International Tourism Film Festival Africa Gears Up for Groundbreaking 6th Edition

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The International Tourism Film Festival Africa (ITFFA) is set to captivate audiences once again as it gears up for its highly anticipated sixth edition, taking place from June 11 to June 15, 2024. Co-founded by the visionary duo James Byrne and Caroline Ungersbock in 2019, ITFFA has become a beacon of light for the African continent, illuminating the power of film, tourism, and positive storytelling.

Since its inception, the festival has witnessed an astounding 4,000 film entries from 94 countries, each one a testament to the boundless talent and imagination of creators from all corners of the globe. As ITFFA enters its sixth year, it continues to showcase the beauty and diversity of Africa through the lens of tourism and film, while emphasizing the importance of positive storytelling.

James Byrne, Co-Founder of ITFFA, expressed his excitement for the upcoming edition: “As we approach the sixth edition of ITFFA, I am filled with immense pride and anticipation. The festival has grown exponentially since its inception, and we have been privileged to witness the incredible talent and creativity of filmmakers from around the world. This year, we are ready to push boundaries and showcase the transformative power of tourism, film, and storytelling in Africa.”

Caroline Ungersbock, Co-Founder of ITFFA, shared her vision for the future of the festival: “ITFFA has become a catalyst for change, promoting sustainable tourism, fostering cultural exchange, and championing positive storytelling. As we look forward to the sixth edition, we are committed to amplifying the voices of African filmmakers and showcasing the untold stories of our magnificent continent. We are grateful for the unwavering support of our partners, sponsors, and the filmmaking community who have helped us reach new heights.”

The sixth edition of ITFFA promises to be a groundbreaking celebration of film, tourism, and cultural diversity. With an exciting lineup of screenings, workshops, and panel discussions, the festival aims to inspire and engage audiences while providing a platform for storytellers and filmmakers to showcase their work and forge new collaborations.
ITFFA has partnered with leading organizations in the tourism and film industries, including Hotel Sky, the official hotel partner of the festival. This year, the festival will take place exclusively in Johannesburg, having previously been held in Cape Town, showcasing the best of African hospitality and tourism.

In addition to its impressive lineup of films and events, ITFFA has partnered with a host of strategic partners to make this year’s festival truly exceptional. One of the highlights is the inclusion of the BRAG (Best Practices, Results, and Achievements Gathering) event hosted by Social TV. This unique gathering will feature 16 powerhouse speakers sharing stories of impactful projects that inspire and ignite change. The event will bring together captivated guests, including corporate leaders, changemakers, and influencers, eagerly soaking up the wisdom shared by the speakers.

The BRAG event provides a platform for showcasing the triumphs of various programs, explaining why they work, and how they are making a real difference in the world. Samm Marshall, Managing Editor of Social TV, who conceptualized BRAG as a way to get organizations to share their positive stories, emphasized the importance of storytelling in changing the narrative of South Africa and Africa as a whole. “Social TV’s mission is about positive storytelling, and it is widely accepted that South Africa and Africa need to embrace storytelling as part of changing the narrative. That’s why this is a perfect partnership with ITFFA,” says Marshall.

With the festival’s focus on highlighting positive stories, it is fitting to have one day dedicated to positive storytelling with organizations who all operate in the impact space and have a mandate to change the communities they work in. ITFFA’s partnership with Social TV and the inclusion of the BRAG event underscores the festival’s commitment to not only celebrating the power of film and tourism but also highlighting the incredible work being done across various sectors to drive positive change in Africa and beyond. The festival’s focus on positive storytelling aligns perfectly with Social TV’s mission, making this collaboration a natural fit.

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