Differences between tourists in photographing and photo‐sharing behaviours have been under‐researched. We examined the influence of geographic origin and travel group composition on tourist photographing and sharing. Questionnaires were used to measure photographing and sharing frequency, while participant observation afforded a deeper examination of sharing processes. Findings showed differences in photography behaviour between solo and accompanied tourists. Tourists from some continents also took and shared photographs more frequently. Observations uncovered processes connecting sharing, photographing, and content of photographs. As user‐generated content becomes increasingly influential in tourism management, attention to origin, group composition and other individual differences can help engage tourists in photographing and sharing. Copyright © 2016 John Wiley & Sons, Ltd.