Fujifilm turns photographer trips into bookable travel itineraries

Fujifilm has teamed up with three Australian tourism bodies on a campaign that will turn trips taken by photographers and content creators into travel itineraries that can be booked by the public.

The ‘Lens of Australia’ project involves Destination NSW, the South Australian Tourism Commission and Tourism and Events Northern Territory.

As part of the campaign, photographers and digital creators are travelling to locations around Australia using Fujifilm cameras and Fujinon lenses, documenting their experiences along the way.

The trips will then be used to create itineraries that other travellers can follow and book.

Fujifilm also plans to ask members of its Australian “#greenblooded” photography community to vote on destinations for future creator trips.

The campaign is a shift in focus for Fujifilm, moving away from promoting camera specifications and towards showing how its equipment is used while travelling and photographing different locations.

Content from the initial trips is now being released, with voting and bookings expected to open later this year.