The Most Efficient Tool to Reach the Belgian Tourism Market
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THE MOST EFFICIENT TOOL TO REACH THE BELGIAN TOURISM MARKET 2 5 February 2017 WHY, at A TIME WHEN THE VIRTUAL REIGNS, IS THE FAIR AN INDISPENSABLE MARKETING ACTION? THE HOLIDAY FaIR IS THE BIGGEST NATIONAL TOURISM FAIR IN Because Belgium has a trade fair culture BELGIUM AND A MEETING PlacE FOR ALL TRavEL ENTHUSIasts In 2016, the Holiday Fair and its new associate, the Sports SEEKING DESTInatIONS, INSPIRatION AND DREAMS. FOR 4 DAYS, Fair welcomed more than 117,000 visitors in 5 days, whilst THROUGH 4 EXHIBITION HALLS ON MORE THAN 40,000 SQ.M, 60% of people purchase their holidays on the Internet. THEY can MEET MORE THAN 800 EXHIBITORS FROM EXPERTS Olivier Dumelie, Director of the Holiday and Sports Fair. (YOU!) WHO WILL ENABLE THEM TO TOUCH, tastE, SEE AND FEEL… Batibouw attracted 302,000 visitors this year. The exhibitors THE HOLIDAY FORmula OR DESTInatION TO DRaw CLOSE from the construction sector, all of whom were on hand, TO A LIVE EXPERIENCE. generate 30% of their turnover at the fair. Jan Jughmans, general manager, Batibouw. This year once again, 145,000 of the 500,000 cars sold THE HOLIDAY FAIR annually were sold at the Motor Show, i.e. more than one in BY OUR EXHIBITORS four. Pierre Lalmand, general manager, Motor Show. Because the fair is a fully-fledged partner of the Internet The fair accounts for a high conversion rate of our annual sales every year, even though they materialise Whereas the Internet dominates the sector in terms of subsequently through one of our local agencies. #Leen purchasing behaviour (60% of reservations are made online), #happy tour operator @Brussels Holiday Fair 2016 the fair experience retains its rightful place – as attested to by 117,000 visitors in 2016. The two approaches are complementary in a trend confirmed The scope of the fair is such as to stir considerable by current events: Amazon, the e-commerce giant, has media hype. I was able to meet two TV stations and just opened its first bookshop in Seattle, and dozens of several journalists… plus hundreds of visitors who other e-commerce entities have followed suit by opening wanted to confirm their choices with us, before “permanent” outlets. The aim is to improve the experience finalising their order. Statistics show Belgians to be good customers, who spend more on holidays than all for their customers by enabling them to touch, see, and feel other Europeans, in fact. #Olivier #Exhibitor @France the products. That is the challenge of the fair which wants to give visitors an opportunity to experiment with the product through their five senses. We can really show our added value to the customer at the fair compared with the Internet. I had a customer Because the fair is a quantifiable medium come to see me who had planned his trip to the Ameri- can west, down to a visit of the Golden Gate Bridge. With more than 50 years of experience in organising fairs, Fisa I was able to remind him that he had to choose another has developed appropriate tools to maximize your return on season, because the time he was planning to go, investment (ROI). We help you identify the specific targets to the view is obstructed by fog. #Bart #East Coast @US reach among a list of 21 objectives and the measures needed to gauge and attain them (booth, team, etc.). We organised a competition on the fair’s website where the winner would get a week’s trip to Japan. The result was fantastic: 3200 respondents filed the participation form at the Japan booth. A resounding success! #Japan #country of honour @Brussels Holiday Fair 2016 THE BELGIAN MARKET IN FIGURES 78% travelling 15 13.884.000 in Europe 12 8.320.000 29,9% in Belgium 9 5.564.000 6 70,1% 3 abroad 22% OR MORE OR Intercontinental NIGHTS NIGHTS 1 OR MORE NIGHTS MORE OR 1 4 1-3 0 Duration Destinations Of the 13,884,000 trips per year by Belgians, 29.9% (4.15 million) of all holidays taken by Belgians in a year 8.320.00 are long holidays are spent in Belgium, and 70.1% abroad. 78% are taken in Europe and 5,564,000 short holidays. and 22% in intercontinental destinations. 6% by coach THE HOLIDAY FAIR VIEWED 34% 0,65 million 4% by plane by train BY OUR VISITORS 3,55 million 0,85 million After years of taking holidays in a club, we wanted to discover other formulas. We are attracted by new forms of caravan park holidays, whereas I had previously excluded this option. By discovering the 56% by car arrangement of camping and sanitary facilities, we realised that the 8,72 million caravan is far more comfortable nowadays than we had thought. Sophie and Pierre, 46 years old @Marche Transports 34% of all travel by Belgians is by plane (3.55 million), 6% by coach (0.65 million), 4% by train (0.85 million), My new partner and I took 5 children in all on holiday. My meeting and 56% by car (8.72 million). with tour operators convinced me of the formula: thanks to the fair, we were offered incredible conditions. Furthermore, meeting a specialist face to face, who was able to put together an offer from all the ideas we had gathered at the fair, guaranteed us a holiday with complete peace of mind. Stefaan #reconstituted family @ €9 billion for all travel Steenokkerzeel We are a group of seven young people and are preparing our trip to Asia. We came to the fair to confirm our points of view and above all to speak to people from the country… real experts. They gave me tips I would never have thought of. #Axel #band #young @Leuven Expenses I really appreciated my visit to the fair, which I saw as a real moment Belgians spend €9 billion for all travel, of relaxation and meeting with people of quality from every corner for an average of €650 / trip. of the world in a holiday atmosphere. I come back every year, on Thursday, which is more quiet. This time, I found a magical place in Belgium to bring my grandchildren at one hour and a half from Source : WES & ABTO (2014) the house. Thanks to the ever so present checks I felt safe because everybody was searched, although there were no queues at the entrance. Annick, 62 years old @Ostende OUR STRONG POINTS IN 2017 A 4-DAY FAIR 2 Themes 2 New villages Sharing & Living experience CITYTRIPS WEDDING NATURE CAMPING SHARE YOUR & HONEYMOON & DISCOVERY & CARAVANNING TRAVEL EXPERIENCES THE 2016 FAIR IN FIGURES VISITOR PROFILES NatIONAL MEDIA CAMPAIGN 49% 51% 210,000 16,000 Gender Women Men Social Newsletter subscribers Likes on Facebook 60% 23% 17% 136,000 580,000 Geography Flanders Wallonia Brussels Website Unique visitors Visited pages 56% 44% Radio 500,000 Language Dutch-speaking French-speaking Newsletter Bel RTL, Classic 21, Distributed magazines Contact FR, Nostalgie, 21% 31% 48% Vivacité, MNM, Radio 2, Age - 30 30 - 50 + 50 Studio Brussel 800 exhibitors 50 destinations CONTACT US T : +32 (0)2 663 14 29 E : [email protected] 13,500 sq.m 10,000 sq.m 4 5 6 7 Early Bird Rate Sign up before 30 April 2016 and get a reduction of € 10/sq.m. 10,000 sq.m 10,000 sq.m Your admission application is appended. 117,000 visitors 40,000 sq.m www.brusselsholidayfair.eu.