Photography to promote tourism and the example of Arizona Highways

March 24, 2008

There is no better way to promote tourism than to use great photography to convey the beauty of the location, the experience of the place, and the charm of the people living in the region. Strangely, it is very uncommon that organizations in charge of promoting tourism will ever use photography effectively. It seems that photography is not an area of expertise in tourism boards.

Sometimes, there are exceptions to the rule. Few months ago, the government of Thailand launched an initiative to promote their country with the contract of 55 top travel photographers around the world to photographs their land a people, the result of which was published in a fabulous book "Thailand: 9 days in the Kingdom" [images]. I found this initiative extraordinary in many ways, because of the novelty, the hiring of so many great photographers, and also because the understanding of the power of photography to illustrate their culture and their land.

Today I like to refer to another example. The Arizona State of Transportation (Estate of Arizona, U.S.A.), and its publication Arizona Highways, is a great model for efficient use of photography to promote the beauty of this state. At their website you will find portfolios of images, photo tips, fine art prints, photographic tours and photoworkshops. They do understand that by using great photography they can convey the magnificence of the Arizona and they can inspire travelers to visit their state. Just recently they have expanded this effort with the publication of a book, Photography Guide to Arizona, that serves to both educate about the use photographic techniques when traveling but it is also a guide to find the best locations to make great pictures.

"This book is about insights and photographic experiences shared by a group of remarkable individuals, Arizona Highways magazine's contributing photographers. For more than 80 years we at the magazine have worked with amazing talent, the likes of Ansel Adams, Esther Henderson, Josef and David Muench and jack Dykinga. Within these pages we share with you lifetimes of hard work translated into knowledge, all presented in a user friendly manner. We covert photographing the magnificent landscapes of Arizona, complemented by shooting the state's wildlife, architecture, people, and cultures. We delve into motivation, personal philosophies, and, what inspires some of the best working professionals in the photographic community today."- Except from the book, by Jeff Kida, Arizona Highways Photography Editor.

In this book you will find extraordinary travel and nature photography - the book is extensively illustrated, there is not a single page without a photograph-. This is the travel photoguide with the best photography I have ever seen in a book like this.

The first part of the book is dedicated to the use of composition, light, and a range of photographic techniques. Although this is a section that may appear "irrelevant" to people with extensive photographic experience, I found myself enjoying the writings quite a bit. The chapters are very well written, they relate to the places and subjects of interest and they are full of personal insights and anecdotes from the photographers and writers. The second part of the book is dedicated to describe how best to explore photographic opportunities in a number of beautiful places in Arizona: Grand Canyon, Colorado Plateau, Navajo Land, Red Rock Country, Mountain Country, Sonoran Desert, and Sky Islands. If you have never been in Arizona [I have been there multiple times] you will be amazed by the beauty of these places.

If you ever plan to travel to Arizona or you live in Arizona, make yourself the gift of this wonderful -and inexpensive- book. Here after the jump you will find the press release for the book.

Arizona Highways Announces New Photography Guide

Award-winning photographers contribute to magazine’s first photography book in more than 15 years

PHOENIX, Ariz. – March 6, 2008 – Known throughout the world for its spectacular photography, Arizona Highways has released a new book titled Arizona Highways Photography Guide: How and Where to Make Great Pictures. Showcasing the work and knowledge of more than 15 photographers and authors, the easy-to-follow guidebook combines information about all aspects of film and digital photography and is geared towards beginning shutterbugs all the way up to serious hobbyist photographers. The 336-page, full-color guidebook retails for $24.95 and is now available at www.arizonahighways.com, as well as leading book retailers and online stores.

“We’ve been working on this guidebook for several years and it includes insights and photographic experiences from top photographers including Pulitzer-prize-winner Jack Dykinga,” said Jeff Kida, Arizona Highways photography editor. “We’ve structured the guide in such a way that people can read the book at their leisure or use it as reference when in the field.”

The photography guidebook is conveniently divided into three user-friendly sections which address photographing landscapes, wildlife, architecture, people and cultures. The first section, “The Basics,” deals with the fundamentals of photography. The next section addresses “Types” of photography and how to take breathtaking landscapes and appealing images of wildlife. The final section looks at some of the most amazing “Places” for photography in Arizona including the Grand Canyon, Red Rock Country, Rim Country and the Sonoran Desert.

“We’re very excited to be releasing this book,” said Win Holden, publisher of Arizona Highways. “We’ve always been known for our photography and this book reflects more than 200 years of experience by many of our award-winning contributors. I think people will find this to be a great resource for all types of photography.”

Arizona Highways Photography Guide: How and Where to Make Great Pictures is available at Arizona Highways’ two retail stores in Phoenix, as well as major bookstores throughout Arizona and nationwide, including Barnes and Noble and Borders Bookstores. The books can also be purchased online at www.arizonahighways.com and www.amazon.com, among others.

Miguel Garcia-Guzman

Posted in Books