From marketing destinations to curating experiences
For many years, tourism promotion has largely depended upon international trade fairs, media campaigns, and digital marketing. However, as competition among destinations intensifies, presenting attractive images alone is no longer enough to maintain a competitive edge.
Today’s travellers are pursuing authentic experiences, cultural narratives, and personal connections rather than standardised tourism products. Consequently, international tour operators also must evaluate destinations first-hand to cultivate compelling products that genuinely captivate their customers.
The real value of a famtrip lies in its practical nature. Participants transcend merely observe; they evaluate tourism services themselves, engage with local communities, and experience the destination’s culture, cuisine, and hospitality. These first-hand experiences enable them to formulate informed assessments of the destination and catalyse the conversion of their impressions into marketable travel products.
According to Bui Thanh Tu, Marketing Director of BestPrice Travel, this approach is far more effective than traditional forms of tourism promotion. He observed that when partners personally evaluate the quality of services, the cultural richness of a destination, and Viet Nam’s capacity to welcome visitors, they are far more likely to curate and market tourism products featuring the country.
In practice, a promotional article or marketing video may elevate awareness of a destination. However, before committing to designing tour packages and sending visitors on a regular basis, travel companies demand substantially more than publicity. They require first-hand experience and confidence in the quality of the destination’s services.
Promising signals from international markets
Earlier this year, more than 80 travel companies from the Republic of Korea (RoK), Malaysia, Indonesia, the Philippines, and Thailand participated in a destination evaluation programme in Phu Tho Province.
Rather than marketing conventional tourist attractions, Phu Tho chose to spotlight the unique cultural identity of the Land of the Ancestors. International delegates explored the Hung Kings Temple historical site, the Tay Thien scenic area, and the ancient village of Hung Lo. They also experienced xoan folk singing, mastered the art of wrapping banh chung (traditional square sticky rice cakes), and explored cultural traditions associated with the origins of the Vietnamese nation.
Many international travel businesses commended these distinctly local experiences. Sung Jung Hun, representing a travel company of the RoK, lauded both the quality of tourism services and the professionalism of those working in the industry. He asserted that if the same standard of service could be consistently maintained for all international visitors, Viet Nam would have every opportunity to rank among the world’s leading tourism service providers.
Meanwhile, Deboram Atmadja, representing an Indonesian travel company, expressed particular interest in the MICE segment — Meetings, Incentives, Conferences, and Exhibitions. In her view, Viet Nam is rapidly surfacing as an attractive destination thanks to its competitive costs, steadily improving infrastructure, and ability to host events of varying scales.
Such positive assessments demonstrate that Viet Nam’s appeal far transcends its natural landscapes. Its rich cultural heritage, competitive pricing, and capacity to cater to diverse international travel demands are becoming increasingly significant advantages.
Famtrip (familiarisation trip) denotes a programme in which tour operators, tourism authorities, media representatives, or international partners are engaged to visit destinations, experience tourism services, and evaluate opportunities for future cooperation.
Unlocking access to high-spending visitors
Australia is currently recognised as one of Viet Nam’s most promising long-haulnger, and increasingly pursue immersive travel experiences
The same trend is evident across many other international markets. Since the COVID-19 pandemic, global travel behaviour has transformed profoundly. Travellers are no longer fixated exclusively upon where they go, but increasingly on what they experience. Nature-based holidays, cultural immersion, wellness tourism, luxury resorts, and sustainable travel are all surging in prominence.
This constitutes a major opportunity for Viet Nam. From UNESCO-recognised cultural heritage sites and world-renowned beaches to luxury resorts and a wealth of traditional cultural assets, the country commands strong advantages in attracting high-spending visitor segments.
However, converting this potential into actual visitor arrivals demands international travel companies to acquire a comprehensive mastery of tourism products and confidence in destination quality. This is precisely the gap that famtrip programmes are helping to bridge.
Every successful familiarisation trip not only forges new business partnerships but also cultivates a network of informal tourism ambassadors. Upon returning home, participants naturally continue advocating for Viet Nam to their partners, clients, and the wider international travel community, drawing on their own authentic experiences.
Despite their proven effectiveness, famtrips are not a silver bullet for tourism marketing. Experts assert that the most important factors remain the quality of tourism products and the consistency of visitors’ experiences.
If the experience offered during a famtrip diverges drastically from what ordinary visitors encounter later, any promotional benefits will quickly evaporate. Conversely, consistently high-quality services will fortify the destination’s reputation over time.
For this reason, alongside amplifying famtrip programmes, local authorities should continue investing in infrastructure, improving the quality of the tourism workforce, developing distinctive tourism products, and preserving indigenous cultural values.
Close collaboration among government agencies, tourism businesses, and local communities is also imperative to forging memorable and distinctive experiences for visitors.
Famtrips are emerging as an effective, modern, and practical tool for tourism marketing. By fortifying international partnerships and spotlighting authentic experiences, they are propelling Vietnamese tourism closer to the world and supporting the country’s ambition of welcoming around 25 million international visitors.
