Agenda

1. Region Asia 2. Action plan 2015 3. Highlights 4. Opportunities in the Target Market 5. Opportunities in Flanders

Region Asia – Team Asia

Brussels

Tokyo Beijing

New Dehli

Mumbai

Malaysia | Singapore

Asian GDP growth 2009-2013

Source: Oxford Economics, TDM

40%

30% 29% 27%

20% 18%

16%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

China Singapore India Indonesia Taiwan Thailand South-Korea Japan

The Asian markets

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

Source: UNWTO

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

7 Japan 11 Singapore

15 Singapore 12 Japan

16 Hong Kong 13 South-Korea

17 South-Korea 15 Hong Kong

23 India 22 Taiwan

27 Taiwan 23 Malaysia

30 Malaysia 24 India

32 Indonesia 30 Indonesia

36 Thailand 31 Thailand

The Asian markets

Asian overnight stays in Flanders

Source: FDP Economy, GDS

Source: Toerisme Vlaanderen

79,5% of Japanese know Flanders in a broad (= heard the name) sense

56,2% of Chinese know Flanders in a broad (= heard the name) sense

52,3% of Indian know Flanders in a broad (= heard the name) sense

-

50.000

100.000

150.000

200.000

250.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Japan

China

India

-9%

+76%

+35%

The Asian markets

Asian overnight stays in Flanders

Source: FDP Economy, GDS

-

5.000

10.000

15.000

20.000

25.000

30.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

South-Korea Malaysia Singapore Thailand Taiwan Indonesia

+33%

+217%

+202%

+74%

+162%

+92%

Region Asia – Regional Management

- a strategically-flexible tactical instrument that allows us to capitalize opportunities in the market, thére where the market is and the opportunity is greatest

- a borderless model that allows the (limited) human and financial resources to be allocated as efficiently as possible

- a netwerk organization that weaves regional partnerships and communciates and acts in a coordinated way (f.i. Asian tender, beer campaign)

- a dynamic team that interacts constructively and flexibly ventures out across the region (from Japan to Korea, from India to Indonesia, from China to Thailand, etc…)

Region Asia – Market Selection

- a market is nót a country

- but mainly the metropolitan areas in the region

- where:

1) economic welfare is high (purchasing power),

2) a high concentration of travel flows is observed (key outbund cities, with a.o. a high density of flights, large outbound tour operators, etc.)

3) a powerful partnership-model can be realised (media, trade, airlines, European DMOs, Flemish and federal partners, enz...)

4) a multiplier effect can be achieved across target audiences and markets (f.i. actions in Singapore as a travel-hub have an impact on the entire South-East Asian region)

Region Asia – Market Selection

- focus on: - China (Beijing, Shanghai, Guangzhou, Chengdu, Chongqing, Shenzhen)

- India (New Dehli, Mumbai, Chennai) - Indonesia (Jakarta) - Japan (Tokyo, Osaka, Nagoya, Fukuoka)

- Singapore (Singapore) - Taiwan (Taipei) - Thailand (Bangkok)

- South-Korea (Seoul)

- pan-regional actions - beer-campaign - airline alliances (KLM, Emirates)

- consumer-interaction (on-line, events)

Internet connectivity as an alternative parameter for:

a) market development (Internet penetration)

b) purchasing power (Internet connection, appliances)

BEIJING SHANGHAI GUANGZHOU

SEOUL

JAPAN

BANGKOK

SINGAPORE

TAIPEI

JAKARTA

NEW DEHLI MUMBAI CHENNAI

Region Asia – Market Selection

Action Plan 2015

- action plan action plans: - 1 plan for the entire region

- flexible budgets and staff mobility in function of market evolutions and opportunities

- well-targeted press / trade actions and (indirect) consumer promotion - grafted on the “core brand value”: cutting-edge craftsmanship

- focussed on the “unique selling points” of the destination - with broad (and culturally-adapted) attention to the product lines - synchronous with (relevant) events in Flanders

- different operational modes: - a locally incorporated office in China - an alliance with NBTC in Japan - a commercial representative for Asia, based in India

- coordinated from the “nerve centre” in Singapore | Malaysia - in permanent dialogue with the regional coordinator in Belgium

Action Plan 2015

- Destination Flanders in Asia:

- not a mono-destination, but a part-of-Europe destination – and hence in competition in the first place with other continents (Asia, Oceania, America), but also with other European destinations

- complementary to other European destinations (on a mostly European itinerary) – creating opportunities for aligned marketing efforts with other nearby destinations

- historical (art)cities that each have a distinguished character, but which do not represent a unique offering and which are not (perceived as) exclusive – with major competition on a European scale

- historical (art)cities and B2MCs that tógether constistute the Flemish product and determine the appeal of destination Flanders

- a product offering that is strengthened and enriched by the consistent and uniform brand-positioning of “Flanders – State of the Art”

Action Plan 2015

Flanders in Asia is…

FAMILY FUN

ROMANCE

HIP & TRENDY

DESIGN

FASHION

CHOCOLATE

BEER

MORE BEER CULTURE

ART

STATE OF THE ART

AR(T)CHITECTURE SHOPPING

PERSONALITY

NATURE

CULMINATION OF EUROPEAN CULTURE(S)

COMICS GASTRONOMY

LIVING HISTORY

Action Plan 2015

POSITIONING: European capital; capital of comic strip; classical highlights with Grand Place, Manneken Pis, Atomium… As the city is fairly regularly included in European itineraries, the main objective should lie in extending travellers' stay. Particularly for aspiring MICE and business travellers, Brussels is a relevant point of entry. Brussels is also promoted as a convenient logistic hub from where to venture to other Flemish cities - or beyond to explore other European destinations.

PROMOTION: comics (Comic Strip Museum, comic walls, comic shops), fashion, gastronomy, chocolate, beer - but also business, meetings, diplomacy, Eurocracy (business travel and MICE)

Action Plan 2015

POSITIONING: the city where "personality" is put into fashion; more fashion capital than Paris, London or Milan; global trade centre for diamonds; shopping; trendy, hip and hot - a place to see and be seen... The appeal for Antwerp in Asia lies in its reputation as a city for fashionistas with an attitude! While Antwerp diamonds enjoy a very high reputation, there is regretfully not (yet) a real product offering for travellers to experience. It is the overall image of trendiness that appeals to Asian tourists – who will not hesitate to splash out on design and jewellery while looking for something to indulge themselves or others.

PROMOTION: fashion (MoMu, designer boutiques, shopping), diamonds, gastronomy, beer, art & culture (Rubens, cathedral, SMAK)

Action Plan 2015

POSITIONING: unbelievably romantic; travelling through time; chocolate to your heart's content; the anachronism of car-free travel in the historical centre; exploring the city from a boat; a picture come to life; an entire city that is Unesco World Heritage... Bruges holds a surprise for the Asian traveller: they don't know what to expect – and Bruges ultimately exceeds even their wildest expectations. Classical highlights, a boat trip, the beguinage... and if possible thematic tours focussed on chocolate: a workshop at Choco-Story and chocolate dinner at Maximiliaan, for instance. Potential for honeymooning and wedding travel.

PROMOTION: history, art & culture (Groeninge museum, lace), chocolate (Choco Story, chocolate dinner, chocolatiers), beer (Halve Maan)

Action Plan 2015

POSITIONING: Belgium's best kept secret; the place we don't want to talk about for fear all travellers go there; the perfect blend between youthfully dynamic and historical gradeur; culture and music; light; Gentse Feesten; Unesco Creative City of Music... Ghent is maybe not (yet) a classic (will it ever be?) addition to itineraries, but the potential is vast and the opportunities enormous. It may take time for Asian travellers to discover Ghent – but for those who learn about Ghent, there is a strong sense of longing...

PROMOTION: history, design (design museum), gastronomy (waterzooi, jenever at Druppelkot), beer (Gruut), music (Gentse Feesten), art & culture (Adoration of the Mystic Lamb, SMAK)

Action Plan 2015

POSITIONING: academic centre of excellence, one of the oldest universities in the world; the largest beer brewer in the world; student life; close to Brussels. Less relevant for the Asian market at this stage, but the reputation of Leuven is good – and the huge international student population a great channel for word-of-mouth!

PROMOTION: history, beer (AB Inbev), academics

Action Plan 2015

POSITIONING: only for specific interests.

PROMOTION: history, beer (Anker), carillion, tapestry

Action Plan 2015

POSITIONING: live life like our ancestors; where time stood still; experience history with all your senses; nature reserve; a museum that's not a museum, in the footsteps of Breughel, the story of “A Dog of Flanders”... Bokrijk appeals to Asian family travellers (Indians excepted), for all the obvious reasons, and not in the least because Bokrijk offers very appealing packages to tour operators, combined with a very friendly and welcoming service.

PROMOTION: history, nature, culture (Breughel) experience (!) (baking bread, school, pictures in ancient clothes, horse & carriage, ancient games,...)

Action Plan 2015

POSITIONING: shopping, shopping, shopping! Big brands at even bigger discounts. Great value added for tour operators; entirely aware of Asian commercial requirements (discounts, commissions, incentives,…).

PROMOTION: fashion (shopping)

Action Plan 2015

POSITIONING: a place to remember… a message of peace for all…

PROMOTION: In Flanders Fields Museum, war memorials and cemeteries, Last Post in Ypres; an ideal day trip from Bruges or Ghent

- Pan-regional beer campaign:

- 4 anchor points, i.e. China, India, Japan and Singapore

- promotional events in the target markets

- press and trade trips to Flanders

- cooperation with partners in the target markets and in Flanders

- yearlong

- thematically specific partners, attractions, events

Highlights

- Roadshow Tokyo-Beijing:

- possibly parallel with ministerial mission

- levearge exposure from Magritte exhibition in Tokyo

- professionally supported sales calls in Tokyo

- intensive workshop and table talks in Beijing

- possibility to extend to other Chinese cities (at request | own expense)

- ideal platform for networking en business pitch

- May – June

- Brussels, historical (art)cities, B2MC

Highlights

- OTR India for a guided entry into the Indian market and levarging promotion of Bruges through the recent release of the Peekay film (January | Bruges, historical (art)cities, B2MC)

- Sales mission with opportunity to team up in Indonesia, Taiwan, Thailand, South-Korea (t.b.c.)

- Support of the Asia-network for sales-initiatives in the market (f.i. sales calls) (on demand)

Opportunities in the Target Market

- NATAS Business Mission | Singapore: netwerking workshop (Antwerp) with already more than 30 participants (t.b.c.)

- Networking opportunities during fam trips of local partners to Flanders (China, Japan, India, South-Korea)

Opportunities in Flanders