One Tale, Many Twists

Target audience: Travel operators and professionals


FAM participants


Hotel site inspections


Business appointments



The Story

Tour professionals go on tour!

As Abu Dhabi Tourism Authority’s representative in China, we were tasked to attract more Chinese to visit the Emirate. A familiarization trip to introduce 30 tour professionals to the sights, sounds, food and culture of Abu Dhabi.


The Goal

A FAM Like Never Before

To help the Abu Dhabi Tourism Authority to attract more Chinese visitors to the Emirates by introducing travel professionals to the destination and what it has to offer.


The Mechanics

All Encompassing

A familiarization trip (FAM trip) was organized for 30 key travel operators in Beijing, Shanghai and Chengdu to Abu Dhabi. This is a strategic and focused platform to drive not just familiarization, but interest and excitement in the destination – and ultimately grow travel. Travel arrangements were made for participants to explore a wide range of hospitality, gourmet, entertainment, recreation and cultural sites. These highlights will enable visitors to understand the destination first hand, and allow them to create exciting travel packages for future travelers.


  • 17 site inspections were made to hotels PLUS airline HQ (Etihad), Ferrari World, Souks, desert safaris, and the Grand Mosque
  • A visit was made to the travel trade marketplace – a table top trade show – and business appointments created opportunities for Chinese participants to interact with local travel experience providers in Abu Dhabi

Flights of Fancy

Besides driving travel interest in the destination, the familiarization trip was a chance to promote newly established direct air services from Beijing, as well as upcoming flights to be launched from Shanghai and Chengdu.


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