Justo de Ralda
The importance of tourism video in promoting a territory.
Campo de Gibraltar. Would you believe it?
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Justo de Ralda
The importance of tourism video in promoting a territory
Campo de Gibraltar. Would you believe it?
In a global context in which destinations compete to capture the attention of travellers who are increasingly well-informed, emotionally demanding and accustomed to the immediate consumption of digital content, the tourism video has become one of the most powerful tools for territorial promotion. Its ability to condense landscapes, identities and experiences into just a few minutes —through a universal and highly emotional language— makes audiovisual production a key strategic resource for any territory that aspires to position itself competitively. The strength of the tourism video lies in its capacity to tell stories, to transform landscape and cultural resources into narratives that connect with the expectations of the contemporary traveller.
The recent international success of the tourism video “Campo de Gibraltar. Would you believe it?” has brought to the forefront the talent of a new generation of creators capable of transforming the identity of a territory into an audiovisual story with global reach. The piece, conceived and produced by Guillermo Pimentel and Sergio Postigo, two young filmmakers who have demonstrated an extraordinary command of cinematic language applied to tourism, has received major recognition at some of the world’s most prestigious festivals. Its awards —granted in Japan, New York and at the final gala of the World Tourism Film Awards— not only highlight the technical and artistic quality of “Campo de Gibraltar. Would you believe it?” but also consolidate the Campo de Gibraltar as a territory capable of successfully competing at the top level of contemporary tourism cinema.
This prestigious international circuit, structured around the International Committee of Tourism Film Festivals (CIFFT), represents the leading global benchmark in audiovisual destination promotion. Directed by Alexander Kammel and Hugo Marcos, the CIFFT brings together the world’s top specialised festivals and operates as the most rigorous evaluation and recognition framework in this field. The fact that “Would You Believe It?” has been distinguished within this circuit constitutes an exceptional achievement that reflects both the quality of the video and the strength of the narrative strategy that sustains it.
The impact of these awards goes far beyond symbolic recognition; it has the ability to move, surprise and inspire international audiences. The tourism video has become a central element in the promotion of destinations. Digital globalisation, the massive consumption of audiovisual content on social platforms and the prominence of the image as a universal language have radically transformed the way territories communicate their identity. Unlike traditional strategies based on brochures, photographs and print campaigns, video makes it possible to convey sensations, emotions and experiences in an instantaneous, direct and deeply memorable manner.
The effectiveness of the tourism video lies precisely in its capacity to construct a narrative that combines visual beauty, rhythm, authenticity and emotion. In this sense, “Would You Believe It?” has become an example of how a destination can project its uniqueness through an audiovisual story capable of connecting with diverse audiences. In the case of “Campo de Gibraltar. Would you believe it?”, the piece succeeds in capturing the essence of the Campo de Gibraltar—its light, its natural diversity, its landscapes, its cultural energy and its borderland character—through a visual approach that avoids cliché and embraces a contemporary interpretation of territorial identity.
One of the most relevant elements of the video’s success is the sensitivity with which the filmmakers have interpreted the environment. The talent of these young creators stands out for their ability to look at the territory from within, understanding its nuances, contrasts and values. Their perspective combines cinematic technique, artistic sensitivity and an understanding of tourism marketing, resulting in a work that both moves viewers and positions the destination in international markets. For a territory like the Campo de Gibraltar, its presence in this circuit is a strategic investment: it positions the destination’s brand, contributes to building tourism reputation and reinforces the perception of quality and innovation.
The value of the tourism video is also evident in its ability to generate a lasting impact. Unlike a one-off advertising campaign, a good video can continue to be used for years at international trade fairs, institutional presentations, digital platforms and promotional initiatives. It becomes a strategic asset that strengthens the destination’s image and helps to build a coherent and recognisable narrative. In this case, "Would You Believe It?" has already become a benchmark piece that accompanies the Campo de Gibraltar in its global positioning.
The visual story conveyed by the video also plays a key role in attracting new segments of travellers. In a context where tourists are seeking authentic experiences, contact with nature, cultural diversity and sustainability, well-produced videos make it possible to showcase these values in a clear and compelling way.
The success of "Would You Believe It?" shows that territories which invest in creativity, young talent and contemporary promotion have a far greater chance of standing out in a highly competitive global market. Tourism cinema is not a simple communication accessory; it is an instrument capable of transforming perceptions, creating aspiration and powerfully reinforcing a destination’s positioning. It makes it possible to show not only what a territory is, but how it feels to be there, what emotions it awakens and what experiences it promises.
The case of "Would You Believe It?" highlights the importance of public institutions recognising the strategic role of audiovisual production. Investing in high-quality videos, promoting their participation in international festivals, collaborating with film professionals and adopting an innovative vision of tourism communication are decisive factors in driving territorial development. The success achieved demonstrates that when creative talent and institutional commitment converge, the result can be extraordinary.
Tourism promotion through video is not merely a trend; it is a structural transformation in the way destinations communicate. The Campo de Gibraltar (Province of Cádiz, Spain) has taken a decisive step by positioning itself at the forefront of this transformation through "Would You Believe It?", a work that combines youth, talent, identity and technical excellence. Its success shows that audiovisual production is today the most powerful tool for inspiring travel, generating interest and projecting a territory’s unique personality to the world.
For more information:
Audiovisual production company info@recuerdosfilms.com ; www.recuerdosfilms.com
Author: Justo de Ralda
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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