VISITFLANDERS Cycling in Flanders
Mission We invest in the sustainable development and promotion of Flanders-Brussels as a top tourist destination.
CYCLING AND BIKE CULTURE MORE THAN JUST BICYCLE ROUTES. CYCLING IS PART OF OUR HERITAGE. IT S IN OUR BLOOD. OUR CYCLING CULTURE IS ONE OF OUR UNIQUE SELLING PROPOSITIONS. FLANDERS LIVES AND BREATHES CYCLING.
CYCLING AND BIKE CULTURE -- Home to some of the best classic cyclists -- 1 2 3 4 5 EDDY MERCKX RIK VAN LOOY ROGER DE VLAEMINCK FRANCESCO MOSER RIK VAN STEENBERGEN BEL - POINTS: 8020 BEL - POINTS: 4900 BEL - POINTS: 4110 ITA - POINTS: 3600 BEL - POINTS: 3530 6 7 8 9 10 JOHAN MUSEEUW PAOLO BETTINI TOM BOONEN FAUSTO COPPI SEAN KELLY BEL - POINTS: 3460 ITA - POINTS: 3460 BEL - POINTS: 3330 ITA - POINTS: 3130 IRE - POINTS: 3080 WWW.CYCLINGHALLOFFAME.COM
CYCLING AND BIKE CULTURE -- HOSTING SOME OF THE BEST BIKE RACES -- - WORLD TOUR ROAD RACES Omloop het Nieuwsblad (new in 2017) Dwars door Vlaanderen (new in 2017) E3-Harelbeke Gent-Wevelgem Ronde van Vlaanderen Eneco Tour (stage race) - TOUR DE FRANCE departures/finishes - WORLD CHAMPIONSHIPS in Road cycling, Cyclocross, BMX
FACTS AND FIGURES RONDE VAN VLAANDEREN 1913 FIRST RACE NOW: one of the five big monuments of cycling, UCI World Tour Race 1 million of spectators from all over the world. Global TV audience 50 million: Direct viewers 160 million: Total viewers 16,000 people ride the sportive before the race 500 ACCREDITED JOURNALISTS 14.1 million of added value for the destination Food & drinks: 7.25 million Transport: 3.50 million Other: 2 million Overnights: 1,35 million
FACTS AND FIGURES RONDE VAN VLAANDEREN sportive 100% 90% 80% 70% 60% 12593 11215 10877 9734 8333 8120 6985 50% 40% 30% 20% 10% 3407 4785 5123 6266 7667 7880 9015 0% 2010 2011 2012 2013 2014 2015 2016 Participants from abroad Belgian
CYCLING AND BIKE CULTURE -- Cutting edge bicycle industry -- Ridley bicycles Lazer helmets Bioracer clothing Vermarc clothing Eddy Merckx Cycles <<< FLANDERS BIKE VALLEY >>>
HOW DO WE TRANSLATE THIS INTO A TOURISM EXPERIENCE?
OUR GOALS Put cycling in flanders on the bucket list of the passionate cyclist --- If you call yourself a real cyclist you must at least have ridden once our bergs & cobbles
OUR GOALS Flanders is an all year round cycling mecca for cycling fans! You can have a Ronde experience in August. If you re lucky it might even rain
SUFFER TARGET GROUP Heritage Challenge Strength - Sportive cyclists - Spectators for cycling events - Visitors to our cycling museums, cycling heritage, shops, pubs Endurance
Target group WHO S THE ROAD CYCLIST Age: 80% is between 26 and 55 years old, 56% is older than 35 Gender: 97% of the respondents are male (but note that women s road cycling is on the rise: TREND) Avg distance/year: 57% rides more than 5,000km per year => fit audience Cycling holiday abroad: 51% went on a cycling holiday at least every 2 or 3 years but 82% plans a cycling holiday in the next 2 years! => big potential : 52% spends between 500 and 2,000 for their cycling holiday, 16% spends more than 2,000 Lenght of stay: 52% stay between 4 to 7 days. 31% stay longer than 7 days! (note that in case of Flanders 42% would combine with a neighbouring region => has to do with proximity of other know races such as Paris-Roubaix, Amstel Gold Race, Liege-Bastogne-Liege, Fleche Wallonne) With: 40% travels with friends and 30% with family (but 70% indicates that all are trained cyclists) When: 47% says the summer is the ideal season for a cycilng holiday, 40% travels in spring (=> spring classics) How: 80% organize their holiday theirselves, 9% rely on a specialist tour operator, 10% join the cycling club annual trip.
Target group WHO S THE ROAD CYCLIST Accommodation: 37% stays in a hotel, 28% in a holiday home and 25% in a B&B, Cycling facilities: when selecting the accommodation, 68% takes into account whether there are adapted facilities for racing cyclists, A secure bike shed (74%) and a washing machine (52%) are necessities. Also the cycling atmosphere (70%) is important. Bicycle: 79% bring their own bike, 16% rent a bike on location Planning: 71% map out their cycling routes before departure. 21% during the holiday. Routes: 52% usus GPX-files, only 25% use signposted routes (this has of course to do with the little offer of this product worldwide), 47% indicates that the route is between 76 and 100km, 38% rides routes longer than 100km. Channels: 82% use websites, 70% social media and 45% magazines to be informed and inspired Apps: 93% uses STRAVA to save and share routes, 4% doesn t use any apps.
Reason to come WHO S THE ROAD CYCLIST CYCLING SPECIFIC The cobblestone climbs of the Tour of Flanders: 84% To follow in the footsteps of heroic racing cyclists: 63% It's nearby: 10% Other: 7% NON-CYCLING Historic cities and heritage: 66% The wide range of beers and or breweries: 60% Food culture: 45% Art and culture: 25% Chocolate: 20%
POSITIONING FLANDRIEN WORLD CHAMPIONSHIPS GENT-WEVELGEM CYCLOCROSS TOUR OF FLANDERS BERGS & COBBLES EDDY MERCKX BICYCLE INDUSTRY WORLDTOUR RACE + MUSEUM/X-CENTER SUFFERZONE (4 K S KEMMELBERG, KWAREMONT, KOPPENBERG, KAPELMUUR) HERITAGE/FLANDRIEN We set out this regional positioning in our marketing plan, The sum should contribute to the general mission: FLANDERS IS CYCLING
EVENTS PARTICIPATION EVENTS EVENTS PARTICIPATION EVENTS PARTICIPATION CYCLING DISCIPLINES
MARKETS NICHE MARKETING: You will find passionate cycling fans in every market. PRIORITY - Neighbouring countries (easy to get here): - English speaking countries (cycling is very popular) - Cycling nations (tradition in cycling) PRIORITY 1 PRIORITY 2 PRIORITY 3 the Netherlands, United Kingdom, US, Ireland, France, Italy, Germany, Spain, Denmark/Scandinavia, Austria & Switzerland rest of the world
Destination development
Investing in cycling infrastructure
ACCOMODATION FOR CYCLISTS http://kwaliteit.toerismevlaanderen.be/hoe-je-als-logies-fietsvriendelijkprofileren%20voor%20wielertoeristen/kamerlogies
DESTINATION PROMOTION
APPROACH Business-to-Business / MEDIA Invited journalists and bloggers to discover our cycling culture. We pay their transfers, accommodation and meals. RESULT: - A great number of stories are published in newspapers, magazines, and on websites, mainstream and specialist
Stories were published in newspapers, magazines, and on websites, mainstream and specialist, including AD (Netherlands), RennRad (Germany), Telegraph Online (UK), DT (Spain), Velo News (USA), Il Giornale (Italy), Svenska Cycling Plus (Sweden) and Cycle Sports (Japan).
APPROACH Business-to-Business / TRADE We approach cycling tour operators to communicate our offer. We organize fam trips We are present at the main tourist fairs: - World Travel Market in London - ITB Berlin
APPROACH Business-to-Consumer Brand: CYCLING IN FLANDERS Website: www.cyclinginflanders.cc Social media: Instagram, Strava
THANKS!