Flanders Connection 2014 – The Netherlands 1. Description of the market/Facts & figures 2. Focus 2015 3. Some of the actions to illustrate

Dutch economic indicators

GDP per capita (real 2013): 32.323 euro

Source: Oxford Economics, TDM

1,5%

1,0%

-1,3%

-0,8%

0,3%

-1,1%

-1,6%

-2,1% -2,50%

-2,00%

-1,50%

-1,00%

-0,50%

0,00%

0,50%

1,00%

1,50%

2,00%

2010 2011 2012 2013

GDP year on year change, real, local currency

Consumer spending year on year change, real, local currency

The Dutch market

Source: CVO

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

10 Netherlands 16 Netherlands

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

Source: UNWTO

• 2013: 35,6 mio holidays (-3,2% compared with 2012) • Domestic/Abroad: around 50/50 • 36% shortbreaks (-7,5% compared with 2012) • Holidayparticipation 81% (lowest level since 2007) • Belgium on 3

The Dutch market

98,3% of Dutch know Flanders in a broad (= heard the name) sense

85,5% of Dutch know Flanders in a strict (= have an image of it) sense

Dutch overnight stays in Flanders: 1st market

Source: FDP Economy, GDS

Source: Toerisme Vlaanderen

0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

3.000.000

3.500.000

4.000.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

10%

31%

11%

48%

Brussels

Historic Cities(excl Brussels)

Coast

Flemishcountryside

-11%

The Dutch market

Dutch arrivals in Flanders: 1st market

Source: FDP Economy, GDS

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

1.600.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

+8%

14%

42% 8%

36%

Brussels

Historic Cities(excl Brussels)

Coast

Flemishcountryside

2. Focus 2015 • Individual D²MC’s (cities a.o. as a brand), also thematically • All year long (promotion peaks March/April and September/October) • The Netherlands as a whole, focus on the provinces North- Holland, South-Holland, Utrecht, Gelderland and Limburg • Conversion • Conversation/shareable content • Retention • Acquisition • Free publicity • Joint promotions • ‘Events‘ (one-off or yearly) • Other (actual) suggestions/starting points • Beer experiences • ‘IC Brussels’ 16x/day from Amsterdam!

Example joint promotion trade: Lekker naar Vlaanderen • 1 message, 1 look & feel (baseline/label/content) • 5 operators + Visit Flanders • Maximum visibility, recognizability/familiarity, impact, conversion • Same campaign period (spring & autumn) • D²MC’s, focus on the cities • Focus on the good life (eating & drinking) • Ambassadors, stories • A lot of different actions by all the partners individually • Example clip kick off campaign March https://www.youtube.com/watch?v=1QxXotitIjE

3. Some of the actions to illustrate … • Press releases, -flashes, -mailings (customized/tailor-made), ditto for trade • Individual press trips (D²MC’s) and group press trips (mainly round events) • Networking/provide personal information/prospection

(press & trade) • Press award, blog award, press workshop (ANTOR), trade award, … • Social media (press, trade, consumers)

• Joint promotions (individual D²MC’s), TO-campaign ‘Lekker naar Vlaanderen’ • E-travel training • Actions ‘IC Brussels’

• MICE-messages (customized/tailor-made) and -flashes

THANK YOU