In 2025, people are expected to take 2.1 trillion photos, up from 1.9 trillion in 2024. That volume of images fuels the rise of phototourism, with destinations competing for visibility through their most striking backdrops and travelers mapping journeys around capturing them. Iconic skylines, historic landmarks and cultural sites now double as both attractions and marketing tools.
Photography-focused tours and workshops are accelerating the phototourism trend, turning vacations into opportunities to sharpen skills while exploring photogenic landscapes. Operators are designing itineraries that blend expert guidance with cultural discovery, catering to travelers who want not only images but also the knowledge and experiences behind them
Fueling phototourism’s rise
Travel remains a top priority for many, with 44% of consumers set to spend more on tours and activities in 2025 compared to previous years. The travel experience industry, including tours and attractions, expects to reach $375 billion this year, showing its central role in modern itineraries.
Photography drives much of that growth, as people now take 5.3 billion photos every day worldwide, with the average American adding about 20 of their own. Smartphones make up 94% of those shots in 2024, giving nearly everyone the ability to capture and share instantly.
This explosion of images powers phototourism, as travelers design trips around documenting moments worth sharing. As travelers invest more in cameras and unforgettable destinations, they lean on the places’ photogenic appeal to shape itineraries, marketing and even local economies.
Social media drives demand
Instagram pushes phototourism forward as travelers share journeys through before-and-after edits, time‑lapses, aerial views and candid local scenes. The platform turns destinations into trends overnight and amplifies their global reach, with 787 million posts of travel photos and short videos.
TikTok plays a similar role, highlighting must-visit spots through short videos. More than 500,000 photography challenges circulate on the platform, giving travelers a stage to showcase their experiences and providing tourism boards with powerful visibility as photogenic, shareable destinations.
Curated tours and photo adventures
Phototourism thrives not only on stunning places but also on the experts who turn trips into learning adventures. In some destinations around the world, a growing number of companies design travel journeys with hands-on photography instruction.
Specialist operators such as National Geographic Expeditions offer photography trips where travelers learn directly from a National Geographic Photography Expert. These expeditions, including those from Antarctica to Alaska and Chile, pair iconic destinations with hands-on instruction from photo instructors who guide participants in sharpening their skills.
Iceland Photo Tours also set out to capture the country’s unique landscapes through carefully planned photography journeys. Today, the company offers specialized workshops from ice caves in Iceland to cherry blossoms in Japan, tailoring experiences that balance adventure, cultural discovery and expert instruction for travelers of all levels.
In the United States, the New York City Photo Safari hosts urban workshops that explore street photography, architecture and composition in real-time city settings. These small-group and private tours provide personalized instruction and one-on-one guidance, whether participants shoot with smartphones or high-end mirrorless cameras.
Other operators emphasize community connection. Andean Photo Expeditions in Peru takes travelers to Indigenous Quechua communities and mountain landscapes far from heavy crowds. Its itineraries cover landscape, portrait and astrophotography while also offering non-photographers the chance to experience the real Peru as guides document their journey for lasting memories.
Destinations in the spotlight
Phototourism is surging worldwide, and destinations showcase their most photogenic angles. Iceland’s glaciers, black‑sand beaches and Northern Lights define countless photography itineraries. The same landscapes invite travelers to recharge with yoga, hiking and geothermal spas, turning the island into a retreat for relaxation and rejuvenation.
In Cuba, Havana bursts with color and music, creating street scenes that lure photographers at every corner. It also reveals its green heart through the Great Metropolitan Park and surrounding natural areas, giving the city its nickname as a Garden City.
Along the banks of the Ganges, rituals and ceremonies unfold daily in Varanasi, India. One of the world’s oldest living cities, it embodies deep spiritual devotion and cultural legacy, with its ghats and sacred waters offering timeless scenes for photographers.
Across Southeast Asia, sacred structures of cultural and spiritual heritage rise above the landscape. Indonesia’s Borobudur and Prambanan temples, both UNESCO World Heritage Sites, display majestic architecture while drawing travelers into their history and devotion.
On the other side of the world, a cityscape rises with towers, bridges and endless motion that captivate every lens. New York City’s skyline, world-class museums, Broadway theaters and diverse neighborhoods turn the city into a canvas for iconic urban shots that attract millions of visitors each year.
A picture-perfect ending
Phototourism is zooming into the future with every shutter click. The pursuit of light and landscapes now shapes how the world dreams of travel, with every shared image turning destinations into global inspirations. Right now, it will not be a surprise if your own feed becomes the next highlight reel, showing that the adventure stays alive each time a memory is shared online.
Zuzana Paar, a co-founder of Food Drink Life, is a seasoned traveler and writer who has explored 62 countries and lived in St. Lucia, Dubai, Vienna, Doha and Slovakia. Her work has been featured on Fox News, New York Daily News, MSN and more; she has also appeared live on Chicago’s WGN Bob Sirott Radio Show. When she’s not discovering new destinations, she shares travel tips and insider insights to help others experience the world in a unique and unforgettable way.