When done well, a familiarization (FAM) trip is one of the most powerful tools a destination can leverage to inspire authentic storytelling and lasting destination loyalty. However, FAM trips are not just about rolling out the red carpet — they’re about crafting intentional, story-driven experiences that meet journalists’ needs, respect their time, and reflect your brand promise.

In my role as Director of Communications at Visit Corpus Christi, I’ve had the privilege of curating dozens of FAM trips that have resulted in high-value media coverage, meaningful industry relationships, and measurable ROI. Here are my top tips and industry best practices to help destinations deliver FAM trips that both journalists and destinations remember for all the right reasons.

1. Design for the Story, Not the Schedule

While it’s tempting to fill every minute with activities, it’s more effective to build itineraries around story angles that resonate with your guests' audiences. Journalists appreciate itineraries that allow them to explore themes like local foodways, cultural heritage, nature, or community impact — all with breathing room for content capture, interviews, and reflection.

According to Destinations International’s “Understanding the Media Landscape” report, 83% of journalists say they prefer flexible itineraries that leave room for real, authentic experiences over fully scripted schedules. That’s why at Visit Corpus Christi, we always kick off our FAMs by asking what stories they’re here to tell and build the experience around that. Just like our city’s laid-back vibe, I want journalists to really feel what it’s like to live and vacation here—not just rush from one thing to the next, in turn leaving space for the hospitality of our destination to happen naturally.

2. Personalize the Experience to Fit Media Needs

No two media professionals have the same style, goals, or audience. Influencers may need more daylight hours for photography, while broadcast producers may require quiet locations for audio recording. Always ask about preferred pacing, accessibility needs, and content formats in advance.

Travel writers from Travel Weekly note that "personalized itineraries not only improve the storytelling process but also increase the likelihood of securing placement that’s timely and on-message.” At Visit Corpus Christi, we have seen success by customizing side experiences such as beach yoga, private museum tours, or chef meet-and-greets based on media interests.

3. Focus on Relationships, Not Just Results

Relationship-building is a long game, but it’s the foundation of a successful media program. Treat your FAM participants as future partners, not one-time transactions. Engage in meaningful conversations, be present, and offer local insights that go beyond the brochure.

A study by the Public Relations Society of America (PRSA) highlights that media professionals value hosts who are responsive, transparent, and genuinely invested in their success, leading to repeat coverage and stronger partnerships. Follow-up after the trip should never be an afterthought. Providing additional resources, fact-checking support, or even just a thank-you note helps extend the relationship beyond the visit. A best practice I always follow is connecting with the media member on social media through our destination’s account—staying engaged with their content and sharing the stories they publish about us to keep the relationship going long after the trip.

4. Balance Group and Independent Experiences

While group dynamics foster networking and shared moments, solo exploration often leads to the most personal and publishable stories. Build in free time or optional experiences so media can capture content aligned with their editorial voice.
For example, during Visit Corpus Christi’s “Coastal Currents” FAM, several writers requested unscheduled time to explore our vibrant Marina Arts District on their own. Those moments led to features in Texas Monthly and Southern Living, highlighting authentic local perspectives that weren’t even on the official itinerary.

5. Prioritize Quality Over Quantity

A smaller, more targeted FAM with five well-aligned journalists can yield more meaningful coverage than hosting a dozen generalists. Quality media with audience alignment delivers stronger ROI than sheer volume.
According to MMGY Global's Portrait of American Travelers®, readers increasingly value content that feels personal, credible, and niche. That’s why at Visit Corpus Christi, we prioritize media whose values and audiences match ours — whether it’s sustainable tourism, culinary storytelling, or family-friendly travel.

6. Debrief and Measure Impact

A FAM trip isn’t complete until you’ve measured the outcomes. Track media impressions, engagement metrics, and audience reach, but don’t overlook qualitative wins like relationship strength and future pitching opportunities. Capture journalist feedback through post-trip surveys or informal check-ins to continuously improve.
In a Skift Megatrends report, destinations that invested in post-trip relationship management reported a 40% higher rate of earned media follow-up and future coverage.

Final Thought

A successful FAM trip isn’t measured solely by how much ground you cover or how many social posts are shared during the visit. It’s measured by the authentic connections you foster, the memorable stories you help tell, and the long-term relationships you build.
When you center your strategy on storytelling, personalization, and partnership, your destination doesn’t just get coverage — it earns advocacy.