Survey Market potential and image of the Belgian Coast in neighbouring countries

Transcription

1 Survey Market potential and image of the Belgian Coast in neighbouring countries Koen De Four Olivier Verhaeghe

2 1. Introduction

3 Framework Action put forward in the Strategic Plan for Coastal Tourism, Check of the different market priorities / communication messages in the Strategic Plan Research in the most important geographical markets for the Coast Online pilot survey 2009: Dutch market June - October 2009 Financed by: 10 province / municipalities Online survey 2010: French, German, UK, Flemish and Walloon markets May October 2010 Financed by: 5 SusTRIP, 5 province / municipalities

4 Objectives Estimation of the volume of the potential market for the Belgian Coast in Flanders, Wallonia, The Netherlands and parts of France and Germany and Great-Britain. Understanding which aspects are important for a holiday on a North-West- European coast in the different markets Understanding of the spontaneous and helped image of the Belgian Coast

5 Target group Representative sample of 18+ people from: The Netherlands: the whole country (population 18+: ) France: Nord, Pas-de-Calais, Picardie, Lorraine, Champagne-Ardenne, Elsace, Ile de France (population 18+: ) Germany : Nordrhein-Westfalen en Rheinland Pfalz samen (population 18+: ) Great-Britain: England (population 18+: ) Flanders (population 18+: ) Wallonia (population 18+: ) Selection question: Have you been on holiday to one of the following north western European coasts in the past three years (for at least 1 night)? The Belgian coast, the Dutch coast, France s northern coast (Côte d Opale, Picardy coast/ Baie de la Somme, Normandy coast, Coast of Brittany), the northern coast of Germany (North Sea and Baltic Sea coast), the British coast, the Danish coast

6 2. Results

7 Familiarity with the different coasts

8 Familiarity by market - Flemish market To what extent are you familiar with the following coast? Belgian Coast Coast of Zeeland Base: last 3 years min. 1 visit to NW-European Coast 2 Normandy Coast Côte d'opale Coast of Brittany Picardy Coast / Baie de la Somme Other Dutch Coasts Coast of Kent Other coasts of South-England % Other British coasts 1 17% 7 Danish coast 1 8 Northern coast of Germany (North Sea / Baltic 2 7 I have a good idea of what this coast is like because I have been there I have a good idea of what this coast is like even though I haven t been there I don t have any idea of what this coast is like

9 Familiarity by market Walloon market To what extent are you familiar with the following coast? Belgian Coast 9 Côte d'opale 57% 2 Base: last 3 years min. 1 visit to NW-European Coast 2 Normandy Coast Coast of Brittany % Picardy Coast / Baie de la Somme Coast of Zeeland Other Dutch Coasts 1 27% 5 Coast of Kent Other coasts of South-England Other British coasts Northern coast of Germany (North Sea / Baltic 1 7 Danish coast 1 8 I have a good idea of what this coast is like because I have been there I have a good idea of what this coast is like even though I haven t been there I don t have any idea of what this coast is like

10 Familiarity by market Dutch market To what extent are you familiar with the following coast? Base: last 3 years min. 1 visit to NW-European Coast Dutch Coast Belgian Coast Normandy Coast Danish coast 2 17% 5 Coast of Brittany Northern coast of Germany (North Sea / Baltic Sea) Côte d'opale / Picardy Coast 7% 1 8 I have a good idea of what this coast is like because I have been there I have a good idea of what this coast is like even though I haven t been there I don t have any idea of what this coast is like

11 Familiarity by market German market To what extent are you familiar with the following coast? Northern coast of Germany (North Sea / Baltic Sea) Other Dutch Coasts Coast of Zeeland Danish coast Belgian Coast Other coasts of South-England Coast of Brittany Normandy Coast Other British coasts Coast of Kent Côte d'opale Picardy Coast / Baie de la Somme 1 17% % Base: last 3 years min. 1 visit to NW-European Coast 1 I have a good idea of what this coast is like because I have been there I have a good idea of what this coast is like even though I haven t been there I don t have any idea of what this coast is like

12 Familiarity by market - French market To what extent are you familiar with the following coast? Normandy Coast 7 1 Base: last 3 years min. 1 visit to NW-European Coast 1 Coast of Brittany Picardy Coast / Baie de la Somme Côte d'opale Belgian Coast Coast of Kent 57% % Other coasts of South-England Other British coasts Coast of Zeeland Other Dutch Coasts Northern coast of Germany (North Sea / Baltic 2 7 Danish coast 1 8 I have a good idea of what this coast is like because I have been there I have a good idea of what this coast is like even though I haven t been there I don t have any idea of what this coast is like

13 Familiarity by market - British market To what extent are you familiar with the following coast? Other British coasts Other coasts of South-England Coast of Kent Normandy Coast Coast of Brittany Belgian Coast Picardy Coast / Baie de la Somme Côte d'opale Other Dutch Coasts Coast of Zeeland Northern coast of Germany (North Sea / Baltic Danish coast % Base: last 3 years min. 1 visit to NW-European Coast % I have a good idea of what this coast is like because I have been there I have a good idea of what this coast is like even though I haven t been there I don t have any idea of what this coast is like

14 Estimation of market potential for the Belgian Coast

15 Estimation of market potential Population 18+ in selected regions: screening question % of people 18+ that has been on holiday to a NW-European coast in the past 3 years if yes => go on with the survey if no => stop Potential market = revisit intention + initial visit intention

16 Estimation of market potential Questionnaire: To any respondent who has a good idea of the coast because he/she has been there during the past 3 years => Specific question about revisit intention for a weekend (1-3 nights), a short holiday (4-7 nights) or a long holiday (>7 nights) To any respondent who has a good idea of the coast, but has never been there, or who has been there, but not during the past 3 years => Specific question about initial visit intention (for a weekend, short holiday, long holiday)

17 Estimation of market potential Translation into volumes: different steps Population 18+ in the respective regions % who visited a NW-European coast during the past 3 years % who visited the Belgian Coast during the past 3 years % who expresses a (re)visit intention : Certainly: x 0,6 Probably: x 0,3 Probably not: x 0 Certainly not: x 0 Don t know: x 0

18 Revisit intention to the Belgian Coast of visitors who have been there the last 3 y. To what extent are you planning to return to the Belgian coast on holiday within the next three years? (% top 2 certainly + probably ) Base: Familiar with the coast and been there the last 3 years Weekend (<3 nights) Short holiday (4-7 nights) Long holiday (>7 nights) From Flanders (N=720) 87% 6 3 From Wallonia (N=394) From Germany (N=282) From France (N=419) From Great-Britain (N=237) From The Netherlands 5 2 Of Germans who know the Belgian Coast and have been there the last 3 years, 6 has the intention to return to the Belgian coast for a weekend during the next 3 years.

19 Initial visit intention (have never visited the Belgian Coast or not during the last 3 years) Are you planning to visit the Belgian coast on holiday within the next three years? (% top 2 certainly + probably ) Weekend (<3 nights) Short holiday (4-7 nights) Base: Familiar with the coast but never visited or not during last 3 years Long holiday (> 7 nights) From Flanders (N=225) 1 From Wallonia (N=167) 1 1 From Germany (N=604) 2 17% 1 From France (N=627) From Great-Britain (N=408) % From The Netherlands 2 7% Of Germans who know the Belgian Coast but have never been there or have not been there during the last 3 years, 2 has the intention to visit the Belgian Coast during the next 3 years for a weekend.

20 Estimation of market potential for the Belgian Coast Total volume of the potential market (for 3 years) Origin Volume revisit intention Volume initial visit intention Total market potential Number of arrivals in 2009 Flanders Wallonia The Netherlands Germany France Great-Britain

21 Estimation of market potential: conclusions The revisit intention for the Belgian Coast is in all markets higher than the initial visit intention The initial visit intention is very high in the Netherlands: potential to attract new clientele is highest in this market Visit intention is highest for weekends and short holidays and is lower for long holidays The survey confirms in general the market choices made in the Strategic Plan but Northern France has higher potential than expected.

22 Profile of potential visitors to the Belgian Coast

23 Who are the potential tourists from The Netherlands? Lifestages 3 3 Short holiday (4-7n) 7% 1 7% Most important groups: % are couples 55+ without kids Long holiday (>7n) 7% are families with kids Single <35y Single >35y Fam with kids 0-5y Fam with kids 6-12y Fam with kids 13-17y Fam without kids, <35y Fam without kids, 35-44y Fam without kids, 45-54y Fam without kids, 55-64y Fam without kids, 65+

24 Who are the potential tourists from The Netherlands? Social class Short holiday (4-7n) Highest class more represented for short holidays Long holiday (>7n) Mid high is very well represented High Mid high Mid low Low

25 Who are the potential tourists from Germany? Lifestages 3 2 Weekend (<3n) 17% Short holiday (4-7n) 17% 2 1 Long holiday (>7n) % Fam. with kids <18y: Higher potential for long holidays (3) Couples/singles without kids highest potential for weekends and short holidays Living at home Singles without kids Couples without kids Fam with kids at home <6y Fam with kids at home 6-12y Fam with kids at home 13-18y Fam with kids at home >18y Fam with kids not living at home Seniors

26 Who are the potential tourists from Germany? Social class Weekend (<3n) High and mid high social classes are well represented Short holiday (4-7n) % They are more represented for weekends and short holidays Long holiday (>7n) High Mid high Mid low Low

27 Who are the potential tourists from France? Lifestages 4 Weekend (<3n) Short holiday (4-7n) Fam. with kids <18y highest for long holidays Long holiday (>7n) Families with kids is the most important group in all type of holidays Living at home Singles without kids Couples without kids Fam with kids at home <6y Fam with kids at home 6-12y Fam with kids at home 13-18y Fam with kids at home >18y Fam with kids not living at home Seniors

28 Who are the potential tourists from France? Social class Weekend (<3n) High class very well represented in all categories Short holiday (4-7n) More mid low and lower social classes for long holidays Long holiday (>7n) High Mid high Mid low Low

29 Who are the potential tourists from the UK? 3 Lifestages Weekend (<3n) 17% % 1 Fam. with kids for long holidays (4) Short holiday (4-7n) Long holiday (>7n) 17% High number of youngsters living at home or singles without kids Living at home Singles without kids Couples without kids Fam with kids at home <6y Fam with kids at home 6-12y Fam with kids at home 13-18y Fam with kids at home >18y Fam with kids not living at home Seniors

30 Who are the potential tourists from the UK? Social class Weekend (<3n) 37% Short holiday (4-7n) 37% High social class well represented Long holiday (>7n) Not much differentiation according to type of holiday High Mid high Mid low Low

31 Who are the potential tourists from Flanders? Lifestages Weekend (<3n) % 1 Short holiday (4-7n) 1 1 7% Seniors are very well represented especially for long holidays Long holiday (>7n) 7% Living at home Singles without kids Couples without kids Fam with kids at home <6y Fam with kids at home 6-12y Fam with kids at home 13-18y Fam with kids at home >18y Fam with kids not living at home Seniors

32 Who are the potential tourists from Flanders? 6 Social class Weekend (<3n) Short holiday (4-7n) % % 1 5 Higher and mid high social classes are more represented for weekends en short holidays Long holiday (>7n) Lower social classes for long holidays High Mid high Mid low Low

33 Who are the potential tourists from Wallonia? Lifestages 3 Weekend (<3n) 1 7% Relatively high share of seniors Short holiday (4-7n) Long holiday (>7n) % 7% 7% Fam. with kids: Higher than for the Flemish in all type of holidays Living at home Singles without kids Couples without kids Fam with kids at home <6y Fam with kids at home 6-12y Fam with kids at home 13-18y Fam with kids at home >18y Fam with kids not living at home Seniors

34 Who are the potential tourists from Wallonia? Social class Weekend (<3n) Short holiday (4-7n) Higher social classes for weekend en short holidays Long holiday (>7n) 2 27% 3 1 Lower social classes for long holidays High Mid high Mid low Low

35 Image of the different coasts

36 Two methods 1. Spontaneous image A lot of diverse associations Not always easy to interprete 2. Helped image Structured, based on a selected number of items Selection is important Formulation is important Easy to compare in spider diagrams 3. Combination of spontaneous and helped image is necessary

37 Image by coast

38 Belgian coast: spontaneous image Flemish (N=942) Walloon (N=559) Germans (N=912) French (N=1066) English (N=667) Specific individual resorts (sandy) beaches % 17% 1 Sea Cycling, walking 2 1 Many things to do 1 Relaxation, holidays 17% Busy, too many people Ugly building flats Nice weather, sun, summer Delicious & typical food Promenade 7% 1 Dunes Expensive Bad, unstable weather, cold 1 Stereotype association with Belgium 1 Unfriendly reception for French speakers Nice coastal towns Nice coast, landscape Flat landscape Friendly, welcoming people Other negative connotations Other positive connotations 7% Others 1 7% 1 No answer, don't know, nothing 2 1 1

39 Belgian coast: spontaneous image Dutch (N=1424) Specific places / regions (sandy) beaches closeby Enjoyable, pleasant Delicious & typical food Other places Promenade Sea Busy, too many people Nice, relax Coastal tram Ugly building flats Bad, unstable weather, cold Horeca, restaurants, bars, hotels Cycling, walking Old-fashioned Friendly, welcoming people Plopsaland Other negative connotations Others No answer, don't know, nothing % 3

40 Specific places at the Belgian coast Flemish Walloon German French English Dutch Oostende Oostende Oostende Oostende Oostende Knokke Blankenberge De Panne Knokke De Panne Oostende Knokke Blankenberge De Haan Knokke De Panne Nieuwpoort Knokke Blankenberge Westende De Haan De Haan Koksijde De Panne

41 Belgian coast: helped image Busy 7 Safe 6 5 Built-up Abundant nature Expensive Flemish Walloon German French English 'The good life' Lively Restful Congenial / conviviality

42 Dutch coast: spontaneous image Relaxation, holidays Specific individual resorts Cycling, walking (sandy) beaches Many things to do Nature, untouched Spacious, extensive Sea Dunes Delicious & typical food Nice weather, sun, summer Nice coast, landscape Bad, unstable weather, cold Friendly, welcoming people Deltaworks; redeemed land Stereotype association with the Netherlands Busy, too many people Expensive Polders Flat landscape Other negative connotations Other positive connotations Others No answer, don't know, nothing Flemish (N=769) Walloon Germans (N=333) (N=1267) 2 7% 7% % 1 1 7% French (N=625) 17% 7% 1 2 English (N=641) 7%

43 Specific places at the Dutch coast Flemish Walloon German French English Zeeland Scheveningen Zeeland Scheveningen Scheveningen Cadzand Waddeneilanden Scheveningen Ijsselmeer Zandvoorde Texel Scheveningen

44 Dutch coast: helped image Busy 6 Safe 5 Built-up 4 3 Flemish 2 Walloon Abundant nature 1 Expensive German French English 'The good life' Lively Restful Congenial / conviviality

45 N-French coast: spontaneous image Delicious & typical food (Chalk)cliffs, pebbles Nice coast, landscape Relaxation, holidays Nature, untouched Specific individual resort WWII Many things to do Sea (sandy) beaches Cycling, walking Nice weather, sun, summer Spacious, extensive Bad, unstable weather, cold Friendly, welcoming people Expensive Busy, too many people Dunes Maritime elements Stereotype association with France Other negative connotations Other positive connotations Others No answer, don't know, nothing Flemish (N=713) % 7% 7% Walloon (N=488) % Germans (N=809) French (N=1500) % 1 1 English (N=976)

46 Specific places at the N-French coast Flemish Walloon German French English Mont St Michel Mont St Michel Mont St Michel Mont St Michel Normandie Cap Blanc Nez/ Gris Nez Normandie Le Touquet Cap Blanc Nez/ Gris Nez Calais Deauville Etretat

47 N-French coast: helped image Busy 8 Safe 7 6 Built-up 5 4 Flemish Abundant nature Expensive Walloon German French English 'The good life' Lively Restful Congenial / conviviality

48 English coast: spontaneous image (Chalk)cliffs, pebbles Nature, untouched Bad, unstable weather, cold Specific individual resorts Nice coast, landscape Many things to do Cycling, walking Relaxation, holidays Sea Maritime elements (sandy) beaches Delicious & typical food Nice coastal towns Busy, too many people Expensive Stereotype association with England Nice weather, sun, summer Friendly, welcoming people Variety Other negative connotations Other positive connotations Others No answer, don't know, nothing Flemish (N=673) 1 1 7% Walloon (N=235) 2 1 7% 1 1 Germans (N=804) % 17% French (N=801) 1 2 7% 1 English (N=1515)

49 Specific places at the English coast Flemish Walloon German French English Dover Dover Dover Dover Cornwall Brighton Portsmouth Brighton Brighton Blackpool Cornwall Brighton

50 English coast: helped image Busy 6 Safe 5 Built-up 4 3 Flemish 2 Walloon Abundant nature 1 Expensive German French English 'The good life' Lively Restful Congenial / conviviality

51 Image by markets

52 Image by the Flemish about different coasts Busy 6 Safe Built-up Belgian coast Abundant nature 2 1 Expensive Northern coast of France Dutch coast 'The good life' Lively English coast Restful Congenial / conviviality

53 Flemish market: spontaneous image Belgian coast Dutch coast N- French coast English coast Specific places / regions (Sandy) beach Sea Cycling, walking Many things to do Relaxation, holidays Busy, too many people Ugly building flats Nice weather, sun, summer Delicious & typical food Promenade Dunes Expensive Bad, unstable weather, cold Maritime elements Spacious, extensive WW II Nice coast, landscape (Chalk)cliffs, pebbles Friendly, welcoming people Nature, untouched Stereotype associations Other negative associations Other positive associations Other No answer, don't know, nothing % 7% % 1 1 7% 7% % 1 7%

54 Image by Walloon about different coasts Busy 8 Safe Built-up Belgian coast 4 Abundant nature Expensive Northern coast of France Dutch coast 'The good life' Lively English coast Restful Congenial / conviviality

55 Walloon market: spontaneous image Belgian coast Dutch coast N- French coast English coast Sea (Sandy) beach Delicious & typical food Cycling, walking Promenade Specific places / regions Many things to do Unfriendly for French speakers Relaxation, holidays Expensive Ugly building flats Dunes Busy, too many people Bad, unstable weather, cold Nice weather, sun, summer Nice coast, landscape Maritime elements Nature, untouched Flat landscape (Chalk)cliffs, pebbles WW II Friendly, welcoming people Spacious, extensive Delltaworks, redeemed land Stereotype associations Other negative associations Other positive associations Other No answer, don't know, nothing % 7% % 1 7%

56 Image by Germans about different coasts Busy 6 Safe Built-up Belgian coast Abundant nature 2 1 Expensive Northern coast of France Dutch coast 'The good life' Lively English coast Restful Congenial / conviviality

57 German market: spontaneous image Belgian coast Dutch coast N- French coast English coast (Sandy) beach Specific places / regions Sea Delicious & typical food Relaxation, holidays Cycling, walking Nice coast, landscape Dunes Ugly building flats Nice weather, sun, summer Many things to do Promenade Friendly, welcoming people Bad, unstable weather, cold Maritime elements Flat landscape Expensive Nice coastal towns Busy, too many people (Chalk)cliffs, pebbles WW II Delltaworks, redeemed land Nature, untouched Stereotype associations Other negative associations Other positive associations Other No answer, don't know, nothing 17% % 1 7% % %

58 Image by French about different coasts Busy 7 Safe Built-up Belgian coast 3 Abundant nature 2 1 Expensive Northern coast of France Dutch coast 'The good life' Lively English coast Restful Congenial / conviviality

59 French market: spontaneous image Belgian coast Dutch coast N- French coast English coast Delicious & typical food (Sandy) beach Specific places / regions Bad, unstable weather, cold Sea Cycling, walking Friendly, welcoming people Flat landscape Nice coast, landscape Relaxation, holidays Dunes Busy, too many people Many things to do Promenade Nice weather, sun, summer Maritime elements Nature, untouched Polders (Chalk)cliffs, pebbles WW II Expensive Delltaworks, redeemed land Stereotype associations Other negative associations Other positive associations Other No answer, don't know, nothing 2 17% 1 1 7% 1 7% 17% % 1 1 7%

60 Image by English about different coasts Abundant nature Safe Busy Built-up Expensive Belgian coast Northern coast of France Dutch coast 'The good life' Lively English coast Restful Congenial / conviviality

61 English market: spontaneous image Belgian coast Dutch coast N- French coast English coast (Sandy) beach Specific places / regions Relaxation, holidays Delicious & typical food Nice coast, landscape Sea Flat landscape Maritime elements Many things to do Cycling, walking Bad, unstable weather, cold Dunes Nice weather, sun, summer Nice coastal towns WW I Friendly, welcoming people Busy, too many people Nature, untouched WW II Pier (Chalk)cliffs, pebbles Expensive Delltaworks, redeemed land Variety Stereotype associations Other negative associations Other positive associations Other No answer, don't know, nothing 1 1 7% 1 7%

62 Image: conclusions on general messages 1. Helped image: formulation is very important Good life 2. For Belgian coast: - on domestic markets: fighting against negative perceptions - on Dutch market: pleasant, friendly, burgundian (good life) - on German market: conviviality, lively - on French market: conviviality - on English market: safe

63 3. More detailed communication messages towards target groups

64 Importance of characteristics of a NW-European Coast Which of the following aspects most influences your decision to spend a weekend, a short or a long holiday at a North European coast? Attractive prices Plenty cycling and hiking options Good food and drink/outdoor cafes Varied hinterland Quiet surroundings Plenty of nature Can easily reached by car Friendly, hospitable people Child-friendly Seaside resorts with character Lots to do (events, entertainment) A wide variety of accommodation Wide beaches with fine sand People speak my own language Plenty of shops/fun shopping Safe beaches Varied cultural scene Environmental consciousness Large choice within each type of acc. A familiar coast Entertainment/Night life A wide variety of water sports Flemish Walloon German French English 0,14 0,10 0,10 0,09 0,08 0,07 0,06 0,05 0,05 0,05 0,03 0,02 0,02 0,02 0,02 0,02 0,02 0,01 0,01 0,01 0,01 0,00 0,09 0,09 0,08 0,07 0,07 0,04 0,06 0,05 0,04 0,04 0,02 0,03 0,05 0,02 0,03 0,02 0,02 0,01 0,02 0,00 0,00 0,16 0,04 0,05 0,08 0,06 0,08 0,08 0,05 0,09 0,03 0,01 0,02 0,09 0,03 0,03 0,01 0,02 0,02 0,01 0,02 0,02 0,01 0,16 0,15 0,05 0,06 0,09 0,07 0,10 0,07 0,02 0,04 0,03 0,06 0,03 0,05 0,02 0,03 0,01 0,03 0,03 0,01 0,01 0,02 0,01 0,02 0,08 0,07 0,05 0,04 0,06 0,05 0,05 0,06 0,07 0,03 0,05 0,05 0,03 0,02 0,04 0,01 0,01 0,02 0,04 0,01 0,14

65 Importance of characteristics of a NW-European Coast Which of the following aspects most influences your decision to spend a weekend, a short or a long holiday at a North European coast? Dutch Friendly, hospitable people Attractive prices Can easily reached by car Good food and drink/outdoor cafes Safe beaches Varied hinterland Quiet surroundings Plenty of nature Plenty cycling and hiking options A wide variety of accommodation Seaside resorts with character Wide beaches with fine sand Large choice within each type of acc. Varied cultural scene Plenty of shops/fun shopping Lots to do (events, entertainment) Child-friendly A familiar coast People speak my own language Entertainment/Night life %

66 Importance of characteristics: conclusions Attractive price level is not differentiating Most important for the Flemish and Walloon market are: cycling and hiking opportunities good food and drink varied hinterland quiet surroundings, nature accessibility For the Walloon market, it is important that people can speak the French language

67 Importance of characteristics: conclusions For the Dutch market: Friendly hospitable people, easily accessible by car, good food& drink, safe beaches, varied hinterland, cycling en hiking options For the German market: Child-friendly, wide sandy beaches, easily accessible by car, varied hinterland, nature For the French market: nature, varied hinterland, easily accessible by car, good food & drink, lots to do For the English market: Good food & drink, varied hinterland, lots to do, easily accessible by car, seaside resorts with character

68 Marketing messages - Explanation Quadrant A: Aspects with low importance, but good scores Quadrant B: Strategic ADVANTAGE Quadrant C: strategic DISADVANTAGE Quadrant D: Acceptable disadvantages MAINTAIN COMMU- NICATE! HIGHEST PRIORITY IMPROVE AS 2nd PRIORITY LOW Image HIGH A MAINTAIN low priority D IMPROVE low priority LESS HIGH IMPORTANCE B MAINTAIN high priority IMPROVE high priority HIGH C (*) Remark: items are classified in 2 groups by importance: High and Less high. After all, all items are important, there is only a differentiation between them in importance in order to define different areas of attention. However, ALL items should be acted upon, even if the importance is less high.

69 Netherlands specific messages for young fam with kids Maintain low priority People speak my own language Maintain high priority Can easily be reached by car Good food and drink/outdoor cafes Wide sandy beaches Child-friendly Friendly, hospitable people IMAGE Lots to do (events, entertainment) A familiar coast Varied cultural scene Entertainment/Night life Improve low priority IMPORTANCE Plenty cycling and hiking options Seaside resorts with character A wide variety of accommodation Safe beaches Varied hinterland Plenty of shops/fun shopping Large choice within each type of acc. Attractive prices Quiet surroundings Plenty of nature Improve high priority

70 Netherlands specific messages for couples +50 Maintain low priority Maintain high priority IMAGE People speak my own language Plenty of shops/fun shopping Entertainment/Night life Lots to do (events, entertainment) Child-friendly A familiar coast Varied cultural scene Good food and drink/outdoor cafes Can easily be reached by car Wide beaches A wide variety of accommodation Large choice within each type of acc. Varied hinterland Plenty cycling and hiking options Friendly, hospitable people Seaside resorts with character Safe beaches Attractive prices Plenty of nature Quiet surroundings Improve low priority IMPORTANCE Improve high priority

71 Germany specific messages for young families with kids < 12 y Maintain low priority Plenty cycling and hiking options A familiar coast A wide variety of accommodation Safe beaches Good food and drink/outdoor cafes Can easily reached by car Seaside resorts with character Plenty of shops/fun shopping Maintain high priority Child-friendly Friendly, hospitable people IMAGE Entertainment/Night life Large choice within each type of acc. A wide variety of water sports Environmental consciousness Varied hinterland Quiet surroundings People speak my own language Lots to do (events, entertainment) Varied cultural scene Plenty of nature Wide beaches with fine sand Attractive prices Improve low priority IMPORTANCE Improve high priority

72 Germany specific messages for families with kids more 12 y Maintain low priority Maintain high priority A familiar coast Plenty of shops/fun shopping A wide variety of accommodation Large choice within each type of acc. Safe beaches Seaside resorts with character Can easily be reached by car Plenty cycling and hiking options Wide beaches with fine sand Friendly, hospitable people Good food and drink/outdoor cafes IMAGE Varied cultural scene A wide variety of water sports Environmental consciousness Entertainment/Night life Child-friendly Lots to do (events, entertainment) People speak my own language Attractive prices Quiet surroundings Plenty of nature Varied hinterland Improve low priority IMPORTANCE Improve high priority

73 Specific messages for Germany couples no kids Maintain low priority Maintain high priority A wide variety of accommodation Large choice within each type of acc. Child-friendly A familiar coast A wide variety of water sports Can easily be reached by car Good food and drink/outdoor cafes Varied hinterland Friendly, hospitable people Safe beaches IMAGE Environmental consciousness Varied cultural scene People speak my own language Entertainment/Night life Lots to do (events, entertainment) Seaside resorts with character Plenty cycling and hiking options Plenty of shops/fun shopping Plenty of nature Attractive prices Quiet surroundings Wide beaches with fine sand Improve low priority IMPORTANCE Improve high priority

74 Specific messages for France fam with kids < 12 y Maintain low priority Maintain high priority A familiar coast A wide variety of accommodation People speak my own language Can easily reached by car Attractive prices Friendly, hospitable people Plenty cycling and hiking options Good food and drink/outdoor cafes Wide beaches with fine sand IMAGE Entertainment/Night life Seaside resorts with character A wide variety of water sports Environmental consciousness Plenty of shops/fun shopping Varied cultural scene Large choice within each type of acc. Plenty of nature Child-friendly Lots to do (events, entertainment) Varied hinterland Safe beaches Quiet surroundings Improve low priority IMPORTANCE Improve high priority

75 Specific messages for France fam with kids > 12 y Maintain low priority Maintain high priority A familiar coast Plenty of shops/fun shopping A wide variety of accommodation Can easily reached by car People speak my own language Entertainment/Night life Plenty cycling and hiking options Wide beaches with fine sand Friendly, hospitable people Good food and drink/outdoor cafes IMAGE Varied cultural scene A wide variety of water sports Environmental consciousness Child-friendly Lots to do (events, entertainment) Large choice within each type of acc. Safe beaches Attractive prices Quiet surroundings Plenty of nature Varied hinterland Seaside resorts with character Improve low priority IMPORTANCE Improve high priority

76 Specific messages for Great-Britain couples no kids Maintain low priority Maintain high priority A familiar coast Plenty cycling and hiking options Safe beaches A wide variety of accommodation Large choice within each type of acc. Can easily reached by car Friendly, hospitable people Quiet surroundings Varied hinterland Good food and drink/outdoor cafes IMAGE Plenty of shops/fun shopping Entertainment/Night life Child-friendly A wide variety of water sports Wide beaches with fine sand Environmental consciousness People speak my own language Plenty of nature Attractive prices Lots to do (events, entertainment) Varied cultural scene Seaside resorts with character Improve low priority IMPORTANCE Improve high priority

77 4. Main conclusions

78 1. Awareness Own coasts are always best known Awareness is high: lots of detailed associations Belgian coast: Belgians are most critical on own coast but they still visit the coast (major market) Lessons to learn: Changing the perception on the domestic market by bringing the Belgian Coast top of mind in a continuous way bringing positive news about the Coast whenever there is positive news using well known people to put the Coast in a new perspective (e.g. Arno) putting the coast in a young perspective: coastal festivals putting the coast in a different perspective: Beaufort as art festival

79 SusTRIP Research Forum 1. Awareness Belgian coast on neigbouring markets Awareness is highest in the Netherlands: 7 Benefiting of this awareness Awareness in other markets: Northern France: 6 Germany (NRW en RP) 5 England 3 Creating awareness is important and requires a lot of effort!

80 2. Priority markets based on market potential Main markets: Flemish market Walloon market International marketing: Primary market Netherlands Secundary market Nordrhein-Westfalen North of France Tertiary markets: England

81 3. Communication messages Dutch market General: hospitality, price level, accessibility by car and good food & drink are important Belgian Coast is cosy, friendly, burgundian Specific: For young families: focus on child-friendliness, safe beaches, animation, shopping Older couples 50+, no children: more focus on quiet, natural surroundings, with lots of cycle and hiking possibilities

82 3. Communication messages German market General: Child-friendliness, wide sandy beaches, accessibility by car, varied hinterland and nature are important Belgian Coast is convivial, lively Specific: Families with (young) children: most nearby coast with wide, sandy beaches, child-friendly, safe, pleny of cycling and hiking options, a varied hinterland and good food & drink Couples without kids: nearby, familiar coast with good food & drink, a varied hinterland, quiet outside summer months

83 3. Communication messages French market General: nature, a varied hinterland, accessibility by car, good food & drink and lots of things to do are important Belgian Coast is convivial Specific: Families with (young) children: nearby coast wih wide sandy beaches, good food & drink, with lots of cycling & hiking options, a varied hinterland, safe, child-friendly and lots of things to do.

84 3. Communication messages English market General: Good food & drink, a varied hinterland, lots of things to do, accessibility by car and seaside resorts with character are important Belgian Coast is a safe coast Specific: Couples no kids: a nearby coast with good food & drink, lots of things to do and a varied hinterland, safe, quiet outside the summer season.

85 Marktpotentieel en imago van de Kust in de buurlanden Koen De Four