FLANDERS CONNECTION 2014 - FRANCE

1. The French market 2. Example Joint Promotion Trade 3. Focus 2015 / Rue de la Flandre

French economic indicators

↘ President Hollande’s popularity : 13%

GDP per capita (real 2013): 27.568 euro Source: Oxford Economics, TDM

The French market

Ranking 2009 Ranking 2013

1 Germany 1 China

2 United States of America 2 United States of America

3 United Kingdom 3 Germany

4 China 4 Russian Federation

5 France 5 United Kingdom

6 France

Ranking of markets in terms of total outbound travel expenditure (excl transport)

Source: UNWTO

The French market

93,4% of French know Flanders in a broad (= heard the name) sense

74,6% of French know Flanders in a strict (= have an imagine of it) sense

French overnight stays in Flanders: 2nd market

Source: FDP Economy, GDS

Source: Toerisme Vlaanderen

0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

43%

18%

15%

24%

Brussels

Historic Cities

Coast

Flemishcountryside

+32%

The French market

Vlaanderen as a LOVEmark in France a ‘small country’ with a ‘rich experience’ art&culture, authenticity and quality-time a good meal & drink, visit a museum, go out, but also: trendy Flanders : fashion, design, shopping a safe destination, nearby, easy to reach, but still different from France Flanders is HYPE. a short stay in Flanders is a 3rd or 4th holiday (3 days/2 nights). Flanders competes with lowcost-destinations.

Trade action example

At this very moment, a joint promotion with Weekendesk, in the form of a Facebook Ads campaign, is promoting their offer through the different Christmas markets of our cities :

Visibility to a wide targeted audience + Call to Action !

Trade action in negociation for 2015

Voyages-sncf.com is by far the leading OTA in France, specialised in railway transportation but also providing hotels, city cards, ... They are currently working with Germany, but we are working on being their next partner.

Focus 2015 FRANCE

↗ awareness of Flanders ↗ number of arrivals

Flanders has to be ‘top of mind’ through a high quality offer

Follow, advise, influence individual TOs + OTAs for their Trade-programs.

In France we mainly promote the cities through the productlines. Brussels remains the gateway to Flanders (>800.000 overnights).

The need for experience and lifestyle of the potential visitor are the focus of our attention (≠push Flanders as a set of tourist attractions).

Focus 2015 FRANCE

Market segments and target groups

Paris/IDF, North of France. Thalys is a logical partner (35%) ; Brussels Airlines offers opportunities.

The campaign ‘Les Flamands Osent’ aims at a public looking for quality and originality.

CSP+ (++), ‘young’(45 yr), higher educated (25% BAC+4) and higher income (biggest spenders : 174€/night).

Reasons to go : fame of the cities, vast offer, art & cultural heritage, AND gastronomy.

Focus 2015 FRANCE

WHERE WHAT

WW1 Westhoek + Steden Lepoint.fr + Presstrips

Trade : mailing schools

BIER ALL Presstrips ifv opening De Koninck/…

Event 'Vlaamse Straat'

Trade : Paris Beer Week

FASHION Antwerpen + Brussel Presstrips ifv actualiteit

Shopping

GASTRONOMIE ALL Event 'Vlaamse Straat'

ARTS Brugge URB EGG + handmade

Trade : Famtrip

Antwerpen Rubens

Trade : Young (This is Antwerp)

Brussel Contemporary art/ WIELS

Gent Lightfestival / Lam Gods

Trade : Floralies

Mechelen Contour

Trade : schools (Carillon)

Leuven Beer

CYCLING ALL Event 'Vlaamse Straat'

MICE Kunststeden (4+2) Famtrip + Event

FRANCE, FLANDERS and BEER

25% of the French associate Flanders with beer

The French are the biggest spenders in Flanders : 174€/day

France is the major importer of Belgian beer in the world

FRANCE, FLANDERS and BEER

FRANCE, FLANDERS and BEER

The Flemish dare to… … open a spot in Paris

FRANCE, FLANDERS and BEER

FRANCE, FLANDERS and BEER

The Flemish dare to…

… occupy a street in Paris! 1 - 11 July 2015

FRANCE, FLANDERS and BEER

What is the match between a preview of an art or design exhibition discovery of a destination break during a festival roadside during a bicycle race tasting bar ?

BEER, of course!

FRANCE, FLANDERS and BEER

FRANCE, FLANDERS and BEER

BtoB opportunities

- Take advantage of the buzz around the event to invite our professional contacts

- Travel Agencies, Tour Operators, Event Agencies, Specialised Press …

- Organization of a Workshop with our Flemish Partners : Hotels, Museums, Cities, Breweries, Congress Bureaus, DMCs, PCOs …

- Networking event in the evening … Around a beer of course ! WORK IN PROGRESS

FRANCE, FLANDERS and BEER

FRANCE, FLANDERS and BEER

THANK YOU FOR YOUR ATTENTION !