An airline is looking for the 'worst photographer': they will be given $50,000 and a trip to Iceland.

A job posting for the "worst photographer" has appeared online – Icelandair is looking for one. Why the carrier needs such an unusual specialist, as well as their responsibilities, is discussed by Happy Monday.

Icelandair, the Icelandic national airline, believes that Iceland is so beautiful that even the most incompetent and untalented photographer can take great photos there.

To prove this, the company opened a vacancy for a "Really bad photographer".

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The organizers note that while everyone has a camera phone these days, that doesn't guarantee high-quality photos. People often end up with blurry photos or shots with random details, like a finger in the frame. Now, a lack of skill can be an advantage.

The airline wants to find the worst photographer, so it's announced a contest. The winner will get a 10-day trip to Iceland. During this time, they'll travel, photograph nature, and shoot videos.

Icelandair is prepared to cover transportation, accommodation, meals, and out-of-pocket expenses. Additionally, it will provide an additional $50,000.

Candidates who submit a short video about themselves (up to 60 seconds) to the organizers will have a higher chance of winning.

The idea itself isn't just a joke, but a marketing campaign. Icelandair is trying to counter "perfect" Instagram photos with real, imperfect experiences. The logic is simple: if even bad photos look beautiful, then the country itself is truly impressive.

The winner won't just take a photo "for themselves"; they'll create content for the airline itself. This means their photos and videos may be used in Icelandair's promotional materials and social media pages.

Icelandic itineraries are planned in advance. These trips typically include key locations: waterfalls, volcanic landscapes, black beaches, and geothermal zones.

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What can I say—it's a brilliant marketing ploy, banking on virality. Moreover, it's part of a broader trend in tourism: companies are increasingly looking for "ordinary people" to create content, rather than professionals (journalists and travel bloggers), so that the content on their pages appears more genuine and less staged.

The trip will last approximately 10 days and is planned for June 2026.

Apply now possible until April 30, 2026.

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