Famils

The itineraries for Tourism WA’s famils program are developed by our international and domestic marketing teams in consultation with our Familiarisations Manager. 

Itineraries for media and trade familiarisations are different. Media are typically looking for a story angle, an interesting character to interview or a good photo.  Trade is more interested in experiencing commissionable product to sell to their clients. 

Our famils program is open to tourism operators who provide quality products across Western Australia. We give preference to operators who are accredited and active in domestic and overseas markets.  

We also ensure that the destinations and products promoted in each famil are of interest to the target market, based on our research and insights into our 13 key markets. 

As a government agency, we also obtain multiple quotes for bookings as part of the famils program. 

Taking part in our famils program helps support your existing marketing activities and can be a cost-effective publicity tool for your business. It also helps provide more positive coverage of a famil destination as a whole. 

Famils can provide a return on investment, however there is no guarantee of media exposure or sales.  

We encourage you to participate in famils that suit your target market and provide an opportunity for potential promotion via media or trade coverage. 

We suggest the following tips to operators taking part in our famils: 

• Be professional, ensure you are on time, well presented and offer refreshments if required. 
• Be prepared, know the itinerary, check all arrangements that have been agreed to and advise us if there are any issues.  
• Know your group, learn where the group has been and where they are going next.  
• Understand the participants and what they require from the experience, such as their target markets and what their role is. 
• Present to the group, plan how much time you’ll need and what you want to cover, plus consider providing a fact sheet, a gift, or a special offer for a return visit. 
• Be culturally sensitive, be aware of any religious, dietary requirements, appropriate conduct and greetings.  
• Develop relationships, be friendly and open to make your product more memorable for the participant. 
• Follow up, collect contact details and keep in touch with participants.