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The travel photo project that aims to change the meaning of 'all-inclusive'

Abby Chava Stein

Stunning collection: Celebrity Cruises newly launched "All-Inclusive Photo Project" includes photos of "changemakers" taken by renowned photographers, including Annie Leibovitz. Here, American transgender author and activist Abby Chava Stein is seen relaxing on a cruise ship in a photo by Leibovitz

(CNN) — Some of the world's most innovative artists and photographers have teamed up with a cruise line in a bid to help change the face of travel marketing.

Celebrity Cruises has simultaneously launched a new campaign featuring images by the likes of Annie Leibovitz, and the world's first free to use, "open source" travel image library, with the aim of changing the meaning of "all-inclusive" in the travel industry.

The work of Leibovitz, along with Black LGBTQ artist Naima Green, Jarrad Seng, an Australian photographer and filmmaker of Malaysian-Chinese descent, as well as photographer and triple amputee Giles Duley, is featured in the stunning collection, which is part of the "All-Inclusive Photo Project."

Celebrity Cruises, owned by Royal Caribbean Group, says it will make many of the images available through its newly launched "diversity focused" travel image library.

"For far too long, 'all-inclusive' in the travel industry has meant everything on your vacation is included in one price. We set out to challenge this conventional thinking by imagining the phrase through the lens of others," says Celebrity Cruises President and CEO Lisa Lutoff-Perlo.

Celebrity Cruises hope to "start a movement," with the All-Inclusive Photo Project (AIPP) and is calling on travel companies to help to tackle the lack of diversity in travel marketing imagery.

"As global brands, we have a powerful platform to act as a catalyst of positive change. We know we have more work to do and we hope we inspire others to join us on this important journey," adds Michael Scheiner, Chief Marketing Officer for Celebrity Cruises.