Bókun’s Unreal Experiences Photo Competition brought operators together around one simple idea: the real world is already unbelievable enough – no AI required – and their photos proved it.

What the competition was about

Last summer, we launched the Unreal Experiences Photo Competition to celebrate the experiences that create genuine wanderlust, spotlighting operators as the storytellers behind these moments. Operators were invited to submit a single, standout image from their tours that looked almost too extraordinary to be real – from desert dunes and helicopter flights to underwater worlds and remote landscapes.

The goal was twofold:

Champion the “powerhouse of tourism” – experiences – at a time when AI imagery is starting to dominate feeds.

Give operators a platform to showcase what makes their business special, while driving real engagement from their communities through public voting.

The response: 380+ entries, 10,000+ votes

The industry’s response exceeded expectations, with more than 380 photos submitted by experience operators around the world and over 10,000 votes cast by the public. Entries poured in from operators offering everything from sunset cruises and glacier hikes to wildlife encounters and city adventures, turning the competition gallery into a visual map of global wanderlust.

As voting opened, operators rallied their audiences: sharing their entries across social media, email, and their own communities to gather support. This created exactly what the campaign set out to do – authentic buzz around real-world experiences, driven by the operators themselves and the travellers who love them.

Crowning the most “unreal” experience

After weeks of submissions and voting, one image rose to the top: “Sunset cruise at Shipyard Gdańsk” by Galar Gdanski, which was voted the most Unreal Experience Photo of the competition. The shot captured the spirit of adventure on the water at golden hour and became a standout symbol of what real, operator‑led experiences can look like at their best.

Two runners-up, Ayubowan Escapes and Salty Rides, were also recognised for their stunning entries – “March of the Giants” and “Rising Above the Wreck” – standing out among hundreds of awe‑inspiring submissions. Their images highlighted what this competition was all about: operators who don’t just run tours, but curate moments that travellers remember for a lifetime.

Why this mattered for operators

Beyond any rewards, the competition offered operators:

Visibility: Their photos were showcased on Bókun’s channels and competition page, reaching new audiences actively looking for inspiration.

Engagement: The voting mechanic encouraged operators to mobilise their own communities, driving social proof and brand affinity around their experiences.

Validation: Being shortlisted, becoming a runner-up, or winning provided a story they could use in their own marketing, from social posts to website badges and emails.

For Bókun, it was a way to reinforce its role as a partner to the experiences industry – not just as a technology platform, but as a promoter of the operators who bring travel to life every day.

What’s next?

The Unreal Experiences Photo Competition showed there is a real appetite for putting operators and their authentic stories centre stage. With hundreds of awe‑inspiring photos submitted and thousands of people getting involved in the vote, this first edition has laid strong foundations for what comes next…

This was just the beginning. Throughout this year, Bókun will continue to create new ways to spotlight operators, celebrate real experiences and bring even more of your stories to the forefront – so keep your cameras (and your communities) ready!