Johannesburg’s Story Takes Centre Stage as ITFFA and Jozi My Jozi Unite Ahead of the G20 Summit
In a powerful gathering held this week, the International Tourism Film Festival Africa (ITFFA) and Jozi My Jozi officially announced their strategic partnership, bringing Johannesburg’s authentic stories to the forefront as the city prepares to host the prestigious G20 Summit later this year.
The event, attended by key industry leaders, young creatives, sponsors, and civic stakeholders, unveiled the joint mission to reclaim and reimagine Johannesburg’s narrative on the global stage. With the world’s eyes turning to the city, the partnership between ITFFA and Jozi My Jozi promises to ensure that the stories shared during this pivotal moment will be those of resilience, creativity, and community pride.
Delivering the keynote address, James Byrne, Co-Founder and Director of ITFFA, emphasised the significance of local storytelling ahead of the G20.
“The G20 Summit will shine a global spotlight on Johannesburg. The question is not whether we will be seen, but how we will be seen and who gets to tell the story. Through ITFFA and Jozi My Jozi, we are giving the city back to its people and empowering a new generation of storytellers to shape how the world experiences Johannesburg.”
A key highlight of the event was the launch of the ITFFA Young Creatives Student Challenge for 2025. Designed to tackle youth unemployment and drive digital tourism marketing, the programme offers youth from all nine provinces free training in smartphone filmmaking, tourism storytelling, and entrepreneurship. Graduates of the programme will produce real-world content for local tourism destinations, supporting small businesses while building sustainable careers.
Past initiatives have already demonstrated the power of youth-driven content creation. In previous challenges, students delivered high-quality tourism videos within just three days for major destinations such as the Harties Boat Company, Lion Safari Park, and the Aerial Cableway, providing immediate marketing value and long-term visibility for local attractions.
The post-event sentiment captured the spirit of momentum and urgency. Byrne called upon funders, sponsors, filmmakers, and content creators to step forward and support the next wave of South African storytellers.
“This is legacy. Every partnership forged today helps build a future where Johannesburg’s young creators can drive economic opportunity, shape tourism narratives, and inspire global
audiences.”
The ITFFA and Jozi My Jozi partnership marks a critical step forward in positioning Johannesburg not only as a host of the G20, but as a vibrant and resilient global city led by its people.
As preparations for the summit accelerate, initiatives like the Young Creatives Challenge will ensure that when the world’s leaders and media arrive, they find a Johannesburg alive with authenticity, innovation, and pride.
