Date post: | 17-Jul-2015 |
Category: |
Travel |
Upload: | toerisme-vlaanderen |
View: | 116 times |
Download: | 1 times |
Presentation: Liesbet Vandebroek
Market: CENTRAL EUROPE
1. The Central European market 2. Description of the market/office 3. Most important actions (past & 2015)
1. The Central European market
Regional managment since 2013:
AUSTRIA SLOVAKIA SWITZERLAND
Searching for cooperations where possible (Czech Republic, Hungary, Poland...)
No offices to stay flexible: Vienna is the hub for actions/administration
1. The Central European market
GDP per capita Austria (2013): 32.164 euro
GDP per capita Switzerland (2013): 57.123euro
GDP per capita Slovakia (2013): 12.111 euro Source: Oxford Economics, TDM
GDP year on year change, real, local currency
4,4%
3,0%
1,8%
0,9%
1,9%
2,9%
0,7% 0,4%
3,0%
1,8%
1,0%
2,0%
0,0%
0,5%
1,0%
1,5%
2,0%
2,5%
3,0%
3,5%
4,0%
4,5%
5,0%
2010 2011 2012 2013
Slovakia
Austria
Switzerland
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
20 Switzerland 21 Switzerland
22 Austria 26 Austria
50 Slovakia 54 Slovakia
Ranking of markets in terms of total outbound travel expenditure (excl transport)
Source: UNWTO
1. The Central European market
1. The Central European market
-
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000
180.000
200.000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Slovakia Austria Switzerland
Source: FDP Economy, GDS
Central European overnight stays in Flanders: 11th, 25th and 40th market
84,8% of Austrians know Flanders in a broad (= heard the name) sense
47,1% of Austrians know Flanders in a strict (= have an imagine of it) sense Source: Toerisme Vlaanderen
54% 22%
6% 18%
Switzerland Brussels
Historic Cities(excl Brussels)Coast
Flemishcountryside
48%
19% 1%
32%
Slovakia
53% 26%
3% 18%
Austria
+72%
+41%
+99%
2. Description of the market/office
Austria
• Good network for already 20 years • More niche actions • Only press/ trade actions • Social media • No campaigns
2. Description of the market/office
SWITZERLAND
• Good network already • Only press/ trade actions • Social media
2. Description of the market/office
Slovakia
• Good network already • Only press/ trade actions • Social media
2. Trends for all markets:
• More online/social media • Last minute bookings • Citytrips are popular, big events, exhibitions • Niche Touroperator/packages
• Concentration of TO´s • Personal contacts are important • Individual Press/trade trips
3. Most important actions
Best practise examples from past:
• „Tip academy“ (e-learning platform together with most important travel trade magazine)
• first famtrips for new markets (CH & SK)
• sweep stakes via radio/tour operator
2015:
• cooperations with important local partners and TO´s (joint promotions, special actions, get together events, famtrips) on all 3 markets
• continuing building up the new markets (Slovakia & Switzerland) – increasing presence afther year 1
• contact to important local partner / sales calls (esp. on the new markets)
• Further increased online presence / esp. social media, new website
Final Remark:
Smooth cooperation between BK´s, Head Office and performers in Flanders
We, the OAs (offices abroad), need your best possible assistance to sell our destination perfectly abroad. It helps us very much if you offer us suggestions of recently important things to show to our trade & press partners (programmes for fam- and presstrips). We can then chose what we think to be the fitting parts for our markets.
The past showed that a good and smooth communication between all those parties helps a lot!
TEAM
• Liesbet VANDEBROEK: Director
• Alex RAAB-FROSTL: trade & marketing
• Susanne GOSCH: press & marketing
• Mia MILOVIC: office managment