We miss the Baku festival

The World Tourism Film Awards Ceremony of the International Tourism Film Festival (CIFFT) in Guimaraes, Portugal, has ended a few days ago. Awards in five categories - country, city, region, tourism services and tourism products - were presented to creative individuals from different countries of the world.

In connection with the festival, CIFFT Director Alexander V. Kammel gave an exclusive interview.

- Mr. Kammel, welcome. Let's talk about the 37th edition of the tourism festival. This is not a small number. Of course, the experience is enriched every year. What are your thoughts on this year's festival...?

-Reaching the 37th edition of the World Tourism Film Awards is a great achievement, and this year confirmed the growing maturity of tourism audiovisual communication. The level of creativity, production quality, and strategic thinking was exceptional. We saw productions with strong narratives, emotional depth, and a clear understanding of what modern audiences expect. This edition truly reflected the evolution of our industry, and at CIFFT we are proud to witness and contribute to that development after 37 years dedicated to promoting excellence in tourism communication. Hosting the ceremony in Guimarães brought a special atmosphere. It is a city with heritage, identity, and a strong commitment to culture and sustainability.

-About 4000 films from dozens of countries are presented at the festivals every year. What message should the best tourism film convey? 

-The strongest tourism videos are always rooted in strategy. Whether the goal is to raise awareness, attract a specific type of traveler, or reshape perceptions, the story must align with the brand’s objectives. From there, it's about creating a narrative that sparks emotion such as curiosity, inspiration, or nostalgia, and motivates people to act. Technical quality also plays an important role. Elements like sound, pacing, and cinematography support the message. In the end, the videos that truly stand out are authentic, creative, and purposeful. That’s what makes them powerful and memorable.

- Times are changing rapidly. Digitalization is increasing. How has the quality and impact of tourism films made in recent years changed? But what about creativity based on inspiration? Is content or timely technical quality more important to you?

-Both matter, but not equally. Technology supports storytelling, but it never replaces it. Over the last years, we have seen impressive progress in cinematography, sound design, and effects, yet the films that stand out are those built on strong creative concepts. Viewers today are overwhelmed by content; what resonates is authenticity, emotion, and originality. Technical quality enhances impact, but inspiration is what makes a film memorable. 

-You have been presenting the ”Tourism Press Award” at the festival for two years now. What is the purpose of establishing this award? To emphasize the role of the media? 

-The Tourism Press Award was created to highlight the essential role of journalism in promoting destinations with integrity and depth. Media professionals provide context, credibility, and reach. They influence public perception in ways that advertising alone cannot. The award recognizes outstanding narratives in tourism video and encourages closer dialogue between tourism brands and organizations and the media community. 

- This year you are presenting the "GreenWorking Awards" at the festival. This award probably has a meaning too... 

-Sustainability is no longer optional; it is central to the future of tourism. The GreenWorking Awards were created to recognize audiovisual productions that not only communicate responsible tourism practices, but also apply them in their own production process. This means reducing carbon footprint, minimizing waste, optimizing energy use, and adopting environmentally conscious methods throughout the entire workflow. We want to encourage tourism brands and organizations to demonstrate transparency, commitment, and long-term vision, not just in what they show on screen, but in how they work behind the scenes. By acknowledging both the message and the method, the award reflects CIFFT’s mission to support a more conscious, ethical, and sustainable global tourism industry. We are proud to work with the Spanish agency Normmal and UN Tourism on this project. 

-As a jury member, I carefully watched the films, videos, and stories. Why do you think the presented places only glorify beauty? Are films made about the shortcomings of tourism. Are such films presented at the festival? Doesn't criticism contribute to the development of tourism? 

-Traditionally, tourism films highlight the beauty of a place because they serve a promotional function. But in recent years we’ve seen a clear shift toward authenticity. Audiences value honesty, and some destinations now embrace narratives that go beyond the “perfect postcard.” We’ve seen great examples of this from “Visit Linz” and “Visit Oslo”, which have explored more unconventional and self-aware approaches in their communication. They show that a destination can be attractive even when it acknowledges its complexities, its contrasts, or simply its everyday reality. 

- You also participated in the festival in Baku. Also, last year and this year, a film about Azerbaijani tourism was presented at the festival. What is the level of cooperation?

-Azerbaijan has maintained a strong and meaningful presence within the CIFFT Circuit. Over the years, several Azerbaijani tourism films have competed at the international level, demonstrating solid storytelling and a clear commitment to showcasing the country’s cultural richness and landscapes. Notable examples include the Azal Safety Video, awarded in 2024 as one of the World’s Best Tourism Films of the Year, and Azerbaijan, «Take Another Look» from the Azerbaijan Tourism Board, which participated in the 2025 Circuit. Baku also hosted a festival that was once part of the CIFFT network, helping strengthen ties between Azerbaijani creators and the global tourism film community. We miss the Baku festival, and see great potential in the country’s creative sector. We look forward to continuing to expand collaboration and visibility for Azerbaijani tourism films in the future. 

- What advice do you have for young directors who want to establish themselves in tourism films? Today, almost every destination, product, or service is being pushed to communicate through video. That creates a huge opportunity for new voices to enter the industry and build a career. My advice is to take the time to really understand your audience and the destination or brand you’re working with. Every place has a unique story, and your job is to find it and tell it in an authentic way. Also, be adaptable. The media landscape is constantly evolving, and being able to shape and share your story across different platforms is a real advantage. Try to build relationships along the way. Tourism is a collaborative field, and connecting with destinations, agencies, awards, and fellow filmmakers can open many doors. Above all, stay curious and passionate. The best work comes from genuine enthusiasm and a commitment to keep learning and growing. 

- What changes do you observe among the films presented every year? What trends emerge, how do styles develop? 

-We see a clear rise in emotional storytelling, refined cinematic techniques, and the integration of sustainability messages. Productions are increasingly centered on real people, authentic experiences, and narratives that feel more personal and relatable. Visually, there is a growing preference for natural light, immersive sound design, and dynamic aerial perspectives. The trend is shifting from simply “showing a place” to truly “sharing a feeling,” and that evolution is very encouraging for the future of tourism communication. 

- What is CIFFT's advice to those who submit films to the festival and those who will join it? 

-The CIFFT Circuit rewards originality, coherence, and the ability to connect with viewers across cultures. My advice is to engage fully in the experience: attend the festivals, meet other professionals, speak with the jury members, and learn from different perspectives. The value of the CIFFT Circuit goes far beyond winning awards; it is an opportunity to grow, to network, and to understand what truly resonates in global tourism communication. Our circuit includes nine international festivals, each offering unique insights and exposure. And for those who want to join us, entries for the CIFFT Circuit 2026 are already open. 

Tarana Maharramova