China Familiarisation Trip: Beijing - Hangzhou - Sanya

This FAM trip route introduced travel professionals to three different China tourism narratives: Beijing's heritage and capital culture, Hangzhou's landscape and lifestyle, and Sanya's coastal leisure offer.

The value of a FAM trip is direct experience. Participants can better understand route design, visitor expectations, product fit and destination storytelling after seeing the places first-hand.

The format also supports future China destination promotion and travel-trade engagement.

• Destination familiarisation across Beijing, Hangzhou and Sanya.
• Travel-trade learning through direct experience.
• Post-trip content, route development and partner follow-up.

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