Gold Medal Travel Group has confirmed that its MEGA-FAM incentive will return in 2027, giving travel agents the chance to secure one of 24 places on four curated trips across Thailand, South Africa, Sri Lanka, and India, with a grand finale in Dubai. The announcement follows the success of the 2024 edition and underscores the company's continued investment in agent engagement and supplier partnerships.
The two-week event is scheduled for April 2027, with the entry window running from 1 October 2026 to 28 February 2027. Agents can earn entries by making qualifying bookings through any of the group's brands — Gold Medal, Pure Luxury, or Incredible Journeys. Bookings that include Emirates flights or stays at Atlantis Resorts Dubai will receive double entries, a move designed to strengthen ties with those key partners.
Sarah Lancashire, Product & Marketing Director at Gold Medal, expressed enthusiasm about the programme's return. “Featuring more of our brand portfolio means more destination choice and varied experiences,” she said, highlighting the importance of the collaboration with Emirates and Atlantis Resorts Dubai. The campaign will also leverage the group's wider network, with marketing support including twin and multi-centre deals across the Emirates route map and itineraries inspired by the MEGA-FAM trips.
Agent engagement and support
Throughout the campaign, winners will be announced on the brands' Facebook pages, keeping the trade community engaged and informed. To help agents promote the event to their clients, Gold Medal will distribute a printed pack to 650 agents, complementing a broader marketing programme that includes destination-specific content and booking incentives.
The MEGA-FAM is designed not only to reward top-performing agents but also to foster stronger industry connections. Participants will experience first-hand the products and services that Gold Medal and its partners offer, from luxury resorts in Phuket to safari lodges in Kruger National Park, and from the cultural riches of Kandy to the vibrant streets of Delhi.
The 2027 edition builds on the momentum of the 2024 event, which was widely praised for its immersive itinerary and networking opportunities. With the addition of Sri Lanka and India to the destination roster, the programme offers a broader geographic spread than before, reflecting the growing demand for experiential travel in these markets.
For agents looking to maximise their chances, the double-entry incentive for Emirates and Atlantis bookings is a clear signal of the group's strategic priorities. Emirates' extensive network from the UK and Europe, combined with Atlantis's flagship properties in Dubai, positions the campaign to drive premium sales while rewarding loyalty.
Gold Medal's MEGA-FAM is part of a wider trend in the travel industry where tour operators and consortia are using fam trips as a key retention tool. As competition for agent mindshare intensifies, such initiatives are becoming increasingly important. The group's approach — combining a multi-brand entry mechanism with a high-value prize — offers a template that other operators may follow.
Agents interested in participating should note the campaign dates and ensure their bookings are made through the correct channels. With the entry window opening in October 2026, there is ample time to plan qualifying sales strategies. The printed packs, distributed to 650 agents, will provide additional guidance on how to leverage the campaign in their own marketing efforts.
The MEGA-FAM 2027 promises to be a landmark event for Gold Medal and its partners, reinforcing the value of face-to-face engagement in an increasingly digital trade environment. As the industry continues to recover and evolve, such initiatives are vital for building the relationships that drive long-term success.
