Photographer to Build New York State Travel Packages
Australian creator Matt Lambley is partnering with I LOVE NY and Qantas to develop curated regional itineraries.
Updated on Oct. 21, 2026 in Australia and New Zealand
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Photographer and filmmaker Matt Lambley is launching a project to create bookable travel packages across New York State. The initiative, supported by BYRDLI, I LOVE NY, and Qantas, aims to introduce international travellers to regional destinations.
Why it matters
The partnership seeks to shift the focus of Australian tourism from New York City to the diverse landscapes found throughout the state. By leveraging creator-led platforms, the project hopes to increase visibility for less-visited regions.
The travel project will feature 11 unique vacation regions throughout New York State. Qantas serves as the exclusive airline partner for all travel packages created through the platform.
The players
Matt Lambley
He is an Australian photographer and filmmaker who operates a Travel Club on the BYRDLI platform.
BYRDLI
This technology platform enables content creators to build and sell custom travel products and itineraries to their followers.
I LOVE NY
This is the official state tourism marketing organization responsible for promoting travel across New York State.
Qantas
It is the flag carrier airline of Australia and serves as the exclusive air travel partner for this initiative.
The details
Australian creator Matt Lambley is travelling through the Hudson Valley, Catskills, Adirondacks, and Finger Lakes to curate bespoke itineraries. Through the BYRDLI platform, Lambley will design bookable products that allow his community to access and purchase these regional experiences directly.
Timeline
The project partnership was officially launched in October 2026.
Matt Lambley begins his travel journey through regional New York State the week of October 20, 2026.
Travel Outlook
This project follows the pattern set by the broader industry trend of utilizing digital content creators to build and sell direct-to-consumer travel products. It highlights a shift in how tourism boards are diversifying reach beyond traditional advertising channels.
Travellers interested in these new packages should monitor the BYRDLI platform for the upcoming release of curated itineraries. The project is specifically designed to provide Australian tourists with direct booking options for regions like the Finger Lakes and Adirondacks.
The takeaway
Creators are increasingly acting as travel agents by packaging their personal experiences into bookable products for their audiences. If you are planning a trip, consider looking for these curated itineraries to explore regions outside of major metropolitan hubs.
Further reading
For more information on travel trends and regional guides, visit the Australia and New Zealand section.
Source note: This article includes information reported by Campaign Brief.
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