Each time the phrases familiarisation journeys (colloquially shortened to “fam journeys”) are talked about, ideas routinely appear to go to tour operators or journey brokers who need to know sufficient a few location to be able 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 contributors achieve a greater understanding of the situation via its historical past, traditions, tradition, and delicacies.
On this characteristic, we level out a number of the reason why fam journeys may 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 considering of tourism boards and different organisations looking for to advertise their residence international locations or particular areas to the world at giant.
The stay Tangkuban Perahu crater in Bandung, Indonesia serves as a residing 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 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 to be able 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 offer contributors first-hand expertise of what a location has to supply, primarily immersing them immediately into its tradition, traditions, and points of interest.
No matter whether or not contributors are journey brokers and tour operators, journey media and influencers, and even tourism officers and diplomats, fam journeys ought to be handled as a invaluable 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 points of interest provided to media and influencers overlaying 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 delight for organisers, they’ll function a means of broadening private horizons for contributors.
As a report from The Tourist Space places it: “Those that are visiting can see the inspirational affect [such experiences] have, the thrill of returning residence to share the information of what they’ve realized and the way they visualise methods by which they might implement comparable 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 improvement.
By doing so, contributors 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 neighborhood has benefitted from tourism over time.
The tunnels and previous camps in Cu Chi, a neighborhood to the northwest of Ho Chi Minh Metropolis, inform travellers the grim story of how the folks survived all through the conflict years
Past the great thing about areas
On the identical time, fam journeys aren’t only a means for international locations to point out off magnificence spots, however in addition they function residing lectures on their historical past, together with the darker facet 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 to be able to learn the way odd folks fared all through the Vietnam Warfare.
At Cu Chi, tour contributors are led via jungle paths to the precise tunnels used all through the conflict, those that led to bunkers that served as strongholds and protected homes for the locals, in addition to people who had been laid as traps towards the enemy.
Such excursions are additionally provided exterior 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 affect that felony exercise and conflict have on nations, and function visible and psychological warnings to these within the current day of the results that these may 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 considering in direction of extra peaceful relations with their world neighbours.
For the media, alternatively, 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 participating in a familiarisation journey, I discover that it pays to be ready for it nicely beforehand.
Wherein case, listed here are a number of ideas that might provide help 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 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 realm;
- Know the folks Be certain you recognize who your level particular person for the fam journey, together with any related contacts you may 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. Figuring out the realm and the important thing folks concerned will provide help to ask the correct questions. That is significantly useful if the fam journey is held along side or instantly after a key occasion akin to a journey commerce conference or a serious exposition;
- Put together your self As in all circumstances, you’ll want to gown appropriately for the local weather and tradition of the realm you’re visiting. You’ll want to behave in a circumspect method and be conscious of your environment. Likewise, be proactive and advise your host organisations of any bodily situations you will have which might affect 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.
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