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Lev Mazaraki: How off-season photography can elevate destination marketing

Off-season photography is more than a stylistic choice or a niche genre. It's a perspective that allows us to better understand how visual tourism functions—and on what kinds of images trust is built. My name is Lev Mazaraki, and I am a travel photographer. One of the key areas I focus on in my work is off-season photography—capturing destinations during periods when tourist flows are low and the atmosphere becomes particularly expressive. This focus complements my broader projects, which explore the visual language of cultures, landscapes, and everyday life across different regions. Photography has long become an integral part of the travel product. Images shape expectations, influence moods, and play a central role in how destinations are perceived and chosen. Yet the visual representation of most places has become highly standardized: familiar landmarks, predictable lighting, generic vacation scenes. Such content serves recognition, but often lacks engagement and emotional resonance. Off-season as a resource for visual diversity Off-season photography offers an alternative perspective. When destinations are free from the pressure of mass tourism, they can be portrayed in a more intimate, authentic light. Shooting conditions become more challenging—light is variable, the atmosphere less polished, and weather can play a starring role. But this is precisely where the creative potential lies. These images feel honest, carry depth, and spark curiosity. They become part of a destination's narrative—showing how it 'breathes' when no one is watching. Photographing outside the high season requires not only technical adaptability but also observational sensitivity. It's not about capturing events, but rather capturing presence: the quiet of a street, the glow of a window at dusk, the fog of a morning, the slow pace of daily life. This is a visual vocabulary that appeals to the inner perception of a place rather than its external staging—and it's what makes these images stand out from the visual noise of typical travel content. This approach is especially relevant for conscious and sustainable tourism, where travelers seek not just entertainment but a sense of connection. Images taken off-season provide destination marketers and regional representatives with the tools to build deeper, longer-lasting visual communication. Emotional differentiation and strategic value Visual materials created off-season do more than offer a fresh perspective—they become powerful marketing tools. They extend the narrative of a destination beyond peak calendars, making it visible and relevant year-round. This is increasingly important in an industry working toward infrastructure balance and seasonal sustainability. Emotional differentiation is the defining strength of off-season imagery. These are not shots filled with crowds and postcard clichés; they capture air, silence, rhythm. They offer the viewer a sense of personal experience, of discovering something overlooked. In a content environment where competition lies not in topic, but in tone, this kind of visual storytelling delivers meaningful results. There's also a strong reputational aspect. When a brand, destination, or operator relies on unconventional visual content, it communicates confidence, maturity, and individuality. This can be especially valuable during periods of repositioning or transformation—whether a shift in infrastructure, a move toward a new audience, or a change in strategic narrative. Practical approach and implementation Working with off-season content means thinking in terms of series rather than single shots. These are not incidental images, but visual essays where tone and consistency matter as much as subject. A small, well-curated set of photographs can say more about a place than dozens of promotional banners. Such projects are invaluable for internal storytelling, digital campaigns, editorial content, and trade presentations where authenticity matters. This kind of photography also requires logistical flexibility and a mindset open to uncertainty. Weather may change plans; expected scenes may vanish—but a compelling story might emerge from a side alley instead. Off-season photography thrives on observation, not orchestration. That is where its strength lies. An often-overlooked benefit is the potential for exclusive content. Off-season scenes are rarely replicated. They become a unique resource—impossible to mass-produce—and thus hold long-term strategic value in building a destination's visual identity. Conclusion Off-season photography is more than a stylistic choice or a niche genre. It's a perspective that allows us to better understand how visual tourism functions—and on what kinds of images trust is built. In a time when travelers seek individuality, authenticity, and depth, these visuals are not a supplement to marketing—they are its foundation.