This document discusses VisitFlanders, the agency responsible for promoting Flanders and Brussels as a tourism destination. It focuses on two of VisitFlanders' main activities: destination development and destination promotion. Destination development includes providing subsidies to tourism businesses and projects. Destination promotion involves business and consumer marketing campaigns as well as fostering strategic partnerships abroad. The document also describes the "Ronde 100" project launched by VisitFlanders in 2013 and 2016 to promote Flanders as a cycling destination and put cycling in Flanders on tourists' bucket lists.

1. VISITFLANDERS

2. Internal independent Agency
of the Flemish Government
VISITFLANDERS

3. We invest in the sustainable development
and promotion of Flanders-Brussels as a top
tourist destination.
Mission

4. FLEMISH
REGIONS
FLEMISH ART CITIES AND
BRUSSELS
FLEMISH
COAST
Destination Flanders with:

5. HERITAGE
AND ARTS
RICH
GASTRONOMY
FASHION
Product lines:
CYCLING AND BIKE
CULTURE

6. STAFF VISITFLANDERS
150 colleagues in the head office,
Grasmarkt 61 - 1000 Brussels
50 colleagues in 10 foreign offices
and 6 representative offices

7. FOREIGN OFFICES
LondonUnited Kingdom
ParisFrance
BarcelonaSpain
MilanItaly
Den HaagThe Netherlands
ViennaAustria
CologneGermany
New YorkUSA
PekingChina
TokyoJapan
representativeoffices
New Delhi & MumbaiIndia
MoskouRussia
ZürichSwitzerland
SydneyAustralia & New Zealand
Sao PauloBrasil
Vejle (Denmark)Scandinavia
Johor BahruAsia
regional management

8. VISITFLANDERS
DESTINATION
DEVELOPMENT
DESTINATION
PROMOTION

9. DESTINATION
DEVELOPMENT

10. - Subvention programmes
- Subvention for accommodations
- Subsidise the framework of
Tourism For All
Subventions
Geographically
Thematically

11. 2013: Ronde 100 project

12. Ronde 100

13. Ronde 100

14. Ronde 100

15. Ronde 100

16. Ronde 100
BESTEMMINGSONTWIKKELING

17. Ronde 100

18. Ronde 100

19. Ronde 100
BESTEMMINGSONTWIKKELING

20. DESTINATION
PROMOTION

21. - Business-to-Business
Target trade professionals to get our destination on the foreign markets
Target journalists to cover our destination
- Business-to-Consumer
Targeted actions to the consumer with large scale campaign
- Consumer-to-Consumer
Stimulate conversations about our destination via social media
- Strategic alliances
Importance of strategic partners in emerging countries
APPROACH

22. Ronde 100

23. Ronde 100
BESTEMMINGSPROMOTIE: resultaat perswaarde

24. Ronde 100

25. Ronde 100

26. Ronde 100

27. Ronde 100

28. Ronde 100

29. Ronde 100

30. Ronde 100

31. www.cyclinginflanders.be

32. RONDE VAN VLAANDEREN
#100
3 april 2016

33. CONTEXT
VISITFLANDERS + Flanders Classics
2016
RONDE #100
focus >> PRODUCT PROMOTION
2013
RONDE 100
focus >> PRODUCT DEVELOPMENT
Tourism sector | Media | Trade | Cycling sector

34. OUR GOALS
*Promote Flanders as an all
year round cycling mecca for
cycling fans,
>>>>>VISITFLANDERS
you can have a
Ronde experience in
August. If you’re lucky
it might even rain

35. OUR GOALS
*Put cycling in flanders on the
bucket list of the passionate
cyclist,
>>>>>VISITFLANDERS
If you call yourself a
real cyclist you must
at least have ridden
once our ‘bergs &
cobbles’

36. 1.
BECOME
FLANDRIEN

37. - We launch a search for 100 fit and motivated cyclists who will be asked
to “become Flandrien" to celebrate the 100th edition of the Ronde in
2016.
- It will represent a once in a lifetime opportunity for cycling fans to ride the same
parcours with the same atmosphere as a professional rider accompagnied by a
Tour of Flanders icon such as Johan Museeuw.
- For each selected market we need an ex-pro who raced the Ronde and is well
known who will be their personal coach.
- The winners will have their experience covered (filmed and broadcast
or written) by a local media partner (accredited media by Flanders Classics).
- There should be a ‘getting ready’ traject. How to prepare, with pre-Ronde
visit to get indulged in the Flemish cycling culture.
- Cooperation possible with Topsport Vlaanderen, Flemish cycling brands
CONCEPT