ITFFA spotlights how film tourism drives economic growth and destination appeal
As the film and tourism industries converge for the 7th annual International Tourism Film Festival Africa (ITFFA) in Sandton this week, the spotlight turns to the powerful role of film in driving destination tourism.
Taking place from 3–6 June at Hotel Sky, the festival will explore how high-profile productions — many shot in South Africa, a global filming hotspot — contribute to job creation, infrastructure development and increased tourism arrivals.
Co-founder of the festival together with Caroline Ungersbock, festival director James Byrne describes this unique event as ä pioneering platform celebrating tourism-focused films and video content.
Honouring global tourism content
"The ITFFA honours all video content related to the travel and tourism industries, including TV ads, promotional films, video content, campaigns, blogs and vlogs, documentaries, reports and magazine programmes. All film and video products that are related to the promotion of tourism destinations, products, or services are eligible to be entered into the film festival awards, and will be screened during the conference itself, the only one of its kind on the continent," comments Byrne.
With a wealth of experience, passion, and innovation in the entertainment and hospitality sectors, he brings a unique perspective to his role at ITFFA.
His deep understanding of the industry and his commitment to fostering creativity and collaboration have been instrumental in establishing ITFFA as the premier tourism film festival in Africa.
Since co-founding ITFFA with Ungersbock in 2019, Byrne has been the driving force behind the festival's growth and success. Under his guidance, ITFFA has received more than 4,000 film entries from 94 countries, showcasing the best in tourism-related video content across various platforms.
Empowering young African creatives
"Our vision for the festival extends beyond simply recognising exceptional content; we are also dedicated to empowering young African creatives by providing them with access to tangible work opportunities and the ability to earn real-time income from their work."
This is translated into the annual Young Creatives Student Challenge that runs alongside ITFFA, offering young film students mentorship, guidance and editing skills to create professional tourism content for clients, using their smartphones, which can be monetised.
This year's challenge has seen five teams of two students each from Wits and UJ visiting the Joburg inner city in partnership with Nikon, Panavision, Jozi My Jozi and The Bannister Hotel, to film content around Maboneng, Newtown, Ponte, and Braamfontein.
The winning team, announced during the festival, will receive a cash prize of R10,000 to go towards building their content creation careers.
Driving Africa's creative and tourism economy
A passion for connecting people, creating engaging experiences, and promoting Africa's rich cultural heritage lies at the heart of ITFFA's mission. The founding partners also have a firm belief in the power of film and tourism to drive economic growth, create jobs, and change the global narrative surrounding Africa.
ITFFA is positioned as a catalyst for the development and growth of the African audio-visual industry, while also integrating the global creative community.
Looking ahead, the vision for ITFFA in 2025 and into the future is to continue defining the inextricable linkages between film and tourism, making the potential low-lying yields accessible to all, while empowering young African creatives to establish sustainable careers in the industry.
'With our unwavering commitment to innovation, collaboration, and the celebration of exceptional content, the team is poised to lead ITFFA to new heights and shape the future of the tourism and travel industry. We invite everyone in the industry to join us for the ride!" concludes Byrne.
All rights reserved. © 2022. Bizcommunity.com Provided by SyndiGate Media Inc. (Syndigate.info).
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
2 days ago
- Zawya
South Africa: Hyperlocal is lekker, the AI-powered search revolution
Local is lekker, not only in SA but around the world – especially when you are talking search platforms. The fact is, search has evolved beyond traditional search engines like Google - only 64% of Gen Z search for products and services on traditional search engines first (Forbes survey 2024). More and more users now use diverse platforms like TikTok, Amazon and Instagram to find out about the latest products, coolest travel destinations or what not to buy. Driven by the rise of AI and other technologies, search fragmentation means consumers use a variety of platforms and ways to find what they are looking for. And more and more are choosing platforms that are able to customise and localise answers to the individual's needs, making local SEO a crucial outreach tool. With AI-driven search on the rise, brands need to adapt fast. Bryony Rose, one of the Nedbank IMC's much anticipated international keynote speakers, will fly in from London on the 18th September to talk search fragmentation and what it means for the industry. Bryony is the director for Enterprise International Business at Yext, the leading digital presence platform for multi-location brands with thousands of customers worldwide. 'AI-driven search experiences don't care if you're the biggest brand name with the biggest ad spend, AI-driven search prioritises the best answers for that individual,' explains Bryony. 'And while marketers have adopted AI to improve workflows and communication outputs, many aren't meeting the rapidly increasing demands of AI-driven search.' Marketers need to know where their audience is searching and adapt strategies accordingly. With AI-driven platforms processing data differently than traditional search engines, search has evolved from simple keyword searches to more conversational and context-driven queries. To stay relevant, marketers need to factor in these unique algorithms and user behaviours. In short, driving real business value means being able to provide the customised answers that users are searching for - is your business prepared for this new search landscape? Book your ticket and listen to Bryony as she reflects on these questions and more. Attend in-person or online. Venue – Mosaiek Teatro. 1 Danielle Street, Fairland, 2030. First early bird sold out. In-person tickets priced at R3500 (excl. VAT). Limited seats available. No allocated seating. Virtual tickets priced at R950 (excl. VAT). Book now. For more information visit: The annual Nedbank IMC Conference is Africa's foremost integrated marketing conference. Launched in 2019 it has become Africa's biggest marketing conference. The Integrated Marketing Collective (IMC) believes that Marketing is Business® and that marketing deserves its place at the boardroom table. This conference has more CMOs, senior marketers and agency leaders attending than any other in Africa and is relevant to anyone in the business of communication. One day of 15-minute presentations (with some exceptions), the conference is known for its hard-hitting global agenda with no sales pitches. The Nedbank IMC is presented in association with MASA, in collaboration with the ACA and is endorsed by the IAB. The 2025 theme is 'Marketing is Business®'.
Zawya
2 days ago
- Zawya
ITFFA spotlights how film tourism drives economic growth and destination appeal
As the film and tourism industries converge for the 7th annual International Tourism Film Festival Africa (ITFFA) in Sandton this week, the spotlight turns to the powerful role of film in driving destination tourism. Taking place from 3–6 June at Hotel Sky, the festival will explore how high-profile productions — many shot in South Africa, a global filming hotspot — contribute to job creation, infrastructure development and increased tourism arrivals. Co-founder of the festival together with Caroline Ungersbock, festival director James Byrne describes this unique event as ä pioneering platform celebrating tourism-focused films and video content. Honouring global tourism content "The ITFFA honours all video content related to the travel and tourism industries, including TV ads, promotional films, video content, campaigns, blogs and vlogs, documentaries, reports and magazine programmes. All film and video products that are related to the promotion of tourism destinations, products, or services are eligible to be entered into the film festival awards, and will be screened during the conference itself, the only one of its kind on the continent," comments Byrne. With a wealth of experience, passion, and innovation in the entertainment and hospitality sectors, he brings a unique perspective to his role at ITFFA. His deep understanding of the industry and his commitment to fostering creativity and collaboration have been instrumental in establishing ITFFA as the premier tourism film festival in Africa. Since co-founding ITFFA with Ungersbock in 2019, Byrne has been the driving force behind the festival's growth and success. Under his guidance, ITFFA has received more than 4,000 film entries from 94 countries, showcasing the best in tourism-related video content across various platforms. Empowering young African creatives "Our vision for the festival extends beyond simply recognising exceptional content; we are also dedicated to empowering young African creatives by providing them with access to tangible work opportunities and the ability to earn real-time income from their work." This is translated into the annual Young Creatives Student Challenge that runs alongside ITFFA, offering young film students mentorship, guidance and editing skills to create professional tourism content for clients, using their smartphones, which can be monetised. This year's challenge has seen five teams of two students each from Wits and UJ visiting the Joburg inner city in partnership with Nikon, Panavision, Jozi My Jozi and The Bannister Hotel, to film content around Maboneng, Newtown, Ponte, and Braamfontein. The winning team, announced during the festival, will receive a cash prize of R10,000 to go towards building their content creation careers. Driving Africa's creative and tourism economy A passion for connecting people, creating engaging experiences, and promoting Africa's rich cultural heritage lies at the heart of ITFFA's mission. The founding partners also have a firm belief in the power of film and tourism to drive economic growth, create jobs, and change the global narrative surrounding Africa. ITFFA is positioned as a catalyst for the development and growth of the African audio-visual industry, while also integrating the global creative community. Looking ahead, the vision for ITFFA in 2025 and into the future is to continue defining the inextricable linkages between film and tourism, making the potential low-lying yields accessible to all, while empowering young African creatives to establish sustainable careers in the industry. 'With our unwavering commitment to innovation, collaboration, and the celebration of exceptional content, the team is poised to lead ITFFA to new heights and shape the future of the tourism and travel industry. We invite everyone in the industry to join us for the ride!" concludes Byrne. All rights reserved. © 2022. Provided by SyndiGate Media Inc. (
Zawya
2 days ago
- Zawya
Newmark expands African safari luxury with 2 new lodges
Continuing its strategic growth across Africa, Newmark Hotels & Reserves has announced the addition of two high-end reserves to its portfolio — Toro River Lodge in South Africa and Thitaka Lodge in Namibia. Located in prime Big-Five territory along the banks of the Makhutswi River in Limpopo's Greater Makalali Private Game Reserve, Toro River Lodge is an existing property set to officially re-open under Newmark's management in the first quarter of 2026. The lodge, currently undergoing an extensive refurbishment, will feature five exclusive keys, including two luxury suites, with a new interior design concept led by specialist curators. The property will offer a full-board safari experience, inclusive of gourmet meals, local beverages, twice-daily game drives, and guided walks. Unlike conventional safari itineraries, Toro River Lodge promises immersive expeditions beyond main roads, granting guests access to remote bushveld areas rich in wildlife and rare sightings within a registered Protected Area with a strong conservation focus. "It is with great enthusiasm that we welcome Toro River Lodge to our expanding portfolio of exclusive properties in Africa," says Neil Markovitz, founder and CEO at Newmark Hotels & Reserves. 'With its unique safari offering, Toro River Lodge will undoubtedly delight visitors with an authentic experience of this special continent while they enjoy the refined luxury and warm hospitality associated with our properties." Source: Supplied | Thitaka Lodge Resturant Introducing Thitaka Lodge in Namibia Thitaka Lodge, on the other hand, is a new build and is currently under development, with an anticipated opening in the first quarter of 2026. This lodge will be situated in the Bwabwata National Park, along the Kwando River, offering guests an experience of Namibia unlike any other. The broader destination, originally known as the Caprivi Strip, is now referred to as the Zambezi Region and is located in the northeastern corner of the country, bordering Botswana, Angola, and Zambia. It is characterised by a rich water supply and a unique landscape, which is home to a great diversity of wildlife and is a wonderland for the intrepid explorer at heart. The lodge will be established in proximity to an elephant corridor, where these magnificent creatures move between Botswana and Angola. This exceptional setting will provide guests with memorable wildlife viewing opportunities through twice-daily game drives or boat outings. Luxury tented camp amenities A luxury tented camp, marked by a magnificent Baobab tree at its entrance, Thitaka Lodge will comprise three private villas, each with a pool, three bush villas, also with private pools, three family villas, as well as six standard tents, a shared pool, a restaurant and a bar. Bush and boma dinners will feature, and accommodation will be offered on a full-board basis, with local beverages included. 'Thitaka Lodge is a special addition to our portfolio as it marks our entry into Namibia, realising our aim of broadening our footprint in Africa and offering our guests a more diverse array of outstanding safari destinations to explore. I am certain that this exquisite destination, coupled with the experience at this world-class lodge, will captivate our guests and set the scene for lasting memories,' shares Markovitz. All rights reserved. © 2022. Provided by SyndiGate Media Inc. (
