BRANDTour Building Regional for New Developments in Tourism Brecht Carels, Economic Council of East-Flanders Mieke Belmans, Tourism East-Flanders 9 October 2018 Workshop East-Flanders
The diversification of tourism products and services to provide more customised packages: Floriculture tradition and tourism 2
Floriculture tradition and tourism 1. Context 2. Stakeholders and resources 3. Objectives 4. ) 5. Results and lessons learned 3
Context 1. East-Flanders is the Number One region of plant nursery industry in Flanders 2. Famous plants originate from our region: Ghent azalea : European Recognition as Protected Geographical Indication 3. Famous Flower exhibitions Floralies of Ghent + 200 years every 5 y Tuindagen Beervelde + 30 years - 2/year 4. Floriculture has impact on landscapes and views: tourist asset 4
Stakeholders and finances 5. Rural Development Project ( EU, Flanders, East-Flanders) June 2015-end 2017 (4) 3 partners Test Center for Floriculture (Proefcentrum voor Sierteelt) Wetteren municipalities Tourism East Flanders (Ghent Floralies) 227.102 euro (VATexcl. ) Non financial partners: 9 municipalities near Ghent farmers union catering industry federation Count of Beervelde (flower exhibition) 5
Objectives Enhancing the floricultural entrepreneurs by tourist development and Revealing tradition and heritage of ornamental growing to enhance tourism in the region 6
1 st : Research GOAL: to create solid basis for support, entusiasm and development Strenghts Weaknesses Opportunities Threats Benchmark Trends Interviews stakeholders Brainstorm sessions Desk research 7
Visible green concepts Public space tourist locations Networking plant nursery industry X catering industry Support flower events Thematic tourist trails Company visits Home sales at plant nurseries Recognisable branding 8
Creation of new floricultural tourism products and packages + marketing More visibility for the floriculture businesses More visitors/consumers 9
Creation of branding style for all new products and communication 10
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Creation of new products, packages, services Free map story heritage 5 bikings trails 3 hiking trails Calender flower exhibitions and events Plant nursery visits Lodgings restaurants bars with floral link branding style 12 000 ex distributed in 6 weeks 13
Events: promotion and cooperation Beervelde: Launch map stand 14
Events: promotion and cooperation Wetteren: FLOWER CARPET 15
Events: guided tours promotion and cooperation 16
Events: communication exhibition of Ghent azalea in Castle Laarne 17
Stimulated + facilitated plant nursery visits for tourists, groups and individuals Customised Leaflets for ornamental growers and guides Group visits Individual visits 18
Ambassadors: network of bar, restaurant and lodging owners 30 participants 2 days: being a host for tourists tourist assets floricultural heritage explorative bustour with visits to plant nurseries 19
Ambassadors: visibility coasters tourist label tray azalea 20
Enhancing visibility and image of Floriculture in public space 21
Enhancing visibility and image of Floriculture in public space 22 Welcome signs for municipalities Customised 2/municipality At the entrance roads or Important locations Municipalities: - owners - responsible for flower arrangement 22
Enhancing visibility and image of Floriculture in public space Mobile parklets Temporarily event organisers Permanently DIY instructions 23
Enhancing visibility and image of Floriculture in public space Challenge: create a flowering corner in your neigbourhood Local comitees Schools Using regional flowers Price 250 gardening centre 24
Results and lessons learned Results: + project: opportunity to focus on floriculture, inventory networking and ambassadorship catering industry: pilot case free maps and route downloads very successful better cooperation with flowering events permanent structures customisation works: welcome signs, leaflets, parklets floriculture became a theme in tourist marketing, products _ direct impact on plant sales not known challenge flowering corner: 8 participants Lessons learned: what s in it for me is very important Working together is important! 25
Thank you! More info available at: www.tov.be www.erov.be/brandtour Mieke.belmans@oost-vlaanderen.be brecht.carels@erov.be