WeeklySA_AdminTOURISM: Ahead of G20 summit, the initiative represents a practical, youth-focused investment in South Africa’s creative economy…
By WSAM Reporter
As the world prepares to descend on Johannesburg for the G20 Summit, the International Tourism Film Festival Africa (ITFFA) has launched a bold new initiative to equip South Africa’s next generation of storytellers with the tools to take centre stage.
The 2025 Youth Empowerment Challenge, officially launched this week, forms part of ITFFA’s continued commitment to developing youth skills in tourism storytelling, content creation, and digital production. It is sponsored by Nikon, Panavision and Panalux.
With South Africa’s youth unemployment rate sitting at 45.5%, the programme offers real-world pathways into the fast-growing creative economy, currently valued at over R600 billion annually.
“This is a critical moment for South Africa’s youth. With the world’s eyes on Johannesburg ahead of the G20, we have a responsibility to showcase local stories — not through foreign narratives, but through our own voices, our partners an collaborators are a key part of expanding this vision,” said James Byrne, Director of ITFFA. “This challenge equips young people with the gear, the skills, and the support to not only tell those stories, but to build a future in the process.”
The partnership between ITFFA and Jozi My Jozi will drive youth development, creative inclusion, and place-based storytelling.
While ITFFA leads with a focus on tourism content and film as tools for economic access, Jozi My Jozi contributes its deep understanding of Johannesburg’s cultural identity and community narrative.
Ahead of the G20, this partnership ensures that the stories being told — especially those set in Johannesburg — are both globally relevant and locally grounded. It aligns two organisations invested in showcasing authentic South African experiences through the voices of its emerging creatives.
Designed to create meaningful access for aspiring content creators, the challenge focuses on two target groups. The first includes film and media students, who will produce high-end, commercially viable tourism content using Nikon’s Z-Series mirrorless cameras.
These cameras, known for their 8K capability and image precision, are increasingly favoured by professional filmmakers.
Students will also gain exposure to Panavision and Panalux gear, giving them hands-on experience with global production tools and workflows.
The second group includes self-taught young creatives aged 16 to 35, who may not have access to formal education but are already creating content for platforms like TikTok, YouTube, and Instagram. The programme is designed to guide these creators toward tourism-focused storytelling that supports local businesses and promotes community-based travel offerings.
Whether using smartphones or Nikon gear, the emphasis is on storytelling with purpose and economic potential.
A new stills photography category will also be introduced, inviting both student and self-taught creators to explore local tourism narratives through powerful imagery. Criteria for the stills track will be announced shortly.
The programme officially launches with a first activation in Maboneng in Johannesburg, in collaboration with Curiocity Africa. A group of selected content creators and filmmakers will be guided through the streets of inner-city Johannesburg by CURIOCITY’s local storytellers and guides, capturing both the vibrancy of the area through a creative tourism lens.
The activation reflects ITFFA’s focus on content that is deeply local and visually exportable, and Curiocity Maboneng was chosen for their commitment to authentic storytelling.
For ITFFA and sponsors, this challenge represents a practical, youth-focused investment in South Africa’s creative economy. Nikon’s involvement supports the growth of its Z-Series range among emerging professionals. Panavision and Panalux are committed to introducing young filmmakers to the industry’s leading production technology.
The initiative also contributes to Johannesburg’s positioning as a creative and cultural capital during a time of global visibility. While Jozi My Jozi plays a strategic partner role in linking local creators to G20-related storytelling, the 2025 Youth Empowerment Challenge remains firmly rooted in ITFFA’s mission: to use tourism film and content as vehicles for economic inclusion and industry access.
Entries are now open at www.itffa.co.za under the YCSC Challenge tab. Young creators from across all nine provinces are invited to apply. Prizes are valued at R10 000, along with mentorship and future opportunities for brand collaboration and commercial development.
