building regional actions for new developments in …...building regional actions for new...

Brecht Carels, Economic Council of East-Flanders

Mieke Belmans, Tourism East-Flanders

BRANDTourBuilding Regional Actions for New

Developments in Tourism

9 October 2018 – Workshop East-Flanders

2

The diversification of tourism products and services to provide

more customised packages:

Floriculture tradition and tourism

3

Floriculture tradition and tourism

1. Context

2. Stakeholders and resources

3. Objectives

4. Actions)

5. Results and lessons learned

4

Context

1. East-Flanders is the Number One region of plant nursery industry in Flanders

2. Famous plants originate from our region: Ghent azalea : European Recognition as Protected Geographical Indication

3. Famous Flower exhibitionsFloralies of Ghent + 200 years – every 5 yTuindagen Beervelde + 30 years - 2/year

4. Floriculture has impact on landscapes and views: tourist asset

5

Stakeholders and finances

5. Rural Development Project (€ EU, Flanders, East-Flanders)

June 2015-end 2017 (4) 3 partners

Test Center for Floriculture (Proefcentrum voor Sierteelt)Wetteren municipalitiesTourism East Flanders(Ghent Floralies)

227.102 euro (VATexcl. ) Non financial partners:

9 municipalities near Ghentfarmers unioncatering industry federationCount of Beervelde (flower exhibition)

6

Objectives

Enhancing the floricultural entrepreneurs by tourist development

and

Revealing tradition and heritage of ornamental growingto enhance tourism in the region

7

Actions

1st: ResearchGOAL: to create solid basis for support, entusiasm and development

Strenghts Weaknesses Opportunities Threats Benchmark Trends

Interviews stakeholdersBrainstorm sessionsDesk research

8

Actions

Visible green conceptsPublic spacetourist locations

Networking plant nursery industry X catering industry

Support flower events

Thematic tourist trails

Company visitsHome sales at plant nurseries

Recognisable branding

9

Actions

Creation of new ‘ floricultural’ tourism products and packages + marketing

More visibility for the floriculture businesses More visitors/consumers

10

Actions Creation of branding style for all new products and communication

11

Actions

12

Actions

13

Actions

Free map

story heritage

5 bikings trails

3 hiking trails

Calender flower exhibitions and events

Plant nursery visits

Lodgings restaurants bars with floral link

branding style

12 000 ex distributed in 6 weeks

Creation of new products, packages, services

14

Actions

Beervelde:

Launch map

stand

Events: promotion andcooperation

15

Actions

Wetteren: FLOWER CARPET

Events: promotion and cooperation

16

Actions Events: guided tours promotion and cooperation

17

Actions Events: communication exhibition of Ghent azalea in Castle Laarne

18

Actions

Customised Leaflets for ornamental growers and guides

Group visits

Individual visits

Stimulated + facilitated plant nursery visits for tourists,groups and individuals

19

Actions Ambassadors: network of bar, restaurant and lodging owners30 participants2 days: being a host for tourists

tourist assets floricultural heritageexplorative bustour with visits to plant nurseries

20

Actions Ambassadors: visibility

coasterstourist labeltray azalea

21

Actions Enhancing visibility and image of Floriculture in public space

22

Actions Enhancing visibility and image of Floriculture in public space

22 Welcome signs for municipalities

Customised

2/municipality

At the entrance roads or

Important locations

Municipalities:

- owners

- responsible for

flower arrangement

23

Actions

Enhancing visibility and image of Floriculture in public space

Mobile parklets

Temporarily

event organisers

Permanently

DIY instructions

24

Actions

Enhancing visibility and image of Floriculture in public space

Challenge: create a flowering corner in your neigbourhood

Local comitees

Schools

Using regional flowers

Price 250€

gardening centre

25

Results and lessons learned

Results: + project: opportunity to focus on floriculture, inventory

networking and ambassadorship catering industry: pilot casefree maps and route downloads very successfulbetter cooperation with flowering eventspermanent structurescustomisation works: welcome signs, leaflets, parkletsfloriculture became a theme in tourist marketing, products

_ direct impact on plant sales not knownchallenge flowering corner: 8 participants

Lessons learned: ‘what’s in it for me’ is very importantWorking together is important!visibility

Thank you!

More info available at:www.tov.bewww.erov.be/brandtour

Mieke.belmans@oost-vlaanderen.bebrecht.carels@erov.be