Bring publicity to your destination with an organized FAM tour

First things first, let’s address the elephant in the room. Do you know what a FAM tour is? (How many of us in the marketing industry have just smiled and nodded the first time we heard that phrase without wanting to ask?)

No… it’s not a family vacation. “FAM” stands for “familiarization.” It’s just that: familiarizing the media or influential people in the travel industry of the attractions of a particular area. Often hotels, restaurants and other businesses will host complimentary FAM tours, in hopes that attendees will write about their experiences, influence other travelers there though their first-person experience, and maybe even come back themselves.

FAM tours are an excellent way to increase the awareness surrounding a destination. Here’s an example of how one could work.

With the holidays underway, it’s a festive time to visit Atascadero, a small Central Coast town bursting with charm and personality. If we were organizing a FAM tour to give visitors an up-close view of the town, here’s an example of a weekend itinerary we could offer:

Day 1

• Dinner at Streetside Ale House. This photo of a burger with figs and fries is from travel journalist Josh McNair, who took a FAM tour in Atascadero in May.

• Drinks at Tent City Beer Company. If travelers want to relax with a beer in hand, the atmosphere of Tent City (named after Atascadero’s “tent city” history) is a friendly and social backdrop. They serve rotating handles of the five beers they brew, like their popular Imperial Red and Tent City Pale, along with craft beer from local and nationwide boutique breweries.

Day 2

• Breakfast at Back Porch Bakery. This charming bakery is one of the newest additions to the Atascadero eating scene.

• City Hall Tour. The historic City Hall reopened in 2013 after being closed for ten years due to extensive damage from the San Simeon Earthquake. Now, it’s a beautiful town landmark, and complimentary docent-led tours are available by appointment.

• Lunch at Guest House Grill. When we brought the NATJA (North American of Travel Journalists Association) to Atascadero in April of this year, we created this lunch table setup with gifts for each journalist that gave them small tastes of Atascadero – lavender from Gray’s Lavender Farm, artisan vinegar from Chaparall Gardens and samples from TheraBee. The bags were labeled with Atascadero fun facts and included USB drives with usable photos.

• Hike on the Jim Green Trail. The current fall colors are bringing life to this gorgeous hiking trail, full of photogenic trees and stunning views. (Photo by Josh McNair.)

• Dessert at Hush Harbor Bakery. Have you heard of their three-day brownie? It’s incredibly delicious, but lives up to its name in how long it takes to finish.

• Tour of Bristol’s Cider House. It’s the only cider pub on the Central Coast! Bristol’s is the exclusive home of several cider varieties that are served on tap in Atascadero only.

Day 3

• Breakfast at Bru Coffeehouse. They claim to have the Central Coast’s best latte. You’ll have to be the judge of that, but we can tell you that it’s certainly a local favorite. (Photo by Josh McNair.)

• Tour of The Groves on 41. End the FAM tour with a visit to this scenic olive farm, a local producer premium extra virgin olive oil. (Photo by Josh McNair.)

Depending on the length of the FAM tour, itineraries can range from one day to several. Atascadero’s got enough amazing restaurants and activities to keep travelers occupied for quite a while – which is why we provide a list of other recommended dining and activity options for travelers to visit in their free time. You can read about more of them at visitatascadero.com.

Public relations is one of our five key service areas, and tourism is one of our four key industries. Feel free to contact us, and let’s talk about how we can bring more travelers to your destination!