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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
Actions 2014: Great War Centenary
- Pop-up poppyfield in Glasgow - Flanders Fields Post in Manchester
Actions 2014: Great War Centenary
- 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
Actions 2015: Great War Centenary
- 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
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