NORTH AMERICA OFFICE STRATEGY FOR 2015

Key Data and Trends North America

Norht American economic indicators

GDP per capita USA (2013): 52.989 dollar

GDP per capita Canada (2013): 51.717 dollar

Source: Oxford Economics, TDM

GDP year on year change, real, local currency

3,4%

2,5%

1,7% 2,0%

2,5%

1,8%

2,8%

1,9%

0,0%

0,5%

1,0%

1,5%

2,0%

2,5%

3,0%

3,5%

4,0%

2010 2011 2012 2013

Canada USA

The North American market

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

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

8 Canada 7 Canada

Source: UNWTO

The US market

52,4% of Americans know Flanders in a broad (= heard the name) sense

30,0% of Americans know Flanders in a strict (= have an imagine of it) sense

American overnight stays in Flanders: 5th market

Source: FDP Economy, GDS

Source: Toerisme Vlaanderen

0

100.000

200.000

300.000

400.000

500.000

600.000

700.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

+16%

55% 32%

1% 12% Brussels

Historic Cities(excl Brussels)

Coast

Flemishcountryside

The Canadian market

Canadian overnight stays in Flanders: 16th market

Source: FDP Economy, GDS

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

+38%

58% 29%

1% 12% Brussels

Historic Cities(excl Brussels)

Coast

Flemishcountryside

The North American market

45%

42%

13%

USA

Leisure

Congress, conferenceand seminar

Other business

Overnight stays in Flanders 2013 by motive

Source: FDP Economy, GDS

58%

32%

10%

Canada

NORTH AMERICA OFFICE ACTION PLAN

# We Are State of the Art Magic...

Marketing Strategy on a shoe string budget

Maximum ROI

Limited Investment

North America

Not a mass market B2C strategy:

• US market = 300 + million consumers

• Canadian market = 35+ million consumers

Geographically dispersed/fragmented market:

• 56 metered media markets, in total 210 overall

• Impossible to reach consumers at a minimum effective strategy (MEF)

HIGHLY TARGETED B2B STRATEGY TO REACH TARGET SEGMENTS

LEVERAGE COMMUNICATION OF BUSINESS PARTNERS -> B2B2C

Traveler profile and action for North America

• Seeking more authentic and self-fulfilling experience.

• Aspirational destination.

• Set of tourism products/experiences.

• Online/digital and mobile technology, online advertising and social media marketing.

• Availability of different components of the destination.

Flanders

State of the Art

Focus: Gastronomy Art & Architecture Cycling Fashion WWI

WWI Event Canada TORONTO 4TH AUGUST 2014

Target

Markets

USA:

English

Spanish

Canada:

English

French

Target:

“Golden

Traveler”

4 F’s: Food

Fun

Festival

Fashion

Resulting in:

Fabulous,

Free

Friendly

Festive

2 H’s: Heritage

History

Resulting in:

Heartfelt

Hope

Meetings

&

Incentives

Continued focus on:

Corporations

Incentives

Increased focus on:

Associations

Canadian Market

Approach

Focus on one-to-one activities

B2B workshops, sales calls, networking

PR, direct marketing, fams-sites

SOCIALMEDIA EVOLUTION FROM JUNE 2014 TO DECEMBER 2014

VISITFLANDERS

TRAVELER DESTINATION

TOUR OPERATOR TRAVEL AGENCY

MICE PRESS

VISITFLANDERS - THE CENTRAL HUB

THANK YOU

Line Vreven Director, Regional Manager

Brecht Putman, MICE Manager Marcos Stupenengo, Press Manager

Marco Frank, Trade Manager Wimke Nijs, Office and Project Manager

North America Office

VISITFLANDERS