How fam trips help travel agents and media promote cultural tourism globally

Each time the phrases familiarisation journeys (colloquially shortened to “fam journeys”) are talked about, ideas robotically appear to go to tour operators or journey brokers who wish to know sufficient a few location so as to pitch it to potential prospects.

Nonetheless, within the context of the rising world penchant for cultural and even pop-cultural tourism, familiarisation excursions aren’t only for brokers, however in addition they assist individuals achieve a greater understanding of the situation by its historical past, traditions, tradition, and delicacies.

On this characteristic, we level out a number of explanation why fam journeys will be an integral a part of tourism promotion, notably within the context of cultural and heritage tourism.

It’s our hope that this text serves to information the considering of tourism boards and different organisations in search of to advertise their dwelling nations or particular places to the world at giant.

The dwell Tangkuban Perahu crater in Bandung, Indonesia serves as a dwelling ecology lesson that fascinates each native and overseas travellers

First up, what precisely are familiarisation journeys?

Within the technique of doing the analysis for this characteristic, I’ve seen that many consultants skip defining the time period, and I discover this annoying as a result of not everyone seems to be clued in on what it means.

So let me put it merely right here: a familiarisation journey / fam journey is outlined as a promotional exercise on the a part of a tourism board, airline, hospitality supplier, or cruise agency whereby journey and tourism professionals are invited to tour a particular vacation spot so as to increase the situation’s picture, expose it to a wider or extra numerous market, and improve visitors into the world.

Fam journeys are, certainly, an effective way to provide individuals first-hand expertise of what a location has to supply, primarily immersing them instantly into its tradition, traditions, and points of interest.

No matter whether or not individuals are journey brokers and tour operators, journey media and influencers, and even tourism officers and diplomats, fam journeys needs to be handled as a worthwhile platform for studying past mere familiarisation.

Attendees at ITE HCMC 2025 have been inspired to strive their hand on the age-old craft of silk portray in Ho Chih Minh Metropolis

Broadening horizons by hands-on expertise

One of many extra memorable points of interest supplied to media and influencers protecting ITE HCMC 2025 was a collection of on-site workshops educating a wide range of conventional crafts from silk portray to baking banh mi from scratch.

Certainly, whereas fam journeys function an expression of nationwide pleasure for organisers, they’ll function a means of broadening private horizons for individuals.

As a report from The Tourist Space places it:  “Those that are visiting can see the inspirational affect [such experiences] have, the joy of returning dwelling to share the information of what they’ve realized and the way they visualise methods during which they might implement related practices inside their very own locations.”

That mentioned, fam journeys supply an perception right into a location’s historical past, intrinsic practices and traditions, and the trajectory of its socio-cultural in addition to financial growth.

By doing so, individuals get first-hand info on what methods helped draw travellers into the world, what prompts them to remain and/or return, and the way the group has benefitted from tourism over time.

The tunnels and previous camps in Cu Chi, a group to the northwest of Ho Chi Minh Metropolis, inform travellers the grim story of how the individuals survived all through the battle years

Past the fantastic thing about places

On the identical time, fam journeys aren’t only a means for nations to indicate off magnificence spots, however in addition they function dwelling lectures on their historical past, together with the darker aspect of it.

Living proof: Vietnam has by no means shied away from bringing fam tour teams into areas just like the Cu Chi Tunnels on the northwestern outskirts of Ho Chi Minh Metropolis so as to find out how strange individuals fared all through the Vietnam Conflict.

At Cu Chi, tour individuals are led by jungle paths to the precise tunnels used all through the battle, those that led to bunkers that served as strongholds and secure homes for the locals, in addition to those who have been laid as traps towards the enemy.

Such excursions are additionally supplied outdoors of Asia, with guests making their technique to Alcatraz Jail in San Francisco and the Holocaust Memorials in Europe.

These function a bodily reminder of the savage affect that prison exercise and battle have on nations, and function visible and psychological warnings to these within the current day of the implications that these could have on society in the event that they occur once more.

For diplomats taken on a fam tour to those places, they function meals for thought to assist steer their considering in direction of extra peaceful relations with their world neighbours.

For the media, however, it helps to create a extra holistic view of a vacation spot, permitting for a extra goal tone when presenting it to the general public.

The Pier-2 Arts Centre in Kaohsiung’s Asia New Bay Space is an industrial space that’s now a hub for the town’s creatives

Earlier than you go…

Previous to collaborating in a familiarisation journey, I discover that it pays to be ready for it nicely beforehand.

Through which case, listed here are a number of ideas that might enable you alongside:

• Do your analysis     By this, I would love you to take a actually good take a look at your vacation spot: know its historical past and geography, get to know key points of interest and the way these have appealed to each native and overseas travellers; even go so far as what specialities are intrinsic to the world;
• Know the individuals     Make sure you understand who your level particular person for the fam journey, together with any related contacts you will get in contact with for very important info, interviews, and even emergencies;
• Know what to ask That is particularly relevant to members of the media and influencers on such journeys and is said to the primary two factors. Realizing the world and the important thing individuals concerned will enable you ask the appropriate questions. That is notably useful if the fam journey is held along side or instantly after a key occasion resembling a journey commerce conference or a serious exposition;
• Put together your self     As in all instances, you should definitely costume appropriately for the local weather and tradition of the world you’re visiting. Be sure you behave in a circumspect method and be conscious of your environment. Likewise, be proactive and advise your host organisations of any bodily circumstances you will have which may affect the journey each for your self and everybody else.

Whereas fam journeys are work journeys in a really technical sense, figuring out the terrain so to talk will allow you to benefit from the expertise and are available away with a greater understanding of the world round you.