Fam Trip Bridges Awareness Gap And Counters Misperceptions

South African Tourism hopes its recent immersive familiarisation fam trip, Mega Lekker Escape, which brought 100 influential Australian and New Zealand ANZ travel operators and media to the country, will translate first-hand experiences into bookings.

The fam trip covered 10 different itineraries, spanning seven provinces, over 10 days each led by a leading ANZ wholesaler. A total of 31 suppliers and 35 small, medium and micro enterprises participated in the initiative, which emphasised authentic experiences beyond traditional tourist attractions.

It culminated in a two-day knowledge-sharing and business-to-business event at Sun City on February 16 and 17. In his address at Sun City, South African Tourism Chief Operations Officer Daryl Erasmus said, with 100 of the agents visiting South Africa for the first time, the initiative played a critical role in countering misperceptions and translating first-hand experiences into increased bookings.

During COVID, we saw the travel trade decimated. This created a huge gap in understanding and knowledge of South Africa as a destination. We know that bringing you here establishes a deep connection and appreciation and understanding of our magnificent country, he said.

After the inaugural fam trip in 2024, approximately 90 of the visiting travel agents booked travel to South Africa illustrating the initiatives value in driving inbound tourism, said Erasmus.