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
# 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.
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
VISITFLANDERS
TRAVELER DESTINATION
TOUR OPERATOR TRAVEL AGENCY
MICE PRESS
VISITFLANDERS - THE CENTRAL HUB
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