strategic plan 2016
Strategic Memorandum
With the Sixth State Reform and twenty- General overview five years after it was created, the Brussels- Currently the number of overnight stays in the Brussels- Capital Region has acquired powers related Capital Region amounts approximately seven million a to tourism. Essential powers for developing year. We have observed an increase in this figure for a the Region's image and economy. number of years. In four years it has risen by 40% (five million overnight stays in 2010). The regionalisation of tourism has allowed the The objective visit.brussels has set itself is to gradually creation of a new actor dedicated to tourism: reach ten million overnight stays in 2020. Behind visit.brussels. this objective, one has to consider the creation of jobs that will arise as a result of this increase. visit.brussels will cooperate with all stakeholders in pursuit of this This new institution is the result of several employment goal. existing actors (visit.brussels, the BIP and Europe.Brussels Liaison Office) being brought This increase also aims to respect a climate of healthy together. This unification takes place with the competition between stakeholders. The implementation aim of rationalisation and the development of of the new 'accommodation' standard, approved by the new internal as well as external skills. Over Brussels government will be widely promoted by visit. the next few months, this tool, indispensable brussels in order to develop quality tourism that respects for implementing the new regional powers our European social models. related to tourism, will become an essential actor for developing and marketing the range of tourism products and events.
3 Strategic Memorandum
visit.brussels also aims for a platform for exchange touristsan in which the Brussels residents could also with the series of Brussels operators active in the recognizethemselves. tourism sector: attractions, catering and hospitality establishments, guest houses, and the economic and Strategy cultural sectors. As a supplier of non-relocatable jobs in the catering and hospitality, cultural, transport sectors or business, At the centre of visit.brussels ASBL a strategic tourism in Brussels constitutes an economic sector with committee has been established, consisting of members invaluable development potential. Its growth primarily of boards of directors as well as the fifteen members involves work in several areas. visit.brussels will representing social partners, the tourism sector and participate with its strategic committee on the series of the Brussels cultural sector. This strategic committee initiatives that will be developed, notably the platform will define the strategic directions for tourism. It will for cultural, events and tourism professions, allowing also serve as a platform for exchanges and discussion young people to specialise in these new professions. between its diverse members. It will also be responsible for issuing recommendations and proposals in these The overall strategy developed will devote particular areas to the board of directors of visit.brussels. attention to the following points: • Adapting the strategy to ensure a balance between The range of tourism products and services is visitors and residents and to guarantee that the inseparable from the cultural range, which represents range of tourism products and events develops with its foundation. In 2014, a sample of 37 Brussels museums a good rapport between Brussels residents and attractions examined by visit.brussels welcomed 3.38 million visitors. Each year approximately 23,000 • Developing the range of tourism and cultural products cultural events are included in the agenda.brussels and events in the Region's 19 municipalities, by database. Culture is a key element of Brussels' image strengthening collaboration with the various actors and also constitutes a springboard for constructing an image of our city, clearly identifiable by visitors and • Creating new tourist hubs in line with business, in
Board of Directors President Vice President
General Management
Deputy Management
Destination Management Destination Management Sales & Marketing Operating & Finance Events Association & Convention Culture & City life
Art & Creativity Events Legal & Internal Audit Convention Bureau Off line Welcome Market Agenda production Communication Intelligence Partnership & Association Bureau Europe Accounting Coproduction Digital Experience Brussels Communication Heritage
Welcome desks Operation & Exploitation Copywriting & City Life Quality Control Internal Sales Discover the city Press
Human Ressources Cinema Sales
IT
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order to achieve a more effective distribution of the as European capital with 'Brussels, the capital of 500 growing number of visitors million Europeans'.
The territory of Brussels possesses numerous tourism The range of cultural products and events is an important assets to promote and support. In its 2014-2019, element for tourism in Brussels. On its website visit. coalition agreement the Government of the Brussels- brussels lists everything on offer in terms of Brussels Capital Region focused on developing infrastructure dedicated to tourism and events to make our Region even more appealing:
• The opening of the Modern and Contemporary Art Museum in the Citroën building overlooking Place de l'Yser/IJzerplein • The opening of the House of European History in Parc Léopold/Leopoldspark • The opening of the Belgian Beer Temple at the Brussels Stock Exchange • Train World in Schaerbeek • Development of the NEO project and the Congress Centre at the Heysel • Construction of a new national football stadium on the site of Car Park C • Brasserie Belle-Vue at Porte de Ninove in March 2016 culture on its agenda.be site. visit.brussels will enhance its portal and align it with its new regional identity, Without forgetting of course, two art museums that will agenda.brussels, with the aim of promoting the highly be launched in the near future: ADAM (Art & Design diversified range of products in Brussels to different Atomium Museum) at the Heysel in December 2015 and target groups (residents, commuters, visitors, tourists MIMA (Millennium Iconoclast Museum of Art) in the and congress participants etc.). The feasibility of a paper former Belle-Vue brewery at Porte de Ninove, in March version will be examined with the aim of addressing the 2016. lack of representative support for the range of cultural products and events in Brussels. 'agenda.brussels' will Along with its strategic committee visit.brussels will therefore be proposed to different actors involved as coordinate dialogue platforms between local actors a shared brand for a unified cultural communication and promoters of major cultural, congress and leisure strategy in the Brussels-Capital Region. projects in Brussels.
In accordance with the government's decision, visit. visit.brussels will also develop a strategy for integrating brussels will organise two themed years in the near this new infrastructure in broader thematic frameworks, future. with, for example, contemporary art routes, means of transport or Europe in Brussels. 2016-2017: a period of 20 months devoted to diversity (from May 2016 to December 2017). The project will visit.brussels will create awareness among all actors relate to culture as well as the diversity of origins, with regard to sustainable and accessible development religious convictions and sexual preferences and will and labelling for its existing and future infrastructure. also celebrate Brussels as the capital of 500 million visit.brussels will naturally align its tourism policy Europeans. with its greatest assets: cultural and/or heritage sites, meeting and congress destinations, our status
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2019 : will be the year of contemporary art and a prelude to visit.brussels will devote attention to promoting the the opening of the Museum of Modern and Contemporary use of public transport by visitors and tourists. STIB/ Art. MIVB and visit.brussels both have an interest in jointly reflecting on opportunities for developing a system in visit.brussels will establish a tourism policy focused on which public transport is brought to the forefront more the seasons by creating 'Summer in Brussels' and effectively when promoting tourism. Collaboration with 'Winter in Brussels'. It involves planning and coordinating the aim of simplifying visitor access to public transport the different cultural and events actors with the aim should also be considered. The bicycle and Villo, are also of reinforcing the identity of these two seasons and points for consideration as examples of soft mobility. launching a dynamic of new quality events throughout the Region's territory. visit.brussels will introduce a strong 'quality approach' in order to guarantee consumers a quality welcome, visit.brussels will devote attention to promoting the use of quality services and products sold. There will be a public transport by visitors and tourists. STIB/MIVB and particular focus on training actors and satisfaction visit.brussels both have an interest in jointly reflecting surveys among visitors. on opportunities for developing a system in which public transport is brought to the forefront more effectively Affinity marketing strategy when promoting tourism. Collaboration with the aim of visit.brussels will organise its promotional activities simplifying visitor access to public transport should also around two main pillars: be considered. The bicycle and Villo, are also points for • Managing the destination for conventions and consideration as examples of soft mobility. associations • Managing the destination for culture and "City life" visit.brussels will introduce an effective'quality approach' in order to guarantee consumers a quality This promotional and communication mission will be welcome, quality services and products sold. There will implemented using an affinity marketing strategy that be a particular focus on training actors and satisfaction is consistent with the Brussels DNA, with the aim of surveys among visitors. reaching members of groups with common interests (comic strips, Art Nouveau/Deco, jazz, surrealism, Europe, contemporary art, gastronomy etc.) or identity groups (families, the LGBT community etc.), highlighting what Brussels has to offer these groups.
This affinity marketing strategy will be used to develop the strategy for attracting large congresses and associations to Brussels. Brussels enjoys international repute in several economic and social areas. We will focus on promoting the latter in association with the impulse.brussels clusters. Brussels has much more to offer than just meeting rooms for congress organisers. The objective is to offer them a communication platform for the theme of their congress.
To support this strategy, visit.brussels will develop a vertical sales and marketing strategy, ranging from welcoming visitors to international promotion. Communication will increasingly take a digital form with the development of new websites and their translations depending on our target markets. As a "smart city",
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visit.brussels will offer an API (application programme Mission and objectives interface), 'apidata.brussels', the starting point for an Here we describe the mission and specific objectives open data system for the entire range of tourism and of each our our five pillars (1. Destination Management cultural products and events. Managing social networks Culture & City Life; 2. Destination Management will constitute one of the key elements of the affinity Convention & Association; 3. Sales & Marketing; 4. promotion by visit.brussels, using targeted international Events; 5. Finance & Operations) campaigns in niche markets. The two destination management pillars will act as With regard to museums, attractions and cultural genuine facilitators for the destination. They will reunite institutions, specific actions on the Brussels, Walloon the socio-economic, cultural, academic actors and and Flemish markets as well as on markets in bordering public operators around the affinity themes to define countries, will be necessary to support efforts already the communication strategies for each theme, create undertaken by the respective operators. products, routes, web and social media campaigns. They will participate in international campaigns, press trips Children are our future, also when it comes to culture and and fam trips. They will participate in developing events tourism. Promotional activities focusing on schools in linked to these themes. the three Regions and inviting them to discover their capital's culture will receive special attention. The sector as a whole will be encouraged to fully play its role as economic actor and to adopt a coherent visit.brussels will also develop an events strategy for position to sustainably establish the appeal of Brussels. production and co-production, in line with the affinity The challenge is to mobilize the actors to reinforce the marketing strategy, to increase the destination's affinity themes that constitute Brussels' DNA. appeal, following the example of the Comic strip Festival and eat! Brussels etc. It will also provide event support for regional organisations for large projects in the public 1. Destination Management Culture & space (Brussels Light Festival). City Life Leisure tourism in Brussels has evolved considerably in In accordance with its mission, visit.brussels will also recent years. In 2000, the number of leisure overnight develop the use of space devoted to tourism and the stays amounted to 1.91 million, that is 41% of the total. In Region's image, such as the BIP and Tram Experience. 2014, the number of leisure overnight stays represented Renting the spaces should be self-financing and new 47.3% of the total, the equivalent of 3.13 million. prices will be introduced, with the possibility for regional organisations to obtain significant discounts. Brussels has become an essential "city break" destination. The fact that Brussels is a city in motion that The BIP must become the 'House of Brussels', the has a great deal to offer on a cultural level undoubtedly point of departure for anyone that wants to understand contributes to this success. Brussels, a genuine visitor centre that not only Naturally efforts can still be made to improve the showcases the history of Brussels with the Coudenberg, situation, taking into account several limitations and but also today's Brussels with the Experience.brussels requirements. exhibition. It will all be part of the global range of tourism and cultural products and events via combined tickets Brussels wants to focus on sustainable tourism, quality and therefore a paying exhibition at very attractive prices. tourism, attracting visitors genuinely interested in the We will propose renaming the BIP as 'house.brussels' to themes that are part of Brussels' DNA. clearly define this building's role and to incorporate it in the Region's city marketing.
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Promotional activities for Brussels are and will remain visit.brussels defined four clusters that each includes increasingly focused on this range of products and several affinity themes: events using affinity marketing. The objective of affinity • Europe marketing is to segment the range into affinities, shared • Arts & Creativity values and areas of interest, without viewing the target • Heritage groups as stereotypes. • City Life
A group of affinities can be defined using three perimeters: The actions planned for each cluster in 2016 can be • Life stages: birth, studies, active lifestyle family life found in the action plan that will follow this Strategic etc. Memorandum. • Behavioural elements: purchasing behaviour, feeling of belonging (brands, clubs etc.), corporatist affinities, Sustainable tourism also implies that one takes into connection to an institution etc. account the distribution of visitors throughout the • Lifestyle: passions, professions, demographic or territory of the Brussels-Capital Region as a whole. The socio-economic elements. objective of this strategy is twofold: • To highlight a major asset of our Region: the Therefore visit.brussels segments, boosts and structures districts of Brussels, their diversity and the range the Brussels range of products and events to be able of cultural, shopping and catering and hospitality to appeal to each potential visitor based on his or her establishments affinities. • To alleviate the pressure on the hypercentre
The basis used to establish the themes is a study on the We would also like to distribute visitors in a different way, identity portrait of Brussels, conducted in 2011 by the i.e. throughout the year. In fact the seasonal element is Company CoManaging. On the other hand, the Region's a very important aspect of tourism. The two off-peak identity is constantly evolving and other themes have periods in Brussels for tourism in general are winter been added since.
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(January, February and March) and summer (July and Affinity themes August). We can remedy this problem by strengthening The affinity themes that will be developed in 2016 are as the range of events and cultural products during these follows: two periods and increasing promotional activities. Europe The Culture & City department will develop the content The objective of this theme is twofold: on the one hand, of the Brussels range of products and events in relation to promote the image of Brussels as the European capital to the different communities and affinities that are part and home of the main European institutions and to create of Brussels' DNA. The department will bring to life each awareness on the other, among inhabitants with regard theme concerned by forging links with Brussels partners to its Region's European purpose. and will work together with the Sales & Marketing department to set up promotional, marketing, sales, Comic Strips welcome and press campaigns to reach the relevant Brussels is the undisputed capital of the Comic Strip. target group. There will also be close cooperation with Numerous Brussels authors have contributed to the the Events department. popularity of the 9th Art. Several museums, including the Belgian Comic Strip Centre, specialist galleries, Each person responsible for a theme will take into festivals and shops are fully dedicated to it. A Comic account the diversification of the range of products and strip walking route comprising over fifty vast frescoes events in terms of the Brussels districts and tourism allow encounters with Tintin, Astérix, Blake & Mortimer, seasons in order to distribute visitor flows over time and Bob & Bobette, and even Lucky Luke, on the gables of space. He or she will take care of structuring the range Brussels houses. per community, communication to its members and of mobilising the communities.
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Contemporary art Brussels offers an abundance of contemporary art galleries. New galleries are constantly opening in the capital. The Region is also home to several contemporary art centres (Wiels, the Centrale, etc.). Each year, the international Contemporary art fair, Art Brussels, welcomes 30,000 visitors and over 2,000 artists of all nationalities. The announced opening of a new Modern and Contemporary Art Museum in the Citroën building will strengthen Brussels' central position in this field.
NEW: Performing arts The hybrid nature of Brussels represents a fertile breeding ground for artists, who reside here in great numbers. Artists from all over the world find themselves Fashion and Design in Brussels, also due to its central location and the Renowned stylists, creators and designers, high level affordable rents compared with other cultural cities. schools: Brussels' reputation in the fashion and design The multitude of cultural institutions and renowned sectors lives up to its talent. As for the other affinity superior art schools (P.A.R.T.S, La Cambre, Insas, Rits themes of integrated products, joint communication etc.) attract many artists. Brussels plays a major role as tools, a presence at fairs and shows abroad etc. are a European and global hub for contemporary and avant- achieved in association with private and public actors, gardist creativity, not only in the visual arts but also in such as the MAD structure. Support for young creators the performing arts. at the international level is a specific focal point. The ADAM (Art & Design Atomium Museum) opens in So, contemporary dance is a major asset for Brussels, December 2015 and will display design exhibitions and recognised all over the world since the 80s. As such the the Plasticarium collection. city has since shared the title of the officious capital of contemporary dance with Berlin. Brussels is also highly Along with walks and visits to monuments, shopping innovative in the fields of theatre, opera and circus. It constitutes the first activity visitors to Brussels indulge is already the case for the 'Contemporary art' element in, enjoyed by 61% of tourists. Besides its obvious (visual art), visit.brussels will introduce the performing economic impact on shops in Brussels, it is becoming an arts as a theme of its affinity marketing strategy, with essential element of the tourism route. Therefore offering the aim of showcasing our Region as a must-see variety and quality in the Region's shopping options is contemporary cultural city. indispensable. History, heritage and folklore Jazz Brussels architectural and historical heritage represents Toots Thielemans is one of the greatest jazz musicians a primary reason for visiting the city. The Region offers of the 20th century and he helps place Brussels on the an abundance of remarkable historical buildings. Since global musical map. The good reputation and excellent 1998, the Grand Place has been included on the UNESCO standard of Brussels jazz are widely acknowledged: World Heritage List. visit.brussels also maintains ties Brussels is home to international world famous with other cities that promote their UNESCO heritage. musicians (Philip Catherine, Steve Houben, Brussels We continue to invest in the Charles V Festival that is Jazz Orchestra, etc.) and is brimming with young talents. growing since Brussels became a member of the Charles Lovers of the genre can attend jazz evenings in one of V cultural route. In 2015, this route was recognised the numerous clubs virtually every night. The city also by the Council of Europe and, being part of this route, has several organisations that every year set up jazz Brussels wants to use it to develop its tourism appeal festivals with a very high level programming. in association with the actors involved. Train World, the
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Tram Museum and Autoworld will be highlighted using a 'green', for tourists as well as for professional visitors. mobility route. The Greeters network, consisting of local, volunteer guides, attaches great importance to soft mobility and Folklore also forms part of the Region's identity. We will encounters with the local Brussels population are an create encounters between local Brussels residents and integral part of this "green" strategy. tourists by increasing promotional activities for folklore in the regions and neighbouring countries. Brussels has afforded this theme a central position in its tourism development by making the most of its natural Surrealism assets (central location in a network of high speed Brussels is increasingly enjoying its status of surrealist trains, more room for soft mobility, converting part of city. It has managed to retain the influence of one of the the city centre into a pedestrianised zone, a range of most surprising artistic movements of the 20th century: accommodation boasting the Ecolabel, 8,000 hectares surrealism. This movement was supported by striking of green space, nature walks such as the 63 km green figures such as René Magritte, Louis Scutenaire, Marcel walk, a forest spanning 5,000 hectares partly covering Mariën and the musician André Souris. the Region's territory etc.)
Art Nouveau-Art Deco Kids The Art Nouveau style was born in Brussels, around Brussels museums and attractions offer almost all 1890, by two architects: Victor Horta and Paul Sankara. activities adapted for the very youngest visitors. This integral art dominated all fields until 1914. We not Brussels wonders are accessible to everyone thanks only find it in architecture but it also left its mark on to play routes, storytelling sessions, workshops etc. All furniture, carpets, decorative objects and jewellery. through the year the Region welcomes events specially Art Deco emerged during the period between the two created for children. Wars. Brussels possesses great Art Nouveau-Art Deco heritage in many of the Region's districts. These gems are the subject of a biennial during which dozens of these buildings will exceptionally be open to the public. The new Fin-de-Siècle Museum displays a collection devoted to this period.
Gastronomy Continuing the year of gastronomy Brusselicious, the "foodie" theme is well represented in Brussels. It includes world cuisines as well as our best local products. Brussels also proposes unique and original gastronomic events, without forgetting our symbolic products: beer, French fries and chocolate. In a few years it will also offer a Belgian Beer Temple with an international dimension.
As well as communication, a press presence or at international shows, important events will be organised around this theme.
Green A destination's sustainable and ecological aspect represents a key argument for attracting tourists in their search for city trips. Even in the city, the experience must be
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Youth Tourism for all The 'Youth' target is divided into two important Tourism for all certainly not only applies to those with a categories: young travellers that spend several days in motor disability: people who are hard of hearing, visually Brussels and young students and trainees that spend impaired, young children, pregnant women and the a few months here. As far as visitors are concerned, we elderly are also part of this affinity group because they try and help youth hostels to inform tourists and we also require adapted access and specific facilities for their work closely with USE-IT, the specialist tourist office. overall experience in Brussels.
Nightlife Sport Brussels nightlife, pubs, clubs and restaurants Visit.brussels wants to place Brussels on the map as a undeniably provide added value to the capital and sports destination. Every year the Region hosts major contribute to Brussels' reputation as a Region in motion. sports events. Visit.brussels acts as a one-stop shop A round table will be organised, as for the other affinity assisting sports events organisers to set up their events themes, with actors from the sector to coordinate and in the Region. Visit.brussels also maintains contacts communicate the range of nightlife with Belgian sports federations to help them submit their candidacy for international competitions. Brussels sports events and sports assets are promoted using the visit.brussels communication channels.
NEW: Districts and diversity The districts and life therein help make Brussels so rich. In fact, the diversity found in our Region is unique and still insufficiently recognised by visitors and even local Brussels residents. In the World Migration Report 2015 Brussels is listed as the second most international city in the world (after Dubai). visit.brussels intends to promote Brussels as a destination that allows visitors to explore different cultures. This theme will be supported by an extensive programme in 2016 and 2017 as part of the year of "Diversity" theme.
NEW: Pop culture and Geek The main characteristic of pop culture is that it encompasses works produced and appreciated by the large numbers of people and are therefore accessible and recognisable on a global scale. The 'Geeks' appeared as an extension of this culture's emergence: people passionate about one or more fields linked to 'imaginary LGBT cultures' (cinema, comic strips, video games etc.) or An optimal welcome for gays and lesbians is one of our the sciences, technology and informatics. A Geek is priorities with the aim of making Brussels the most generally someone that feels a particular bond with a 'LGBT friendly' capital in Europe through communication group directly linked to his or her passion. The pop and campaigns, creating awareness among Brussels actors, geek cultures are extremely interesting tools for reviving press trips, a presence at international fairs and shows the interest of Brussels youth in their Region as well as and logistical support for Belgian Pride etc. for affording Brussels a young and dynamic image.
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MANAGING THE DESTINATION IN TERMS OF CULTURAL COMMUNICATION, GUIDED TOURS AND FILM INDUSTRY
The Culture & City Life department also plays an equally important role in cultural communication in the Brussels- Capital Region (Cultural Agenda), and is responsible for promoting and developing networks of guided tours in Brussels and the 'Greeters' (Discover The City). It promotes Brussels as a filming and production location, and showcases Brussels using the films that use Brussels as their background (filmoffice.brussels):
Cultural Agenda: agenda.brussels, Arsène 50, Brussels Card The Cultural Agenda service is responsible for the agenda.brussels database that comprises over 24,000 events a year. The database is used to promote cultural events among local Brussels residents and visitors via, for example, the agenda.brussels site, the agenda.brussels the guides' services (last-minute requests, requests Facebook page, weekly targeted newsletters (theatre, for private guide services, group welcome (companies, concerts, jazz, parties etc.). As well as through the visit. associations or TOs). brussels communication channels such as the website, seasonal events brochure and partners including www. It will also support the development of new regulations cultuurnet.be, www.culture.be and other third parties to related to the guide profession to ensure a balance in the whom we supply this information. Moreover, to promote current range of services on offer that currently consists the performing arts, visitors can purchase tickets for of two versions: paid cultural guided tours on the one shows at just 50% of the original price on the day of the hand and free tours remunerated with tips on the other. event, via the services of Arsène 50. filmoffice.brussels : the film industry The service is also responsible for technical management Also in charge of the film industry, this service will of a first-rate Brussels tourism product, the Brussels represent Brussels at festivals and will support filming Card. This product, designed and developed by the BMR applications and proposes that they are distributed (Brussels Museums Council) is technically managed by throughout the Region by offering visits to several visit.brussels. Promotion and sales of the Brussels Card locations. It will also be a major player in harmonising also take place via visit.brussels. filming conditions in the Region (time frames, costs and terms and conditions etc.). The Brussels Film Office Discover The City: guides and greeters (BFO) wants to help establish regional coherence for the This service is responsible for promoting and booking procedures and levies for filming in the 19 municipalities greeters and guides. The greeters are summed up by the in order to convey an image of pragmatism and slogan: 'Experience Brussels, meet locals and explore professionalism at the audiovisual level. neighbourhoods'. The greeters aim to contribute to a positive image for Brussels and its different themes visit.brussels will efficiently use the success of films through the volunteers' diverse profiles. filmed entirely in Brussels 'Le Tout Nouveau Testament' and 'Black', to definitively place the Brussels film sector With regard to the guides, visit.brussels will strive to provide an effective overview of the diversity of the range on offer among the various audiences that enlist
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develop this range of products in Brussels related to congresses, shows, meetings and events, as well as to unite Brussels actors to create a coherent product range. To this end the Convention Bureau must engage in major efforts to increase demand for Brussels and fill the existing structures as well as new infrastructure. Many congress organisers are based in Brussels and must also receive our attention and be encouraged to act proactively.
Business Development With the arrival of NEO and other new halls and hotels in Brussels, the Convention Bureau's activities must more focus more on proactively searching for large-scale congresses, fairs and shows. For this purpose and in on the international scene, strengthen our presence and association with universities, Innoviris.brussels, Brussels synergy with image.brussels and the screen.brussels Invest & Export and Impulse.brussels, it is vital that we cluster. The BFO will also prepare a marketing plan for identify the sectors in which Brussels scores high, on film tourism that it could launch if 'Le Tout Nouveau the scientific as well as economic, political, cultural and Testament' is successful at the 2016 Oscars. societal levels. We will identify existing key congresses and shows in these sectors. We will also support new 2. Destination Management initiatives. For these two aspects we will continue to Convention & Association support local "champions" that assist us when submitting candidacies or setting up new projects. A "Big Data" study is planned to this effect. Convention Bureau
The meetings industry sector is already present in Among the congresses and shows identified by the Brussels and a major provider of jobs in very diverse Convention Bureau we will try to register an event with fields: hotels, halls, organisers, translators, interpreters, major media impact on the Brussels agenda once a year taxis, caterers, decorators stand builders, florists etc. (such as a Social Summit, COP 21 etc.). According to Actiris this sector accounts for over 20,000 jobs. The 'Champions’ Programme' will reinforce this dynamic, highlighting examples of successful candidacies to give Brussels also occupies an impressive position at the rise to new 'vocations' within our universities, hospitals, international level, being the leading European city research centres and industries etc. among congress associations for the sixth year in a row (statistics provided by the Union of International The fund for scientific congresses is also an additional Associations, UIA). asset for motivating our researchers to become involved in organising conferences and an excellent first contact Even though meetings and conferences are already well point with the scientific community. established in Brussels' DNA the development potential in this area is still huge. Very large projects are organised There will also be coordination of an advisory committee in the Brussels countryside and this allows for significant for assessing the strategy implemented by the Convention growth. In fact the NEO project and the development of & Association Bureau and in the context of developing the canal zone (with the arrival of infrastructures such major infrastructure in Brussels. This group will consist of as the BEL that completes Tour & Taxis 'offer) and of the association customers and agencies (PCO – Professional Reyers zone also represent fine opportunities for growth. Conference Organisers) and companies. Local actors Therefore the mission of the Convention Bureau is to must also be involved (Brussels organisers). They can
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provide us with a better understanding of their needs and are less central such as NEO, as well as the canal zone, or become genuine ambassadors for the destination. Reyers. Our privileged partner will naturally be the STIB/ MIVB since only public transport can provide transport We will also welcome different groups of highly targeted for such a large number of people at fixed times. We need customers in the future, by organising specialist fam to provide high quality information in advance about trips and hosting industry events (such as ICCA Client/ the available transport modes to motivate people to use Supplier Workshop 2017). them and provide solutions adapted for the congress and shows' organisers (such as the possibility to purchase Even if these targeted campaigns prioritise international transport tickets at the same time as participating in associations, particular attention will be devoted to the conference/applying a group rate). visit.brussels researching the potential of hosting major international must also offer better support for organisers to develop shows and large company conventions for Brussels. more sustainable events, particularly with regard to the sustainable labelling of the different locations and Training sessions will also be provided for teams and performance of services in the meetings industry. partners that sell Brussels in Belgium and abroad. An initial "compliance" training session is planned in this In addition to contact with the Brussels authorities, respect and other training of this kind will be organised establishing contacts with European institutions, according to requirements and demand. via the Brussels Commissioner's Office for Europe and International Organisations, could also offer Facilitation Bureau considerable added value for our candidacies. Today, the Convention Bureau processes almost 700 incoming requests a year. The corresponding proposal Employment has a real impact on the percentage that are confirmed. The development of our sector goes hand in hand with Therefore it is important to maintain the quality of this job creation. The "meetings industry" offers a great many service. We must also continue to develop new tools for our customers and package the proposal in an optimal manner, to facilitate maximum access to key information. This will mainly be achieved by using digital tools. Communication to our different target groups must also be developed.
Welcome Often professional tourists do not select a destination themselves (they do not select the location of the congress) but if we can convince them, they could become leisure tourists, or even a genuine ambassador for Brussels. Therefore we believe it is important to continue to invest in existing welcome initiatives and to expand the range of cultural and leisure products and events proposed to congress participants during their job opportunities, ranging from highly qualified positions stay. The aim is to make them eager to discover more to lower-skilled works. Job seekers are still insufficiently of the city. New synergies will be developed with the familiar with this sector and large companies sometimes cultural sector to expand this range. have difficulty finding the right staff. The Convention Customers are also increasingly asking the Bureau will continue to inform students and job seekers "Convention Bureaux" to become a genuine strategic by organising 'job days' and 'career days'. These events partner in their organisation. One particular focal point must continue to develop and closer collaboration must will be on mobility, especially with regard to areas that be established with Actiris.
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To achieve this it is unthinkable to work in an isolated Strengthening Brussels' international image via the manner and support from our sectoral partners "Global Association Hubs Partnership": this alliance has never been so vital. Examples include trade with Dubai, Singapore and Washington DC focuses unions, organisations (Beci, Horeca, Brussels Hotels on the role of these capitals as hubs for international Association) as well as Brussels Special Venues, associations. It positions Brussels at the forefront on Belgian Association of Professional Conference the international scene. The alliance's objective is to Organisers, ABITO (Belgian Association of Destination exchange experiences and good practices in order to Management Companies), FEBELUX (Association for increase the presence of international associations and the Live Communication Industry), SQUARE, Tour & thus also to boost the organisation of conferences in our Taxis, Brussels Expo and NEO. Two round tables will respective locations. In this context we work closely with be organised every year to consult on the actions to be Brussels Invest & Export. implemented. One-stop shop Association Bureau The one-stop shop will exist to provide associations Missions with a single point of contact for any question linked to Brussels is the number one city in the world in terms of establishing their association in Brussels. This will be international associations' offices. The number of offices achieved in association with Impulse.brussels, Brussels continues to increase and represents almost Invest & Export, the FAIB (Federation of International 13,000 direct jobs. At the same time, competition Associations based in Belgium), the MAI (Maison des between destinations is growing and it is vital that Associations Internationales), UIA and ESAE (European Brussels improves its hospitality for this sector even Society of Associations Executives). more, to further develop job creation and encourage the organisation of conferences. Training It is important to increase the range of courses for The Association Bureau's mission will therefore be to associations so that Brussels can reaffirm its position develop services provided to international associations, as the capital of international associations. A Master's to buying Brussels actors together to create a coherent programme in International Association Management range of products and services, to strengthen the has already been developed with Solvay. It must international image of Brussels among the "Global be further promoted at the international level. The Association Hubs Partnership" and to establish a European Association Summit has been organised for proactive customer recruitment dynamic among the past three years in partnership with the European international associations based in other cities. Business Summit. Its content improves and the number of participants increases every year. It must become the ultimate meeting place for international associations. We must also showcase the different courses provided by the FAIB, UIA and the ESAE.
Executive Club The international associations represented in Brussels do not meet often enough, even though they face similar problems. The Association Bureau will facilitate networking by creating an Executive Club. In the future we will proactively recruit customers from associations based abroad through BIE's network of commercial attachés. This must be achieved in conjunction with the competitiveness clusters
16 Strategic Memorandum
established for the congresses.
Employment We must also support the associations in their search for qualified staff through a partnership with Actiris. Here too, job seekers are insufficiently familiar with the international associations community and its important position in Brussels' economic landscape. This sector must also be promoted at the "job days" and "career days" that are organised. Just like the Convention Bureau we will bring the sector together twice a year to discuss the actions planned.
3. Sales & Marketing The mission of this new pillar, bundling the former Sales, Marketing and Offline and Digital Communication, Welcome and Research & Development departments, The communication department will also acquire a is to construct and disseminate an appealing image copywriting & quality control cell that will ensure for Brussels among the general public (through consistency of the message disseminated by the three communication and welcome) and potential customers other cells. (through sales) as well as basing the strategy developed by visit.brussels on reliable and relative data and Communication information. The Communication cell will develop promotional tools for the Brussels actors and the Brussels-Capital Region's By bundling these different services we aim to develop 19 municipalities, proposing media packs (offline, online a unique experience for our visitors, from campaigns and press) that will increase awareness of the range of abroad to their welcome in Brussels. They must have the events in Brussels at the international level and in the same experience everywhere to guarantee the quality of two other Regions. One of the fixed objectives will be for the message delivered and the experience. visit.brussels to immediately spring to mind as a cultural The objective of this mission is to position Brussels on and professional platform, for visitors as well as local the local and international scene as the capital of 500 Brussels residents. In its new missions the cell will have million Europeans with its assets that comply with the to increase exposure of the campaigns in the two other group themes and target identities. Regions as well as internationally. We will use the presence of major exhibitions or events of an This pillar will also guarantee the affinity marketing international calibre to communicate abroad. We will also strategy and will cooperate with all the other pillars to develop targeted campaigns and products, in relation this end. to the different affinity groups, in Belgium and abroad, notably through banner campaigns, social networks and It will possess effective offline and online communication by developing a system of mini sites. tools: responsive design website in the languages of the target markets, a presence on social networks, advanced visit.brussels will systematically conclude media CRM system, online sales platform etc. partnerships for events to reinforce partners' feeling of belonging and involvement. It will establish systematic This promotion will be implemented in a coordinated tools for joint promotion with other institutions involved manner by the Offline - Online and Press Communication in international matters, to reinforce city marketing for cells with the mission to reinforce the be.brussels, the Brussels-Capital Region. visit.brussels brands and the role of the new structure.
17 Strategic Memorandum
The evolution in communication has shifted the focus Our open data site apidata.brussels will be gradually from offline to digital communication. visit.brussels has opened up to extranet operators in the sector to generate been working on this transition for several years and it more business opportunities: to ensure that more media will be further enhanced in 2016. and sites are fed with content from apidata.brussels (general info sites, sector sites, municipalities etc.) in Following the new visit.brussels and agenda.brussels accordance with the affinity strategy. portals in 2015 (with the main focus on: taxonomy, responsive editorial content, affinity research) and the Sales new online services of apidata.brussels, visit.brussels Destination promotional activities and sales will be certainly belong to the 'smart.cities' concept with this conducted with partners during shows and fairs at which open data tool. visit.brussels will participate. For promotional activities abroad it will also rely on tourism attachés responsible The overall objectives will be to exceed 5 million hits for putting visit.brussels in touch with local contacts on our sites and to increase our digital communities to (TOs, journalists, partners etc.) from targeted groups. 300,000 fans across eight social networks. The strategy of our social media will focus on three aspects, promotion Priority markets are defined according to visitor numbers using images, content development and referencing. and constitute neighbouring countries, Italy, Spain and the BRIC countries, which will include Japan this year, Market demand and the cultural community obliges us following the launch of a direct flight. We would also like to enhance the editorial content on our different sites to point out the positive development of Switzerland to stimulate our various target groups using appealing on the MICE market and the Middle East on the luxury content. market.
Belgium remains the main market, which will benefit
18 Strategic Memorandum
from a particular focus, specifically on the MICE market. On the leisure market we will reinforce our campaigns aimed at young Belgians with several activities focusing on schools, in the context of major exhibitions.
However, we will also support the permanent activities of Brussels museums and attractions. Clientèle from associations and the elderly also constitute a market that will be supported and developed.
On the French market the niche represented by Works Councils should also be supported. Help from Brussels Invest & Export, following the example of Wallonia and Flanders, in the form of financial support for participation at these shows will be useful for operators on this market and will allow them to increase their presence in France. Our international strategy will be adapted in relation to the development of negotiations between the Regions on opportunities that have emerged as a result of the regionalisation of tourism.
Press The Press service will also play a decisive role in this respect, taking charge of press relations, not only with regard to Brussels as a quality tourism destination, but also for visit.brussels and the events it will organise Moreover, to guarantee better coordination with the and/or support. This information and promotional task Brussels-Capital Region, a monthly meeting will be will be achieved through direct contacts with journalists planned with the press attachés of other organisations. in Belgium and abroad, and through close collaboration with third parties such as Brussels Invest & Export, the Welcome Flemish Region and the Walloon Region, as well as other Welcoming visitors will not be forgotten by the renewed Brussels actors (hotels, attractions and museums). physical or virtual welcome centres and there will be a particular focus on the quality of the welcome. The Particular attention will naturally be devoted to new office in the European Parliament will also be open to the elements in the tourism landscape: hotels, restaurants, general public in the centre of the former Luxembourg cafés and bars, museums, attractions, exhibitions etc. station and partnerships will be discussed with other all through partnerships with the actual initiators to welcome centres in the Region (Muntpunt, Point Culture better inform journalists about the initiatives concerned etc.). via press trips, publishing press releases on the visit. brussels website's press section (that attracts around The 'Experience.brussels' exhibition will also be 2,000 visits a month) and the distribution of press promoted and be better aligned with events taking place releases at the request of the Culture & City Life and in Brussels to create a genuine gateway to the Region Convention & Association departments in the case of for visitors. major events. Collaboration with these two departments will also include support and welcoming foreign The welcome for groups visiting Brussels, who journalists to Brussels in the context of events organised attend museums and attractions in great numbers, is by third partied (shows, congresses, sports events etc.). insufficiently adapted in terms of suitable arrival and parking zones. It would be useful to jointly reflect with
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the actors concerned on how to develop an effective entities to promote tourism professions mobility policy for this clientele. • Improving the statistics tool for measuring tourist figures for the different events and major tourist Research & Development attractions The quality approach launched by the government will • Body for reinforced monitoring of the quality and be actively supported by visit.brussels. On the one sustainability that will be responsible for gathering hand this will be done by continuously measuring the information and training actors involved in the destination's quality (Quality Barometer) and through tourism sector. sessions to create awareness among the actors involved in tourism in Brussels and train them on the other. 4. Events This pillar's mission is to organise and co-produce Finally since assessment is indispensable, the Research events and make them a showpiece for the affinity & development cell will be charged with assessing marketing strategy. It must also increase awareness of tourism in Brussels with a particular focus on calculating existing events, especially abroad. the impact of events and examining the return on investment with regard to visit.brussels' actions. It will work closely with the Culture & City Life and Convention & Association pillars to define the There will be a particular focus on the following action programming of events and to implement promotional points: activities with optimal efficiency among the target • Reorganising our representation abroad, in group audience. It will also collaborate with the Sales association with Brussels actors and the two other & Marketing pillar to communicate these events and to Regions assess their impact. • Developing the BIP in order to create a gateway to Brussels, through its history, ranging from Charles It will develop an events policy to support the affinity V to the present and including the BIP in the list of marketing strategy and in collaboration with local cultural Brussels museums actors by concluding partnerships, thus ensuring the • Reorganising the visit.brussels website in the promotion of existing initiatives. different languages spoken in our priority markets and "full responsive design" It will also support the government and different • Signing partnerships with the different Brussels administrations in developing their events policy: themed year, Brussels Light festival etc.
5. Finance & Operations This pillar's mission is, on the one hand, to provide the basic service necessary for the company as a whole (finance, human resources, IT, governance) and, on the other, to use the visit.brussels resources to promote Brussels' image.
Besides the financial services, given the size of the organisation, an internal audit service will be established, to audit budgets as well as monitor public procurement and legal supervision of all our contracts.
visit.brussels will develop a human resources policy that uses regular and systematic assessments, training for all staff and a focus on quality of life and diversity at work.
20 visit.brussels will completely renew its IT park Strategic Memorandum
and redefine its working method to be able to use technologies that allow more flexibility in the work of the collaborators.
For two thirds of its revenues visit.brussels depends on state subsidies, the remaining third originates from its own revenues. Managing the BIP will increase this share of revenue. Managing this centre and the Tram Experience and the different visit.brussels sales services must be conducted in a way that is independent of promotional activities for the destination. An internal sales service will therefore be established for ticket sales, as well as sales of advertising space on our media and the management of our operations (BIP, Tram Experience, catering options at major events and internal events).
Reinforcement of house.brussels will be achieved by planning events in connection with the affinity marketing strategy developed by visit.brussels, as well as by developing a competitive range of seminar products that responds to the needs of congress participants and that is representative of the quality of Brussels cuisine. visit.brussels will participate in mobilising young Brussels residents, by developing a collaboration with hotel management schools, to organise certain events, and by getting people in difficult professional situations back to work.
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Conclusion In four years, overnight stays in hotels have increased The tourism sector is an extraordinary source of by 40% to reach almost 7 million in 2015 (53% of which employment open to diversity and to more vulnerable originated from business tourism). Few European cities groups of the population. Tourism accounts for 8.1% have enjoyed such a growth and the objective for 2020 is of jobs in the Brussels-Capital Region, with 51,316 to reach ten million overnight stays. employees and 5,917 self-employed people. The cultural sector accounts for almost 24,000 The GDP for tourism in Brussels is 2.7 billion, or 3.9% of employees, most of whom work in very small companies, the region's GDP. Brussels comes just above France and and 2,700 self-employed people. The range of cultural Italy and just below Spain, Portugal and Malta, countries products and events represents approximately 24,000 where tourism plays a highly significant role. The Gross activities a year. Museums and attractions welcome 3.38 Value Added of tourism amounts to €3.5 billion, or 5.6% million visitors a year (sample from 37 institutions). of the total regional value added. Brussels is ahead of the Netherlands, Canada or Denmark. Tourism and culture are fundamental springboards for economic growth and employment for Brussels residents. The development of tourism creates wealth and added value at the level of local actors, hotels as well as restaurants and brasseries, shops, cultural and leisure establishments and certain businesses.
This is the context in which visit.brussels strategic plan fits. A major challenge lies ahead and the results achieved since 2010 prove that we can succeed, thanks to the support provided by all Brussels residents.
The Region's appeal is ever increasing because Brussels is the political and administrative centre of Europe and counts numerous national and foreign enterprises, great Belgian political institutions and many European institutions.
Thanks to MICE activities and its 442 congresses, Brussels boasts first place in Europe and second place in the world as a congress destination in the UIA's listings, just behind Singapore.
22 startegic plan 2016
culture & city life
Main objectives • To increase the number of partner organisations to • To develop the content of the range of products and promote the products events in Brussels in accordance with the affinity groups Filmoffice.brussels: • To develop online and offline marketing activities to • To highlight the following criteria: quality of the ser- promote the themes to people that belong to the af- vices (processing speed, response to last-minute finity groups problems, systematic visits to all major film recording • To mobilise Brussels partners that are part of each projects), clarification of the terms and conditions affinity theme for filming projects and excellence of the 'decor' da- • To package the range of products and events to make tabase on our website the destination appealing and so that visitors disco- • To establish an autonomous plan in case signs are not ver new tourist hubs installed by the competent services • To organise press trips for specialist press, in asso- • To ensure effective consultation with all actors ciation with the Press cell concerned, with the aim of harmonising legislation • To develop opportunities for the destination by iden- related to time frames and taxes in the 19 municipa- tifying TOs specialised in affinity groups, in associa- lities tion with the Sales department and by bringing the • To act as a driving force for 'green label' filming pro- TOs to Brussels for fam trips jects: autonomous electricity, sorting waste, trans- • To stimulate visits to museums and tourist attrac- ports economy, 'fair trade' consumption etc. tions • To ensure better distribution of filming projects • To ensure the development of specific products throughout the 19 municipalities resulting in a real based on well-defined target groups need for set-finding • To develop the visit.brussels TV channel • To develop the content of social media • To develop a system for collecting data to establish Brussels Card: statistics for direct and indirect expenditure gene- • To ensure the follow-up, maintenance and rated by filming projects production of statistics • To diligently explore the female market to attract fe- • To present the product to other cities via ECM male directors and producers to Brussels • To increase digital sales of the Brussels Card • To ensure visibility for the Brussels-Capital Region in Cannes: Brussels is established in the film industry. Greeters: There is a high Belgian presence at all the festivals • To accomplish 900 'Greets' in 2016 with a focus on and Brussels hosts a great many! off-peak periods: January, February, March, October • To ensure independent management of the website and November (size of photos, flexibility in integrating new locations • To increase the number of "Greeters" from 95 to 120, etc.) while maintaining a balance between supply and de- mand, with a conversion rate of 75% Image.brussels: • To support structural effects for audiovisual compa- Guides: nies and professionals in the Brussels-Capital Re- • To sell 700 guided tours in the Region via the visit. gion brussels reservation tool • To act as a link with regional actors directly or indi- • To present the 150 guided tours on request to stimu- rectly involved in developing the audiovisual indus- late bookings via the visit.brussels themes try in the Brussels-Capital Region (Screen.brussels, • To present 30 guided tours each calendar month BI&E, City Dev, SRIB, ST’art, ADT, Bruxelles Forma- • To develop guided tours during events tion, ICC platform, professional associations etc.) • To stimulate use of the online reservation system • To encourage co-productions with new partners • To encourage and support the production of web
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content (web series) and television content (televi- Forum around Brussels' new cultural and sion series) tourist season • To ensure the promotion of the fund and Brussels in- visit.brussels will also ensure that at the end of August/ dustries on major markets and at international events beginning of September a campaign is designed around • To establish an independent regional audiovisual the new Brussels' season (cultural and tourist sector, fund academic sector and other areas of society) to stimulate • To ensure the production of new communication and collectivise reflection on Brussels and to encourage and promotional tools in synergy with the BFO and networking between shareholders of the affinity themes Screen.brussels of visit.brussels and the Region's cultural identity. agenda.be: Brussels Card • To finalise the new responsive site and launch the En- The Brussels Card is sold and promoted by tour operators, glish version third party websites and affiliated partners. Individuals • To develop an interface for managing advertisements purchase it on the new Brussels Card website integrated and sales of advertising spaces on the website and in in the visit.brussels website, and at welcome centres. In newsletters 2015, the card was completely digitised. We are now ai- • To develop a sponsored SEO policy ming for additional promotion online. In future we hope to • To achieve two million hits be able to include public transport in the Brussels Card • To increase the number of weekly sectoral newsletter product. subscribers • Distribution of the flyer via specialist networks • To develop promo on social networks • Poster campaigns in Brussels during low seasons • Promotional activities via our website and/or dis- Actions count vouchers General • Targeted promotional campaigns (in the press, co-marketing, competitions etc.) Cocktail & Learn meeting • Promotion via visit.brussels TV Organise an info session for partners related to the • Participation in the City Cards Expert Meeting orga- Culture & City Life department's activities and the year nised by European Cities Marketing of culture 2017. Winter & Summer in Brussels • Develop packaged products and collaborate with the sectors concerned (hotels, museums, attractions, restaurants etc.) in order to boost hotel occupation during low season periods (Winter et Summer Packs) • Highlight special offers on the visit.brussels website • Develop themed products to help hotels to devise packages in accordance with their needs: exclusive goodies, discount voucher booklets, mini sites, com- petitions etc. • Implement online marketing activities to ensure pro- motion for Brussels in the low seasons (winter and summer)
Seasonal events brochure Design and produce events brochures (Spring, Summer, Autumn and Winter versions) distributed in Brussels in hotels, youth hostels, welcome centres and at USE-IT. The intention is to highlight the cultural seasons more ef- fectively. 26 culture & city life
BRIC Sales Guides Fam trips The BRIC markets require a specific approach to promo- Familiarisation trips organised for potential tion and sales related to the destination. The Culture & leisure business partners in association with the BTO City Life department is developing appropriate tools to or commercial attachés and in partnership with hotels, assist the Sales cell in its approach to these markets. transport companies and/or local receptive agencies. These are tools intended for active sales development The objective is to promote the destination in accor- for the destination aimed at tour operators and corpo- dance with the devised themes and to highlight the the- rate customers in new markets. The content of the Sales med years. visit.brussels also takes the initiative to in- Guides and the Luxury and VIP files will be determined vite travel organisations and tour operators specialised in close collaboration with the Sales cells. in strong themes for Brussels, with the aim of them in- • Update the BRIC Sales Guides and Luxury and VIP cluding the destination in their catalogues. files • Create new files for the Sales Guides Luxury and VIP Monthly newsletters files in accordance with the 2016 range of products Edition of twelve newsletters aimed at our partners and and services agencies abroad. They provide information including • Translate the new material cultural news, new products (restaurants, shops, bars) in • Develop an online tool that facilitates consultation the Region and visit.brussels' activities. They are trans- of the Sales Guides lated into three languages.
Sales Guides Hotel and accommodation sector Europe/USA visit.brussels has collaborated with the hotel and reco- In 2015, visit.brussels developed an application that gnised tourist accommodation sector for years. A mee- facilitates sales of specific destination products. This ting will be organised with these partners at the begin- digital tool replaces the Probook. It also contains infor- ning of the year to discuss their 'new' requirements and mation aimed at groups as well as FIT (Free Independent future collaboration with different sectors. Travellers). It is vital that this tool be updated on an an- nual basis. Press trips Press trips to allow journalists to discover new tourism Co-marketing activities and cultural products and services: ADAM (Art & Design visit.brussels wants to actively develop co-marketing Atomium Museum), renovation of the BELvue Museum activities with partners in Brussels and abroad. Moreo- etc. ver, visit.brussels often receives requests from different partners and/or sectors for help with promoting the destination with promotional materials, items, prizes for competitions etc. • Equipment rentals • Transport abroad • Various gifts for competitions
Accessibility brochure at Brussels Airport and other locations As the demand for Brussels information tools is high at Brussels Airport, the Culture & City Life department created a brochure aimed at visitors. It contains the most important information that allows them to travel to Brus- sels in a straightforward and user-friendly way. visit. brussels also responds to other requests for accessibi- lity brochures.
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Europe Europe Direct & EP Information Point Project communication • Europe Direct is the citizens information centre for • Develop a pilot project linked to project communica- Europe. The service is provided by visit.brussels in the tion in the European district. welcome centre at the BIP. The service consists of dis- • Develop a graphic charter for the district and more tributing brochures, organising info sessions and related specifically for project communication. online communication. It will be organised around one or more themes of the Juncker Cabinet. Three approaches: • An EP info point will also be added to Europe Direct • Seasonal Brussels agenda. with the aim of providing information about the EP's ac- • Tourism assets in the European district and Brus- tivities to the general public. sels. • Artistic projects in collaboration with the MAD Debates and workshops Organise debates around the 'Europe in Brussels' theme, Museum openings in association with the European Parliament's Informa- In 2016, the European district will have two new, must- tion Office in Brussels and the European Commission's see tourist attractions: the House of European History Representation in Belgium. and the new headquarters of the European Council (The Lantern) Promoting attractions • Press trip to promote the European Promote attractions linked to the 'Europe' theme, such district as the Region's third tourism hub. Journalists as the Parlamentarium, Mini Europe, etc. will assist at the House of European History's inaugura- tion. Partnerships with the cultural, associations, public • Competition on social media on the occasion and trade sectors of the opening of the House of European History Develop diverse partnerships with the aim of providing • Supplement the photographic library information to and the integration and participation of • Design promotional material the expat community in Brussels in Brussels life and vice versa. Examples of potential partners: Growfunding, Rally in the European district Meetsies.com, The Bulletin, HEBE (expat association), • Rally in the European district with the aim of Brussels for Europe, the European Commission, Euro- increasing awareness of the European district and the pean Parliament, Zinneke and Nuit Blanche. European institutions among tourists and secondary school children (Belgian and foreigners) that visit Brus- Newsletter, Facebook and mini sites sels. • Design and edit a monthly newsletter sent to 17,000 • Develop a downloadable app: addresses, mainly in the European institutions, with a GPS rally starting from BIP travelling through the Eu- the aim of promoting cultural activities and partici- ropean district using a smartphone or tablet equipped pation in Brussels life. with a GPS. The objective is to develop a tool that allows • Design and update a Facebook page with the aim the discovery/promotion of the EU district through fun of promoting cultural activities and participation in challenges. The application will be developed in three Brussels life. languages and several versions: an autonomous ver- • Create and update a mini site with the aim of promo- sion, with no physical intervention, a paid version that ting participation in Brussels life. requires interaction from staff on the ground. A prize for the winning teams. Publications, surveys and studies • Project in association with the European institutions • Popular publication of 'The Brussels Reader' and FPS Foreign Affairs. • Collaboration with the Cosmopolis research group to obtain statistically representative research results for the target group of expats in Brussels originating from the survey.
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Arts & Creativity Comic strips • Organise a competition on social networks (Face- book, Twitter, Instagram etc.) during the lead up to the Comic strip Festival: 'Win a Comic strip week- end in Brussels'. The winning couple will be treated to a two-day weekend in the capital. We are counting on the viral effect of such an event to mobilise city trip fans in our priority markets. • Make contact and collaborate with specialist online and offline publications in neighbouring countries • Welcome journalists that want to find out about the Comic strip theme • Update the theme's file, update the Comic strip pages on the visit.brussels website • Promotional activities in Brussels related to Comic strips, in association with actors in the sector sign district, we would like to invite about twenty journa- A visit.brussels stand during the three days the Co- • lists to attend the MAD's inauguration. At the same time mic strip Festival lasts. The stand will also promote they can explore what's new in the district. Brussels as the capital of the Comic strip Web promotion Organise a photo shoot of the various locations lin- • • Write articles about Brussels designers and stylists ked to Comic strips in Brussels, to supplement the • to feed the fashion section of our website. These ar- visit.brussels photographic library (museums, galle- ticles could be published on social networks of other ries, libraries and festivals etc.) Fashion & Design destinations such as Paris, Lon- Reprint and update certain Comic strip brochures • don or Milan via sponsored posts. depending on stock levels (Comic strip 'Frescoes' Animations at shows abroad and/or 'Tintin' mini maps, games or colouring books) • Promote the 'fashion' theme at shows abroad; invite a Design promotional material to promote the theme at • Brussels craftsman, video animations or other. shows and events Coordinate and boost the 'Brussels, capital of the • Now that the visit.brussels building is used to show- Comic strip' theme throughout the year • case the Brussels themes we would like to organise an event/exhibition about fashion in Brussels. To Fashion, design and exclusivity fit in with the agenda we would like to develop this Update the mini map • event so that it is included in October 2016 in the In 2015, several boutiques that appear on the mini • 'Fashion month' organised by MAD Brussels. map were forced to close while others have opened. Support for the La Cambre fashion show Therefore updating the mini map is absolutely vital. • Shopping Competition on social networks • • Update the shopping mini map, in association with Organise a competition on social networks in the • Atrium. The mini map presents each commercial dis- lead up to the fashion route or the opening of the trict with its specific characteristics and flagship shops, MAD: 'Win a Fashion weekend in Brussels'. The limited to mainly promote Belgian and Brussels bu- winning couple will gain a two-days weekend in the sinesses. The identity of each district must be embo- capital. We are counting on the viral effect of such died in the selection of shops. We could also add inserts: an event to mobilise city trip fans in our priority mar- 'Your chocolate shopping', 'Your beer shopping' 'Your kets. Comic strip shopping' etc. • Press trip on the occasion of the opening of the MAD. To promote the Dansaert district as the fashion and de-
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Contemporary Art • Publication of the quarterly NECA brochure (contemporary art exhibitions) and the Brussels Art Guide in associa- tion with the Foundation for the Arts. • Follow-up of round table discussions in 2015: colla- boration with the contemporary art sector in Brus- sels. • Continue to highlight and communicate existing events, to disseminate and publish campaigns to promote the art scene, to lovers of contemporary art and a wider or young audience that demonstrates a particular interest in this artistic discipline. • Update the content of the visit.brussels website. Online and offline promotional activities. Highlight events linked to contemporary art in the different vi- sit.brussels media and publications • Personal shopper • Showcase the theme through collaboration with the Develop the website and promotional activities. In 2015, press. we recruited new personal shoppers. To promote this • Press trip during the Brussels Art Days to promote service we would like to develop an online platform with Brussels as a contemporary art destination, in asso- a presentation of the service, the profiles of the different ciation with Brussels partners. personal shoppers and the possibility of booking them • Banner advertising campaigns in the city during Art online. A brochure will be compiled to complete the web- Brussels and for the Brussels Art Days. site to promote this service in the various hotels in Brus- • New edition of the 'Sized for Contemporary Art' sels. mini map: the mini map lists around sixty galleries, art centres and urban works. Since its first edition, • Exclusivity numerous new galleries and art centres have opened Develop a video clip that presents the exclusive luxury or relocated. sector in Brussels. This video will be available on visit. • Visibility and promotion for contemporary art on brussels TV broadcast in 4 and 5-star hotels as well as at the international map: presence of visit.brussels at shows abroad. Supplementing the photographic library: contemporary art fairs abroad (such as FIAC in Pa- Organise a photo shoot of the various locations linked to ris), in association with Brussels partners. luxury goods in Brussels to supplement our photo libra- ry (boutiques that are members of Brussels Exclusive Performing Arts Labels, concept stores, cultural locations etc.). • To date this theme has not been promoted. 2016 he- ralds a change in this respect. Brussels is a city that Jazz possesses an abundance of creativity. It is home to • Brussels Jazz Platform artists from all over the world. Take the example of The Brussels Jazz Platform was officially launched at contemporary dance, which is a major, internatio- the beginning of 2015. In 2016, the platform intends nally recognised asset for our capital, and theatre, to continue its efforts to strengthen Brussels' image as opera and circus that demonstrate their innovation a, undisputed jazz city. visit.brussels concludes major in Brussels. federal partnerships for this project. The actions are de- fined by the members of this platform and it in dialogue In 2016, visit.brussels will organise round tables with with the coordinator of visit.brussels. the cultural sector to acquire a better understanding of its needs with regard to national and international pro- motion for the cultural range of products and events
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in Brussels. An action plan will be compiled and im- compiled by a specialist consultant historian, in as- plemented, based on the conclusions drawn from this sociation with the managers and/or occupants of consultation. the site concerned. A reading committee will ensure the contents' quality. The information is included in brochures that are available at the locations and that Heritage can be consulted on-site. The information will also be included on the visit.brussels mobile site. History & Heritage Heritage, UNESCO, Charles V Route Charles V Festival Highlight Brussels heritage starting with museums • • In 2016, the 4th edition of the Charles V Festival will located in Brussels. We would specifically like to take place and it is gaining in importance every year. work on the mobility theme in connection with the Apart from permanent partners such as the Omme- new Train World, the Tram Museum and Autoworld. gang (medieval pageant), Coudenberg, Cinquan- Showcase UNESCO World Heritage using all our • tenaire Museum, Museum of the City of Brussels communication channels: brochures, website, the- and Itinéraires, other partners join in each year and med walks etc. provide an interesting programme about Charles V Welcome journalists interested in this theme, online • and the Renaissance period. visit.brussels aims to marketing activities via social networks, online pho- increase awareness and national and international tographic competition etc. visibility of Brussels in the cultural and heritage Develop material to increase the visibility of our • landscape, around the theme of Charles V and his media: photo reportages of UNESCO heritage and era, as well as international awareness of the Omme- important monuments. gang. Collaboration with the 'Charles V Route' organisa- • • In 2014, the first steps were taken to recognise the tion to develop the permanent tourism product range 'routes of Charles V'. Recognition by the Council of related to Charles V in Brussels. Europe will help increase this project's visibility and attract more tourists. 'The Brussels Museums Masterpieces' project • In 2016, the Brussels Museums Council will launch Folklore a project focused on the collections of the Brussels National Ball museums. The collections are extremely rich and • From 7.30 p.m. the evening before Belgian Natio- the general public's knowledge of them is still very nal Day, the public congregates at place du Jeu de limited. Through 'The Brussels Museums Master- Balle/Vossenplein for a large-scale collective dance pieces' project Brussels aims to increase awareness called Unik Party. The essence of Unik Party: the about its collections among Belgian as well as fo- group learns a dance that the public have to repro- reign visitors. visit.brussels will help promote this duce. Or to transform a spectator into an actor. Pro- project. fessional dancers as well as beginners can join in, this activity is open to all, without exception, and Mobility route: train, tram, car what's more, it's free! The City of Brussels has ap- We would like to work on the mobility theme in asso- • pointed visit.brussels as facilitator for this event. ciation with the new Train World, Tram Museum and Autoworld. Surrealism • Welcome journalists that want to find out about Heritage - tourist information Brussels and surrealism. Continuation of the project to promote Brussels he- • • Reprint the 'Surrealist Brussels' mini map. In 2014, ritage to tourists, in association with the Region's we printed a small quantity of the surrealist mini Monument and Sites Directorate (DMS). It provides map. We would like to print more to satisfy as many light, concise information that can be quickly read visitors as possible. Update the surrealist mobile ap- while visiting a site: churches, museums, certain plication in three languages. hotels, statues, parks etc. The content has been 31 culture & city life
• Publication and co-promotion in diverse • Welcome journalists on the occasion of the exten- (online and offline) media. sion of the Horta Museum planned in 2016. • Design promotional material: roll-up, photo repor- tages etc. City Life • Advertorials/competitions on surrealism in media yet to be defined. FOODIES • Online promotion. Products promotion - BEER • Update the 'Surrealism' theme file and the 'Surrea- • In 2018, Brussels will become the bona fide capital lism' pages on the visit.brussels website, in three of beer, not just in Belgium but also in Europe: the languages. opening of the Belgian Beer Temple will attract more and more beer lovers to Brussels. Brussels will also Art Nouveau, Art Deco and Modernism be the starting point for tourists - beer lovers - on • Promote the Brussels biennial devoted to modern ar- a discovery of Belgium, country of beer. To respond chitecture, the second edition of which takes place to this demand, visit.brussels has decided to launch in 2016. This is a promising biennial and could de- certain initiatives allowing the reaffirmation of velop, following in the steps of the Art Nouveau and Brussels' position as the capital of beer. Art Deco biennial that is organised during uneven • Brussels and Flemish Brabant, and in particular numbered years, into an event with unquestionable the Zenne Valley produces two star beers: Lambic tourism potential. Modernism grew from Art Deco and Gueuze, which will have their very own 'route' and is perfectly consistent with the continuity of devoted to them. Obviously there was no question of leaving Brussels out. Along the route catering and hospitality establishments, breweries and other businesses related to brewing beer are placed in the spotlight. • Develop a product than combines beer and tourist packages. • Beer weekend: printing a special brochure to promote the 'Beer weekend' exclusively comprising all the specialist beer pubs and restaurants, to allow 'Beer weekend' visitors to set off alone on their journey of discovery. • Develop a hotel package specifically tailored for the 'Beer weekend'. • Competition to win an overnight stay and a visit to Brussels during the 'Beer weekend', in association with specialist media. • Update the content devoted to beer on the visit. this architectural movement. brussels website. • Further development of the Art Nouveau and Art • Promotional and marketing activities using Deco theme on the visit.brussels website, ensuring specialized media. clearer and more varied content: articles about the • Presence at other beer festivals and events devoted bars and restaurants, main Brussels architects, mas- to this theme: mini maps, brochures and roll-up. ter builders etc. • Using the 'Victor Horta' exhibition, property of the Products promotion - BRUSSELS TABLES Monuments and Sites Directorate. • We would like to retain and promote our local • Promotional and marketing activities using specia- gastronomic specialities because there are many list online and offline media. consumers looking for these kinds of products, as
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long as they are of a high quality and are affordable. newcomers to the sector. • To structure our approach we recommend to create a label that meets specific criteria. The 'Brussels Support for events tables' label will be awarded to restaurants that meet • Brussels proposes a series of quality and varied the specific criteria, which will as a result benefit events related to gastronomy: Brussels in the Sky, from suitable promotion. Culinaria, Les Nocturnes du Sablon, Eat! Brussels, • We will focus on Belgo-Brussels specialities, asfar drink! Bordeaux, Food Truck Festival, Resto National, as the Belgian dishes included provide national etc. representation (such as: Carbonnades flamandes • We would like to continue and even increase our and Waterzooi). support for these events that make a significant • We will devote particular attention to restaurants contribution to Brussels' image and brand. We will serving these typical Brussels specialities that are start by offering our very own Tram Experience as a threatened (such as: Brussels waffles, bloempanch means of communication for these foodie events. We (blood sausage), choesels (offal stew), etc.) and could also distribute a video of Brussels in the Sky, cuisine using Brussels beer. Other non-gastronomic flyers for Les Nocturnes du Sablon or Culinaria. criteria will also be applied such as the quality of the welcome (multilingual), respect for AFSCA/FAVV GREEN norms etc. The 'Green' theme • Collaboration with Brussels partners in the field Product promotion - CHOCOLATE of sustainability (Villo!, Bruxelles Environnement, • Develop a chocolate festival, during the carnival etc.). holiday period, consisting of the Chocolate Show, • Organise round tables with partners. developing a 'Chocolate' route through the city, • Online and offline marketing and co-marketing promoting Brussels chocolatiers and tasting activities with the sector with the aim of increasing sessions. the possibilities for promoting the destination using a selection of events and new initiatives. International promotion • Update the pages on the visit.brussels website. • After joining the executive office of the Délice • Develop a tourist cycling map. network, opening the Tram Experience 2014-15 programme to chefs originating from cities in this Sustainable Meetings network, we will submit our candidacy for a new Brussels has established its main objective to become mandate and if possible, presidency of the network one of the greenest capitals in Europe by 2020 and to during the annual General Assembly in the autumn strengthen its position as a sustainable destination. To 2016. this end it is vital that a suitable product range is deve- loped for the meeting sector: Support for the sector • Supplement the 'sustainable meetings' content on • We brought the sector together in 2014 to bundle and the website summarise its expectations and perception of the • Supplement the content of the monthly newsletter gastronomic dimension of the city. This information (good practices for the sector related to sustainabi- is available. lity) • We would now like gradually put in place a strategy • Update publications (Let’s Meet, Bid Book) to support this sector, in accordance with the • Develop a customised tool to quantify/ boost de- general communication guidelines established by mand for hotels/locations that respect the environ- visit.brussels. ment. For this purpose visit.brussels wishes to enlist • In addition we would like to use our website, which the services of a consultancy firm via a public tender will soon be renewed, as a permanent and dynamic communication medium for new initiatives and
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Environmental management SHOPPING visit.brussels wants to integrate environmental, social Nocturnes du Sablon and economic concerns in its activities. There is a parti- (Late-night shopping at the Sablon) cular focus on Corporate Social responsibility (CSR), in The "Quartier des Arts et du Commerce du Sablon" accordance with ISO 26000. association is creating an event organising four days of festivities in the Grand Sablon district. The Nocturnes • Eco-dynamic Enterprise label du Sablon 2016 will revolve around three main themes: Implementation of the environmental action plan 2016 art, gastronomy and music. established in the context of acquiring the 'Eco-dynamic enterprise' label: monitoring indicators (energy, mobility, Art: in association with students from the École de La waste, water, purchases, products and services) and im- Cambre, the area and its surroundings will be decorated proving environmental performance. with new and surprising works. What's more, during the four days, twelve renowned chefs will take turns in • Eco Team proposing small original dishes inspired by the end of In 2015, an eco team was established with the aim of year celebrations in street food style, costing €8 a dish. creating awareness in all visit.brussels departments They will welcome visitors in four restaurants at Place of managing all their activities in a more sustainable du Grand Sablon and two bars will also be used. Last- manner. Monthly meeting and compiling an awareness ly, a central stage will provide a programme of music, action plan on the following themes: energy, mobility, concerts and a DJ to add to the festive atmosphere. waste, water, sustainable supplies etc. KIDS • Social Legacy Kids Gazette visit.brussels takes various actions with regard to the Partnership with the Kids Gazette (paper + newsletter) following topics: disability, poverty and child welfare etc. that is distributed by over 300 locations in Brussels (the Samu social: visit.brussels regularly cooperates with visit.brussels welcome centres, libraries, certain mu- Samu social (BoxOffice, events, meetings) Badje: the seums, European schools etc.) with a print run of aim of this project is to ensure that children with a disa- 20,000 copies. The brochure includes activities and bility receive a specific welcome and supervision in or- events to explore with children in FR, NL and EN. ganised activities during school holidays. visit.brussels • Update the 'Kids' theme file for professionals. is committed to allocating the fixed amount of • Develop a 'Brussels with kids' brochure for the ge- €2,000 to Badje, originating from sales of regional maps neral public based on the theme file that completes and mini maps, edited and sold by visit.brussels the mini map that families can obtain from our wel- come centres. Sustainable events • 'Kids' brochure listing visit.brussels events. In 2015, Bruxelles-Environnement allocated a subsidy • visit.brussels will organise or co-produce an increa- to Environnement for the call for 'Sustainable events' sing number of events for the general public: develo- project, to develop and establish a customised tool for ping brochures/games/competitions, specially for improved coordination related to the environmental ma- people visiting the events with children, to ensure nagement of its events (mainly in relation to the issue their visit is more playful and educational. of the management/reduction/removal of waste). The • Round table with partners on the 'Brussels with idea was to assess the tool during the following events kids' theme to improve the supply of information and in 2015: the Fête de l’Iris, Eat! and the Comic strip Fes- collaboration. tival, to subsequently create a visit.brussels tool for all • Marketing and co-marketing activities with Brussels these events. Therefore in 2016, visit.brussels aims to partners via specialized media. continue this work in association with its two partners • Welcome specialized journalists. (21 Solutions and Exposantd). • 'Win a family weekend in Brussels' competition. • Promote the cultural product range in schools in the three Belgian Regions. We want to increase the nu- mber of Belgian schools visits to our capital. 34 culture & city life
YOUTH Youth tourism activities: • Update the youth pages on the visit.brussels web- site • Promote the youth product range using advertise- ments on Facebook (social networks) • Two competitions a year, in association with trans- port companies, hotels and cultural partners to win a weekend in Brussels • Promotional material • Round table with USE-IT and staff from visit.brus- sels welcome centres • Youth photographic material to supplement the vi- sit.brussels photo library with new images of young people • Partnership and co-marketing activities • Press trip in association with trendy European media • Round table with youth hostels NIGHTLIFE very.brussels activities: • Promote Brussels as a 'nightlife' destination: Brus- • For young people that live in Brussels for between sels offers a rich and varied nightlife. Brussels pos- six months and two years. They must be genuine am- sesses a remarkable range of 'party concepts'. There bassadors for Brussels when they return home. The is still insufficient awareness of this product range idea was specially developed for young trainees and at international level. People interested in nightlife Erasmus students. also represent a target group sensitive to "trendy", • They receive a welcome pack and a Facebook group "fashion", "art" and "design" products. has been created that announces activities in Brus- • Promote nightlife on the visit.brussels website. sels and offers the possibility of winning tickets for • Update the theme file, display the highlights on the must-see cultural events. screen at Place Flagey, agenda.be and visit.brussels • Organisation of guided tours, cultural events that TV. help young people to explore their new host city, in • Round table with actors involved in nightlife with association with schools, universities and organisa- the aim of selling Brussels as a nightlife destination tions for trainees at the Parliament and Commission. more effectively. • Continue to develop happy.brussels, an activity that Youth USE-IT provides access to all New Year parties. Concluding a partnership with USE-IT asbl that is res- • Promotional activities and competitions that ponsible for the daily reception of young, international highlight nightlife via social media. tourists. • Develop audiovisual material to promote the desti- nation more effectively (DJs, parties etc.). Brussels Summer Festival Promotion for the BSF.
Youth hostels Integrate youth hostels in the hotel reservation platform and group reservations management.
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LGTB Promote Belgian Pride at the international level LGBT general activities Campaign on European LGBT media 'Belgian Pride & Di- • Welcome journalists on the occasion of Belgian versity Week'. The aim of this campaign is to increase Pride. the number of foreign visitors as well as awareness of • Welcome specialized TOs during a fam trip. the event. • Create an LGBT 'A pride week in Belgium' product- to attract people from outside Europe and welcome Tourism for all them for a week in Belgium in association with other • Develop and promote a customised and accessible cities, the Brussels cultural and tourism sector. tourism product range for people with reduced mo- • Newsletters for international LGBT media and BTOs. bility. • Training for the hotel sector related to the 'LG- • Collaboration with the AMT Concept 'Brussels for BT-friendly' theme. All' with the aim of providing a better accessibility • Update the 'Brussels Gay' theme file. diagnostic for persons with reduced mobility during • Support for the organisation of several LGBT events their stay in Brussels. in Brussels (festive, cultural and sports events). • Develop a customised tourism and cultural product range for the blind and visually impaired, the deaf Activities for the lesbian market and hard of hearing. • Position Brussels as a capital open to lesbians and • Online and offline communication: theme file, pro- developing the product range. mote accessibility in all our online and offline publi- • Continue work to organise two lesbian weekends cations. (spring and autumn), combined with a press trip. We • Work to create transversal awareness in visit.brus- are working around Art Brussels and the Fashion sels with regard to people with reduced mobility. Route. SPORT Sport – general activities • Act as a one-stop shop for sport, to centralise the welcome for major sports competitions. • Support sports federations in the Bid Books pro- cess. • Also promote city sports events in our publications, on our website and via social networks. • Organise a round table with managers of sports fe- derations. • Develop promotional material. • Update the editorial content for the sports product range on the visit.brussels website.
Magic Relay • Continue the partnership with the Van Damme Me- morial: promotional activity of Brussels in the Me- morial. • Collaboration with Belgian school athletics federa- tions to organise a relay race during the Memorial, combined with a visit to Brussels.
POP & GEEK CULTURE • One of the first projects to see the light of day is a collaboration with Brussels schools: after visiting
36 culture & city life
certain symbolic Brussels heritage buildings, young pupils will digitally recreate the buildings using the Provide the sector with a boost Minecraft game. • Develop the 'Book a Guide' product range (for groups • A partnership with the Brussels Games Festival is and individuals) planned, to support this event in terms of logistic or- • Monitor supply and demand ganisation and help promote this festival dedicated • Develop the product range as clusters (focus on the to board games in all their forms. Comic strip, Art Nouveau, Gastronomy and Green • Another idea is to review the important Brussels clusters). themes from the culture pop and geek perspective: • Organise meetings-debates for the sector. Brussels Comic strips, medieval heritage, Renais- sance and Art Nouveau, or the film industry. Communication • For a number of years, events linked to pop and geek • Design communication tools (flyers, signs, catalo- culture have attracted large audiences all over the gues etc.). world. We want to actively explore these types of in- • Editorial, translation and layout. ternational events: this refers to shows, conventions • Make the product range more visible on stands and and events as well as major exhibitions. in the welcome centres. • Update and improve the 'Discover the City' mini we- DISTRICTS AND DIVERSITY bsite, pages per lists, visit.brussels social networks • visit.brussels would like visitors to discover life in so that the diversity of the product range is clearer. its different districts. New tourism hubs are being created to this end. Examples include the canal dis- Promote guided tours trict, European district and the area around the new • Promote guided tours of building interiors Train Museum. NEO represents a new opportunity • Create visit.brussels products during the Plaisirs for venturing outside the hypercentre. However we d’Hiver (Winter Fun) event. also include districts with a real village atmosphere • Develop content for social networks and the web such as the Parvis de Saint-Gilles, or green munici- • Compile a catalogue that bundles products for palities such as Jette or Watermael-Boisfort/Water- groups maal-Bosvoorde. This strategy guarantees a better • Make the content more dynamic and improve the balance between visitors and residents in the Re- 'Book a Guide' product gion. • Promote the content of the 'agenda' • Themed year focusing on diversity. • Newsletter • Conception of DISCOVER THE CITY Sales of guided tours to groups GUIDED TOURS • Sales of guided tours on demand (groups, TOs, travel Support the sector agencies, private guides) • Join the "Prince Philip Fund" working group • Develop partnerships for online sales of guided • Publish the barometer tours • Join the Federation of Guides Associations (Fédéra- • Administrative management of sales follow-up (in- tion des associations de Guides) voicing, overviews) • Join the Global Greeter Network • Train the Discover The City team • Maintain the "Greeters" website • Represent the sector • Maintain and improve the online tool for guided tours • Develop the TO purchasing platform • Monitor and support the organisation of the guide profession 37 culture & city life
Sales of guided tours at City Hall • Follow-up and manage visitor requests • visit.brussels will organise guided tours of Brussels • Statistics City Hall based on agreements:guided tours on fixed dates for individuals (via Soft Office), and guided CINEMA tours on demand for groups (via BoxOffice) • Promote guided tours of City Hall (posters and bro- FILMOFFICE.BRUSSELS chures etc.) Clermont-Ferrand International Short Film Festival Sales of guided tours to individuals An important festival for attracting young film producers • Sales of guided tours on fixed dates (individual to Brussels. 2016 will be our third edition in partnership members of the public) via BoxOffice with WBI, Clap and BATCH. • Increase the number of partnerships (sales of the guided tour product range) Les Magritte du Cinéma • Sales training (for guided tours) Support for the prestigious celebration that promotes • Administrative management of sales follow-up (in- the Belgian film industry within and outside our borders. voicing and summary) Brussels International Fantastic Film Festival BIFFF GREETERS A classic enjoying international repute, which promotes Promotion Brussels' film industry in the catalogues of major fantas- • Communicate with the target audience (new resi- tic film festivals abroad. This will be the 4th edition at dents, expats, international tourists, international Bozar. We will take care of the candelabras, street ban- representations, social networks etc.) ners and will offer necklaces. • Organise events 'La ville se raconte' (The city tells its story) Frontières The third edition of this European-North American event, supported by Europe, and enjoying increasing po- pularity. The international market of the genre film, or- ganised on the fringes of the BIFFF (245 participants in 2014, pitch and networking sessions for producers and post-producers).
Brussels Short Film Festival BFO presents its services during the opening evening and supports the short film sector.
Cannes Film Festival A must! Visibility, B2B meetings and networking events bear fruit every year, coproductions confirm it. Activity in association with image.brussels.
(focusing on the districts and 19 municipalities) Brussels Film Festival • International promotion Support and visibility at the Brussels Film Festival that • Stand at events in Brussels is held at Flagey and focuses on European films. • Energise the team of volunteers • Compile Greeters portraits • Develop the product range as clusters (with a particular focus on the Gastronomy and Jazz clusters)
Reservations 38 culture & city life
Brussels Women's Film Festival (Festival de Films de participating in the 'Cineregio' meeting. Femmes de Bruxelles) 'Elles tournent') Women are talking about themselves more than ever! In MIP TV MIP CUBE 2016, two specific prizes for women (Cinégalité) will be Television programmes market and new broadcasting awarded. We are supporting this festival, which will take technology. place at the Aventure cinema. Cannes Film Festival Brussels Mini-film Festival A must! Visibility, B2B meetings and networking events Sixth edition of this festival for short films exclusively bear fruit every year, co-productions confirm it. Activity filmed in Brussels. BFO is an honorary member of the pa- in association with filmoffice.brussels. nel. Fédération WB for the second year, we will select the best short films and invite the public to BIP, with home- Annecy International Animated Film Festival made hot chocolate also featuring on the programme! Presence at the Annecy International Animated Film Festival. Promotion • Print 'In Brussels they have balls' T-shirts, which de- MIP COM light foreign film crews visiting us and the professio- TV programmes market nals encountered at the festivals. • Update the 'Cinema made in Brussels' presentation Subscriptions films. Subscriptions to specialized film publications. • Organise an end of year cocktail party • Invite foreign journalists Joint activities Prepare and update the 'Cinema made in Brussels' pre- Promotion and memberships for printed media sentation films, end-of-year cocktail party. Online visibility and specialized press. Coproduction activities Subscriptions Participate in the cost of coproduction activities in as- Subscription to professional press. sociation with Screen.brussels and BI&E (Scandinavia, Germany, the Netherlands, the United Kingdom, Swit- Events zerland, Canada, Israel ...yet to be determined). Co-organization of previews promoting Brussels and participating in international meetings organised by the Operations sector. Improve operations: recruit someone for the team via our own resources (dossier costs) Participate in annual EUFCN AFCI meetings Professional European and American Associations to which the BFO belongs, annual meetings in Europe or in the United States with the aim of attracting a US congress to Brussels.
New locations Diversification of the municipalities, set-finding and -ex panding the 'decor' database.
IMAGE.BRUSSELS Berlin Presence at the Berlin Festival and film industry market,
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AGENDA Agenda database Update the central database containing all events and cultural performances in the Brussels-Capital Region, based on internal websites (visit.brussels, agenda. be, arsène50.be), and numerous external sites such as cultuurnet.be, culture.be, Article27 and BMC etc. agenda.be website and newsletters • Keep the information and promotional site up-to- date for Brussels cultural and events products. • Write weekly themed newsletters.
Brussels cultural guide Publication of an annual cultural guide, showcasing cultural activity in Brussels, in association with the Foundation for the Arts (Fondation pour les Arts/Stich- ting voor de Kunsten).
Brussels Card • Manage card issuance, the network of validation/ sales points (23 museums) • Produce sales statistics and reports, follow-up and maintenance.
Advertising Develop an advertising management tool for the visit. brussels websites.
40
convention & association
Main objectives Fund for assistance, guarantee and support • Create a fund that assists in decision-making so that • To develop the content of the range in Brussels de- one can provide additional services to tip the scales pending on the type of demand (Congress, Meetings for Brussels, including defending the candidacy & Events, Incentives, Fairs & Shows) abroad, and the supply of special services requested • To combine the product range to make the destina- by the organiser. tion more appealing • Develop a guarantee fund that can also serve for • To support and convince professionals (associa- pre-financing scientific congresses. tions, DMCs, PCOs) • Develop a support fund to welcome international • To develop opportunities for the destination, by participants during scientific congresses. identifying congresses that offer potential • To generate 1,150,000 congress days (+20% versus STIB/MIVB 2015) and achieve a conversion rate of 50% Purchase STIB/MIVB travel cards to offer the Brussels • To create 60 Bid Books Business Card at major congresses, shows and events. • To identify and contact 300 leads • To supplement the website and its contents Welcome Brussels • To achieve a revenue of €100,000 for the depart- Welcome policy with the aim of providing the destina- ment as a whole tion with an additional USP (Unique Selling Point) and • To unite Brussels partners in the ConventionBureau making congress participants eager to explore the desti- project by means of two round tables a year nation. Prior to the congress, use advertising to increase the number of participants, by welcoming the latter at Convention Bureau – Actions the airport, South Station and at the congress location, and using general information about what is going on in Bid Books the destination at the time of the congress. Specific ac- Print and create personalised Bid Books to defend Brus- tivities for the Label Expo and Seafood (Shared Taxis) sels' candidacy for major congresses, shows and inter- shows. national fairs. Licence Indesign to create the Bid Books in the M&C team and provide different elements of the Congress & Fairs Calendar Bid Book on our website to optimise their use. Online information about all congresses and meetings taking place in Brussels. The calendar's aim is twofold: SIT – Site Inspection Trips to inform the sector about all the congresses and semi- A Site Inspection Trip (SIT) is a more technical visit to nars taking place in Brussels and to communicate the the destination, with the aim of organising a specific meetings to the ICCA and UAI to place Brussels in the event. ranking of these associations. Media plan Champions’ Programme Promote Brussels in specialist press using the 'Global Develop an approach for potential Association Hub' theme. 'ambassadors' for Brussels. Motivate existing ambas- Promote the Convention Bureau, RFP system and the sadors based on specific congress projects. Brussels partners at the same time. Relationships with professional MICE media are based on a partnership. Advisory Board We organise some publicity for them in return for an Coordinate platforms for dialogue between local actors editorial, a workshop or a file about the destination, or and promoters of major Brussels congress projects. an event. We will focus on web media that allows a more effective analysis of the return on investment and more Fam trips widespread dissemination of information. Welcome groups of highly targeted and high level cus- tomers such as Kenes, MCI Geneva etc. and functions such as IAPCO, ICCA and AC Forum.
43 convention & association
Welcome brochures Associations activity in Brussels Finance the welcome packs consisting of brochures for An evening or fam trip will be organised specifically for congresses and develop a booklet of discount vouchers the 'associations' target group in Brussels. entitling the bearer to discounts and special promotions in restaurants, pubs and shops. Possibility of evolving Newsletter + editorial towards a customised 'Brussels Card'. Since September 2014, the newsletter has been publi- shed on a monthly basis. 'Compliance' training • Write articles to promote the destination. Organise a session and an information kit for our partners • Highlight the congress and exhibition sector. about what is happening in Belgium in terms of 'Com- • Enlist external copywriters and translators. pliance' regulations (medical congresses, pharmaceuti- cal codes etc.), in association with EFPIA, Mdeon etc. Mobile welcome stand Create a new welcome stand for congress participants at UFI congress locations. An activity is planned via the UFI network to highlight Brussels in consultation with FEBELUX, Brussels Expo, MICE Press trips Tour & Taxis and SQUARE. Invite specialist MICE press for fam trips and events or- ganised in Brussels.
visit.brussels Week This week showcases the meeting and tourism sector in Brussels. Activities organised during the week include: • An evening for destination partners • The Tourism Awards • A 'job day' dedicated to the tourism sector with BECI
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Association Bureau - Actions European Association Summit Organise a great event for the 'associations' target group to reaffirm Brussels as the capital of international asso- ciations. This event will be organised in association with the following associations: FAIB (Federation of Interna- tional Associations based in Belgium), UAI (Union of In- ternational Associations) and ESAE (European Society of Association Executives). The event's secretariat will be outsourced to a PCO (Professional Congress Organi- ser) to afford the event the necessary scale. The scienti- fic and social content of the event will be developed by visit.brussels.
EAS – Paris/London Organise two "mini EAS" in London and Paris, to promote Brussels as a congress city and international associa- tions host city and the Association Summit. These two sessions will be organised in collaboration with BIE and BIE, the Commissioner for Europe, the FAIB and interna- will include more commercial speeches given by visit. tional organisations. At term, economies of scale will be brussels and BIE, as well as an educational session with achieved by merging legal, tax and expat services. The a renowned speaker to encourage the audience's parti- costs associated with this merger will mainly involve of- cipation. fice space and personnel. In principle the one-stop shop requires one person to receive requests and redistribute Virtual platform them to the existing experts. In anticipation of a designated physical space that will be a showcase for the international associations sector Diverse activities and that enables the development of a dynamic networ- Participate in different associations activities: UIA, king club, we will use video conference facilities and an ESAE and FAIB round table discussions and assistance online platform to enable interaction, networking and for organising various events in Brussels. knowledge and experience exchanges.
International alliances and partnerships Standardising the services offered by the 'Global Hubs' Convention Bureaux and exchanging good practices. Organise educational and informative sessions aimed at customers from the associations sector (such as EAS, Executive Masters in International Association Manage- ment etc.).
One-stop shop The objective of the one-stop shop is to help interna- tional associations to establish a base in Brussels. It mainly involves reinforcing the synergies between visit. brussels,
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Main objectives Sales platform for TOs/groups/partners Develop a tool for product orders for TOs, groups and Offline Communication : partners, to allow them to place orders directly online • increase the reach of campaigns (Flanders, Wallonia for products intended for them, with commission and in- and surrounding regions) voice management. • Reinforce the image of 'Brussels, capital of 500 mil- lion Europeans' Press: • Develop targeted campaigns and targeted products • Expand the journalist database to 3,750 contacts. in accordance with the different affinity groups The database currently includes 2,700 national and • Make the promotional tools shared with other insti- international journalists. All the press contacts are tutions in charge of international affairs more syste- identified in the database by the different affinity matic, to strengthen city marketing of Define media themes and by using tags that correspond to the campaigns per event and product in Belgium and clusters that interest them. abroad • Attract new journalists to Brussels. • Systematise media partnerships for our events Based on current events (opening of museums, ex- • Achieve a revenue of €480.000 for the department hibitions, major events) and current affinity themes, as a whole every year the visit.brussels press service organises "press trips", in association with the other Regions Digital Communication: and partners. • Create a new 'responsive design' portal • Develop contacts with the national and international • Develop a new CMS in line with the new CRM press based in Brussels • Translate parts of the website that relate to priority • Welcome 800 journalists in 2016 in the context of markets "press trips" • Highlight the possibility of online purchases • Exceed 5,000,000 visitors to the series of visit.brus- Actions sels sites • Exceed 300,000 fans on our social networks while OFFLINE COMMUNICATION keeping the engagement rate (no purchases) General brochure A publication that makes the reader eager to visit Brussels at a glance and in a highly visible manner. Development: Design, copy and printing. Complement in the joint visit. data.brussels brussels/BI/BIE general brochure. • Integrate the 'venue' section of the CRM • Open the site to sectoral operators of the extranet (ADT) To complement the Leisure & MICE brochure Promotional tool for the destination aimed at the leisure • Increase the number of events registered in the da- tabase (23,000 planned in 2015), by developing au- and MICE target group. To complement the joint visit. tomatic data flows with more institutions (cinemas, brussels/BI/BIE brochure. Cirque Royal, Forest National, etc.) • Increase market opportunities: ensure that more Hotel place mats media and sites "feed" their sites from ours (general • Two editions of place mats printed biannually for ho- info sites, sectoral sites, municipalities etc.) tels (300,000 copies). • Sale of advertising spaces (€35,000 per edition). Sales Guide & Let’s Meet Develop an extranet that can be used for digital and Regional map (city map) printed publications (based on the extranet that was de- This map is visit.brussels' best-seller. It is sold for €1. veloped to feed the agenda database) Regional map, without any advertising. With a print run of 350,000 copies. Provided free of charge with the pur- chase of the 'be.welcome be.brussels' guide.
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be.welcome be.brussels Compact guide of Brussels in six languages, sold in the welcome centres with a free map; sold at the BTO in ac- cordance with degressive prices depending on the vo- lumes (version without a map for the BTO). It allows the BTO to present Brussels at fairs and shows in an appea- ling and practical manner on the one hand, and welcome staff to provide tourists with a compact and yet compre- hensive guide about what Brussels has to offer on the other.
Let’s Meet Guide containing all information about the "meetings industry" in Brussels. Provides a description and the capacity of all the meeting locations and hotels. This guide is financed by the advertising revenue it ge- nerates. It is distributed by e-mail and supplied to pro- fessional organisers and at all visit.brussels activities: shows, fairs and workshops etc. Update the application Image created in 2015 and paper copies production. With regard to city marketing for the Brussels-Capital Region we must ensure that the identity of visit.brussels visit.brussels TV continues to evolve in a way that surprises our partners Follow-up visit.brussels TV, installed in over 7,400 hotel and target audiences with striking visual images. In ac- rooms, youth hostels and welcome centres. As of April cordance with city marketing we should also have to 2016, the content will be managed internally. It involves work more with copywriters so that our slogans (be ... weekly updates and compilation of the content: cultural be.brussels) continue to evolve in three languages. agenda, themed video clips etc. The content is managed by the Culture & City Life department and the Commu- Welcome Pack nication cell, in partnership with the Convention depart- Develop a line of welcome products for all visit.brussels ment and cultural partners. contacts: B2B, press, leisure, TOs, etc., to nurture cus- • Technical maintenance contract. tomer loyalty. • Promotional activities and presentation brochure. Create different targeted items per cluster. • Compile the content. • Modernisation of the channel broadcast on two Museums map screens that take it in turn to come to the foreground. Contribute to the achievement of a museums plan edited These two screens enable more content to be broad- by the Brussels Museums Council. cast and organised in clusters (film theme, cultural agenda, advertisers etc.). Photo library • Standardisation of video formats and internal Supplement and manage the visit.brussels photo library content management. This simplification and mo- in accordance with the different clusters' needs. dernisation of the medium could attract new adver- tisers. Posters to promote culture and events Branding for city marketing and visit.brussels, cam- paigns aimed at neighbouring countries related to events and/or third party shows. The objective is to gradually and systematically link visit.brussels to all major shows and cultural events in Brussels, continuously striving to
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harmonise the image of the range of tourism and cultural such a project. To do so, it would be wise to enlist the products and events in Brussels, in accordance with the services of those who could identify with each indivi- Region's city marketing. dual affinity theme. Their presence would increase the film's credibility and impact. City Marketing in Belgium and neighbouring countries Increase the reach of campaigns (Flanders, Wallonia and City Marketing – Incoming image surrounding regions). Tourists arriving in Brussels must feel welcome, must be Linking themes to our events is the best way of attrac- reassured with regard to their choice of destination. To ting people to Brussels: promotional campaigns, adver- this end, we would like to increase the signs of welcome tisements and competitions. in the city, in the welcome centres and in museums and cultural locations. These campaigns will also serve to City Marketing – video clips promote our products and maintain our brand. visit.brussels supports the development of city marke- ting for the Region. Creating video clips on the different Photographic reportages affinity themes with a new tone appropriate to the Brus- Photographic coverage of all the events that take place sels' identity. The different films will serve as promotio- in Brussels. nal tools and showpieces for our different themes. DIGITAL COMMUNICATION The idea is to show films that are not too "corporate", as do the majority of other European or global cities, and Extranet for the Sales Guide Let’s Meet as we have done so to date. We want to present Brus- Establish a permanent extranet that allows our partners sels differently using its inherent characteristics that we to update their information on our website and receive want to highlight (multicultural, surrealist, idiosyncratic requests submitted to our site (RFP) and respond to etc.). them by means of a centralised system via data.brussels.
We could work with well-known Brussels producers and/ Flexmail credits or students from the INSAS (Institut Supérieur des Arts 500,000 Flexmail credits for sending visit.brussels cam- du Spectacle) or the RITCS (Royal Institute for Theatre, paigns newsletters. The budget will be reassessed in the Cinema & Sound) etc. who would be happy to invest in course of the year, depending on the integration of the new CRM.
Hippo CMS Licence Annual Hippo CMS Open Source licence.
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E-news for the general public (data collected in the wel- come centres, on the website etc.) and for partners, BTO, Partnerships Meetings, Trade etc. This newsletter will contain concise Backlinking and partnerships with travel sites (including and relative info on all the latest developments in Brus- Arrival Guides - 200 partnerships, including all airlines, sels and major events planned over the coming weeks. Minube, Tripadvisor, Yelp, City Path etc.). The newsletter will be edited and its layout will be de- signed internally. Tales&Tours Annual Tales&Tours Licence. Themed guides on a smart- Partner newsletters phone. Compile newsletters for all our partners: invitations, online surveys and registrations etc. Greeters • Develop the "Greeters" central reservation system Competitions on a new portal. • Organise diverse competitions linked to the clusters • Develop 'La ville se raconte' (The city tells its story) or to events throughout the year to increase visibi- pages lity and exchanges between Internet users • Four mini pages of "Discover the City" content (in • Purchase competition modules and develop perso- accordance with the different clusters) nalised competitions (social networks and web in- • Improve the reservation tool for guided group tours tegration)
Region's portal Domain names Second phase of development for the Region's new por- Manage all domain names belonging to visit.brussels tal based on our CMS. (circa 300) and DNS management.
Mini sites apidata.brussels Create a series of mini events sites designed by visit. • Develop apidata.brussels and an API (Application brussels via the new CMS. Programming Interface) containing all visit.brussels data visit.brussels TV • Develop a database and fully centralised structure Develop a broadcasting system of digital content on TV allowing management of all locations, institutions, screens, in hotels and diverse public places. venues, necessary for visit.brussels activities • Open up the extranet to sectoral operators (open Social networks and social ads data) • Monitor social networks on a daily basis (Facebook, • Increase market opportunities - to ensure that more Twitter, Instagram, Foursquare, YouTube, Dailymo- media and sites are "fed" with content from apidata. tion, Flickr, LinkedIn, Wiki etc.), important direct brussels (general info sites, sectoral sites, munici- communication resources for tourism. palities etc.) in accordance with the affinity strategy. • Activate social networks for the 'meetings' sector and all visit.brussels departments (1,500 Fête de Photo library l'Iris, 1,500 Comic strip Festival, 5,000 Eat!, 10,000 Publish an online, copyright-free catalogue of photos of Global) Brussels, in high definition, aimed at tourism professio- nal and the press for non-commercial use. Partner social networks Develop social network campaigns and SEA for cultural Servers and tourism partners in the context of major exhibitions. New servers to be provided for all visit.brussels digital products (in accordance with the ongoing public ten- Newsletters for the general public der).
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SEO – SEA Sales Guide & Let’s Meet • Referencing campaigns for the visit.brussels.be por- Develop an extranet that can be used for digital and tal and all events satellite sites. printed publications (based on the extranet that was de- • SEO campaign (natural optimisation + SEA (positio- veloped to feed the agenda database). ning using Adwords) • Seasonal campaigns Meeting tools Develop the 'venue finder' and different tools in the Guided tours 'Meetings & Conventions ' section. Create 'calls to action', product exclusivity (such as Plai- sirs d'Hiver and the Comic strip festival). Compile the list PRESS of guided tours: update the product range, supplement the guided tours section with data from the agenda via Welcome foreign journalists to Brussels ( visit.brussels' administration; supplement the product guided tours, museums, restaurants), not only in the range for groups via administration. context of promoting the city and events organised by visit.brussels to support the different affinity themes but Central app also in relation to events that contribute to international Centralise and integrate the data originating from the exposure for Brussels, such as the opening of museums, central app. exhibitions and other important events. This post must be reassessed in relation to regionalisation. We welcome Additional developments for the visit.brussels portal on average 800 journalists. Additional developments for the Hippo CMS and web- site's functionalities. Interdepartmental activities Press activities and events organised by visit.brussels: Editorial content and NL + EN translations • Press conferences (that essentially involve the Bel- Compile additional themed articles and editorial content gian and international press based in Brussels) to stimulate our different target groups with appealing • Compile and translate communication documents: content. invitations, press releases and files • Send (national and international) press documents Sales platform for TOs/groups/partners to the database Developing a tool for product orders for TOs, groups and • Follow up requests for information by post and partners, to allow them to place orders directly online putting journalists in touch with the right people for products intended for them, with commission and in- in Brussels to help assist them in their job and in- voice management. crease the visibility of Brussels partners. The Press service will work in close collaboration Advertising with the other services responsible for communication, Develop an interface for managing adverts and sales of to ensure that the press plan is seamlessly integrated in advertising space on the websites and in newsletters. the general communication plan.
Arsène 50 Press articles Developing a responsive site allowing the purchase of Follow up publications and collect press clippings places using a smartphone. Develop promo via social media. Integrate Arsène 50 in operator ticketing sof- Monitoring tware via Utick. Analyse press impact using a monitoring system.
Association cluster RESEARCH AND DEVELOPMENT Develop an integrated site for the "Associations" cluster. Exchanging statistics The work and tasks of economic intelligence, whether related to collecting or analysing data will, on the one 50 sales & marketing
hand, take place with room for exchange with and lending • A study of the LGBT market in different countries an ear to our tourism partners Tourism Flanders-Brus- • The economic impact of professional events sels and Wallonia-Brussels Tourism, and with experts in (congresses, residential meetings and shows) the fields covered by the department on the other (uni- • Studies yet to be determined versities, regional organisations etc.) and lastly with the sector as a whole, represented by its professional orga- Input – European benchmarking nisations. Since European benchmarking is essential to acquire an understanding of the dynamic of markets in other Euro- Events statistics pean destinations, visit.brussels will actively participate Analyse visits to fifty events a year, based on mobile in the ECM 'Research & Statistics' working group as well phone connections with the visitor details in relation to as the TourMIS project. their national and international place of origin. A coo- Also in the pipeline: peration agreement has been signed with Proximus, • Participate at conferences and seminars in the fields enabling visit.brussels to sell a solution package. Sub- covered by R&D (sustainability, economic intelli- sidised events will be obliged to purchase this report gence and satisfaction) from visit.brussels for an amount of €2,500 to €3,500 • Participate at the ECM as part of the 'Research & per event. They must be added to the operational requi- Statistics' working group (including participating at rements related to the regional subsidy. two ECM meetings) • TourMIS seminar (benchmarking tool forEuropean Leisure statistics cities) Acquire information and studies related to tourism in • Participate at other conferences and seminars the Belgian and foreign markets as well as in the priority (UNWTO and universities etc.) communities identified. Socio-economic impact • Basic figures from the UNWTO (World Tourism Or- Since the objective of economic intelligence is to ganisation) and other international organisations, connect tourism to its environment, the socio-eco- including subscriptions to specialist publications. nomic impact of tourism in particular will be the focus • Major study related to tourism in Brussels (in asso- ciation with Flemish art cities or TVL (TBC). • Data from museums and attractions. • Other unidentified 'leisure' studies.
MICE statistics Acquire information and studies related to tourism in the Belgian and foreign markets as well as in the priority communities identified. • MkG Hospitality (hotel barometer). • Actiris study (tourism jobs). • MICE barometer with MkG. • Other unidentified 'MICE' studies.
Develop statistical studies If the information originating from external source does not provide adequate answers, we will conduct our own surveys (online or face-to-face) or outsource them to specialist firms. The objective of these studies is to as- sess the impact of the activities implemented (or those planned) by visit.brussels. In the pipeline:
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of research, mainly thanks to partnerships and close Visitor quality/satisfaction barometer contacts with the competent authorities (regional eco- The global objective is to improve the perception of the nomic, employment and training bodies,) as well as the destination's quality: academic community. • Assess tourists' expectations and satisfaction in terms of information, welcome and emotional expe- Process - Information systems rience To gather and analyse data collected in the sector in an • Measure and monitor the evolution of the level of efficient manner it is necessary to possess effective IT satisfaction tools in the statistics field. Amsterdam has developed • Implement the actions necessary for its progression besides a European tourism benchmarking system • Supplement the visit.brussels database inwhich we will participate. This also includes online and offline training for these The activities undertaken since 2011 will be continued tools for members of the department concerned. Inte- in 2016: grated system for collecting and distributing tourism • Process results: analysis, customer response, action data (Amsterdam Tourism Benchmark System used by a plans, recommendations. Objective: to improve the dozen European cities) quality of the customer's experience through fol- low-up; dialogue and by involving actors. Communication related to statistics • Process complaints that are submitted to visit.brus- Publication and communication of different monthly ba- sels (via the online questionnaire as well as wel- rometers and annual report of the Observatory for Tou- come centres or the website). Provide an interface rism in Brussels. Studies conducted or acquired by visit. between visitors and partners and informing official brussels will also be made available to partners. bodies if necessary. Objective: to show visitors that Income from supplying partners with additional infor- we do listen to them and to show partners that qua- mation to supplement the standard barometers (such as lity is one of visit.brussels' priorities. individual benchmarking) and specific studies. • Communicate results/activities to the public and partners: visitbrussels.be site, press releases, news- Regular publications (monthly) of: letters, Lunch & Learn, social networks etc. Objec- • The hotel barometer tive: the continuity of information and transparency. • The overnight stays barometer • The museums and attractions barometer Create awareness among actors • The "meetings industry" barometer Objective: to improve awareness and encourage the ac- Publication of the observatory for tourism's annual re- tive involvement of actors in the destination's approach port Publication of studies conducted and collected to quality. (translations) The activities undertaken since 2011 will be continued in 2016: • 'Put oneself in the visitor's shoes': observation, ana- lysis, evaluation of expectations and needs. Objec- tive: to enable priorities, recommendations, actions and resources to be established. • Look for partners, public tenders, creating pro- grammes, "candidacy announcements" etc. • Plan and organise dynamic "training sessions" able to encourage actors' participation and involvement. These sessions are organised for those responsible in the sector and agents that have contact with our clientèle. The objective is to have at least 600 effec- tive participants/modules by the end of 2016. The 'Brussels Experts' programme, introduced in 2014 for hotels must be continued. 52 sales & marketing
Diversity External missions To develop a diversity policy (gay, multicultural, genders Welcome participants of major congresses, specific etc.) in the organisation, we plan to: budgets for Seafood and Label Expo, international mee- • Develop an internal diversity policy tings, shows aimed at the general public, mobile staff at • Prepare, implement and monitor a diversity plan in all important shows and pop-up stores. Support related the organisation to mobility and transport. • Organise internal training sessions related to diversity Decorate the welcome centres Renovate the welcome points. Develop real Brussels Furthermore, external sessions are also planned for the boutiques in line with the affinity themes. Themes decor tourism actors to improve awareness about diversity as according to the events concerned. Design and install part of the Quality Academy. spaces for books. Interior architecture, purchasing fur- niture, adequate lighting and installation. Maintenance CRM and finishes for the BIP, Grand Place and European Par- Annual maintenance and user licences for the Efficy liament welcome centres. CRM (reduction in the number of licences just to store the archives). Statistics Supply a Proximus tool for detecting tourists' origins Training using their mobile phones. This project's primary objective is to train our partners responsible for promoting Brussels so that they deliver Telephony/cash registers a consistent, mutually identical message that is in line Maintain and improve the cash register system for each with the activities implemented in Brussels. office. Bancontact payment terminal connection. Pur- chase computerised cash registers WELCOME CENTRE Virtual offices Mini maps Provide access to a limited Wi-Fi connection in front of Install, maintain and restock ten map distributors for all our offices so that visitors can consult our website when our mini maps in the Region as a whole. our offices are closed.
Regional map (city map) Press club This map is visit.brussels' best-seller. It is sold for €1. Boost the press club, create the programme, agreement Regional map, without any advertising. With a print run with Netalliance, project partner. of 350,000 copies. Provided free of charge with the pur- chase of the 'be.welcome be.brussels' guide. Helpers Provide information for tourists during the peak season Airport desk from three cabins decorated and provide brand visibility Welcome desk at Brussels Airport in Zaventem, interac- consistent with the visit.brussels graphic charter. tive screens, new material, maintenance of the diverse areas, cleaning, uniforms that provide adequate visibi- Public transports lity and proactive employees. Supply staff on request, Bundle all the possible transport modes in Brussels. guaranteeing a presence on location to welcome partici- Develop a partnership with MOBIB in all the welcome pants of major congresses. centres.
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Visits to Brussels museums EXPERIENCE.BRUSSELS! EXHIBITION Provide information about all Brussels museums. Sell passes and tickets at all welcome desks. Exhibition communication • Shift to a paying exhibition Brussels items and souvenirs • Develop combi-tickets Search for or design articles linked to Brussels, sell them • Participate in the Brussels Card: in the welcome centres. Besides the Brussels brand, • Presence in the 365.be guide which must be afforded the necessary attention, mer- • Advertisement in Klasse chandising could also provide an opportunity for promo- • Presence in the 'Abécédaire de l’enseignement' ting our know-how in terms of design and/or fashion. The • Advertisement in the 'Nationaal Schoolreis Maga- task of creating some items will be assigned to Brussels zine' designers, or schools. Other items will be selected from • Presence in Educpass our creators' existing range. The items will be sold at the • Photograph (to obtain good communication photos) welcome centres using a "boutique-style" approach. The • Educational post package and Educ’Action (= an product range will be expanded once the Brussels brand educational flyer to send to NL and FR schools) has been defined in the context of the Brussels-Capital • Poster campaign Region's city marketing plan. Their distribution will be • Exhibition flyer: printing and distribution (once the expanded (airports, stations, souvenir shops etc.). graphic design has been created internally) • Quarterly newsletter Personal Shopper • Tour guide Supply a coach to assist tourists with their shopping. The person receives advice on his or her choice of clo- Exhibition maintenance thes. • Design maintenance contract (the design belongs to the Region and the maintenance contract is its res- Uniforms ponsibility). • A revamp of the existing uniform/purchases of items • Electrical and computer maintenance adapted to the seasons. • Faulty lighting replacements • Prepare a new uniform in consultation with potential • Hardware maintenance (buttons, screens, partners: stylists, manufacturers headphones, foam blocks, etc.) • Establish production criteria • Outline 'all days' and 'protocol' Equip the educational room • Install cupboards and storage boxes Training • Reading corner, cushions, floor stickers Continuous training for welcome centre staff • Make the zone 100% 'child-friendly' • Material (scissors, paint etc.) Mobile caravan desk • On top of the stairs that lead to the room: paint A visit.brussels presence at outdoor events or at shows 'Zinneke course' in Brussels or abroad: Fête de l’Iris, environment/21 July/Heritage Days and at our events. This presence in- Educational activities cludes; the visit.brussels caravan/a staff presence/the • Quiz (modifications and reprints) distribution of promotional items and brochures. Adap- • Professional design for an 'educational activities' ted to comply with the graphic charter, maintenance. flyer + printing. • Flyer that presents the 'Zinneke course' in a perma- nent/general manner • Develop an activity suitable for children aged between five and eight years old •
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Exhibition merchandising • Design gadgets to be distributed on celebratory occasions • Design gadgets to be distributed to schoolgroups • Compile a catalogue (for sale)
Exhibition event: Krokuskriebels - carnival school holiday • Eighth edition of Krokuskriebels, the museum project organised by the Gezinsbond (Ligue des Familles). Krokuskriebels is a major museum event in which numerous museums in Flanders and Brussels participate. Families with children aged twelve years and younger are invited. During the event, museums offer highly engaging activities that are fascinating and creative. Exhibition event: Nocturnes (late-night opening) • Project: to develop a family activity (creative • Village des Nocturnes: design a presentation stand afternoon workshop, including a snack). for the exhibition • One to two late-night openings Exhibition event: Museum Night Fever • Project in association with Kroma - poetic and Place aux Enfants artistic visit • Project to be completed with Terry Vermandel Exhibition event: Course - All Saints day holiday Zinneke one week course (material + communication) Exhibition event: Course - Easter holidays • Bilingual Zinneke course allowing children aged SALES GENERAL between eight and twelve to discover Brussels. Database • Different theme for each course Purchase databases related to well-defined markets and • Provide material and communication target groups.
Exhibition event: Fête de l’Iris Promotional material Participate in the event. Develop modern promotional tools especially for new markets (Russia, Japan, India, China and UAE): banners, Belgian National Day roll-ups, posters, photos, videos and flyers etc. Participate in the event. Activities at shows Exhibition event: families - summer 2016 Develop commercial, marketing or image activities at the Treasure hunt in association with 'Uit met Vlieg'. different shows to improve visibility for Brussels.
Exhibition event: Course - summer 2016 Brussels Airport • Mont des Arts course (Mim, BELvue, Couden- Partnership with Belgian airports in relation to new lines. berg, Experience.brussels) aimed at children aged between six and ten years, bilingual TVL Fairs & Workshops • Two weeks Participate at fairs, workshops, sales missions, etc. MICE • Zinneke one week course (material + communica- & leisure organised by Tourism Flanders-Brussels. tion)
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France "Leisure" sales calls Organise a leisure sales call in Paris.
MICE city workshop Organise a 'MICE' city workshop in Paris with and for service providers active in the meetings sector.
"MICE" sales calls Organise a 'MICE' sales call in Paris, aimed at the asso- ciative target group.
Germany ITB ITB is the largest tourism fair in the world with a signi- ficant presence of the German "travel trade". The first three days of the show are exclusively reserved for tou- Sales calls related to MICE rism professionals. During the weekend, ITB also opens Organise a MICE sales call in Belgium (associative tar- its doors to the general public. Develop a visit.brussels get group). stand, measuring 50 m², next to the TVL/WBT stand, without the presence of Brussels partners. Organise a Holiday Fair gay/lifestyle event during the fair for specialist TOs. Participate at the Holiday Fair, in association with the different Brussels associations and major tourist attrac- IMEX tions. IMEX is one of the major fairs in the "meetings indus- try", aimed at companies, agencies and international Cocktail & Learn associations. The "hosted buyer" programme unites no Organise a Cocktail & Learn for Brussels partners to pre- less than 4,000 prospective customers. Develop a visit. sent the action plan for the following year. brussels stand, measuring 100 m², next to the TVL/WBT stand, with the presence of Brussels partners. MICE Place Organise a networking dinner during the IMEX fair for a Meet and Com, agency specialised in MICE communi- number of highly targeted MICE customers. cation and marketing strategy, is also an events organi- ser. Its MICE PLACE shows bring together all the parties "MICE" sales calls concerned (service suppliers, destinations, accommo- Organise two MICE sales calls for the German market. dation, receptive agencies), French or foreign, with or- ganisers of seminars, congresses, meetings, incentives "Leisure" sales calls and shows etc. Organise a "leisure" sales call for the German market.
The Netherlands UK "Leisure" sales calls City Fair Organise a leisure sales call for the Dutch market. Participate in the European Cities Travel workshop, orga- nised by ETOA (European Tour Operators Association). "Leisure" city workshop City Fair offers European tourism offices, convention bu- Organise a 'leisure' city workshop with and for service reaux, DMC and other destination service providers the providers active in the tourism sector. possibility of meeting targeted buyers.
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Miscellaneous WTM Develop promotional tools: banners, roll-ups, posters, One of the most important tourism fairs in the world, photos, videos, flyers etc. with a significant English and worldwide travel trade PCMA Convening Leaders at Canada Europe Today presence. Develop a visit.brussels stand, measuring 80 Present the destination to a panel of Executive Associa- m², next to the TVL/WBT stand, with the presence of tions during the annual meeting organised by ASAE and Brussels partners. Kellen Europe.
MICE sales calls USA during EAS Organise a "MICE" sales call in London. Participation of highly targeted potential American cus- tomers at EAS, followed by a customised 'site inspec- Spain tion', in partnerships with Brussels Airlines, a Brussels IBTM hotel and local DMC. IBTM is one of the major fairs in the meetings industry, Cvent Connect aimed at companies, agencies and international asso- Cvent Connect focuses on new developments in the ciations. Its hosted buyer programme unites no less than meetings & events sector. 4,000 prospective customers. Develop a visit.brussels stand, measuring 100 m², next to the TVL/WBT stand, Business visits in June and December with the presence of Brussels partners. Organise a breakfast at the fair's Nuclo restaurant for ASAE Annual Meeting highly targeted MICE customers. IMEX America Leisure sales calls IMEX America is the American equivalent of IMEX Organise leisure sales calls in Madrid and Barcelona. Frankfurt, the European fair. Its target group is the mee- tings industry and it attracts associations, AMC corpo- Switzerland rates and third parties. Develop a visit.brussels stand MICE sales calls with the presence of Brussels partners. Organise a "MICE" sales call in Geneva, aimed at the as- Organise a networking event aimed at the corporate and sociative target group. associations sector during the "IMEX America" event.
Brazil Roadshow Sales Mission Organise B2B meetings and a networking dinner with Organise a sales mission to Sao Paulo with Brussels potential American MICE customers in two different ci- partners. Collaboration with BRAZTOA (Brazilian Tour ties. Operators Association) and the AEC based in Rio (BIE subsidy). USTOA Participate in the annual conference and association United States workshop organised by USTOA (United States Tour Ope- New York staff rators Association). A meeting not to be missed, with Presence of a visit.brussels representative in New York. American tour operators and american cruise organisers.
MICE sales calls United Arab Emirates Organise four MICE sales calls with a maximum of two ATM Brussels partners per meeting. The sales calls are strict- ATM is a professional fair that is an absolute must for the ly reserved for "meeting facilities" (not in hotels). "travel trade" in the Middle East. Develop a visit.brussels
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stand measuring 21 m² with the presence of Brussels partners.
MICE activity Organise a networking event aimed at the corporate sec- tor during the ATM fair.
India Sales Mission Organise a sales mission with and for Brussels partners in Mumbai, New Delhi and Chennai.
China Beijing Staff Presence of a visit.brussels representative in Beijing.
WTCF Participate in the annual WTCF (World Tourism Cities Federation) conference.
Sales Mission In June, following trade and official contacts established during Brussels Days in 2014.
Economic mission In November, organise a tourism component for Brussels partners as part of the economic mission.
Japan Brussels Days Brussels travels to international capitals and meets its customers with partners from the sector. Organise a B2B leisure/meeting workshop, investment seminars, networking events etc.
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Main objectives RTBF-VRT tower, Val Duchesse, the Pawnbrokers (Mont de Piété/Bergen van Barmhartigheid etc.). The activity • To increase the number of international participants takes place in association with Atrium, Fed Horeca, BHA in events to 20% of the total. and the Greeters. To avoid the municipalities 'drowning' • To develop hosting at events for ambassadors of the in the range of products and allow them to take ownership destination of the event and become involved in the search for ways • To make the events a showcase for the affinity mar- to promote the locations, the idea is to work per zone and keting policy to highlight different municipalities each year (example: • To increase awareness of existing events through centre, north, south, east, west). This working method co-production will also mean that those opening their doors will not have to invest each year, more discoveries per munici- pality as well as a greater concentration of discoveries, Events – Actions which will make it easier for the visitor.
The Fête de l’Iris Fête de l’Iris - Food Truck Festival visit.brussels has organised the Fête de l’Iris for the Support related to its organisation and communication. past ten years. In 2015, visitor numbers were estimated to be around 100,000, for all activities throughout the The Belgian Pride weekend. The event has become one of the leading events Organisation of Gay Pride in association with The of the year and its reputation is steadily rising. The event • Belgian Pride ASBL. includes concerts at Place des Palais/Paleizenplein on Encourage and welcome a series of European/glo- Saturday and Sunday, the latter is dedicated to the street • bal floats to come and parade during the Pride. party: dozens of artists and associations, most of whom are from Brussels, perform throughout the day at themed locations. Brussels Parliament organises an Open Day during the festival.
Fête de l’Iris in Paris With the aim of making the Fête de l’Iris more internatio- nal, we organise a 'taster' of the event in Paris, a city with an ever changing cultural dynamic. During the event we highlight the theme of contemporary art by organising an exhibition in a public space with works of art created by Brussels artists. The exhibition will last for several days (March/April)
The exhibition will then be displayed in Brussels at Art Brussels until the Fête de l’Iris. We will invite the Brus- sels artists to come to Paris to meet the sector and various participants. The exhibition in Brussels will also aim to improve the Brussels public's awareness of contemporary art.
Fête de l’Iris - Brussels Welcome Organise a weekend of discovery in the Brussels dis- tricts. Districts in different municipalities in Brussels will be proposed to visitors to discover secret locations and more (such as the
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Comic Strip Festival Eat Brussels From Spirou to Tintin, Marsupilami and Kid Paddle, the The Brussels-Capital Region and the City of Brussels Comic strip Festival illustrates the treasures of Comic invite visitors to discover the first festival of Brussels strips in Brussels. Since 2014, the Comic strip Festi- restaurants, EAT! Brussels. val has been held in Brussels Park where lovers of the ninth art of all ages congregate, the most passionate The Eat! Festival 'Brussels' embodies the variety on of- to the simply curious, to enjoy a Comic strip weekend. fer in the city in terms of restaurants, with discoveries In fact, three days are not enough to participate in all galore - five continents - on the menu. The European, the activities on offer. Judge for yourself: International African, Asian, Oriental restaurants and products double Pavilion, Balloon’s Day Parade, Tintin Magazine Rally, their creativity to surprise and delight visitors of all ages! exhibitions, children and adult's entertainment, confe- rences, professional meetings, maser classes, signing The programme features over 25 restaurants, ten world sessions, guided walking or cycling tours, small electric regions, Bordeauxsales winegrowers & marketing and a number of culinary train ride that passes the city's Comic strip hubs, Comic artisans that will share their talent and know-how along strip improvisation competitions, late night Comic strip an idyllic route in Brussels Park. Entrance is free. sessions, Comic strip reading screenings, kids zone and more. This entirely free event is organised by the Brus- The tastings proposed by the chefs-restaurateurs and sels-Capital Region, following on from the year of the prepared on site can be enjoyed for a song (from €4). Comic strip organised in 2009. Given the event's suc- Each restaurant will propose one or several dishes. cess since then, it will be marketed abroad to attract the maximum number of tourists during the weekend. Saint Nicholas At the beginning of December, as every year, it's the Great Saint that pays a visit to our capital. This year he will arrive by boat once again, at the Quai des Péniches/ Akenkaai, to meet no fewer than forty classes of young Brussels residents. Accompanied by his entourage he will meet all the children in his tent decorated with presents and his throne etc. To entertain the little ones while they await Saint Nicholas, there will be another tent to welcome the young audience. Here they can ob- tain a snack and hot chocolate, get their face painted, play with the wooden games or board games provided, enjoy the storytelling etc.
Brussels Light Festival For four days, during the All Saints Day holiday, all along the Quai des Péniches/Akenkaai and the avenue du Port/ Havenlaan, along Tour & Taxis and the future Museum of Modern and Contemporary Art (Citroën building), the Brussels-Capital Region and Bruxelles Mobilité will il- luminate this part of the canal and its surrounding area once more. For this edition we will select an internatio- nally renowned Brussels artist to programme this Brus- sels Light Festival. The public will wonder at the lumi- nous works selected by "our commissioner" the length of the tour around Quai Béco. The selected works will showcase the rich industrial and architectural heritage
60 events
of this rapidly evolving zone. On the occasion, Bruxelles Mobilité will inaugurate the new permanent lighting of this new zone in the heart of our capital.
1914-1918 Commemoration On the occasion of the commemoration of the First World War, we will co-produce a performance exhibition along with the firm Luc Petit Production, which retraces the striking facts and events of the global conflict using a completely new and innovative scenography. The public will walk from one scene to the other along this didac- tic route in the centre of the Maritime Station at Tour & Taxis, entirely redecorated for this event.
Partnership & Co-production visit.brussels will support its policy of partnerships and co-production for events with the aim of increasing in- ternational exposure for certain events consistent with its privileged themes that do not yet benefit from the necessary structures and financial resources. visit.brus- sels will help these events to grow and enhance Brus- sels' image. It will be possible to provide staff and make the BoxOffice available for these events, to strengthen communication campaigns etc. such as for the biennial devoted to Art Nouveau and Art Deco.
61 finance & operating
Main objectives • To increase newsletter subscriptions • To develop promo via social media Explotation : • To achieve 50,000 sales a year Operations: • To integrate Arsène 50 in operators' ticketing sof- • To develop a management policy for visit.brussels tware using Utick thanks to the BIP and Tram Experience and use it to promote Brussels' image BoxOffice: • To increase activities at the BIP and promote it • To merge Arsène 50 and the BoxOffice administra- among the Brussels, Belgian and international pu- tion to facilitate direct sales by smaller operators blic • To develop partnerships with other ticketing ope- • To present the Tram Experience as a symbol of Brus- rators (such as Sherpa, Ticket Master via Discovery sels gastronomy API) • To increase sales to corporates • To simplify the sales interface for desk sales (harmo- • To develop the number of public events that take nisation with the Arsène 50 sales interface)` place at the BIP • To sell our ticketing solution to cultural operators • To present the BIP as the 'House of the Region' (Atomium) • To ensure a logical collaboration between the events • To customise the BoxOffice administration to facili- that take place at the BIP and public Brussels events tate sales of guided tours • To sell 150,000 tickets a year IT: • To systematize procedures in order to simplify admi- Finance & Operations - Actions nistrative tasks for other services • To computerise all administrative processes OPERATIONS
Accounting: BIP location • To introduce accrual based accounting • Market the Brussels House to generate revenues • To prepare the transition to SAP and integrate the for the ASBL, while retaining its mission to promote regional model Brussels' image • Introduce new prices Human resources: • Develop an internal catering service that supple- • To provide a better quality of life at work for all per- ments the Tram Experience sonnel • Develop the Salle des guichets/Lokettenzaal as an • To ensure access to training for all members of staff exhibition space that can be rented. (at least one day per person) • To establish a general prevention and safety plan The Dressing Room • To schedule appraisals for heads of department The "Dressing Room" is a new project originating from the collaboration between the BIP and the organisers of Legal & internal audit: Brussels Vintage Market. It encourages people to pur- • To establish a legal and internal audit department to chase second-hand items, to become a 'consumption reinforce monitoring in the association, from a finan- actor' with regard to overconsumption issues in the tex- cial and legal standpoint, also with regard to com- tile industry, and of course to benefit from some great pliance with public procurement procedures bargains!
Arsène 50: • To develop a permanent responsive site allowing the purchase of tickets from a smartphone • To reach new customers by focusing on younger age categories such as youth
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Therefore the project revolves around a giant se- we will strive for better cohesion and more effective inte- cond-hand clothing fair with over forty exhibitors selling gration with the rest of the Fête de l'Iris. the treasures they discovered in their wardrobes. Clo- thes and accessories for women, men and children will Euro 2016 be attractively displayed in small pop-up boutiques. Creation of a lounge space where the Euro 2016 matches are broadcast on a giant screen, reserved for a VIP/pro- The Dressing Room not only targets fashionistas but fessional audience. The objective will be to install a large anyone that wants to renew their wardrobe in a res- screen in the BIP Cour d'honneur, lounge chairs, a sty- ponsible manner, while enjoying a fun afternoon, full of lish and harmonious decor, a bar (and waiter/waitress wonderful encounters and great bargains. What's more service) as well as a possible organic tent in which to an organic brunch will be on offer making it the ideal shelter in case of rain. Despite the entrance fee it is advi- place to spend your Sunday. sable to collaborate with a major sponsor such as InBev to fund the project. Museum Night Fever An unmissable cultural event in the museum world in Brussels, Museum Night Fever invites the BIP (with its Experience.brussels exhibition) as it does 24 other mu- seums, to open its doors to visitors from 7 p.m. until 1 a.m. Every year, the House of the Region collaborates with an artistic partner that brings the building to life with his or her exhibition, for one night. The programme consists of a mix of exhibitions, workshops, music, dance, per- formances and fashion, and is aimed at an audience of young art lovers.
Frunch Every Friday, four food trucks occupy BIP's Cour d’hon- neur offering varied snacks to the public. It's the ulti- mate weekly Brussels meeting place for gastronomic street food. A convivial atmosphere is guaranteed by a DJ, table tennis, table football and other entertainment. The Frunch is aimed at the many workers in the area sur- rounding the BIP as well as tourists that happen to be visiting the Place Royale/Koningsplein. This year's ob- jective will be to establish the Frunch on a corner of the Place Royale/Koningsplein to welcome more food truc- Belgian National Day ks and make the bar more professional, so that the event For Belgian National Day, the BIP organises free activi- is even more profitable through the participation of va- ties aimed at families. The Cour offers space to install a rious sponsors. The 2016 season should also enable the large number of wooden games and a food truck. creation of Frunches in association with major Brussels public events (Fête de l’Iris, BSF, Belgian Pride etc.).
The Fête de l’Iris Collaboration with the 'Patrimoine à roulettes' ASBL to liven up the Cour d'honneur by organising diverse family activities. A bar also offers drinks to the public in the Cour. For the 2016 edition,
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BSF to ask our Belgian and Brussels star-bearing chefs, to The BIP collaborates with the Brussels Summer Festival give the classics of Belgian cuisine a new twist through and organises five official BSF "electro after-parties" in their personal gastronomic interpretations. the Salle des guichets/Lokettenzaal. The BIP works with Belgian collectives for the musical programme for these ADVERTISING parties. The target audience consists of young music lo- vers. Hotel place mats Advertising sales Brussels Design September During Design September, the Salle des guichets/ Let’s Meet Lokettenzaal makes room for an exhibition devoted to a Advertising sales Belgian designer. Brussels Design September has beco- me the ultimate 'must-see' event for people passionate Partnerships and sponsors about design. The BIP is also transformed into the festi- • Develop a transversal policy for sponsoring visit. val's official central information point. brussels events and activities to increase activity funds • Create activities on an annual basis for transversal commercial partners: maintain the visibility pro- gramme in the brochures, online, communication of joint activities, invitations for hospitality etc. • Develop presentation folders as business develop- ment tools
Media Sales of advertising space in our different newsletters and on the visit.brussels website
Advertising Develop a tool for managing advertising for the visit. brussels websites.
ESAE membership ESAE (European Society of Association Executives).
GENERAL
Resto National To increase its international visibility and expand its On 21 July: a mussels and French fries extravaganza at network of contacts visit.brussels is a member of various Place du Jeu de Balle/Vossenplein on Belgian National organisations, including: Day on the occasion of the National Ball. AFCI (Association of Film Commissioners) – ARGUIDE (The Arrival Guides) – BECI (Brussels Enterprises Tram Experience Commerce and Industries) – ECM (European Cities Launched in 2012 during Brusselicious, when it was wi- Marketing) – ESAE (European Society of Association thout a doubt one of the most striking projects, the Tram Executives) – ETOA (European Tour Operators Associa- Experience remains the most remarkable tool for promo- tion) – EUFCN (European Film Commissions Network) – ting and the image of our gastronomic excellence. GTSC (Global Sustainable Tourism Council) – ICCA (In- ternational Congress & Convention Association) – ICTP After discovering the cuisine of the chefs from the four (International Council of Tourism Partners) – IGLTA corners of the globe in 2014 and 2015, the 2015-2016 season64 will focus on Belgian specialities. We are going finance & operating
(International Gay & Lesbian Travel Association) – MPI (Meeting Professional International) – RDA (Internatio- naler Bustouristik Verband) – Délice Network – TAKTIK (Defiris Annual Fee (WEB)) – UAI (Union des Associations Internationales) – UB & BV (Union Belge des Prestataires du Cinéma et de l’Au- diovisuel) – USTOA (United States Tour Operators Aso- ciation).
HUMAN RESOURCES
Training • Professional training for visit.brussels teams • New trusted Prevention and Personnel Adviser
BOXOFFICE AND ARSENE 50
BoxOffice Ticketing platform allowing direct ticket sales on our visit.brussels and agenda.be sites as well as at welco- me centres. Also used to promote and sell visit.brussels events as well as external events.
Arsène 50 Last-minute ticket sales at -50% for all kinds of cultu- ral performances. Online service (via www.arsène50.be) and physical location (at visit.brussels welcome centre in the BIP).
Atomium ticket service • Develop a ticket service for the Atomium • Ticket sales via our visit.brussels and agenda.be sites • Produce sales statistics and reports, technical ma- nagement, follow-up and maintenance.
65 glossaire et liste des abréviations
• 'Place aux Enfants': day dedicated to children allowing them to learn more • USTOA: United States Tour Operators Association about the concept of citizenship and to experiment with 'living together' • VBBE: Europe Brussels Liaison Office • ITB: Internationale Tourismus-Börse Berlin • BSV: Brussels Special Venues • Kellen Europe: professional services provider to European and global • BTO: Belgian Tourist Offices (abroad) business associations , individual membership organisations and special • CMS: Content management system • ABITO: Belgian Association of Destination Management Companies • CRM: Customer relationship management • Actiris: Regional Brussels Employment Office. • DMC: Destination Management Company DNS: Domain Name System • ADAM: Arts and Design Atomium Museum • EAS: European Association Summit ECM: • ADT: Territorial development agency • European Cities Marketing • AFCI: Association of Film Commissioners International • Educpass: Passport for Belgian teachers • AFSCA: Federal Agency for Food Chain Security • ESAE: European Society of Associations Executive • AMC: Association Management Company • ETC: European Travel Commission ETOA : European Operators Association • AMT Concept: Access and mobility for all • EUFCN: European Film Commission Network • ASAE: American Society of Association Executives • FAIB: Federation of European and International Associations established • ATM: Arabian Travel Market in Belgium • Badje: Brussels Welcome and Development for Youth and Children • WBI: Wallonia Brussels International • BAPCO: Belgian Association of Professional Conference Organisers • WTCF: World Tourism Cities Federation • BATCH: Hainaut welcome office for film production • WTM: World Travel Market • BEL: IBGE building (Bruxelles Environnement) • Fam trips: familiarisation trips • BFO: Brussels Film Office = filmoffice.brussels BHA: • FEBELUX tour operators: Association for the Live Communication Industry • Brussels Hotel Association • FIAC: International Contemporary Art Fair • BIE: Brussels Invest & Export • FIT: Free Independent Traveller • BIFFF: Brussels International Fantastic Film Festival • HoReCa: Horeca, sometimes written as HORECA or HoReCa, an acronym • BIP: Brussels Info Place Bruxelles Info Place; Brussel Informatie Plein referring to the sector of activities including hotels, restaurants and cate- • BMEE: Brussels Meeting & Event Experience ring and cafés • BRAZTOA: Brazilian Tour Operators Association BRIC: • Hosted Buyer: buyers • Brazil, Russia, India and China • IAPCO: International Association of Professional Conference Organisers • Brussels Exclusive Labels: former Chambre du Haut Commerce d’Art et IBTM: Incentive, Business Travel & Meetings Exhibition de Luxe that brings together around 80 luxury brands that are the most • ICCA: International Congress & Convention Association interest groups • IMEX: Worldwide Exhibition for Incentive Travel, Meetings and • Kroma: Workshop and creative space in Etterbeek Events • LGBT: Lesbian, Gay, Bisexual, Transgender • MAD: Centre for Fashion And Design • MAI: House of International Associations • MIMA: Millennium Iconoclast Museum of Arts • MIVB: Brussels Intercommunal Transport Company • MOBIB: STIB/MIVB transport ticket • NECA: New Exhibitions of Contemporary Art in Brussels • NEO: Urbanisation project of the strategic hub in the north of the City of Brussels (Heysel) • OMT: World Tourism Organisation (UNWTO) • PCO: Professional Conference Organisers • EP: European Parliament • Press trips: familiarisation trips for the Press • RFP: Request for Proposal • FPS: Federal Public Services • STIB: Brussels Intercommunal Transport Company • TO: Tour operator • TourMIS: Marketing Information System • UFI: The Global Association of the Exhibitions Industry • UIA: Union of International Associations • Uit met Vlieg: advice for activities and their organisation for children in Flanders and Brussels • prestigious in the capital: promoting know-how, tradition, entrepreneurial spirit and creativity • BSF: Brussels Summer Festival • • UNWTO: United Nations World Travel Organisation
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E.R. / V.U. : P. BONTINCK - visit.brussels, RUE ROYALE / KONINGSSTRAAT, 2-4 - 1000 BRUXELLES / BRUSSEL | © ATOMIUM