Finland’s Turku Archipelago Offers the World’s Most Unusual Job (Video)


L’archipel de Turku vient de publier une publicité humoristique avec Lambert Wilson - Capture écran

PONANT


It’s probably the most fleeting and peculiar job in the world.

Visit Turku Archipelago, the tourism office for the Turku Archipelago in Finland, has just launched its “Get a Nose Job” campaign.

Thus, this unique place on Earth, where nearly 40,000 islands face the mainland, is offering to recruit a “nose” for a five-to-seven-day mission in the destination that has proclaimed itself the most fragrant in the world.



In May or June 2027, the fortunate winner will have to travel around the islands to “evaluate the scents of the sea air, pine forest aromas, saunas, and even freshly baked bread, and then describe them with enough precision to make people want to breathe them in.”

The experience must also be documented in photos and videos for the destination’s social networks,” states Creapills.

A job that calls for a keen sense of smell, but above all, it earned itself a spotlight that has been talked about worldwide.


The Turku Archipelago Is Looking for Its “Olfactory Detective”

To promote the archipelago, the tourism office had the idea of asking Lambert Wilson to let his nose roam across a few of the islands.

The opening scene of the video shows the French actor, well known abroad as well, in the middle of a conversation with his agent.

“When you told me I was going to do an ad on paradisiacal islands, I pictured the Caribbean, not the Baltic Sea.

What do you mean they think I fit the profile? I agree, Laurent, I think it smells very good, but I have better things to do in life than breathing seaweed
“, protests the French actor.

Then we follow for two minutes the Matrix actor as he traverses the islands, sniffing in shops, saunas, and the forest.

The spot blends humor with travel imagery, while concluding with the proposition to become the nose and ambassador of the destination for a few days.

This humorous touch is regularly seen in Nordic destination videos. Iceland, a master in this field, notably parodied Meta’s metaverse, formerly Facebook.

Sweden, for its part, reminded that it should not be confused with Switzerland, as this happens regularly.


The Turku Archipelago Is the World’s Most Fragrant Destination

“We are convinced that the Turku Archipelago is the world’s most fragrant destination. Neither Paris, nor Athens, despite what some rankings may claim.

But such a claim needs proof, and our own nose is, alas, fallible. That is why we are looking for an objective person
“, explains the Saaristo website, the Finnish name for the Turku Archipelago.

Potential candidates have until October 25 to apply. To do so, they must post a short video on Instagram or TikTok in which they declare their candidacy for the role of “olfactory detective”.

They must then choose an object, smell it, and give their opinion.

The job pays 2,000 euros.

Christmas Markets 2026: The World’s Top 10 Destinations

Lights, regional specialties and wooden chalets make Christmas markets essential winter gatherings. But do some destinations truly stand out for a festive getaway? A study conducted by Christmas Tree World compared 28 markets worldwide across eight criteria, including their online popularity, the number of stalls and December hotel prices. While Germany takes the top spot, France, the United Kingdom and the United States also feature among the most popular destinations.

From Nuremberg to Strasbourg, European Christmas markets dominate the rankings

It is in Nuremberg, Germany, that the top Christmas market on this list is located. The Christkindlesmarkt earns a score of 8.2 out of 10, after nearly four centuries of existence. Its around 180 stalls uphold an artisanal tradition, offering Christmas decorations, candles, toys and regional specialties. Among the must-sees are Lebkuchen, the city’s iconic gingerbread, and Zwetschgenmännle, small decorative figurines made from dried plums. The market is scheduled from November 27 to December 24, 2026.

The Striezelmarkt in Dresden (also in Germany), third with 7.5 out of 10, boasts an even longer history, dating back to 1434. Its roughly 240 stalls highlight Stollen, a traditional fruitcake dusted with icing sugar closely tied to the city. Visitors can also discover artisanal objects and traditional decorations. The 2026 edition is planned from November 25 to December 24.

The United Kingdom places three markets in the top 10. Manchester ranks second with 7.64 out of 10. Its main strength is the scale of festivities spread across several areas of the city center. In 2025, the municipality counted 274 stalls across ten sites, with gastronomic chalets, gift sellers and a 50-meter Ferris wheel. The market, organized since 1998, is slated to run from November 6 to December 22, 2026.

In Edinburgh, tied for fifth with Chicago, the festivities take over the East Princes Street Gardens, at the foot of the castle and the monuments of the Scottish capital. Visitors will find food stalls, gifts and seasonal attractions. The event is scheduled from November 14, 2026 to January 3, 2027.

Birmingham sits in eighth place. Its Frankfurt Christmas Market is described as the largest authentic German Christmas market outside Germany and Austria. German specialties, hot beverages, artisanal goods and concerts contribute to its atmosphere. It is planned from November 5 to December 24.

France is represented by Strasbourg, seventh with a score of 6.81 out of 10. Created in 1570, the Christkindelsmärik is one of Europe’s historic Christmas markets. The city spreads its stalls across several central squares, featuring Alsatian specialties, bredele cookies, mulled wine and artisanal decorations. At Place Kléber, the grand Christmas tree is one of the symbols of Strasbourg’s festivities. The launch of the 2026 edition is announced for November 27.

Finally, Vienna, Austria, ranks ninth. Its Vienna Christmas World combines a traditional market, an ice rink and attractions within a monumental setting. The festivities are planned from November 13 to December 24.

From New York to Chicago, American markets bet on spectacle

In the United States, Bryant Park’s Winter Village in New York ranks fourth with 7.41 out of 10. More than 180 vendors offer handmade goods, gifts and festive treats amid the winter installations. The site is also notable for its outdoor skating rink, letting visitors enjoy the Christmas atmosphere in the heart of Manhattan. The edition is set to begin on October 28, 2026. The winter season will extend beyond the holidays, with activities announced through February 28, 2027.

Also in New York, the Union Square Holiday Market takes tenth place. Here, the focus is on creations by local artists and artisans. Jewelry, decorative objects and gift ideas make up the offerings of the stalls set in the city center. The market is scheduled from November 12 to December 24, 2026.

In Chicago, the Christkindlmarket ties for fifth place with Edinburgh. For its 30th edition, it will operate across three sites, at Daley Plaza, Wrigleyville and Aurora. Its identity rests on German traditions, with culinary specialties, handmade toys and Christmas decorations. The markets in Chicago and Aurora are announced from November 20 to December 24, while the Wrigleyville market is to stay open until December 31.

To establish its ranking, Christmas Tree World studied 28 markets, taking into account eight factors, including Google searches, Instagram posts, TikTok videos, the age of events, the number of stalls, entrance fees and proximity to public transport. Each criterion was converted into a score, then integrated into a global score out of 10. This ranking thus measures several aspects of popularity and accessibility of the markets, without constituting a definitive judgment on their touristic quality.

Where to Travel to See the World’s Oldest Living Beings

What if your next trip could bring you face to face with living beings that have endured for thousands, even hundreds of thousands of years? From California’s forests to the depths of the Mediterranean, certain sites shelter exceptional witnesses to Earth’s history. Monumental trees, centenarian animals, and plants capable of surviving in extreme conditions offer as many discoveries for travelers eager to stray from the beaten path. Here are ten destinations listed by CNN where you can observe these astonishing survivors, sometimes at the heart of spectacular landscapes.

Des forêts américaines aux îles méditerranéennes, sur les traces des doyens végétaux

Head to California, in the western United States, to encounter one of the planet’s oldest living trees. In the White Mountains, the Western Bristlecone Pine, also known as the Methuselah Pine (Pinus longaeva), is believed to be around 5,000 years old. Regarded as the oldest non-clonal living organism known, it owes its name to the biblical figure famed for living 969 years. Its exact location remains secret to prevent damage, but a 7.2–kilometer hike through the Inyo National Forest allows visitors to discover other multi‑millennial bristlecones. Their gnarled silhouettes rise on arid ridges, in a landscape that reminds us some trees stood before the construction of the pyramids of Egypt.

Another atmosphere in Utah, where the Trembling Giant, or Pando, spans over more than 40 hectares. This colony brings together nearly 50,000 quaking aspen (Populus tremuloides) that are genetically identical, linked by a shared root system. It is therefore a single organism, with an age estimated at around 80,000 years. To discover this vegetal giant, travelers can stay in a campground located at the heart of the Fishlake National Forest. When the wind rustles the leaves of thousands of trunks, the sound of this forest takes on a unique dimension.

In Europe, head to Crete, Greece, where an olive tree in the village of Vouves still bears olives after about 2,000 to 3,000 years of existence. Its massive, weathered trunk attracts artists, politicians, and visitors fascinated by its longevity. A museum dedicated to traditional olive harvesting methods also reveals the importance of this tree in the island’s agricultural history, once at the heart of Minoan civilization.

In Germany, in Hildesheim, a rose about 1,200 years old grows against the Saint Mary’s Cathedral. According to tradition, it was planted in 815. Despite the bombings of the Second World War that left the building in ruins, it survived and now reaches more than nine meters in height. To see it in bloom, plan a visit at the end of May or the beginning of June.

Des Andes à l’Antarctique, des rencontres rares au bout du voyage

Fans of more unusual destinations can set off to explore the Andes, spanning Peru, Bolivia, northern Chile, and western Argentina. At high altitude, the yareta (Azorella compacta) forms vibrant green masses that resemble rocks covered with moss. This plant from the Apiaceae family withstands freezing temperatures, wind, and drought. Its growth is so slow that it gains only about one meter in a century. The largest specimens could thus reach 3,000 years. Once burned as fuel, it is now protected in several South American countries.

For an underwater discovery, head to Formentera, the smallest of Spain’s Balearic Islands. Off its shores, a posidonia meadow (Posidonia oceanica) stretches for nearly 16 kilometers. This organism, which reproduces clonally, would be around 200,000 years old and ranks among the oldest living organisms known. Diving and snorkeling allow exploration of this Mediterranean ecosystem. On land, visitors can also explore the island, discover its caves and lighthouses, far from the bustle of neighboring Ibiza.

For the more seasoned travelers, the journey can extend to Antarctica. In the icy waters of the McMurdo Sound, volcanic sponges (Anoxycalyx joubini) could have lived for around 15,000 years. Their age is estimated from their size and exceptionally slow growth. They can reach up to two meters tall and grow between 15 and 150 meters in depth, in a habitat populated by small crustaceans, worms and starfish. Only experienced divers, accompanied by operators capable of organizing dives under the ice, can hope to observe them.

Other encounters are more accessible. On Saint Helena, in the South Atlantic, Jonathan, a Seychelles giant tortoise, was born around 1832. Now about 194 years old, he still lives on the governor’s estate, where he was brought in 1882.

In the Pacific, Midway Atoll, northwest of the Hawaiian archipelago, hosts Wisdom, a Laysan albatross of about 75 years. Since its banding in 1956, the female is believed to have flown more than 4.8 million kilometers in her life and raised at least 30 chicks. The bird regularly returns to this atoll to breed, despite a journey marked by surviving a tsunami.

Finally, in Sri Lanka, the Mahamevnawa gardens in Anuradhapura host Jaya Sri Maha Bodhi, a sacred fig tree around 2,300 years old. Derived from a cutting taken from the tree beneath which Buddha is said to have attained enlightenment, it is regarded as the oldest planted tree with a documented date. Today, pilgrims and visitors still come to pay homage, especially on full moon days.

Whether hiking in the mountains, staying on islands, or setting off on polar expeditions, these destinations add a new dimension to travel: that of meeting organisms that existed long before us and whose preservation is a major challenge.

In Scotland, artisans preserve a rare craft to create the world’s most prestigious bagpipes

In Edinburgh’s Old Town, at the foot of the Royal Mile—the long thoroughfare linking the medieval castle to Holyrood Palace, the British monarch’s official residence in Scotland—St Mary’s Street unfolds 300 meters of uneven cobblestones, flanked by sparrow‑spout gables and colorful façades. A street where pubs, fish-and-chip counters, souvenir shops selling kilts, sporrans (traditional pouches) and Highlands tartans follow one another. At number 27, a dark storefront sometimes draws the eye as much as the ear: Kilberry Bagpipes is one of the country’s last workshops to craft bagpipes entirely by hand.

The World’s Most Beautiful Beaches Aren’t Always the Ones You Imagine

Some beaches owe their fame to the color of their sand, others to their crystal-clear waters or to the landscapes that surround them. Condé Nast Traveller’s Readers’ Choice Awards highlight coastlines that are strikingly different, ranging from Italy to Indonesia, Mexico and Sri Lanka. For French travelers, several of these European destinations are easily within reach, while others promise a much farther escape. Here is what truly sets these beaches apart and what you can do there once you arrive.

In Europe, beaches that justify the trip for more than just swimming

The Sperlonga Beach in Italy tops the European ranking. Located in the province of Latina, halfway between Rome and Naples, it blends the charm of a seaside resort with that of a historic village. The old town, perched on a hill, is made up of white houses and narrow lanes that frequently overlook the Tyrrhenian Sea. The appeal of the site goes beyond the beach: a day can easily mix swimming, a stroll through the village and discoveries along the coastline.

In Malta, the Blue Lagoon on the island of Comino leans almost entirely on its scenery. The water is exceptionally transparent, taking on varying shades of blue along the rocky coastline. The site has even served as a backdrop for several films, notably Troy, released in 2004. Visitors mainly come for day trips, with more lodging options available on the island of Malta or on Gozo. From the Maltese mainland, the crossing to Comino takes about 25 minutes.

In Turkey, Patara offers a particularly appealing combination for nature lovers and heritage enthusiasts. Its beach ranks among Europe’s longest natural coastlines, while the ruins of the ancient city of Patara lie nearby. The archaeological site preserves a theater and an ancient parliamentary building dating back roughly 2,000 years. Part of the town remains buried under sand, giving the place a distinctive atmosphere.

The ranking also includes Praia da Falésia in the Algarve, Portugal. Over more than six kilometers, the sand is edged by high red and ochre sandstone cliffs, making it a compelling choice for those who want to pair beach time with hiking and enjoy particularly dramatic viewpoints from above.

In Crete, Falassarna offers another angle with its slightly pink sand and spectacular sunsets. A traveler cited on Tripadvisor even described it as the “most beautiful beach in all of Crete”.

The British Isles round out this European list. In Wales, Llanddwyn Beach, on Llanddwyn Island off Anglesey, features a broad stretch of sand bordered by dunes with views toward the Snowdonia National Park. In Scotland, Camusdarach Beach, famed for its white sands, was even used as a backdrop for the film Local Hero in 1983.

France is not left out and places two beaches in this European top 20. La Baule-Escoublac, in Loire-Atlantique, ranks 19th. Renowned for its long bay of fine sand, it stretches for several kilometers between Pornichet and Le Pouliguen and is one of the most iconic shores along the Atlantic coast of France. Further south, Banyuls-sur-Mer, in the Pyrénées-Orientales, sits at 17th. Nestled in the heart of the Côte Vermeille near the Spanish border, the resort is surrounded by rugged terrain and small Mediterranean coves, with waters especially favorable for swimming and water-based activities.

From Thailand to Mexico, beaches with very different characters

In Asia, Railay Beach in Thailand stands out first for its accessibility. The impressive limestone cliffs surrounding the site are so sheer that no road could be built to the beach. Travelers must arrive by boat from Krabi, then follow paths through the vegetation. This setting helps explain why Railay has become one of the most iconic images of Thailand’s coastline.

In Sri Lanka, Arugam Bay draws primarily surfers. The bay is known for its waves, while the shoreline gathers cafés, restaurants and yoga studios.

In Malaysia, Coral Beach on Pangkor Island offers a calmer setting and is particularly suited to a late-afternoon visit, as the sun sets over the coast. The island also allows you to explore a 17th-century Dutch fort.

In Bali, Nusa Dua Beach targets a different clientele. This upscale enclave is renowned for its well-kept beaches, waters suited to swimming and a highly managed environment.

In the Philippines, Boracay combines white sand, turquoise sea and vibrant nightlife. A traveler noted on Tripadvisor describes “a beautiful island of the Philippines” and highlights the ocean’s beauty, the white sand and the nightlife vibe.

Finally, the Americas contribute some of the most spectacular landscapes in the list. In Hawaii, Hanauma Bay on Oahu is especially renowned for snorkeling thanks to its calm waters and thriving coral reefs. Protecting this environment is taken seriously: it is explicitly forbidden to touch the corals or to walk on them.

In Mexico, Playa Balandra in Baja California Sur appeals precisely because it has escaped heavy urban development. Visitor numbers and development around the bay are regulated to preserve it. Seven beaches can be explored nearby, along with a rock formation that has become iconic, El Hongo, recognizable by its mushroom shape. More lively, Tulum offers nearly 10 kilometers of beach, thatched-roof hotels, restaurants, bars and shops. Two very different vibes, but one idea: the most beautiful beaches in this ranking aren’t defined solely by the color of their sand.

Ranking of the World’s Best Airlines for Travel

The latest Skytrax rankings, the international body specializing in air transport ratings, were unveiled in London on Friday, September 18. As every year since 1999, these “Oscars of the aviation industry,” as the organizers describe them in their press release, rest on travelers’ opinions about more than 300 airlines operating worldwide.

The big winner? Singapore Airlines, crowned for the sixth consecutive time as “World’s Best Airline.” It also claimed the titles of “Best Economy Class” and “Best In-Flight Economy Class Catering.” “We are grateful to our customers for their trust and support. We are committed to delivering an exceptional, world-class travel experience, every time they fly with us,” said Chief Executive Goh Choon Phong, trophy in hand.

Turkish Airlines ahead of Air France

Qatar Airways finishes in second place, after having claimed the supreme title nine times in the past. The airline stands out this year with four awards, notably “Best Airline in the Middle East,” “Best Business Class,” and “Best Wi-Fi Onboard,” a category introduced for this edition. Cathay Pacific completes the podium with the honors of “World’s Best Cabin Crew” and “World’s Best First Class Lounge” for The Wing lounge. Ronald Lam, CEO of the Cathay group, already aims higher for next year.

“We have already committed around 150 billion Hong Kong dollars in investments to expand and modernize our fleet, to upgrade our cabins and lounges, and to push digital innovation. All these initiatives will elevate the customer experience and strengthen Hong Kong’s status as a leading international aviation hub,” he announced during the awards ceremony.

Following the top trio come ANA All Nippon Airways (“Best Airport Services in the World”), Turkish Airlines and Emirates (“Best In-Flight Entertainment Options in the World”).

Asia particularly well represented

In seventh place follows Air France, which receives awards for “Best First Class,” “Best First Class Catering,” and “Best In-Flight Comfort” in this category. It is also named “Best Airline in Western Europe.” The next European carrier in the world rankings won’t appear until the fourteenth place, Lufthansa.

Between them lie Hainan Airlines (“Best Airline in China” for the fifteenth consecutive year, “Best Customer Service in China,” and “Best Business Class Product in the World”), Japan Airlines and Korean Air – which did not pick up other awards – EVA Air (the airline most friendly to families, “Best Premium Economy Class in the World” and “Best Premium Economy Cabin Products in the World”), Qantas Airways (“Best Airline in the Australia/Pacific region” and “Best Cabin Crew in the Region”) and STARLUX Airlines, named as the world’s cleanest airline.

Behind Saudi Arabian Airlines, Iberia (Spain) takes the sixteenth spot, followed by Air Canada, Virgin Atlantic (UK), Swiss International Air Lines (Switzerland), and Thai Airways bringing up the rear.

Besides the list of the twenty best airlines, Vueling for the first time grabs the title of “Best Low-Cost Airline in Europe” and LOT Polish Airlines (Poland) earns the designation “Best Airline in Central Europe.”

Robotic Trash Bins With Bulging Eyes Come to the Rescue of the World’s Busiest Train Station

Shinjuku Station in Tokyo is a sprawling transportation hub served by multiple railway companies, welcoming more than 2.7 million travelers each day. It holds the Guinness World Record for the world’s busiest station.

In a section of the station operated by the East Japan Railway Company (JR East), trash bins are emptied manually more than ten times a day, although their numbers have been reduced in recent years for cleanliness and safety reasons.

A Pilot Project

JR East is currently testing three automated trash bins, each measuring just over one meter tall and moving at a cautious speed of 20 centimeters per second.

“We wanted to test to what extent such a device can operate automatically and safely in an environment like Shinjuku Station,” said to AFP Shinya Kawamichi, head of research at JR East.

“We want to see what difference these mobile waste bins make, and whether people are truly willing to throw their waste into them”, he added.

This pilot project, which will run through the end of November, will put the robots to the test in the station’s busy underground hall, where they are expected to shuttle waste to the service staff.

Slow-moving Machines with Bulbous Eyes

Mr. Kawamichi noted that the robots are designed to be “slow, so that people can dispose of their waste into them and they can stop at any time”.

The company also wanted to verify whether the robots could navigate through a dense crowd and whether they would be well received by users, with a view to expanding future uses of this technology.

These bulky, bulb-eyed devices have proven extremely popular with tourists, many of whom stopped to take photos of them.

“Their eyes are really cute”, said Chris Genseliein, a 30-year-old German train driver, adding that he had trouble finding bins in Japanese stations.

California at the Heart of the World’s Biggest Football Festival


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Our on-the-ground expertise allows us to build stays: transfers, accommodations, visits, exclusive access — we manage every detail so that your clients experience an adventure they will remember for a long time.



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And this year, California offers a unique opportunity: hosting the FIFA World Cup 2026™.

Two California stadiums are at the heart of the event. In Los Angeles, the SoFi Stadium in Inglewood will host no fewer than eight matches, including the highly anticipated opening match of the United States against Paraguay on June 12, followed by USA vs. Turkey on June 25, two Round of 16 games and a Quarterfinal on July 10.



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In the Bay Area, the Levi’s Stadium in Santa Clara (renamed the San Francisco Bay Area Stadium for the occasion) will host six matches from June 13 to July 1, including Qatar vs. Switzerland, Austria vs. Jordan, and Paraguay vs. Australia.

For the first time in the 94-year history of the tournament, the competition is taking place across three host countries — the United States, Canada and Mexico — with a record 48 participating nations and 104 matches on the schedule. California is therefore far more than a stopover: it is one of the epicenters of the competition.



Our programs combine the stadium experience with exploring the region: strolls along Venice Beach, a visit to the Golden Gate, a road trip along Route 1, an evening in Napa Valley’s wineries, or immersion in San Francisco’s iconic neighborhoods. The World Cup is the perfect pretext for an unforgettable California trip.

Contact us to build together the ideal itinerary for your clients:

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La Californie au cœur de la plus grande fête du football mondial

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The World’s Best Dining Cities for 2026, According to Time Out

When we travel, we love to discover new cultures, traditions, and landscapes. Yet gastronomy also holds a central place in the experience, since it allows us to explore new flavors, spices, and combinations of foods that can sometimes be surprising, reflecting a country’s identity and history. That is why each year Time Out publishes a ranking of the best gastronomic cities for food lovers eager to spark their palates on their next getaway.

This ranking is based on a survey conducted with more than 24,000 residents across 150 cities worldwide, covering the overall quality of the local culinary scene, the cost of restaurant meals, and residents’ favorite addresses. According to Virginia Gil, Time Out’s editor-in-chief in the United States, “the cities on the list are not only today’s gourmet destinations; they are places that have drawn travelers seeking good meals for decades.”

The thousands of responses gathered were then cross-checked with the assessment of Time Out’s culinary experts panel. It is Lima, Peru, that has been crowned the best gastronomic city in 2026 with 70% of the votes. Regarded as the culinary capital of Latin America, this coastal metropolis is particularly renowned for seafood specialties such as ceviche and the cause Limeña, a refined layered cold potato dish.

Only One French City Made the List, And It’s Not Paris

In second place, Bangkok returns for the second year running, whose major culinary asset is its famous street food, illustrating how fully local flavors can express themselves. The Thai city is followed closely by Mexico City, whose culinary scene is a true gastronomic melting pot, where Mexican, Asian, and French influences mingle across many neighborhoods. You’ll also find Michelin-starred restaurants as well as local street markets there.

The ranking continues with, in fourth place, London, regarded as one of the most diverse culinary cities in the world, Barcelona, whose gastronomy bears the strong influence of its Mediterranean heritage, and Ho Chi Minh City, where haute cuisine makes its mark. Australia then appears in seventh position with Melbourne, whose cafés have been named among the city’s highlights. Beij ing, Athens and Lisbon complete the top 10 of this list.

The sole French city on the list is Marseille, occupying the 18th spot. It is acknowledged for a culinary scene already worldwide-renowned and more diverse than ever. Pioneering establishments such as Café des Épices and La Mercerie are particularly cited. Just ahead of it, one finds Cape Town, Osaka, Bangalore, Naples, New York, Hong Kong and Buenos Aires. The final two rungs of the ranking go to Copenhagen and Medellín. The destinations where cuisine is celebrated are thus numerous across the globe.

The World’s Worst Photographer Is French, And We Met Her

Taking blurry photos, poorly framed shots, or a finger in front of the lens ultimately brought her luck. Among more than 127,000 entrants from 178 countries, the Frenchwoman Blanche Mortemard was named the “world’s worst photographer” at the end of a contest organized by Icelandair. Through this offbeat campaign, the Icelandic airline aims to prove that Iceland’s landscapes remain spectacular, even when captured by a photographer who claims to lack any real talent. The prize: $50,000, as well as an all-expenses-paid trip to Iceland to shoot the images for the airline’s next global advertising campaign.

Before heading to this Nordic island nation, which she plans to explore in June for about ten days, the 28-year-old Frenchwoman answered questions from GEO.fr.

Before this contest, what place did photography occupy in your life?

Blanche Mortemard : I work in television production. And before this contest, nearly none, or almost none! I take so many bad photos that I started taking fewer and fewer. I often see something beautiful but I struggle to do it justice. I prefer to keep the memory in my head rather than look at a photo and tell myself it doesn’t convey what I saw.

Blanche Mortemard

What was your reaction when you discovered Icelandair’s announcement?

I first thought it was a joke! I told myself it couldn’t be possible, that it resembled either a prank or a scam. Then I went to the company’s website and understood the concept. The idea of showing that even the worst photographer can capture beautiful images in a country like Iceland, I found brilliant. But at first, I really didn’t think it was real.

What convinced you to participate?

I told myself it was probably the only photo contest I could hope to win! More seriously, it was mainly an exceptional opportunity to discover Iceland, where I had never been. And then there was the $50,000 awarded to the winner. Naturally, when you see such a sum, you think it could help realize other projects.

What do your usual photos look like?

I struggle with everything that makes a good photo: framing, lighting, angle. I don’t know why, but my finger keeps appearing in my shots. When I recently looked through my gallery, I realized I didn’t always understand my own choices! In Oslo, for example, I had a magnificent view right in front of me, yet I chose to place myself in a reflection visible in the photo. At a premiere, I photographed Eddie Redmayne, but if I don’t specify who it is, no one can guess! These are often photos taken in the moment to say “I was there,” without truly conveying what I experienced.

How did you react when you learned you had been selected from more than 127,000 applicants?

I didn’t believe it! It felt like my brain had stopped for a few seconds. I even asked for the news to be repeated several times. When I signed up, I never thought I would win. It was completely improbable in my eyes. I was obviously very happy, but also very surprised!

This campaign rests on the idea that travelers are tired of images that are too perfect and too retouched. Do you share this assessment?

Yes, absolutely. On social media, photos are often taken from the ideal angle, with perfect lighting and sometimes a few extra retouches. The problem is that we end up building very high expectations. Then, when we arrive on site, the colors are different, the light is different, and it doesn’t look exactly like what we had seen. It’s a bit like watching a movie that everyone says is exceptional. Even if it’s very good, you risk being disappointed because our expectations have become unrealistic. I think this sometimes takes away a bit of the travel’s authenticity.

Can a “failed” photo tell more than a perfect one?

Yes, indeed! An imperfect photo often reveals more about the context, the mood, or what was actually happening at that moment. It can be more authentic.

You’re heading to Iceland on June 22. What are you most eager to discover?

I don’t yet know the itinerary I’ll follow, but it will be a mix of lesser-known sites and iconic locations. I’ve never seen a geyser in my life, so that’s something that really attracts me! I’d also like to discover the moss-covered lava fields that look almost unreal. And there are volcanoes, waterfalls, all these landscapes that vary so much within the country. It’s this diversity that fascinates me. I imagine a country with a thousand different landscapes, where the weather can change very quickly. It seems an extremely rich and varied place, both in its scenery and the experiences it offers.

Are you afraid you might still manage to take some beautiful photos nonetheless?

A little, yes! On a misunderstanding, it could happen! It’s probably the only mission where success could be considered a failure. But I trust my lack of talent! The photos will be revealed on Icelandair’s social media channels as well as at events in London and New York.

I’ll be armed only with my own mobile phone. This is also the goal of the campaign: to show something accessible and authentic. The idea is that anyone could do the same.