Trade and media familiarisation trips (famils) are organised tours or experiences provided by tourism organisations (such as TNZ and RTOs), travel agencies, and tourism businesses to introduce travel trade professionals (such as travel agents, wholesalers, IBOs, and OTAs) and media representatives (like journalists, influencers, and bloggers) to a destination's offerings.
Trade Famils: These trips are aimed at travel trade professionals, helping them experience a destination so they can better promote and sell it to their clients. Trade famils allow agents and operators to gain firsthand knowledge of local attractions, accommodations, activities, culture, and the region.
Media Famils: These trips target media representatives who can showcase the destination to their audiences. By hosting journalists, bloggers, and social media influencers, the destination leverages their platforms to reach a broader audience. Media famils often generate articles, social media content, and other forms of coverage that highlight the unique aspects of the destination.
Famils play a crucial role in the tourism industry by providing direct exposure and authentic experiences that enhance marketing efforts. Key benefits include:
Overall, trade and media famils are essential marketing tools that amplify a destination's appeal, increase tourist numbers, and support sustainable growth in tourism by ensuring the right message and experience are shared.
Our Find My Country House media activity delivered strong national exposure, anchored by a mainstream broadcast feature produced in collaboration with Dive Zone. The segment showcased the region to an estimated audience of approximately 350,000, positioning Hauraki Coromandel as an aspirational coastal lifestyle destination and reinforcing its appeal to domestic viewers seeking a place to belong.
Paid partnership with DiveZone
* The January 2026 Stuff feature “We tried a new way to reach a Kiwi family favourite our holiday began before we arrived” exceeded 600,000 in reach and delivered strong travel interest for the region. It was driven by a hosted freelance journalist (Alexia Santamaria) visit in collaboration with TCDC and Explore Ferry Group to elevate the profile of both Coromandel Town and the ferry service.
This feature in Life & Leisure showcases Hauraki Coromandel through a local lens, highlighting the region's unique landscapes, coastal lifestyle, community spirit, and connection to nature. The story reinforces the destination's appeal as a place to slow down, reconnect, and experience the authentic character that makes Hauraki Coromandel GOOD FOR YOUR SOUL.
This NZ Herald feature positions Hauraki Coromandel as a leading wellness destination, showcasing a restorative weekend itinerary through the region. Highlighting luxury accommodation, spa and wellness experiences, nature-based activities, coastal scenery, and local food and wine, the story reinforces the region's appeal as a place to relax, recharge, and reconnect.
The Shepherdess Magazine was utilised as a key platform for The Coromandel Cure campaign, leveraging its strong alignment with themes of wellbeing, nature, slow living and authentic New Zealand experiences. The feature showcased the Hauraki Coromandel as a destination for rest, reconnection and rejuvenation, reaching an estimated audience of 30,000+ readers across print and digital channels. Winter 2026 feature and ad and event mention.
Hauraki Coromandel was proudly showcased in the Winter Cure edition of Our New Zealand, highlighting the region as the perfect destination for a restorative winter escape. The feature explored the unique experiences, stunning landscapes, wellness opportunities, and welcoming communities that make the Coromandel an ideal place to recharge during the cooler months.
Online version and print edition
Additional Results
Tairua - https://www.facebook.com/share/p/16WP8DhGJg/
Competition for Lakes Resort - https://www.facebook.com/share/p/18wNZjSNTA/ (69 comments)
Pauanui – Lakes and Pines - https://www.facebook.com/share/p/14TWF42rxa/
Lakes Resort - https://www.facebook.com/share/p/15oGsv9cSe/
A premium publication created for Air New Zealand customers, delivers beautifully illustrated and engaging editorial content that covers insightful travel features and stories on local businesses and culture, reaching a broad and diverse readership.
Collaborating with Kia Ora magazine is a powerful way to showcase The Coromandel to over 410,000 engaged readers in a travel-ready mindset. It was a pleasure for Destination Hauraki Coromandel and the industry to host editor Virginia Larson to experience The Coromandel firsthand, enabling this feature.
With stunning visuals and immersive storytelling, Kia Ora magazine inspires travellers to explore authentic New Zealand destinations—making it the perfect platform to highlight what makes The Coromandel truly good for your soul.
Virginia Larson, Editor of Kia Ora magazine, was hosted in the region by Destination Hauraki Coromandel as part of The Coromandel Cure campaign. Her visit was made possible with the generous support of Mercury Bay Estate, Cathedral Cove Kayaks, The Pour House, Mercury Ridge, and The Lost Spring, who covered her accommodation, dining, and experiences, along with additional support from other local businesses.
With over 40,000 copies printed and a readership exceeding 410,000, Kia Ora provides an ideal platform for showcasing visitor experiences to a captivated audience immersed in a travel mindset, offering uninterrupted moments to connect with compelling content.
Air New Zealand inflight magazine in seat pockets on all domestic flights and available on international flights
Monthly print run + 40,000
Readership +400,000
Delivered digitally to 1.3 million Airpoints members
Sachie’s Kitchen is an exciting new food series that celebrates Asian cuisine and inspires viewers with simple, amazing dishes to make at home. Founded by Sachie Nomura, Sachie’s Kitchen is both a cooking school and a TV show dedicated to bringing the rich flavours of Asian cuisine to a wider audience.
Destination Hauraki Coromandel, in collaboration with six other New Zealand regions and Hong Kong, supported an eight-episode series that launched in July 2024. The series aired across multiple channels in New Zealand and Australia, reaching audiences with captivating content about the regions.
Stockholm-based Travel Designer Stefan Ostrom has spent the past four days exploring The Coromandel as part of his month-long New Zealand journey. Hosted by Destination Hauraki Coromandel as part of their international trade marketing efforts, Stefan has been experiencing the region’s unique offerings firsthand.
During his stay at Coromandel Shelly Beach TOP 10 Holiday Park, Stefan donated trees to support the Good for your soul kaitiaki initative—a tree-planting initiative dedicated to "Protecting today to visit a better tomorrow" and helping offset his travel impact.
Stefan will return home with firsthand experiences of The Coromandel, equipping him to promote and sell the region through his travel agency. His insights gained from the famil will enable him to offer more authentic recommendations, boosting The Coromandel’s visibility and appeal to potential visitors.
