorandum of Understanding (MoU) to advance sustainable practices in tourism advertising. Formalised by UN Tourism secretary-general Zurab Pololikashvili and CIFFT director Alexander V. Kammel, the partnership seeks to align tourism promotion with the United Nations Sustainable Development Goals (SDGs) through impactful audiovisual storytelling. The initiative encourages brands, destinations, and services to adopt sustainable production models and integrate environmental consciousness into their tourism video marketing strategies.
CIFFT, a leader in recognising excellence in tourism video marketing since 1989, further solidified its commitment by signing a separate MoU with Spanish creative agency Normmal. This collaboration, led by Normmal CEO Alberto Fernández, aims to set new industry benchmarks for sustainable advertising practices. Both agreements highlight the vital role of audiovisual communication in influencing perceptions and fostering responsible tourism. By focusing on green practices and innovative storytelling, the partnerships underscore a collective effort to redefine tourism promotion, ensuring it supports sustainability and inspires conscious travel choices globally.
Source: BizCommunity