Fujifilm Australia unveils 'Lens of Australia'

Fujifilm has partnered with Australian state tourism bodies to help amateur photographers book the same travel experiences captured by featured content creators.

Titled 'Lens of Australia', the initiative connects prominent creators with state tourism bodies – including Destination NSW, the South Australian Tourism Commission, and Tourism and Events Northern Territory.

Community voting decides the itineraries

Equipped with FUJINON lenses and cameras such as the Fujifilm X-T5, photographers are venturing into some of Australia’s most striking landscapes to capture content that highlights camera gear in real-world environments.

Fujifilm will call on its 100,000-strong “#greenblooded” Instagram community of Australian photographers to vote for their favourite expeditions.

The winning creator journeys will then be packaged into real-world, bookable consumer trips, giving everyday travellers the chance to retrace those exact routes with their own Fujifilm gear.

Leanne Hughes, Head of Marketing for FUJIFILM Australia’s Electronic Imaging & Optical Devices Division, explained that photographers fall in love with glass while exploring and creating, not by reading spec sheets.

Stuart Terry, Founder of We Are Different PR, noted that using destinations as the stage delivers a genuine win-win – tourism operators gain compelling organic content, creators secure memorable assignments, and consumers can turn online inspiration into tangible journeys.

With initial content rolling out, community voting and consumer bookings are scheduled to launch later this year.

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