Photography is an important element of the tourist experience and provides both a method of later reliving the experiences of the journey as well as sharing elements of the journey with others. In the digital age photography has taken on a new dimension with the ability of people to enhance images as well as share them with others via new media such as the internet and blogs. This paper reports on research undertaken into the taking of photographs of the Great Barrier Reef and finds that respondents rate the need for good photographic images as a high priority.