Fam trips emerge triumphant at 2026 AIEA Industry Great Debate
All the pics and video as the great and good of the events industry gathered at the celebrated Cambridge Union to debate the value and integrity of fam trips.
The 2026 AIEA Industry Great Debate at the Cambridge Union Chamber lived up to its reputation for wit, insight, and a touch of theatre.
The motion on everyone’s lips was “This house believes the integrity of familiarisation trips is being compromised” - and the proposition speakers argued their case with conviction.
Katie Niland, commercial director at The Belfry, said: “what they’ve quietly evolved into doesn’t always serve venues, clients, or the long-term credibility of our industry,” while Chris Clarke of Purple Dog Solutions/Leadership West warned that blurred intent and casual attitudes risk diluting the fundamental “social contract” of fam trips: education in exchange for opportunity. Finally, Catherine Chaulet, president and CEO of Global DMC Partners, highlighted the lack of reporting and measurable results, arguing that ROI often goes untracked, leaving trips’ true value in question.
But the opposition had the final word. Peter Jackson of Redblaze Trust delivered a mix of humour and logic, declaring that fam trips are “alive and well,” and praising the judgement of organisers in creating meaningful experiences. Emma Waycot, founder of Vine Tree Connections, emphasised that a fam trip is not a free holiday, it’s a commercial investment. "The system itself - how fam trips are approved, hosted and measured - is built on professionalism, accountability and trust," she said. "That is integrity.”
It was then left to Andrew Woods of Leonardo Hotels to wrap up the case for the opposition with a well-received reminder for the audience of the lasting connections built over decades of careful hosting.
He also stood up for the integrity of fam trips, saying: “The suggestion that my supplier peers and I would lie and compromise our own personal integrity is frankly offensive.”
In the end, the audience sided with the opposition, reaffirming that fam trips remain a cornerstone of the industry - essential for learning, networking, and trust-building - so long as organisers continue to exercise care, judgement, and integrity.
AIEA chair Sabine Edwards said: "What a night! We have not seen an audience of that size or an audience so engaged with one of the debates to date. It's growing every year and it's thanks to the wonderful speakers who stand up to deliver their arguments in front of a roomful of peers."
Watch the debate in full here: https://www.youtube.com/watch?v=sfpYHkOa5EY
👉 Save the date for the next AIEA Industry Great Debate: Thursday 14 January 2027
