Destination presentation: Italy Flanders Connection Brussels, 2 December 2014

Italian economic indicators

- GDP per capita (real 2013): 22.895 euro

1,7%

0,6%

-2,4% -1,8%

1,5%

-0,3%

-4,0%

-2,6%

-5,0%

-4,0%

-3,0%

-2,0%

-1,0%

0,0%

1,0%

2,0%

2010 2011 2012 2013

GDP year on year change, real, local currency

Consumer spending year on year change, real, local currency

Source: Oxford Economics, TDM

The Italian market

Travel market in Italy:

- Number of holidays 2013 vs 2012: -16%

- Number of short holidays 2013 vs 2012: -23%

- Number of holidays abroad 2013 vs 2012: -21%

- Number of overnights for short holidays 2013 vs 2012: -22% Source: Istat

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

6 Italy 8 Italy

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

Source: UNWTO

The Italian market

93,5% of Italians know Flanders in a broad (= heard the name) sense

70,3% of Italians know Flanders in a strict (= have an imagine of it) sense

0

100.000

200.000

300.000

400.000

500.000

600.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

+33%

Italian overnight stays in Flanders: 7th market

Source: FDP Economy, GDS

Source: Toerisme Vlaanderen

The Italian market

80% books on-line - Players in the market:

- Booking.com - Expedia.com - Edreams.com

- Volagratis.it - ...

- Trend: meta search engines are collecting and driving on-line trafic

- Kayak.com - Skyscanner.com - Trivago.com

20% books via travel agencies - 9.000 travel agencies in 2013

- 13.200 in 2009 - -9% of holidays booked in

2013 (-16% whole market)

- Trend: self tour-operating

- No more “pure” resellers - All agencies have licences and

can make packages

- Important market penetration ex. North-East

From the past…

- Interesting co-operations between the industry in Flanders and VisitFlanders Italy:

- Fam trip in co-operation with VOS Travel - Participants appreciate the direct involvement of a partners, the trip has a

stronger focus on conversion

- Sharing of costs

- Guarantee for quality

- Introduction of offers by local DMC’s in trade newsletters - Increase of number of prospects following the newsletter

- Increase of the interest of Italian travel agencies & TO

…To the future

- Opportunities in 2015 - Special joint-promotions focused on beer experiences in Flanders

- Packages will be collected by VF and distributed to the market before summer via a small B2B campaign

- Packages will be distributed in occasion on trade events VF takes part in (workshop Travel Open Day and fair TTG Incontri)

- VF guarantees visibility in the market

- Desiderata: Italian tour leader, good rates, beer experiences

- Fam trips

- 2 group (15 pax max.) fam trips in 2015 focused on heritage and beer

- + stimulation of individual trips to Flanders of travel agents

- VF guarantees quality of the participants, support and visibility

- Desiderata: willingness to invest in the market, sharing of costs

Your partner in Italy

VISITFLANDERS Ente del turismo delle Fiandre P.za S.M. Beltrade 2 20123 Milano www.turismofiandre.it www.facebook.com/turismofiandre www.twitter.com/turismofiandre

DANKUWEL!

Giovanna Sainaghi Director Italy g.sainaghi@turismofiandre.it

Silvia Clarin Trade Manager s.clarin@turismofiandre.it