Tourism New Zealand's familiarisation (famil) programme brings
more than 100 of the most influential international senior
managers, product managers and retail front-line agents to New
Zealand every year. The programme matches quality New Zealand
sellers with internationally-ready New Zealand operators, giving
them the opportunity to expose their tourism products to thousands
of potential consumers from around the world.
What is a famil?
The reputations of international travel sellers ride on the
satisfaction of their customers with their holiday experiences, so
it's common sense that travel sellers want to know that what they
are selling will meet or exceed their clients' expectations.
The best way for them to ensure this happens is to experience
New Zealand and what it has to offer for themselves. Tourism New
Zealand runs a number of famils each year, enabling travel sellers
to do just that. This programme brings travel sellers to New
Zealand to experience this country and make sure they are up to
speed with all the latest developments in New Zealand's tourism
industry.
Tourism New Zealand famils focus on two key audiences. Senior
managers and product managers are the people that make the
decisions on what destinations and experiences are promoted and
sold through their distribution network. Their decisions can
therefore have a significant impact on how New Zealand is presented
to international consumers.
Tourism New Zealand famils also include front-line retail
agents. These are the people who have direct contact with potential
travellers, usually front-of-house travel agents. This group has a
direct influence on individual consumers' decisions about their
holiday destinations and what they do when they get to New
Zealand.
Who comes on a famil?
Tourism New Zealand hosts around 25 to 30 famils annually, with
over 150 agents participating in the programme in 2008/09. Most
famils operate in the shoulder season of April, May and June.
Famils are organised from all of New Zealand's offshore
markets.
Participants are carefully selected, starting with
recommendations from Tourism New Zealand's international offices.
Criteria include being a well-established New Zealand seller and
promoting the type of travel and experiences that offer New Zealand
the most potential in that particular market.
Suggestions are then sent to the regional tourism organisations
(RTOs) who will in turn suggest relevant New Zealand
internationally-ready experiences and operators that match the type
of famil participants.
The aim of any famil is to show participants regions of the
country that they may be unfamiliar with, along with showcasing new
products that can add to travel sellers' New Zealand product
offerings.
Keen to get involved?
- Make sure your product is ready to sell
offshore
To take part in the famil programme, your product must be ready to
be sold in the international marketplace. This means that it is a
commissionable product that is preferably already being sold
through international wholesalers or retailers. Find out more in
the Marketing
Toolbox section of this website.
- Stay in touch with your RTO
RTOs have significant input into itineraries and recommending
products for famils, so operators interested in participating in
famils should contact their local RTO. Continue to keep in touch with your
RTO, so they know you are interested in participating, and keep
them up to date with any new product developments.
- Get involved with Explore
You can also enrol your tourism product in the Explore New Zealand programme. This is a
discounted travel scheme for overseas-based trade or media who we
cannot support fully, but who Tourism New Zealand would still like
to encourage to visit New Zealand. You can register and offer
discounted or free-of-charge products and services, which the
accredited person can use while in New Zealand. Note that the
Explore discount guidebook is reviewed annually with the next
edition due for publication in late 2010.
- Keep an eye on what's coming up
If your product is internationally-ready, keep an eye on the Events section of this
website, which gives advanced listings of all familiarisation
trips. Get in touch with your RTO if you are interested in
participating in a particular famil.
Read
about some of our previous famil events
Are you listed on www.traveltrade.newzealand.com?
Thousands of international travel agents and product planners
visit our travel trade website every month in search of new,
export-ready tourism products. It's free to list your business
online and it's as easy as clicking the 'Trade Information' link
when you register your business at http://www.register.nztb.co.nz/.