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by Anja on Oct 13, 2025 1:17:13 PM
Insights from the Bothnian Coastal Route journey
FAM trips (familiarization trips) are one of the most effective tools in tourism marketing. They are valuable for both suppliers and tour operators alike.
- For suppliers, they are a chance to showcase products in an authentic environment, connect directly with buyers, and receive immediate feedback from key markets.
- For tour operators, they offer the opportunity to experience destinations first-hand, discover new products, and build the kind of trust and personal connections that no brochure can deliver.
In May 2025, NordicMarketing organized a FAM trip along the Bothnian Coastal Route in cooperation with partners from Finland and Sweden. The four-day journey with participants from Germany, the Netherlands, and Belgium served as a strong example of how impactful these trips can be. Turning products into experiences, creating dialogue between hosts and buyers, and building the foundation for future cooperation.
Turning products into experiences
On paper, a product description lists activities and services. On a FAM trip, the same product becomes alive.
- Kalajoki impressed with its combination of wide sandy beaches, canoeing in the archipelago, adventure park thrills, and the historic old town Plassi. A local beer tasting and a stunning sunset over the sea gave the day its perfect ending.
- Vaasa and Kokkola showcased the UNESCO World Heritage Kvarken Archipelago, local food culture, and unique sauna traditions. Buyers highlighted how the warm hosting and storytelling made the experiences memorable.
- Umeå added a Swedish perspective with cultural highlights such as Bildmuseet, Västerbottens Museum (including fika), and Umedalen Sculpture Park. A visit to Tavelsjö Reindeer Farm and Granö Beckasin brought sustainability and local passion into focus.
Every stop became an opportunity for buyers to connect with hosts, ask questions, and collect ideas for future programs.
The value for suppliers and tour operators
FAM trips create a win-win situation.
For local suppliers, they are more than just a showcase. Welcoming buyers on-site means direct interaction with decision-makers, valuable feedback from key markets, and the chance to present products in their authentic setting. Instead of sending brochures abroad, suppliers invite partners into their world – making the experience personal, emotional, and memorable.
For tour operators, the trips provide first-hand knowledge and authentic encounters that no product manual can replace. Experiencing an activity, tasting the food, or talking with the people behind the service brings a destination to life. This makes it easier to design programs with confidence and to pass on genuine stories to customers.
As one participant summed it up: “Meeting the people behind the products is what makes the difference. You can feel their passion.”
Authentic. Sustainable. Cross-border.
The Bothnian Coastal Route FAM trip showed how destinations can work together across borders. Finland and Sweden combined their strengths: sandy beaches, UNESCO nature, cultural cities, and innovative accommodation. The result was a diverse, sustainable, and inspiring journey that demonstrated the real potential of the product.
Preparing for a FAM trip on both sides
A successful FAM trip doesn’t just happen by chance. It’s the result of good preparation from both sides. The suppliers hosting the trip and the buyers taking part.
For suppliers, preparation means ensuring that products are market-ready, information is up to date, and hosts are well briefed about the participants and their markets. Authenticity and hospitality go a long way. Buyers value real experiences that their customers could book exactly as they see them.
For buyers, it’s about coming with curiosity, openness, and a clear understanding of what kind of products fit their clients. Asking questions, giving feedback, and sharing insights during the trip helps local partners improve and builds the foundation for future cooperation.
Those who wish to dive deeper into the practical side can find more guidance in our Finnish blog article: “10 things every FAM trip leader should always remember” — a must-read for anyone involved in organizing or hosting familiarization trips.
FAM trips with NordicMarketing
NordicMarketing organizes FAM trips together with partners from Finland, Sweden, and Norway. Participation is limited to selected tour operators from DACH and Benelux countries who are actively selling Nordic products or planning to do so.
Learn more about our FAM trips here.
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