Icelandair is looking for the world’s worst photographer

By Mike O'Connor | 17 April 2026

There are plenty of travel campaigns chasing the best photographers. Icelandair has gone the other way.

The airline has launched a global search for what it calls a “really bad photographer”, offering a paid trip to Iceland to prove that even the most questionable camera skills can still produce great images when the scenery does the heavy lifting.

Image: Getty
Iceland's Stokksnes bay with Vestrahorn mountain in the background. This nicely composed image is also the exact opposite of what Icelandair is seeking. Image: Getty

The idea is simple. Iceland’s landscapes are so striking that even missed focus, crooked horizons and poorly timed shots might still come out looking decent. Waterfalls, volcanoes and black sand beaches tend to help.

According to the campaign website, the winner will receive a 10 day trip to Iceland with flights and travel expenses covered, along with the chance for their images to be used in a global advertising campaign. There is also a significant cash prize on offer, with up to $50,000 USD available.

In return, the chosen photographer will document the journey and hand over the results for use in Icelandair’s marketing.

There is a catch, though. This is not one for seasoned pros or even keen hobbyists. Applicants are expected to have little to no photography experience and, ideally, a track record of underwhelming images. If your camera roll is full of blurry shots, accidental finger cameos and mystery exposures, you may finally have found the home for your photos. 

To give you an idea of what they are after, this is the following criteria:

  • You have no professional photography background
  • You have no special interest in learning photography
  • You're comfortable using a phone or basic camera without overthinking it
  • You're frequently disappointed with your own photos
  • You're occasionally surprised when a photo turns out okay
  • You're comfortable sharing yourself on video and in photos
  • You like to travel
  • You like people
  • You're ready to be internationally recognized for your unique photography style

To apply, hopefuls need to submit a short video explaining why they are the right kind of wrong for the job, along with a few examples of their less than stellar work.

You can find out more on Icelandair's website.