Step 1
Destination framing
Shape Wudang Mountain, Shennongjia and the Three Gorges into a route story that international partners can quickly understand.
Context
Turning a destination visit into a more complete promotion case
In 2025, ICCTA supported international tourism exchange activity connected with Hubei's Shennongjia-Wudang Mountains-Three Gorges cultural and ecological tourism route.
The programme brought international guests, travel-trade representatives and industry-facing participants closer to Hubei's the destination. It also created opportunities to share Irish and European perspectives on destination branding, heritage storytelling, community tourism and sustainable visitor development.
- Linked destination promotion with structured travel-trade familiarisation.
- Presented Wudang Mountain, Shennongjia and the Three Gorges as one cultural and ecological route story.
- Created usable material for later partner conversations and market follow-up.
Why this case matters
FAM trips work best when they lead to clearer market understanding
For international travel-trade and partner audiences, destination promotion is more effective when people can experience the route, understand the story behind it and building on that insight for future collaboration.
Stronger destination narrative
The route connected heritage, landscape, ecology and cultural identity through Wudang Mountain, Shennongjia and the Three Gorges.
Practical exchange
International guest input helped connect Hubei's tourism goals with overseas perspectives on destination development and visitor appeal.
Usable follow-up material
Images, route notes, conference content and public storytelling can continue to support trade outreach, media follow-up and future invitations.
Cooperation model
From one hosted visit to longer-term destination promotion
The case shows how a destination visit can be carried forward into public material, trade follow-up and future cooperation.
Step 2
On-site familiarisation
Use guided site visits and route experience to bring international guests and travel-trade participants closer to the destination.
Step 3
Knowledge exchange
Connect Hubei's tourism promotion with overseas experience in destination branding, heritage storytelling and sustainable visitor development.
Step 4
Follow-up visibility
Turn selected material into case pages, newsletters, media references and future material for partners and market outreach.
Selected images
Wudang, conference exchange and route landscape
The image set shows destination scenery, cultural atmosphere, knowledge exchange and wider Hubei route potential.
Follow-up coverage
Keeping the destination visible after the visit ends
The value of a FAM trip does not end with the on-site programme. What matters is whether participants continue to reference the destination afterwards in their own public or industry channels.
After this Hubei and Wudang route visit, participant Dimitri Laspas published related coverage in an international meetings and travel industry publication. That kind of follow-up helps a destination stay visible beyond the event itself and gives tourism partners more concrete evidence of overseas reach.
- Extends a site visit into overseas industry visibility.
- Keeps the destination story in front of travel-trade and event-sector audiences.
- Provides more tangible follow-up material for future invitations and promotion discussions.
ICCTA's role
Connecting destination stories with international audiences
ICCTA's role in this kind of project is to help destinations organise their story, organise international hosted visits and turn one visit into material that remains useful afterwards.
- Support international cultural tourism exchange linked to Hubei destination promotion.
- Frame Wudang Mountain, Shennongjia and the Three Gorges as a clearer route proposition for overseas partners.
- Help convert visits, exchange sessions and public material into longer-term value for destination promotion and partner outreach.
- Keep the focus on cultural tourism cooperation, destination storytelling and practical follow-up.
Cooperation enquiry
Planning destination promotion or a FAM trip?
If your city, scenic area, tourism body or partner organisation is planning destination promotion, familiarisation visits, media visits or international tourism exchange, ICCTA can help shape a format that is easier to present, host and carry forward afterwards.