Visit Thanet

Visit Thanet commissioned Surfr Media to produce a large-scale inclusive photography campaign designed to showcase the diversity, accessibility and welcoming nature of the Thanet coastline and its visitor attractions across Margate, Ramsgate and Broadstairs.

The aim of the two-day production was to create a professional library of authentic visual content that represented people of different backgrounds, experiences and abilities while encouraging a broader and more diverse audience to explore the area’s tourism, hospitality and cultural destinations.

As accessibility and inclusivity continue to become increasingly important within the tourism and leisure sectors, the campaign focused on producing imagery that genuinely reflected real people and real experiences rather than staged or tokenistic representation. Working alongside disability consultants and ambassadors Callum Russell, Tanvi Vyas, Charlie Randall and Sassy Wyatt, the production highlighted the importance of accessible tourism, inclusive public spaces and diverse representation within destination marketing campaigns.

Over the course of the shoot, we photographed across a wide variety of iconic Thanet locations and attractions including Viking Bay in Broadstairs, Dickens House Museum, Quex Park, Margate Harbour, Powell-Cotton Museum and The Silly Shop. Each location was carefully selected to showcase different visitor experiences while helping build a diverse and versatile content library that Visit Thanet could use across digital campaigns, websites, social media platforms, brochures and wider tourism marketing activity.

The production focused heavily on capturing natural interactions, authentic moments and genuine experiences to ensure the imagery felt warm, approachable and representative of modern audiences. Rather than simply documenting locations, the photography aimed to tell visual stories about connection, confidence, inclusion and exploration — helping audiences see themselves reflected within the campaign itself.

Producing inclusive photography requires thoughtful planning, communication and creative direction throughout every stage of the process. From accessibility considerations and location suitability to representation within compositions and storytelling, inclusivity remained central to every creative decision made during the campaign.

The final photography collection provided Visit Thanet with a valuable long-term content library that not only promotes the beauty and culture of Margate, Ramsgate and Broadstairs, but also reinforces the importance of accessibility, diversity and inclusive tourism experiences across the UK visitor economy.

This project is a fantastic example of how professional photography and inclusive storytelling can help destinations create more welcoming, representative and emotionally engaging marketing campaigns for modern audiences.