Familiarization (FAM) Trip

Familiarization trips, also referred to as FAM trips, have great importance in the tourism industry. They are an important tool to develop business for the tourism marketers. FAM trips form an integral part of business strategy of marketers as these trips are a way of marketing and branding a destination.

FAM trips are trips for travel agents or the media sponsored by the tour operators, tourism boards, hoteliers, or airlines of a destination, which may be a region, city, or a country. These trips are organized for the travel agents and the media as they are considered to be the major opinion leaders who influence the travelers’ decision in choosing a destination. Sometimes, the sponsoring agency may be a travel trade association or the national tourism ...