April 9, 2026, 8:33 am | Read time: 3 minutes
An airline is giving away a trip to Iceland—and is looking for the worst photographer. The winner will also receive 43,000 euros. TRAVELBOOK explains the story behind the campaign.
Geysers, glaciers, endless expanses—Iceland is at the top of many travel lists. An airline is now promoting a curious job offer: They are specifically looking for a bad photographer, rewarded with a trip to the island nation.
The Story Behind the Campaign
When it comes to promotional photos, experienced professionals are usually called in. The Icelandic airline Icelandair is taking a different approach with an unusual marketing campaign. Those who are considered untalented photographers among friends might feel addressed. Instead of perfection, the airline is looking for the opposite: authentic shots that showcase Iceland.
The winner gets to travel the country and provide the photos themselves, with no experience necessary. The trip is planned as a roughly ten-day journey, with all expenses covered. Additionally, the work is compensated with approximately 43,000 euros for the photos and participation in the campaign.
The campaign carries a clear message: The airline wants to show that it’s nearly impossible to take a truly bad photo in Iceland. Even inexperienced hobby photographers should be able to capture good images there. The resulting photos will later be used worldwide in a campaign and could also appear in other publications or exhibitions. As reported by the magazine Time Out, the offer is specifically aimed at people without a photographic background or particular interest in photography.
These Are the Requirements for Participation
However, not everyone can participate. Applicants must be at least 21 years old, have a valid passport, and have no criminal record. They are also expected to be physically fit and able to move safely in uneven terrain, such as during hikes through Iceland’s nature.
Interested parties should be flexible with their timing: The trip is planned for up to ten days in June 2026. It is also required that they can travel to Iceland, the United Kingdom, and the United States without any issues.
EU Gives Away 40,000 Train Tickets – How to Apply
How to Become a Test Taster at the Tiramisu World Cup
How to Apply
You can apply through the official Icelandair website. Several questions must be answered there, including: “How would you describe your photographic skills?” To increase your chances of winning, you can also upload an application video of up to 60 seconds. The application deadline is April 30, 2026.
What You Can Experience in Iceland
In the capital Reykjavik, colorful architecture meets a vibrant cultural scene with cafes, museums, and a relaxed atmosphere. At the same time, you can visit the Háifoss waterfall, a filming location from the “Stranger Things” finale. Remote places like the “world’s loneliest house” on the island of Elliðaey showcase the country’s rugged and isolated side.