CIFFT and UN Tourism join forces to shape a sustainable future in tourism advertising

MADRID – In a landmark agreement, 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 foster sustainable practices in the tourism and advertising industries. The signing took place on January 23rd during FITUR 2025 in Madrid, formalizing a shared commitment to aligning tourism promotion with the United Nations Sustainable Development Goals SDGs).

The MOU, signed by UN Tourism Secretary-General Zurab Pololikashvili and CIFFT Director Alexander V. Kammel, highlights the organizations’ dedication to fostering responsible tourism practices and leveraging audiovisual storytelling to inspire global change.

Facilitated by the UN Tourism Affiliate Members and Public-Private Collaboration Department, of which CIFFT is a proud member, the MOU focuses on promoting sustainable production practices in tourism audiovisual content creation, reducing environmental impact, and fostering a shift toward more responsible and conscious tourism promotion models. It also aims to drive innovation in tourism communication by supporting brands, destinations, and services in developing award-winning video marketing strategies that align with sustainability and responsible tourism practices.

“Tourism communication goes beyond simply showcasing destinations – it’s about driving meaningful action toward a more sustainable industry. By joining forces with our Affiliate Member CIFFT, we can redefine the standards for responsible and impactful audiovisual tourism promotion and advertising,” said UN Tourism Secretary-General Zurab Pololikashvili.

Since 1989, CIFFT has been a global leader in recognizing and promoting excellence in tourism video marketing through its prestigious network of festivals and the annual World Tourism Film Awards. This partnership with UN Tourism reinforces CIFFT’s mission to inspire the tourism industry to adopt innovative and sustainable communication practices.

On the same day, CIFFT signed a Memorandum of Understanding with the Spanish creative agency Normmal, solidifying a partnership focused on encouraging sustainability in the tourism and advertising industries. Signed by Alexander V. Kammel and Normmal CEO and Founder Alberto Fernández, this collaboration establishes Normmal as a key partner in redefining tourism advertising standards through a commitment to environmentally conscious and forward-thinking approaches.

“Tourism communication has the power to shape perceptions and influence behaviors. By partnering with UN Tourism and Normmal, we are driving meaningful change in the industry, ensuring that green practices become the cornerstone of how we promote responsibly and sustainably,” said Alexander V. Kammel, CIFFT Director.

The article CIFFT and UN Tourism join forces to shape a sustainable future in tourism advertising first appeared in TravelDailyNews International.