CMT Stuttgart 2027 to introduce public voting for tourism films - Get updated on what's happening in tourism!

The international tourism film and multimedia competition The Golden City Gate is introducing a new format at CMT Stuttgart in 2027, giving visitors the opportunity to evaluate competing films and videos for the first time. Alongside the established international expert jury, members of the travelling public will be able to express their preferences, adding a consumer perspective to the assessment of tourism-related audiovisual productions.

Competition entries will be screened throughout the nine-day travel exhibition at several locations across the fairgrounds. Presentations are planned for the atrium, participating exhibitors' stands and the fair's dedicated holiday cinema. Destinations, cities, regions, hotels and other tourism businesses can submit their films and multimedia productions until December 2026, gaining exposure to both industry professionals and potential travellers.

The introduction of visitor ratings is intended to provide additional insights into the types of imagery, storytelling and travel experiences that resonate most strongly with consumers. For destinations and tourism companies, the new arrangement creates an opportunity to combine professional recognition with direct feedback from prospective customers. The established expert assessment will remain in place, while visitors will contribute a separate perspective based on their personal impressions.

Professional expertise meets traveller preferences

Under the revised format, the competition will feature two distinct approaches to evaluating tourism films. The international jury will continue to assess submissions according to professional standards, including cinematic quality, creativity, technical execution and the effectiveness of their tourism-related messages.

Visitors to CMT, meanwhile, will be invited to select their personal favourites. Each screened production is expected to be eligible for individual ratings, allowing audiences to indicate which films they find particularly appealing.

The public voting initiative will also be linked to a prize draw. Visitors who participate in the evaluation process will be entered into a competition, although details of the prizes and the precise voting procedure have yet to be announced.

The combination of expert and audience assessments could offer useful insights into the effectiveness of destination marketing. While professional judges may focus on visual composition, narrative structure and production techniques, visitor responses can help identify which destinations, experiences and stories generate the strongest immediate interest among potential travellers.

This distinction is particularly relevant for tourism marketing, where technical excellence does not necessarily translate into consumer appeal. A film that impresses industry specialists may evoke different reactions among travellers considering their next holiday.

Greater visibility for destinations and tourism brands

The integration of The Golden City Gate into CMT Stuttgart will also expand the competition's role as a promotional platform. Rather than limiting exposure to jury screenings or an awards ceremony, participating destinations and tourism businesses will have their productions presented to a broader audience over several days.

For tourism organisations investing in audiovisual marketing, the opportunity to reach consumers directly could be particularly valuable. Destination films can communicate landscapes, cultural attractions, accommodation experiences and local activities in ways that conventional promotional material may not achieve.

Screenings at different locations throughout the exhibition are designed to increase the visibility of competing productions. Visitors will be able to encounter the films while exploring the fair, in addition to attending dedicated presentations in the holiday cinema.

The new partnership also places the competition within one of Europe's major consumer travel exhibitions. CMT brings together international destinations, tour operators and tourism service providers with visitors seeking information and inspiration for future holidays.

For participating exhibitors, the extended screening opportunities may provide an additional way to showcase destinations beyond traditional stand presentations. The visitor ratings could also offer indications of which promotional approaches attract attention among a travel-oriented audience.

The deadline for submitting entries remains December 2026, with the expanded competition format scheduled to make its debut during CMT Stuttgart 2027. The international expert jury will continue to play its established role, while visitors will gain a direct voice in evaluating tourism films for the first time.

Image Credit: AI generated illustration