What Really Goes Into Knowing a Destination?

One of the things I really enjoy about being a Travel Counsellor is that the learning never really stops.

There are websites, brochures and photographs to help us research destinations, but there is a big difference between knowing about somewhere and actually experiencing it.

That is where destination training and FAM trips come in.

So, what exactly is a FAM trip?

FAM stands for familiarisation. These are trips organised by tourist boards, hotels and other travel partners to give travel professionals the opportunity to experience a destination first-hand.

And they aren't simply holidays.

The itineraries can be pretty full-on, with hotel and room visits, different areas to explore, restaurants to try and excursions and attractions to experience. There are also opportunities to meet local suppliers and learn about the practical things that can make a difference to a holiday, from transfers and locations to what there actually is to do once you're there.

From training to experiencing it for myself

Earlier this year I joined two webinars with Switzerland Tourism, which subsequently led to an invitation to join a FAM trip to Zurich in May.

We explored the city by e-bike, visited and ate at a range of hotels and restaurants and, of course, sampled a traditional Swiss fondue.

One of my highlights was getting the opportunity to swim in Lake Zurich at one of the city's badis – the public lakeside bathing areas that are such a part of local life during the warmer months.

It was exactly the sort of experience I might not previously have thought to suggest to someone visiting Zurich, but having done it myself, it's something I can now talk about from experience.

More recently, I attended a St Lucia Tourism presentation in Brighton, where I learned about the island, its different areas and some of its resorts. I've continued that learning with further online training and have now been invited to join a honeymoon-focused St Lucia FAM trip in October.

We'll be visiting a range of hotels and resorts as well as experiencing some of the island itself, so I'll be looking at St Lucia through the eyes of the honeymoon couples I might eventually send there.

Which hotel has the wow factor? Is upgrading to a particular room category worth it? Which resort would suit a couple who want complete seclusion and which would be better for those who want to explore? And importantly, what are the options for couples with very different budgets?

Those are the things I'm interested in finding out.

My St Lucia learning won't stop there

At the tourism presentation in Brighton I was also lucky enough to win a three-night stay at Coco Bay, which I'll be using in April 2027.

I've decided to make more of the opportunity by extending my time on the island, adding stays at Rabot Hotel by Hotel Chocolate and The Downtown Hotel in Soufrière.

I'll also be trying some of the experiences I might recommend to my own clients, including the Tree to Bar chocolate experience at Rabot Estate and St Lucia's famous volcanic mud baths.

It means that across two visits I'll get to experience St Lucia in quite different ways – first on a structured honeymoon FAM and then with more time to explore independently, staying in different styles of accommodation along the way.

It's the little things you don't see in a brochure

A hotel can look incredible in photographs, but they don't necessarily tell you how the property feels when you arrive, whether that beautiful beach is easy to reach, what is within walking distance or whether a particular room upgrade is actually worth the extra money.

The same applies to a destination. Sometimes an experience you barely noticed while researching becomes one of the highlights once you're there – swimming in a Zurich badi certainly was for me.

That's why the webinars, presentations, hotel visits and FAM trips all have a place alongside the research I do for individual clients.

It's not just about knowing where someone could stay.

It's about understanding why one hotel, area or experience might be just right for them.