Familiarization (FAM) Tour
A Familiarization (FAM) tour is a promotional initiative offered to travel professionals, providing them with an opportunity to explore a destination, attraction, or supplier firsthand. It is generally a free or discounted tour, aimed to acquaint travel agents and other industry experts with the tourism products and services that a particular destination, attraction, hotel, or transportation provider has to offer.
The main focus of a FAM tour is to provide a comprehensive understanding of the destination’s or supplier’s offerings, including accommodations, amenities, activities, services, and facilities. By participating in a FAM tour, travel professionals can gain valuable knowledge and insights about the destination or supplier, which they can then pass on to clients seeking specialized travel experiences.
FAM tours are organized by various tourism industry stakeholders, including tourist boards, airlines, cruise lines, tour operators, hotels, and attractions. They are usually scheduled ahead of peak travel season or during low tourism season, to promote the destination or supplier’s products and services. FAM tours often combine education, entertainment, and networking opportunities for travel professionals, and could range from a few hours to several days, depending on the itinerary and the purpose of the tour.
In summary, a FAM tour is a valuable promotional tool for the travel industry, aimed at providing travel professionals with first-hand experience and knowledge of a destination or supplier’s offerings, and encouraging them to promote those offerings to their clients.
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