Each time the phrases familiarisation journeys (colloquially shortened to “fam journeys”) are talked about, ideas mechanically appear to go to tour operators or journey brokers who need to know sufficient a couple of location with a view to pitch it to potential prospects.
Nonetheless, within the context of the rising international penchant for cultural and even pop-cultural tourism, familiarisation excursions aren’t only for brokers, however additionally they assist individuals achieve a greater understanding of the situation via its historical past, traditions, tradition, and delicacies.
On this characteristic, we level out a number of explanation why fam journeys could be an integral a part of tourism promotion, significantly within the context of cultural and heritage tourism.
It’s our hope that this text serves to information the pondering of tourism boards and different organisations looking for to advertise their dwelling nations or particular areas to the world at massive.
The stay Tangkuban Perahu crater in Bandung, Indonesia serves as a residing ecology lesson that fascinates each native and international travellers
First up, what precisely are familiarisation journeys?
Within the strategy of doing the analysis for this characteristic, I’ve observed that many specialists 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 with a view to increase the situation’s picture, expose it to a wider or extra various market, and enhance site visitors into the realm.
Fam journeys are, certainly, a good way to present individuals first-hand expertise of what a location has to supply, basically immersing them immediately into its tradition, traditions, and sights.
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 helpful platform for studying past mere familiarisation.
Attendees at ITE HCMC 2025 had been inspired to strive their hand on the age-old craft of silk portray in Ho Chih Minh Metropolis
Broadening horizons via hands-on expertise
One of many extra memorable sights supplied to media and influencers protecting ITE HCMC 2025 was a sequence of on-site workshops educating quite a lot of conventional crafts from silk portray to baking banh mi from scratch.
Certainly, whereas fam journeys function an expression of nationwide satisfaction for organisers, they’ll function a approach of broadening private horizons for individuals.
As a report from The Tourist Space places it: “Those that are visiting can see the inspirational influence [such experiences] have, the thrill of returning dwelling to share the information of what they’ve realized and the way they visualise methods through which they might implement related practices inside their very own locations.”
That mentioned, fam journeys provide 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 realm, what prompts them to remain and/or return, and the way the group has benefitted from tourism over time.
The tunnels and outdated camps in Cu Chi, a group to the northwest of Ho Chi Minh Metropolis, inform travellers the grim story of how the folks survived all through the struggle years
Past the great thing about areas
On the identical time, fam journeys aren’t only a approach for nations to point out off magnificence spots, however additionally they function residing lectures on their historical past, together with the darker aspect of it.
Working example: 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 with a view to find out how peculiar folks fared all through the Vietnam Conflict.
At Cu Chi, tour individuals are led via jungle paths to the precise tunnels used all through the struggle, those that led to bunkers that served as strongholds and protected homes for the locals, in addition to those who had been laid as traps in opposition to the enemy.
Such excursions are additionally supplied outdoors of Asia, with guests making their strategy to Alcatraz Jail in San Francisco and the Holocaust Memorials in Europe.
These function a bodily reminder of the savage influence that legal exercise and struggle have on nations, and function visible and psychological warnings to these within the current day of the implications that these can have on society in the event that they occur once more.
For diplomats taken on a fam tour to those areas, they function meals for thought to assist steer their pondering in direction of extra peaceful relations with their international neighbours.
For the media, then again, 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 town’s creatives
Earlier than you go…
Previous to participating in a familiarisation journey, I discover that it pays to be ready for it properly beforehand.
During which case, listed below are a number of suggestions that would allow you to alongside:
- Do your analysis By this, I would love you to take a actually good have a look at your vacation spot: know its historical past and geography, get to know key sights and the way these have appealed to each native and international travellers; even go so far as what specialities are intrinsic to the realm;
- Know the folks Be certain you understand who your level individual for the fam journey, together with any related contacts you will get in contact with for 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 expounded to the primary two factors. Realizing the realm and the important thing folks concerned will allow you to ask the best questions. That is significantly useful if the fam journey is held at the side of or instantly after a key occasion reminiscent of a journey commerce conference or a serious exposition;
- Put together your self As in all instances, make sure you costume appropriately for the local weather and tradition of the realm you’re visiting. Make sure you behave in a circumspect method and be aware of your environment. Likewise, be proactive and advise your host organisations of any bodily circumstances you’ll have which may influence the journey each for your self and everybody else.
Whereas fam journeys are work journeys in a really technical sense, realizing 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.
