Italian marketGiovanna SainaghiDirector Italy

Evolution total number of outbound trips –Italian market

27.000.000

27.500.000

28.000.000

28.500.000

29.000.000

29.500.000

2011 2012 2013 2014 2015

Italy

Source: Canadean

Evolution of overnight stays in Flanders by Italian market 2011-2015 (hotels + bed & breakfasts*)

Evolution overnight stays in Flanders – Italian market

Number of overnight stays in January-August 2016: 253,653

= -126,890 or -33.3% compared with 2015

*Due to a change in methodology, no trend data are available for the total number of arrivals and overnights. Only trend data on hotels and bed & breakfasts are sufficiently reliable.

0

100.000

200.000

300.000

400.000

500.000

600.000

2011 2012 2013 2014 2015

OVER

NIG

HTS

Italy

Trend 14-15 = -3.5%

Trend 14-15:Brussels Region: -5,8%Flemish Region: +0%

Cultural Traveller in Italy

Project Flemish Masters2018-2020 is a priority

Projects VF Italy

1. SMART GUIDE FLANDERS BY LATITUDES MAGAZINE

What_a library APP dedicated to Flanders will be created by Latitudes Magazine and fed with content (e-books) developed by Latitudes in the years 2017-2020. First e-book was created in 2015: this will be updated in 2017. A communication campaign will launch the e-books.

Who_B2C: Latitudes Mag readers, who are literate and middle-aged (heritage and art lovers).

When_second half of 2017 and beyond.

Offer_1 advertising page in the e-book 2015 (revised). An e-book is a interactive tool, so the advpages have a link to an external web site and they are aimed at increasing the visits to a web site and/or bookings.

Cost_1.500€ per page

Extra_The launch of the APP is scheduled in the second half of 2017 but the content of the e-book will remain available for the whole duration of our co-op with Latitudes Mag, that is until 2020 at least.

Why_To increase your visibility among a selected Italian target.

Projects VF Italy

2. FAIR TTG INCONTRI IN CO-OP WITH NBTC

What_workshop with Flemish and Dutch partners during the fair TTG Incontri.

Who_B2B (travel agencies and tour operators): TTG Incontri is today the most important marketplace in Italy for the tourism industry.

When_October 2017, in Rimini.

Offer_the package includes 2 overnights in Rimini, 1 dinner, dedicated desk at the booth, support by VF for logistics and communication.

Cost_tbd depending on the kind of agreement with TTG Incontri.

Why_To increase the number of business contacts in the Italian market which is progressively going towards a strong de-intermediation, meaning that Italian travel agencies more and more buy services directly at the destination (hotels, DMC’s, …) and not via Italian tour operators, in order to rise their margins and have better control on the quality of the package.