What do visitors from Belgium and Germany want?

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1 What do visitors from Belgium and Germany want? Ashford, April 3rd 2014 Why Travel Further? Tourism Conference Anke ten Velde Market researcher Netherlands Board of Tourism & Conventions

2 Contents Introduction NBTC Holland marketing Holland-Marketing Core values Holland Brand experiences Lifestyle segmentation International tourism Inbound tourism to the Netherlands Belgian and German travelers Tourism in Belgium & Germany: growth market Belgian and German visitors to the Netherlands Profile of Belgian and German visitors to the Netherlands Activities during holidays of Belgians and Germans

3 31 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

4 NBTC Holland Marketing Destination Marketing Organisation for Holland NBTC Holland Marketing is responsible for the branding and marketing of the destination Holland. Through the brand 'Holland' NBTC put Holland on the map as an attractive destination for holidays, business meetings and conferences. NBTC carries out marketing activities in 13 markets. Research: one of the core competences of NBTC Effectiveness is central to the market operation: solid research gives direction to the marketing strategy and makes it possible to focus the joint marketing activities in the different markets to specific target groups. Effect measurements are also an integral part of major marketing programs. These results give us insights on the (desired) effects of our efforts. Based on these measurements we are able to improve our campaigns. 4 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

5 Holland-marketing Focus on countries and segments with the highest potential core values Holland brand brand experiences segments and countries programs 5 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

6 Core values Holland 6 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

7 Holland Brand Experiences Holland Highlights Creative City Beach Life Holland Naturally Inspiring Meetings 7 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

8 Lifestyle segmentation Based on the lifestyle segmentation model Mentality International by Motivaction NBTC has identified target groups for consumer marketing. Because of the fact that values, motivations and lifestyles form the bases of this model, is this international segmentation applicable for total West-Europe and the US. NBTC Holland Marketing has developed the following personas: - Upperclass -> Paul - Postmodern -> Nora - Achievers -> Michael - Mainstream -> Peter - Traditional -> Mary 8 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

9 International tourism The total number of international arrivals worldwide was almost 1,1 billion in ,200 Number of international arrivals worldwide (x mln.) 1,100 1, ,087 1, Source: UNWTO; preliminary data for Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

10 International tourism 52% 5% 23% 16% 5% Source: UNWTO; preliminary data 10 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

11 International tourism +5% +4% +0% +6% +6% Source: UNWTO; preliminary data 11 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

12 Inbound tourism to the Netherlands Number of overnight guests in Holland: 12.7 million in ,000 12,500 Change in research method 12,205 12,735 guests (x 1,000) 12,000 11,500 11,000 10,500 10,000 9,500 10,003 Floriade 9/11 SARS, Iraq war 9,500 9,595 9,181 9,646 10,012 Rembrandt ,739 11,008 Tickettax, 11,299 economic crises 10,883 10,104 9,921 9,000 8,500 8, Source: Statistics Netherlands, forecast 2013 NBTC 12 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

13 Inbound tourism to the Netherlands For many years Germany is the most important country for inbound tourism to the Netherlands Top 5 countries of origin 8% 14% 1.Germany (3.5 million) 2.Great Britain (1.68 million) 3.Belgium (1.67 million) 4.United States (910,000) 5.France (685,000) 26% 13% 5% Total spend: Germany: 989 million (1) Great Britain: 647 million (2) Belgium: 433 million (4) France: 190 million (6) Origin to continent 1% 1% Europe 7% America 10% Asia Australia and Oceania 80% Africa Source: Statistics Netherlands, forecast 2013 NBTC Additional: several tens of millions of foreign daytrips (Germans and Belgians)

14 Belgian travelers Holiday participation: Frequency: Volume: 71% of the Belgians have undertaken at least 1 holiday (1+ day) in 2013 (7.8 million) average 2 holidays per person per year 16.1 million holidays; 11.2 million outbound Outbound holiday destinations of Belgians (total holidays) France 3,772 Spain Italy Netherlands Germany Turkey Austria United Kingdom 1, Number and spend of outbound holidays (x million) Short (1-3 nights) 2.4 7,120 Long ( 4 nights) 8.8 1,020 Source: WES, ,000 2,000 3,000 4,000 x Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

15 German travelers Holiday participation: Frequency: Volume: Spend: 78% of the Germans have undertaken at least 1 holiday (5+ days) in 2013 (55 million) average 3 holidays (1 + day) per person per year million holidays; 54.8 million outbound almost 85 billion 570 per person per stay Top 8 outbound holiday destinations 1. Austria 17% 2. Spain 16% 3. Italy 12% 4. Turkey 8% 5. Netherlands 6% 6. France 6% Top 5 outbound short breaks (1-3 days) 1. Austria 2. France 3. Netherlands 4. Italy 5. Czech Republic and Slovakia 7. Croatie 4% 8. Greece 3% Sources: IPK 2014, ReiseAnalyse 2014 and Gfk TravelScope Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

16 Tourism in Belgium & Germany: growth market x 1 million x 1 million 100 Belgian holidays domestic - outbound German holidays Sources: Statistics Belgium 2014 and IPK domestic - outbound 16 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

17 Belgian and German visitors to the Netherlands x 1,000 14,000 3,500 12,000 3,000 3,450 12,470 10,000 2,500 8,000 2,000 6,000 1,500 4,000 1,000 2, ,670 4,400 3,450 1, Belgium Germany Belgium Germany Average length of stay (nights) Belgium 2.6 Germany 3.6 Average spend per visit Belgium 260 Germany 287 Source: Statistics Netherlands, forecast 2013 NBTC 17 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

18 Profile of Belgian visitors to the Netherlands Reason to visit Visits Belgian guests per quarter (2013) Busine ss [WAAR DE] Oct- Dec 24% Jan- March 17% Holida y [WAAR DE] July- Sept 31% April- June 28% Source: SIT NBTC, 2009 Source: Statistics Netherlands, 2013 Split guests into type of accommodations (in 2013) (x 1,000) guests % nights % Hotels % 1,603 36% Holiday homes % 2,315 53% Camping 115 7% % Group accommodations 16 1% 59 1% 18 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

19 Profile of Belgian visitors to the Netherlands Most Belgians stayed in the Netherlands for a holiday in the countryside or at the coast. Most of them are looking for quality time together and enjoying life Belgium 2013 Visitors 142,000 Spend 41.3 million The creative city Essence EXPLORE the urban vibe with its rich and cultural life Beach Life Essence FEEL the sun, wind and fresh air of the ocean and come together Belgium 2013 Visitors 255,000 Spend 57.7 million Belgium 2013 Visitors 545,000 Spend million Holland Naturally Essence ACTIVE RELAXING and enjoying the natural environment The inspiring meeting Essence GATHER with peers to create success Belgium 2013 Visitors 22,000 Spend 4.5 million 19 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

20 Profile of German visitors to the Netherlands Reason to visit Misc Busine [WAAR ss DE] [WAAR DE] Visits German guests per quarter (2013) Holida y [WAAR DE] Source: SIT NBTC, 2009 Source: Statistics Netherlands, 2013 Split guests into type of accommodations (in 2013) (x 1,000) guests % nights % Hotels 1,790 51% 3,510 28% Holiday homes 1,096 31% 5,971 47% Camping % 2,878 23% Group accommodations 54 2% 315 2% 20 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

21 Profile of German visitors to the Netherlands Most Germans stayed in the Netherlands for a holiday at the coast. They like the feeling of Kopf lüften. Germany 2013 Visitors 358,000 Spend 193 miljoen Creative city Essence EXPLORE the urban vibe with its rich and cultural life Beach Life Essence FEEL the sun, wind and fresh air of the ocean and come together Germany 2013 Visitors 1,260,000 Spend 335 miljoen Germany 2013 Visitors 756,000 Spend 152 miljoen Holland Naturally Essence ACTIVE RELAXING and enjoying the natural environment 21 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

22 Activities during holidays of Belgians and Germans Belgian holiday in Dutch nature hiking nature reserve / forest 53% 78% beach for a hike or some fresh air German holiday at the Dutch coast beach for sun bathing fresh air pub / cafe Source: SIT NBTC, % 57% 93% pub / cafe 53% funshoppen 49% gastronomic restaurant worth seeing / historic sites / locations cycling museum funshoppen beach for a hike or some fresh air red light district 49% 40% 30% 29% 24% 23% 17% gastronomic restaurant worth seeing / historic sites / locations sites / locations nature reserve / forest hiking cycling museum 18% 47% 43% 41% 40% 39% visiting FFR 12% nightlife / clubbing 16% coffeeshop 12% canal boat 14% beach for sun bathing 8% coffeeshop 10% water sports 5% visiting FFR 9% spa / sauna 5% theme / amusement parc 8% 0% 40% 80% event / festival / sports 6% 22 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde 0% 20% 40% 60% 80% 100%

23 MarketScans Are you looking for more information? Please visit for more information. There you can download our MarketScans of Germany, Belgium, France and the UK. 23 Why Travel Further? Tourism Conference Ashford, April 3rd 2014 Anke ten Velde

24 Thank you NBTC Holland Marketing is responsible for the branding and marketing of the destination Holland. NBTC Holland Marketing carries out marketing activities in 13 markets, under the name of NBTC Netherlands Board of Tourism & Conventions.

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