More than 30 agents and operators joined Aito’s second ‘Famference’ in Tenerife.
The event, launched last year with a trip to Malta, aims to showcase a destination in a new light, in this case dispelling the myth of Tenerife as a purely ‘fly and flop’ destination.
Aito members took part in kayaking, surfing, gorge walking, whale and dolphin watching, star gazing on Mount Teide, historical and art walking tours on the four-day trip hosted by Turismo de Tenerife.
The twin-centre trip involved a one-night stay in the south of the island, and two nights in the lesser-visited north. It included dinner at a banana plantation, lunch at a vineyard, honey tasting and sampling of local sauces, as well as a carnival-themed gala dinner. The island runs the second biggest carnival in the world after Rio de Janeiro.
Martyn Sumners, executive director of Aito, said: “We all came away surprised by the diversity of the island.”
Aito Agents chair Gemma Antrobus said: “I had Tenerife down as a beach and bars destination. I never thought to offer it to clients wanting kite surfing or for its history.”
Agents and operators on the trip said they learnt new information about Tenerife, despite the fact many have been selling the destination for years.
Andara Travel managing director Sandra Mutter said: “I had not been to the north of the island before and I had no idea it had so many historical villages and towns to explore.”
Kirker Holidays agency sales manager UK & Ireland Hisham Mahmoud agreed: “There are so many experiences to be had, like wine and honey tasting as well as historic villages.”
Prestige Holidays European specialist Chris Neal said the Canaries was the tour operator’s top seller but admitted most bookings were for the south of the island. He added: “Having done surfing and kayaking, I can now enhance agents’ knowledge as a result of this trip.”
Tenerife Tourism director of promotions Pia Louw said she hoped the trip would lead to more agents and operators selling the island to those interested in adventure and nature holidays and targeting higher income and luxury clients.
“We hope they will be able to sell Tenerife in a new way. We want to reach out to customers looking for active holidays, who want to explore,” she said.
Antrobus said the trip also provided networking in a casual environment, “a bit like doing business on the golf course”.
Shubra Halliday, sales director, Anzcro, said she went on the trip to network as her company does not sell the destination. “We got a different insight into the destination, beyond the luxury hotels, but the usefulness of the trip for me was meeting Aito agents,” she said.
Aito is currently talking to Aito tourist board partners keen to host its third ‘Famference’ next year. “We will keep doing this trip if the feedback is positive and the demand is there,” added Antrobus.
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