Promotion of Flanders in Scandinavia

For more than 10 years: office in Copenhagen – promotion of Flanders in Denmark and Sweden (not Norway) until April 2010. From September 2011: Scandinavia Desk in Brussels in charge for promotion of Flanders in Sweden and Denmark. From January 2014 on: Regional Management Scandinavia in Brussels: promotion of Flanders in Denmark, Sweden and Norway.

Promotion of Flanders in Scandinavia 1. Our focus: which markets? 2. Our focus: which people (segments)? 3. Our focus: which products (experiences)? 4. Our actions in 2015 5. What can we do together?

1. Our focus: which markets?

1,4% 1,1%

-0,4%

0,4%

6,3%

3,0%

1,3% 1,5%

0,6% 1,1%

2,8%

0,7%

-1,0%

0,0%

1,0%

2,0%

3,0%

4,0%

5,0%

6,0%

7,0%

2010 2011 2012 2013

Denmark

Sweden

Norway

GDP year on year change, real, local currency

1. Our focus: which markets?

Population (2013) Travel propensity outbound Frequency outbound Outbound trips GDP per capita 2013 (euro)

Sweden 9.555.893 70% 2,2 14.716.075 32.200

Denmark 5.602.628 75% 2,4 10.084.730 32.100

Norway 5.051.275 84% 3,4 14.426.441 49.700

Source: Travel Trend report 2014, Kairos

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

18 Norway 17 Norway

19 Sweden 19 Sweden

24 Denmark 27 Denmark

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

Source: UNWTO

1. Our focus: which markets?

-

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Denmark Sweden Norway

Source: FDP Economy, GDS

Overnight stays in Flanders

-11%

+5%

+16%

55% 27%

1% 17%

Sweden Brussels

Historic Cities(excl Brussels)

Coast

Flemishcountryside

55% 23%

3%

19%

Denmark

64%

19%

3% 14%

Norway

1. Our focus: which markets?

Our focus: • Countries

- Denmark - Sweden - Norway

• Southern Scandinavia - Proximity - Airline connections

Sorry, Finland!

2. Our focus: which people (segments)?

2. Our focus: which people (segments)?

Trip 1 Warm&sunny

Interesting/exciting travel destination

Accessibility (easy and comfortable to get there)

Main attractions/sights

Landscape

Price level for the trip was low

Nature experience

Occasion to visit friends/acquaintances/family

Quality of the accommodation

Cheap food and accommodation on location

Trip 2 Occasion to visit friends/acquaintances/family

Accessibility (easy and comfortable to get there)

Interesting/exciting travel destination

Main attractions/sights

Price level for the trip was low

Warm&sunny

Landscape

Nature experience

Shopping

Cultural offers

The ideal holiday for Scandinavian people:

3. Our focus: which products/experiences?

0%

10%

20%

30%

40%

50%

60%

Scandinavia

Have been 2011-2013

Plan 2014-2016

3. Our focus: which products/experiences?

Flanders and Brussels: associations in Scandinavia

Marketing strategy based on the demand of the market

FOOD

CITIES SHOPPING CYCLING

4. Our actions in 2015

• Press and bloggers • Tourist trade • Consumers

4. Our actions in 2015: press and bloggers

- +/- 20 press and bloggers trips: beer, cycling, fashion, …

- Press contact moments in Scandinavia

- Newsletters

- Group trade trips: beer and cycling

- Group trade trips in co-operation with Brussels Airlines

- Fairs

- Newsletters

- Targeting of niche trade: gastronomy, cycling, beer, …

- Campaigns on Online Travel Agencies websites in cooperation

with hotels and Brussels Airlines

4. Our actions in 2015: trade

- Websites SE DK

- Bloggers’ stories

- Ambassadors

- Social media campaign beer

4. Our actions in 2015: consumers

5. What can we do together?

Introduction Norway: event

- September 2015 – 2 days (dates tbc)

- Cooperation with FIT Norway, SN Brussels Airlines Norway, Embassy

… and partners from Flanders and Brussels

- Invitees: trade (TO’s and travel agents), press, bloggers, …

- Concept: afternoon and evening networking event

- Presentation of our destination and products

- B2B

- Highlight our gastronomy (Flanders Kitchen Rebels), beer

5. What can we do together?

Introduction Norway: event

- Program

- Day 1: flight Brussels - Oslo

- Afternoon: B2B workshop (tables)

- Evening: network event

- Day 2 flight Oslo - Brussels

- Provisional price : € 650 per person, including

- Flights

- 1 night in Oslo

- Participation in workshop and evening event

5. What can we do together?

Actions on beer festivals: Beer Festival Copenhagen (May 2015) + Beer & Whiskey Festival Stockholm (Sept-Oct 2015)

- Booth in cooperation with brewery or importer

of Belgian beers and/or beer tour operator

- Social media action

5. What can we do together?

Actions on beer festivals: Beer Festival Copenhagen (May 2015) + Beer & Whiskey Festival Stockholm (Sept-Oct 2015)

Gastronomic week “Flanders Kitchen Rebels” in Belgian Beer restaurant, including press and trade event

5. What can we do together?

- Actions on cycling event Vätternrundan

- Flanders booth

- Promotion 100 years “De Ronde van Vlaanderen”

- Cooperation with (cycling) incoming tour operators

- Flanders goodie bags

Actions on OTA channels

5. What can we do together?

Actions on OTA channels What? - Joint promotions with SN Brussels Airlines and hotel partners - Banner on website, dedicated newsletter, microsite,

competition Why? Scandinavian booking behaviour when it comes to second (third, fourth) trip: impulsive decision to book ‘deals’ (city trip promotions). Which OTA’s? - Travelocity websites (Lastminute.com) - Travellink - ETI (Goleif, Travelpartner, Supersaver) - Hotels.com, Expedia.com

VISITFLANDERS & RELATED

VISITFLANDERS Scandinavia Desk (Brussels): - Lynn Dauwe / Rogier Van der Spiegel - Stijn Van Houdt

RELATED Rep. Office (Denmark): - Henrik Koch: account director - Pia Sörensen: account manager

-NIET TE GEBRUIKEN / RESERVE