Why are we searching for a bad photographer?

We made quite a splash recently with our search for a really bad photographer – a search that drew an astonishing 127,642 applications.

But how did it all begin? And why are we looking for someone bad at photography?

(Update: We found our really bad photographer!)

It started with our 2025 manifesto, where we took a stand against AI-generated images and misleading travel information. Instead, we pledged to celebrate something simpler: authenticity.

Iceland offers the real unreal. It doesn’t need filters, polish – or even perfect photography – to impress.

That’s why we’re embracing imperfection, and we’re inviting someone without a photographer’s eye to capture the country just as it is: unfiltered and unforgettable.

Follow along on our social channels (and right here) as we document the journey from the sea of hopeful applicants to the chosen one, and their trip across Iceland. And, of course, the photographic results.

Keep reading to dive deeper into our message, and see how it’s evolved.

After exploring the impact on travelers of AI-generated and manipulated images, misleading travel listings and messaging, in 2025 we wrote an open letter to the travelers of the world.

Dear travelers...

Hi,

We just want to let you know that we at Icelandair don’t use AI-generated images to represent Iceland. Why? Because we don’t need to. Iceland may look unreal – but it’s not. Promise.

The line between what’s real and what’s unreal has become blurred*. Yes, it’s easy to see that images of unicorn cats riding jet-skis over a rainbow are fake. But when you’re looking at images of spectacular landscapes, breathtaking skies, and the bluest of waters, you might find yourself asking – is this real?

In Iceland’s case, the answer is yes.

Iceland is a place that exists beyond your wildest AI prompts, where you can have a real unreal experience. It’s a place where you can feel the glow of the midnight sun, hear the rumble of the glaciers, and witness the northern lights illuminate the sky.

When you see a photo of Iceland from us, you can trust that it’s a real, authentic place you can visit, explore, and experience for yourself. Because we connect you to what truly exists.

So, if you need a break from all the noise and the inauthentic nonsense, we’re here for you.

Real and warmest wishes,

The people of Icelandair

*We conducted some research to better understand the impacts of AI on travelers.

Note: This letter was written by humans. The above photo is of the Kerlingarfjöll geothermal area in the highlands of Iceland. It’s real.

At the same time as our message to travelers, we delivered a message to the tech giants. We asked them (politely) to stop their AI platforms from creating misleading images of Iceland. We’re firmly of the opinion that the country doesn’t need AI enhancement.

Is Iceland real, or just the world’s prettiest conspiracy?

Next, we followed a skeptic traveling to Iceland to test whether the country is real. A video to make the conspiracy theorists take note!

In the battle against inauthenticity, we then asked: Can people tell the difference between real Iceland and AI-generated images? 

We hit the streets in Reykjavík and London to check perceptions – is Iceland too beautiful to be true?

And the latest instalment: Let’s prove that even the worst photographer can take great photos of Iceland.

We put out a call for a really bad photographer. A remarkable number of bad photographers stepped forward, bravely sharing their lack of talent – 127,642 applicants, to be exact.

Read more about all those applications, and the deserving winner.