VisitBritain’s toolkit for tourism businesses uses familiarisation trip and educational interchangeably, and says these trips give the trade and media a taste of what is on offer by experiencing the product first hand. It describes two kinds:

• Trade educationals for distribution partners such as wholesalers and inbound tour operators, including their product buyers and sales teams.

• Media fam trips for journalists and writers.

How they work

Many local destination organisations arrange them, and suppliers can also build their own programmes. In January 2025, VisitBritain announced it would host more than 120 international travel trade buyers on visits of three to five days across the UK, saying that building product and destination knowledge broadens travel itineraries. Hosts are generally asked to provide their services free, in return for the exposure. Those that cannot may offer a reduced rate. VisitBritain also tells hosts to find out about a group before agreeing to host it and to follow up any sales leads afterwards.

In the events industry

The Events Industry Council defines a familiarisation trip as a programme designed to acquaint potential buyers with specific destinations or services and to stimulate the booking of an event, the meaning used for MICE business.