The International Tourism Film Festival Africa (ITFFA) and urban renewal initiative, Jozi My Jozi, have launched a youth-focused content creation programme spotlighting Johannesburg’s inner-city regeneration ahead of the G20 Summit.
The initiative, called the 2025 Youth Empowerment Challenge, is designed to equip aspiring filmmakers with storytelling skills and production experience. It targets film students and self-taught content creators between the ages of 16 and 35.
With activations beginning in Maboneng and other inner-city areas, the programme aims to highlight the role of creative industries in local economic development and tourism promotion. Entrants will produce content focused on tourism experiences and urban transformation using equipment provided by Nikon, Panavision and Panalux.
The initiative includes training, mentorship and access to production tools. A stills photography track has also been introduced for students and independent creators. The content will be shared with G20 delegates to present a local perspective on the city’s development.
“This is about enabling young people to tell their own stories while aligning with tourism recovery and economic inclusion,” said James Byrne, Director of ITFFA.
