The submit How fam journeys assist journey brokers and media promote cultural tourism globally appeared first on TD (Journey Each day Media) Journey Each day Media.
Jonker Avenue in Melaka, Malaysia is a visible extravagaza that additionally doubles as a vacation spot for avid consumers and meals lovers
Every 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.
Nevertheless, within the context of the rising world 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 by means of its historical past, traditions, tradition, and delicacies.
On this characteristic, we level out a number of the reason why fam journeys might 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 pondering of tourism boards and different organisations in search of to advertise their dwelling nations or particular areas to the world at giant.
The reside Tangkuban Perahu crater in Bandung, Indonesia serves as a dwelling ecology lesson that fascinates each native and international 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 selected vacation spot with a view to increase the situation’s picture, expose it to a wider or extra various market, and improve visitors into the realm.
Fam journeys are, certainly, a good way to provide individuals first-hand expertise of what a location has to supply, primarily immersing them straight 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 precious 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 by means of hands-on expertise
One of many extra memorable points of interest provided to media and influencers overlaying ITE HCMC 2025 was a collection 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 will function a method of broadening private horizons for individuals.
As a report from The Vacationer House 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 discovered and the way they visualise methods by which they might implement comparable practices inside their very own locations.”
That stated, 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, individuals get first-hand data 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 individuals survived all through the struggle years
Past the fantastic thing about areas
On the identical time, fam journeys aren’t only a method for nations to point out off magnificence spots, however additionally they function dwelling 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 with a view to learn the way peculiar individuals fared all through the Vietnam Warfare.
At Cu Chi, tour individuals are led by means of 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 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 influence that prison exercise and struggle have on nations, and function visible and psychological warnings to these within the current day of the results that these could 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 the direction of extra peaceful relations with their world 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 nicely beforehand.
During which case, listed below are a number of suggestions that would show you how to alongside:
- Do your analysis By this, I would really like 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 international travellers; even go so far as what specialities are intrinsic to the realm;
- Know the individuals Be certain you understand who your level individual for the fam journey, together with any related contacts you may get in contact with for very important data, 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 individuals concerned will show you how to ask the best questions. That is notably useful if the fam journey is held at the side of or instantly after a key occasion corresponding to a journey commerce conference or a serious exposition;
- Put together your self As in all circumstances, remember to costume 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 circumstances you will have which might 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.
The submit How fam journeys assist journey brokers and media promote cultural tourism globally appeared first on Journey Each day Media.
