Kunststeden Vlaanderen - Art Cities Flanders -

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2 Kunststeden Vlaanderen - Art Cities Flanders - Versterking van het toeristisch onthaal in de Vlaamse kunststeden: Inzetten op eerstelijnsonthaal bij musea, monumenten, monumentale kerken en attracties + gespecialiseerd onthaal aan de toeristische onthaalpunten

3 Retrospect on the project: to empower frontoffice in welcoming tourists Eline Brutyn & Jana Kerremans (vzw Kunststeden Vlaanderen)

4 WHO WE ARE Kunststeden Vlaanderen - Art Cities Flanders - Cooperation between the tourist boards of Flemish cities Bruges, Ghent, Antwerp, Leuven and Mechelen

5 WHO WE ARE Kunststeden Vlaanderen - Art Cities Flanders - Common challenge: attracting more long-stay visitors to our five cities through research and quality improvement

6 WHAT WE DID Kunststeden Vlaanderen - Art Cities Flanders - QUALITY IMPROVEMENT through projects on customer care and ambassadorship

7 Info on the go: 636 taxi drivers, couchmen & boatsmen > tourism ambassadors

8 Kunststeden Vlaanderen - Art Cities Flanders : project on enhancing customer care in our tourist information centers, museums, monuments, historical churches and main attractions

9 Art Cities Flanders to empower frontoffice in welcoming tourists 2 year project in 5 cities Funding Visit Flanders + funding 5 cities

10 Art Cities Flanders to empower frontoffice in welcoming tourists Main objective: enhancing quality in different locations where tourists arrive Target group: front office workers in TIC s and museums, monuments, historical churches and main attractions

11 ROUND TABLE DISCUSSION

12 ROUND TABLE DISCUSSION MAIN GOAL Reinforce the dialogue between tourism & culture & heritage partners 1 round table per city Representatives of the TIC s, museums, monuments, churches and attractions Talking about ideal circumstances in how to welcome tourists

13 WHAT DOES WELCOMING TOURISTS MEAN TO YOU?

14 ROUND TABLE DISCUSSION A good location (traceable and strategic) Multilingualism (staff and print) People who are friendly and proactive towards visitors People who are motivated People who know what is going on in their city and organization

15 OPPORTUNITY to bring together tourism and culture and reopen the dialogue there is a need for networking and getting to know each other better Because main goal is to welcome tourists as a decentralized team

16 ROUND TABLE DISCUSSION We noticed that Front office and customer care should be a priority It is not always a priority Attitude and good customer care is something everyone values a lot, but it doesn t always get the valorization it deserves

17 ROUND TABLE DISCUSSION The front office is of major importance direct contact with visitor Need for good training and support for the front office staff

18 WORKSHOPS

19 WORKSHOPS 21 workshops in the Flemish Art Cities + Brussels timing: February March unique participants

20 WORKSHOPS 1. Visiting tourist information center - Visit to TIC in your own city - A lot of information to be found - Is my museum represented/visible? - Refer visitors to the TIC

21 WORKSHOPS 2. Getting to know each other and each other s organization 3. Talking and discussing about topics resulting from round table discussions

22 WORKSHOPS PART 1 // Focus on customer service, positive communication, verbal and non-verbal communication PART 2 // Focus on intercultural competences and values Practical & interactive

23 WORKSHOPS Trainer Gabriela Schweinberger Experience with practice in welcoming tourists, managing TIC and front office Starting from daily practice, experience and expertise of the participants ENG: in the spirit of the international aspect of welcoming tourists

24 WORKSHOPS ADDED VALUE Reinforcing structural communication in the city between tourism and culture Recognition for front office staff Visit TIC s Practically useful tips

25 ADDED VALUE Appreciate each others job more (back-office vs. front office // tourism vs. culture)

26 ADDED VALUE FOTO Give front office a voice

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33 Exchange program for front office staff Visit Bruges SPECIALIST EXCHANGE 35 sessies (October 2014 February 2015) Visit Mechelen Visit Ghent Visit Antwerp Visit Brussels Visit Leuven Visit Flanders

34 Focus on WELCOMING STRATEGY

35 Visiting the tourist information center Assessment of each others work place

36 Guided tour in the city

37 ADDED VALUE SPECIALIST EXCHANGE Knowledge and experience exchange through mutual visits Recommendations from colleagues to enhance the TIC experience for visitors Benchmarking and re-appreciate of your own workspace Recognition for the front office teams

38 MYSTERY VISITS

39 MYSTERY VISITS 96 locations (TIC, museums, monuments, churches & attractions) 2x mystery visit by consultancy bureau From arrival in city to departure from location July October 2014 Reports per partner and per city

40 MYSTERY VISITS Conclusion We are good at welcoming visitors!

41 MYSTERY VISITS Useful assessment and advice on individual level It s a different story for churches than for museums or TIC s concerning location and front office staff All individual reports are now communicated to our partners

42 MEASURING OUR VISITORS - Via Big Data project with mobile provider - As we speak measuring our visitors in different locations in our Art Cities

43 Art Cities Flanders to empower frontoffice in welcoming tourists results & conclusions & inspiring ideas for the future

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