Russia Participations Opportunities december 2014

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1 Russia Participations Opportunities december 2014

2 Holland Alliance in Russia Holland Alliance strategic partners Amsterdam Airport Schiphol Amsterdam Marketing KLM Royal Dutch Airlines Netherlands Board of Tourism & Conventions (NBTC) Objectives 2013: 12% growth rate 180,000 Russian tourists (autonomic growth rate 1.2%) 2014: 12% growth Rate 205,000 Russian tourists (autonomic growth rate 4.7%) Opportunity for 2014: KLM 2->3daily from April2014 and Aeroflot 2 -> 3 daily from June2014 (+30%) How: Joint Holland Promotion Campaign Focus on Press/PR and Trade, for 2014 more focus on (online) consumer activities Facilitate the (tourism) industry by offering them opportunities to join the Holland Promotion Campaign

3 Russia Alliance Target groups: Quality Seekers (couples); Funky Young Professionals; Upper class families. Living in Moscow and St Petersburg In ,000 Russian tourists visited Holland; Staying on average 2.1 nights (mainly in Amsterdam); Russians tourists spend on average 420 per day.

4 Russia The Russian economy In 2010 and 2011 the Russian economy grew more than 4%. Also for the years to come a substantial growth of 10% is expected. According to several estimates a fifth of the population is financially able to travel abroad. Most of the tourists live in the big cities; 40% of the outwardbound travellers comes from either Moscow or St. Petersburg. In the rural areas there still is a relatively large amount of unemployment and the salaries are low. (IMF, October 2012 & Association of Tour Operators of Russia, 2011 & EuroMonitor International & ETC Market Insights: Russia, June 2010) Development number of Russian guests in the Netherlands 162,000 Russian guests in the Netherlands in 2012 The economic growth allows increasingly more middleclass Russians to travel abroad. In 2012 the Netherlands welcomed Russians; a growth of 11% compared to For 2013 further growth is expected. Amsterdam most important city of accommodation Russian guests visit the Netherlands during the entire year. No less than seven out of ten stays take place in Amsterdam. Most Russians stay in three- or four-star hotels. The Netherlands a short-stay destination The average length of stay of Russian guests in the Netherlands is 2.1 nights, which makes the Netherlands a short-stay destination. (CBS) (CBS) Russian guests in the Netherlands by quarter 21% 30% 25% 25% Jan-Mar Apr-Jun Jul-Sep Oct-Dec

5 Origin of Russian tourists The majority of Russian tourists come from Moscow and St Petersburg. However, beginning of 2014 the Holland visa network will expand from 3 to 20 visa centers and will also cover the Russian regions. As there is a increased travel demand from the regions it is expected that in the regions there is more interest to explore Europe.

6 Holland Visa Centers in Russia (as of 2014) Visa centers will open in 20 major Russian cities (17 new locations).

7 Trade Activities I Activity Description Price Holland Club Meetings Moscow + St Petersburg Holland Club Meetings are workshops for key tour operators selling Holland as a destination on the Russian market. The number of Holland Club members in Moscow is appr , in St Petersburg around 15. Meetings are organized 4 x per year in Moscow, 2 x per year in St Petersburg. During a Holland Club Meeting you can present your company or have your company represented and hand them your promotion material. 495 Moscow 300 St Petersburg (max 2 participants per session) Holland E- Newsletter Every quarter 1,800 Russian tour operators receive the Holland E-Newsletter informing them on the latest travel news from Holland. You can have your company published in the regular Newsletter (max 70 words, 1 image 300 dpi) or choose for a dedicated newsletter. Regular: 395 Dedicated: 1,250 Holland Pavilion at MITT 2014 (March 19 th 22 nd ) MITT is Russia s number 1 travel exhibition with over 3,000 exhibitors from 198 destinations. It is a key meeting place for the industry and an opportunity to catch up with colleagues and clients. In ,500 trade professionals and over 19,000 consumers visited MITT. Trade only days are March 19 th + 20 th, consumer days 21 st + 22 nd. The Holland Pavilion (56 sqm) promotes destination Holland in general participants will be co-published in the promotion campaign, can use meeting facilities at the stand and get access to the contact details collected during the exhibition. 2,795 per participant Sales Mission Every other year the Alliance organizes a sales mission to Russia - Moscow and St Petersburg. During the mission you meet with tour operators already selling Holland as a destination and (excl. travel with tour operators planning to sell Holland in the near future. Timing: October 2014 (dates to exp.) be confirmed). Expected number of participating TO: Moscow: , St Petersburg: FAM Trip (15 participants) In 2014 a FAM Trip will be organized by the Alliance. Russian tour operators are invited to visit Holland and meet with the Dutch tourism industry. The FAM trip offers a Speed Dating session 500 where you can meet with the participating tour operators. Timing: May/ June

8 Trade Activities II Activity Description Price Holland Destination Brochure The Holland Destination brochure provides the trade market with information on Holland and Amsterdam inspiring them to sell Holland. Distribution: DM to travel agencies and tour operators, workshops, MITT 2014, sales mission etc. Number of copies: 10,000. Deadline: January 31 st, 2014 ½ page: page: 1,595 Inside cover: + 15% Back cover: +25% Holland Amsterdam Map The Holland Amsterdam map includes the major towns and attractions in Holland. Folded to A- 2 size the Holland Amsterdam map provides practical information on Dutch culture, facts and traveling within Holland. Distribution: to travel agencies and tour operators, airlines, workshops, Amsterdam Marketing etc. Circulation: 8,000 copies. Deadline: January 31 st, x 52.5 mm: x 110 mm: 850 Sections trade & press m/ru Holland E- Learning Section With 68 million internet users, Russia became the largest internet audience in Europe in % of the travelers booked their trip on line by themselves where only less than 10% came to a travel agency to make a booking. 66% of the travelers consult the internet while planning their trip. The in Russia has special sections for consumer, travel trade and press. the major btb portal for the travel trade industry in Russia has over 60,000 registered agents. The platform covers all of Russia including Moscow, St Petersburg and the regions. They offer virtual destination manuals in the Russian language. The Holland Destination manual will be promoted through their landing page and through TourProfi. Target group are tour operators and sales agents. Dutch partners can participate through sections Dutch Icons, cities or special interest sections as Luxery/ Shopping, Biking, Dutch cuisine, Dance Energy etc from 14 per page views As of 750 Joint TO campaign Online promotion campaign with a Russian key Tour Operator in either Moscow or St Petersburg. In consultation the campaign will be created. Timing and pricing in consultation.

9 Consumer Activities Activity Description Price Facebook As of February 2014 the Russian Facebook fanpage will have around 17,500 fans. 5 x per week posts about Holland will be published. A limited number of posts are available for commercial messages. In consultation we can develop a Facebook campaign (including or excluding an App). Timing in consultation. 500 per post Consumer section: com/ru With 68 million internet users, Russia became the largest internet audience in Europe in % of the travelers booked their trip on line by themselves where only less than 10% came to a travel agency to make a booking. 66% of the travelers consult the internet while planning their trip. from 14 per page views Joint advertising/ promotion campaign Want to add the Holland brand to your advertising or promotion campaign? Together we can create a joint campaign to realize the best results. Timing and pricing in consultation.

10 Contact Details NBTC Ditte Ooms P.O. Box JL Den Haag +31 (0) (0)

11 Guests and overnight stays 2012 Country of origin Guests Overnight stays Germany United Kingdom Belgium France Switzerland Italy Spain Scandinavia Russia Other Europe Total Europe Country of origin Guests Overnight stays United States Canada Brazil Other America Japan China (incl. Hong Kong) India Other Asia Australia and Oceania Africa Total intercontinental

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