In the world of destination marketing, familiarization (FAM) trips have long been a trusted tool in the trade toolkit. But proving their ROI isn’t easy. Unlike media FAMs, where impressions and placements can be tracked and reported within weeks, the ROI for trade can take years to materialize. And for destination organizations under scrutiny for every dollar spent, that delay in tangible results can be a hard sell.

As someone who spent nearly two decades leading marketing and trade efforts at both local and state DMOs, I understand the challenge -- and the opportunity. We learned that to maintain credibility and continue investing in these high-impact initiatives, we needed to redefine how ROI was measured and communicated, going well beyond traditional KPIs and ensuring participating partners were also able to justify their involvement. 

1. Hold Trade Partners Accountable

We knew that if we were going to commit significant budget and team resources to FAMs (and ask partners to do the same), we needed our invited trade professionals to be just as committed to helping move the needle. That meant clearly defined expectations for before, during and long after the trip. Some of the key requirements we implemented included: 

• Detailed Profile Submission: Within one week of acceptance, attendees were required to submit a comprehensive profile capturing essential professional information. This included contact details, top destinations booked (with a focus on in-state breakdowns), total annual sales volume and a company overview or bio. The profiles were compiled into a branded document and shared with participating partners, equipping them with everything needed to assess the value of who was being hosted and to facilitate meaningful follow-up after the trip.
• Usage Rights Agreement: Participants signed waivers granting full rights to any photos or video captured during the FAM trip, making it easier for us and our partners to amplify the FAM experience through owned and paid channels.
• Multi-Channel Posting Requirement: Attendees were asked to post a set number of posts per day (predetermined by the host destination) before, during and after the FAM on both business and personal accounts. Posts had to tag destination partners and use agreed-upon hashtags to maximize visibility and brand alignment.
• Monthly Sales Recaps: Attendees were required to report on bookings to the destination compared to the previous year. This gave us insight into tangible conversions and follow-through. Depending on the trade partner, this would be requested in quarterly and/or bi-annual increments.
• Product Development: As a condition of participation, attendees were required to develop and launch new travel packages or itineraries that incorporated the destinations and partners featured during the FAM. This ensured immediate application of what they experienced and helped translate the trip into bookable products.
• Pre/Post Event Surveys: These surveys were not just to gauge satisfaction, they were designed to surface insights that would inform future FAM design and destination strategy and of course, shared with the participating partners.
• Certification Requirement: If a participating DMO had a specialist or e-learning program, attendees were required to complete it before arrival. This ensured baseline destination knowledge and elevated in-trip conversations.
• Peer Training Post-FAM: Travel Advisors and Tour Operators committed to presenting a destination training to colleagues within six months—extending the reach of the FAM exponentially. 

2. Add Bonus Exposure with Trade Media

One of the most impactful additions we made to our FAM model included a trade media representative alongside our group of travel advisors or tour operators. This provided real-time storytelling, expanded the destination’s visibility and gave our partners immediate earned media coverage from a trusted industry voice and reach far beyond the group itself.

3. Measure ROI as a Long-Term Investment

One of the biggest hurdles with Trade FAMs is the extended sales cycle. Destination product development takes time. Advisors may not have clients ready to book within weeks, but their exposure and advocacy shape long-term visitation patterns and product inclusion. By creating structured follow-ups and holding participants accountable for engagement, education and conversions, we established a more strategic and measurable approach to FAM execution. We were able to clearly justify the investment to internal and external stakeholders alike. 

Trade FAMs rarely show instant results. Product inclusion and visitor influence take time, but structured follow-ups and accountability measures make ROI visible and defendable.

• Short-term wins: Social coverage, content creation, media impressions.
• Long-term gains: New itineraries, increased bookings, partner satisfaction, and destination advocacy.

By tracking these outcomes and redefining ROI, we justified continued investment in Trade FAMs and strengthened stakeholder confidence.

If you’re struggling to prove the value of Trade FAMs, you’re not alone. But don’t settle for vague anecdotes or hope that outcomes will speak for themselves. Set expectations. Track performance. Build accountability into the experience. Most importantly, advocate for a broader definition of ROI -- one that acknowledges both short-term wins and long-term strategic gains.

Trade FAMs are a shared investment in the future of your destination’s visitor economy. Let’s treat them that way.