ITFFA Spotlights how Film Tourism Drives Destination Appeal
The 7th International Tourism Film Festival Africa (ITFFA), held from 3–6 June at Hotel Sky in Sandton, has spotlighted the growing role of film in enhancing destination appeal and driving economic development. South Africa’s status as a global filming destination was centre stage, with discussions focused on how high-profile productions contribute to job creation, infrastructure investment and tourism growth across the continent.
Festival co-founder and director James Byrne noted that ITFFA honours a wide range of travel-focused video content, from promotional films and documentaries to blogs and commercials. Since its inception in 2019, the festival has attracted more than 4,000 entries from 94 countries, positioning it as Africa’s leading platform for tourism media. This year’s event also saw the continuation of the Young Creatives Student Challenge, with film students from Johannesburg showcasing tourism content captured on smartphones. The initiative aims to provide career-building opportunities for emerging African creatives, aligning with ITFFA’s broader goal of strengthening the continent’s creative and tourism industries through innovation, storytelling and collaboration.
Source: Bizcommunity