building regional actions for new developments in …...building regional actions for new...
TRANSCRIPT
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
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The diversification of tourism products and services to provide
more customised packages:
Floriculture tradition and tourism
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Floriculture tradition and tourism
1. Context
2. Stakeholders and resources
3. Objectives
4. Actions)
5. Results and lessons learned
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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
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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)
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Objectives
Enhancing the floricultural entrepreneurs by tourist development
and
Revealing tradition and heritage of ornamental growingto enhance tourism in the region
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Actions
1st: ResearchGOAL: to create solid basis for support, entusiasm and development
Strenghts Weaknesses Opportunities Threats Benchmark Trends
Interviews stakeholdersBrainstorm sessionsDesk research
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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
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Actions
Creation of new ‘ floricultural’ tourism products and packages + marketing
More visibility for the floriculture businesses More visitors/consumers
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Actions Creation of branding style for all new products and communication
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Actions
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Actions
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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
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Actions
Beervelde:
Launch map
stand
Events: promotion andcooperation
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Actions
Wetteren: FLOWER CARPET
Events: promotion and cooperation
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Actions Events: guided tours promotion and cooperation
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Actions Events: communication exhibition of Ghent azalea in Castle Laarne
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Actions
Customised Leaflets for ornamental growers and guides
Group visits
Individual visits
Stimulated + facilitated plant nursery visits for tourists,groups and individuals
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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
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Actions Ambassadors: visibility
coasterstourist labeltray azalea
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Actions Enhancing visibility and image of Floriculture in public space
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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
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Actions
Enhancing visibility and image of Floriculture in public space
Mobile parklets
Temporarily
event organisers
Permanently
DIY instructions
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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
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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
