North America

Pre-2016

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

The Canadian market

Canadian overnight stays in Flanders: 16th market

Source: FDP Economy, GDS

North America

Present and Future

ChallengesOpportunities

BrandingPartnerships

Challenges on North American Market for Flanders

- 2016 was the beginning of a VUCA era

- 2016 saw rising travel cost

- Need to boost our brand and rebrand

- B2B/ Projects approach through partnerships

- B2C through proactive targeted messages and partnerships

Shape the message and play offense

2016 BOOKING AND DIRECT ARRIVAL DATA NORTH AMERICA

• Tickets issued (January – October): 127,426 -> • Arrivals (January to October): 125,271 -> - 14.5%• Trending:

BookingsArrivalsSource: own analysis based on ARC data

2016/2017 ARRIVALS/TRENDS FOR NORTH AMERICA

• Direct Arrivals to BRU (January to October): - 14.5%• Overall USA arrivals (Jan – Aug): - 25.9%Americans are less likely to include Flanders/Belgium in theirPan-European vacation

2017 outlook:• Might see an increase in “Canadian” travelers as some Americans are trying to disguise their nationality(Trump effect)

• ”Make America great again” will lead to an increased focuson domestic issues, including travel

2nd Challenge: Travel Cost

STRONGER TOGETHER FOR THE CULTURAL TRAVELER

Opportunities

HOUSE OF FLANDERS - BELGIUM

Flemish Masters

Gastronomy Belgian Beer

Chocolates

Cycling

Fashion

ArtHeritage

WWI

Architecture

History

Festivals

Comics

Take away building block and structure becomes shaky. Take away more and whole house comes crumbling down.

Targeting marketing depending on audience to create an entrance into the house.

North America market with high interest in cultural trips and limited knowledge of Flemish Masters -> Opportunities with Travel agents and tour

operators

First phase work on brand awareness,

Later phases on conversion, and creation ofValue proposition

ACTION PLAN 2017 – FLEMISH MASTERS/Cultural traveler Trade

MICE

GENERAL TARGET GROUPS:

- ASSOCIATIONS

- EVENT AGENCIES

- INCENTIVE HOUSES/CORPORATIONS: renewed focus on corporates,

most affected by the current economic and political climate

2017 Create a valid commercial Flemish Masters offer - MICE

stimulate event planners and incomings to create commercial cultural

tours/products to be promoted for MICE

Incomings and event-planners will be asked to jointly create a Flemish

Masters offer specific for MICE purposes.

Extra Flemish Masters incentives will be made available for international

biddings.

North America: Promote Flemish Masters tours via MICE-newsletters, sales

calls, fairs & workshops, new partnerships

PROJECTS

Flemish MastersFlanders for foodiesFlanders is a festivalWWI

Work with well branded partners&

Integrate in partner workshop/events/fairs/…

MEDIABased on focus group results actions in 2016:

- Concrete social media results.

- FB from 8.000 to 588.000 - TW from 4.000 to 190.000

- More than 4M Video views

- Targeted online campaigns for branding and conversions.

- Traditional media: The New York Times, Nat Geo TV, Washington Post,

Billboard, Yahoo,

- Based on research, we will react to requests for fam trips and only work

proactively for specific VIP actions.

- Increasing our online presence: New landing page for practical info.

- Continue to add partners for brand recognition and overall reputation.

- Take advantage of other destinations investing their multimillion budgets

on traditional media, while we catch their audiences online.

CONCLUSIONS

New Branding Approach

Branding partnership with all Belgian government

entities and partners,

Specific VISITFLANDERS actions

- 1. Proactive TARGETED storytelling

- 2. Bookable Offer

- 3. Partnering

Flemish Masters

Gastronomy Belgian Beer

Chocolates

Cycling

Fashion

ArtHeritage

WWI

Architecture

History

Festivals

Comics

1. Proactive TARGETED storytelling

2. Bookable Offer

Create Bookable Offer and translate story into action.

Take this offer to partners

And

Throughout entire outreach we will continue to brand ourselves

and enhance brand value through partnering.

First priority: work with existing partners to craft a cooperation program e.g. UA, Delta, SN

Looking for new partners that will give us an added brand value and better value for money proposition e.g. alumni travel, museum travel, low cost carriers, other destinations

Long term partnerships with consortia e.g. Virtuoso, Signature, USTOA and memberships of Cvent, PCMA, ASAE, IGLTA, Amex

3. Partnering

Budget proposals and business plan for enhancing brand value and creating new partnerships have been asked of consultants.

Long-term Partnerships envisioned for 2017 and

beyond (will have to be sustained till at least 2019)

Proposal for a three thronged parallel campaign:

-Virtuoso preparation for 2018 Chairman’s event:

- ROI: Estimate +10% sales or +/- USD 2.4 million at current

projection/ year or USD 12 million over 5 years.

-Academic/ cultural travel partnerships with preferred TO's and

outreach to alumni organizations and museums

- ROI: +50% new arrivals in this field

-Brand image campaign

- ROI: change perception from “terrorist hotbed” to attractive “old

European charm” to re claim lost arrivals of 2016 and attract new

ones.

CONCLUSIONS

Contacts for Partnership opportunities

MICE contact Brecht Putman, MICE Manager

Phone + 1 646 4487 160

Email: Brecht.Putman@visitflanders.com

Opportunities:

-Site Inspections

-FAM trips

-Trade Shows & Workshops

-Webinar

-Lead Generation

-Sales Calls

-Value Proposition

Trade contact Marco Frank, Trade Manager

Phone + 1 646 448 7164

Email: Marco.Frank@visitflanders.com

Opportunities:

-Newsletters

-FAM trips

-Coop

-Webinars

-Lead Generation

-Sales Calls

-Value Proposition

Media contact Marcos Stupenengo, Media Manager

- Phone: 212-584-2336- Marcos.stupenengo@visitflanders.com

Opportunities:

- New initiatives

- Social media campaigns

- FAM Trips

- Press releases

- Online content

Special programs contact Wimke Nijs,

Program and Business Manager

Phone + 1 212 584 2336

Email: Wimke.Nijs@visitflanders.com

Opportunities for cities/museums/chefs/…: Marketing projects

- Flemish Masters

- WWI

- Flanders for foodies

- Flanders is a festival

THANK YOU

Line VrevenDirector North America

Brecht Putman, MICE ManagerMarco Frank, Trade Manager

Marcos Stupenengo, Media Manager Wimke Nijs, Program and Business Manager

North America OfficeVISITFLANDERS