Presentation: Liesbet Vandebroek

Market: CENTRAL EUROPE

1. The Central European market 2. Description of the market/office 3. Most important actions (past & 2015)

1. The Central European market

Regional managment since 2013:

AUSTRIA SLOVAKIA SWITZERLAND

Searching for cooperations where possible (Czech Republic, Hungary, Poland...)

No offices to stay flexible: Vienna is the hub for actions/administration

1. The Central European market

GDP per capita Austria (2013): 32.164 euro

GDP per capita Switzerland (2013): 57.123euro

GDP per capita Slovakia (2013): 12.111 euro Source: Oxford Economics, TDM

GDP year on year change, real, local currency

4,4%

3,0%

1,8%

0,9%

1,9%

2,9%

0,7% 0,4%

3,0%

1,8%

1,0%

2,0%

0,0%

0,5%

1,0%

1,5%

2,0%

2,5%

3,0%

3,5%

4,0%

4,5%

5,0%

2010 2011 2012 2013

Slovakia

Austria

Switzerland

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

20 Switzerland 21 Switzerland

22 Austria 26 Austria

50 Slovakia 54 Slovakia

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

Source: UNWTO

1. The Central European market

1. The Central European market

-

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

180.000

200.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Slovakia Austria Switzerland

Source: FDP Economy, GDS

Central European overnight stays in Flanders: 11th, 25th and 40th market

84,8% of Austrians know Flanders in a broad (= heard the name) sense

47,1% of Austrians know Flanders in a strict (= have an imagine of it) sense Source: Toerisme Vlaanderen

54% 22%

6% 18%

Switzerland Brussels

Historic Cities(excl Brussels)Coast

Flemishcountryside

48%

19% 1%

32%

Slovakia

53% 26%

3% 18%

Austria

+72%

+41%

+99%

2. Description of the market/office

Austria

• Good network for already 20 years • More niche actions • Only press/ trade actions • Social media • No campaigns

2. Description of the market/office

SWITZERLAND

• Good network already • Only press/ trade actions • Social media

2. Description of the market/office

Slovakia

• Good network already • Only press/ trade actions • Social media

2. Trends for all markets:

• More online/social media • Last minute bookings • Citytrips are popular, big events, exhibitions • Niche Touroperator/packages

• Concentration of TO´s • Personal contacts are important • Individual Press/trade trips

FOCUS: Topics „Beer“ and „Gastronomy“

Focus on press trips and trade actions

Focus on Switzerland

3. Most important actions

Best practise examples from past:

• „Tip academy“ (e-learning platform together with most important travel trade magazine)

• first famtrips for new markets (CH & SK)

• sweep stakes via radio/tour operator

2015:

• cooperations with important local partners and TO´s (joint promotions, special actions, get together events, famtrips) on all 3 markets

• continuing building up the new markets (Slovakia & Switzerland) – increasing presence afther year 1

• contact to important local partner / sales calls (esp. on the new markets)

• Further increased online presence / esp. social media, new website

Final Remark:

Smooth cooperation between BK´s, Head Office and performers in Flanders

We, the OAs (offices abroad), need your best possible assistance to sell our destination perfectly abroad. It helps us very much if you offer us suggestions of recently important things to show to our trade & press partners (programmes for fam- and presstrips). We can then chose what we think to be the fitting parts for our markets.

The past showed that a good and smooth communication between all those parties helps a lot!

TEAM

• Liesbet VANDEBROEK: Director

• Alex RAAB-FROSTL: trade & marketing

• Susanne GOSCH: press & marketing

• Mia MILOVIC: office managment