united kingdom and ireland presentation flanders connection 2014

Andrew Daines, Director VISITFLANDERS UK & IRELAND

Economic indicators UK & Ireland

GDP per capita UK (2013): 26.549 euro GDP per capita Ireland (2013): 37.896 euro

Source: Oxford Economics, TDM

2,7%

2,1%

0,5%

1,8%

-0,3%

2,8%

-0,3%

0,2%

-0,5%

0,0%

0,5%

1,0%

1,5%

2,0%

2,5%

3,0%

2010 2011 2012 2013

UK Ireland

GDP year on year change, real, local currency

The Italian 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

25 Ireland 36 Ireland

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

Source: UNWTO

The UK market

79,9% of British know Flanders in a broad (= heard the name) sense

54,9% of British know Flanders in a strict (= have an imagine of it) sense

British overnight stays in Flanders: 3rd market

Source: FDP Economy, GDS

Source: Toerisme Vlaanderen

-

500.000

1.000.000

1.500.000

2.000.000

2.500.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

-

29%

40%

8%

14%

9%

Brussels

Historic Cities (exclBrussels)

Coast

Flemish countryside(excl Westhoek)

Westhoek

Analysis 2014: UK market

- Very strong growth in visitor numbers to the Westhoek (around 30% year-on-year growth)

- Follows growth in visitor numbers in 2013 (around 5% growth across Flanders, strong growth in numbers to Westhoek)

Conclusion: - Great War Centenary is inspiring visitors to the Westhoek, but not at the expense of visitors to the rest of Flanders or Brussels

The Irish market

Irish overnight stays in Flanders: 20th market

Source: FDP Economy, GDS

-

20.000

40.000

60.000

80.000

100.000

120.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

+21%

54% 25%

1% 18%

2% Brussels

Historic Cities (exclBrussels)

Coast

Flemish countryside(excl Westhoek)

Westhoek

Actions 2014: Great War Centenary

- Holiday World Show in Dublin - TravMedia press event in London


- Pop-up poppyfield in Glasgow - Flanders Fields Post in Manchester


- Consumer microsite with Telegraph - World Travel Market 2014 in London

Actions 2014: Belgian Beer

- A Year in Beer - London Craft Beer Festival - Beer journalists, bloggers and

influencers

Actions 2014: Other actions

- ‘Seasonal Flanders’ campaign

Priorities and focus 2015

Great War Centenary

Belgian Beer – Cycling – Art & Heritage


- 30,000th Last Post – collaboration with Brookwood Cemetery, Surrey

- 100th anniversary of Talbot House - Pop-up poppyfield 2015 - Holiday World Show and other activities in Ireland - Flanders House WWI Series for press and trade - Trade fam trip, focusing on operators in Scotland, Ireland and

North of England - Fam trip for the groups market - Support for the schools sector - Consumer activity – joint promotion with carrier - Consumer microsite

Actions 2015: Other activities

- Consumer activity focused on beer - De Koninck Brewery Centre, Antwerp - Consumer event

- Consumer event – joint promotion focused on cycling - Press guide/toolkit to cycling in Flanders

- Rubens in Private – collaboration with Royal Academy - Triennial Bruges