July 14, 2026 | Press Release
For decades, familiarisation (FAM) trips have followed a predictable formula: destinations invite travel agents on fully hosted journeys in the hope that first-hand experience will translate into future business. Taiwan Tourism Administration (TTA) is now questioning whether that model is enough.
In a first for the Indian market, the destination recently organised a partially funded FAM trip, introducing a co-investment model where both the destination and participating travel professionals shared the cost of the programme. The objective was simple—attract travel partners who are genuinely committed to selling Taiwan rather than those joining simply because the trip is fully sponsored.
The initiative signals a subtle but significant shift in destination marketing. Instead of measuring success by the number of agents hosted, TTA is focusing on creating stronger destination advocates who are willing to invest in understanding the product before taking it to market.
The seven-day programme brought together a cross-section of India’s travel trade, including leisure, group, MICE and luxury travel specialists. Rather than limiting the itinerary to headline attractions, participants experienced Taiwan through multiple lenses—culture, nature, lifestyle, wellness and premium travel.
The itinerary included visits to Sun Moon Lake, Kaohsiung’s waterfront, Fo Guang Shan Buddha Memorial Center, Jiufen Old Street, Taipei 101 and Longshan Temple. Beyond sightseeing, the programme offered experiences designed to showcase Taiwan’s tourism diversity, including high-speed rail journeys, indigenous cultural interactions, whale and dolphin watching, tea tourism, traditional arts, bustling night markets, luxury shopping and inspections of hot-spring resorts.
The broad mix of experiences was intended to demonstrate Taiwan’s appeal across multiple travel segments, from leisure holidays and group departures to luxury itineraries and MICE programmes.
According to Paul Shih, Director of TTA’s Singapore Office, the objective was never simply to conduct another familiarisation tour.
Instead, the focus was on creating travel professionals who return home with a deeper understanding of the destination and the confidence to actively recommend it to clients.
“Travel trade remains one of the most influential channels in destination marketing. When travel professionals experience a destination with genuine intent, the impact extends far beyond the duration of the visit. They return with confidence, knowledge and the ability to inspire their customers,” Shih said.
The co-funded approach also reflects a broader evolution in destination marketing, where shared investment is increasingly being viewed as a way to build stronger commercial partnerships. By encouraging participants to contribute towards the experience, TTA believes it can identify partners who are more likely to develop Taiwan-focused itineraries and actively promote the destination within the Indian market.
Participants returned with a stronger understanding of Taiwan’s tourism proposition, highlighting its versatility across diverse traveller profiles—from culture seekers and adventure enthusiasts to luxury travellers and incentive groups.
For Taiwan, the programme represents more than a successful FAM trip. It is an experiment in redefining how destinations engage with the Indian travel trade, moving away from sponsorship-led participation towards long-term collaboration.
As competition among destinations intensifies and marketing budgets come under greater scrutiny, Taiwan’s co-investment model could offer an alternative blueprint for trade engagement—one where commitment from both the destination and its partners becomes the foundation for sustainable market growth.
