Why #FoodInTheAir Is Taking Over Your Feed

A destination’s cuisine doesn’t only tickle your taste buds. It offers insight into its culture, tradition, and identity. Discover why #FoodInTheAir shots are filling your feed, and get in on the trend yourself.



Instagram is behind yet another travel trend. Food blogs have been driving cuisine tourism in recent years, but the viral ‘foodtography’ craze on social media means culinary travel is now a bona fide cultural phenomenon. In fact, #FoodInTheAir photography is dictating travel trends and luring hungry explorers to every corner of the globe.

In their Rise of Food Tourism report, travel research organization Skift found that a staggering number of travelers (39 million Americans to be exact) book vacations inspired by cuisine. Another 35 million seek out culinary activities after they’ve decided on their destination.

Shot by Chelsea Goodson with an Olympus OM-D E-M10 Mark III Camera | M. Zuiko 14-42mm f3.5-5.6 EZ Lens | 1/2500 sec | F5.6 | ISO3200


The #FoodInTheAir trend is a clever way of incorporating the culture (literally) behind the cuisine. To start, look for local markets or street vendors as they’re rich with local food and often provide the perfect backdrop. For example, baklava looks drool-worthy in front of a Greek seaside village, and vineyards are a great backdrop behind a raised glass of wine. These photos won’t just showcase the culinary outputs of a destination, but the traditions that surround them.


Shooting food is one thing; shooting food plus a landscape is a whole other level of tricky. Let’s take it one step at a time. First, keep basic food photography techniques in mind, such as the angle and styling of your dish. Basically, think of your food like a portrait.

Second, work on the composition of the food against your view. A shallow depth of field will create the perfect focused subject + blurred background composition. The blur accentuates your subject, guiding viewers’ eyes to every delicious detail. To achieve this, widen your lens aperture by setting the f-stop at 2.0 or wider (the wider the setting, the more background blur you’ll capture).

If you’re struggling to frame your shot, try using the Rule of Thirds. You should be able to incorporate both your food and your destination without losing balance or creating clutter. You can also try shooting with a camera that has built in Art Filters to add trendy effects to your #FoodInTheAir shots.

Shot by Thomas Machuelle with an Olympus OM-D Camera | M.Zuiko 12-40mm F2.8 PRO Lens | 1/125 sec | F8 | ISO200

Lastly, remember to check the seasonality at your destination before you book your trip. Big crowds can make blurred shots look just plain busy. Plus, your photos come out much better without rain or fog, and some restaurants and vendors will close in the off season. The sweet spot is between peak and off-peak times when you can rely on decent weather and smaller crowds, meaning more opportunities to have both the food and the view behind it all to yourself.

Now all that’s left is to remember to use the hashtag #FoodInTheAir to get your photo trending!

Olympus User Galley Contributor, Andy Sukkharom | Shot with an Olympus OM-D Camera