visit.brussels Action Plan 2018

be there be .brussels

2018 action plan

CONTENTS

INTRODUCTION....................................................................................................................... 5 visit.brussels' OBJECTIVES.............................................................................................................. 11 2018 DEVELOPMENTS......................................................................................................................................14 Destination Management Conventions & Associations Department.................................................14 Sales & Marketing Department........................................................................................................................15 Events & Fairs Department................................................................................................................................15 Finance & Operating Department....................................................................................................................15 DESTINATION MANAGEMENT: CULTURE & CITY LIFE DEPARTMENT................................. 19 2018 Developments.............................................................................................................................................20 Missions..................................................................................................................................................................20 Strategy.................................................................................................................................................................... 21 Evolution of Affinity Marketing........................................................................................................................22 2018 Calendar for Promoting Themes Worldwide.....................................................................................25 1.1.Europe................................................................................................................................................................27 1.2.Arts & Creativity.............................................................................................................................................30 1.3.Heritage.............................................................................................................................................................34 1.4.City Life.............................................................................................................................................................39 1.5.Product Development Division.................................................................................................................42 1.6.Discover the City...........................................................................................................................................45 1.7.Screen.brussels Film Commission...........................................................................................................47 1.8.agenda.brussels.............................................................................................................................................48 1.9.Arsène 50.........................................................................................................................................................51 1.10.Welcome..........................................................................................................................................................52 1.11.Experience.brussels! Exhibition.............................................................................................................55 DESTINATION MANAGEMENT: CONVENTION & ASSOCIATION BUREAU DEPARTMENT..................................................................................... 59 2018 Developments.............................................................................................................................................60 Missions..................................................................................................................................................................60 2.1.Convention Bureau........................................................................................................................................61 2.2.Association Bureau....................................................................................................................................... 71 2.3.Ambassador & International Programme...............................................................................................80 SALES & MARKETING DEPARTMENT............................................................................................ 85 2018 Developments.............................................................................................................................................86 Missions..................................................................................................................................................................86 3.1.Off Line Communication..............................................................................................................................87 3.2.Digital Communication................................................................................................................................95 3.3.Digital Communication - Social Media............................................................................................... 102 3.4.Copywriting & Translation....................................................................................................................... 104 3.5.Sales & Promotion...................................................................................................................................... 106 3.6.Press................................................................................................................................................................112 3.7.Tourism Publicists and External Agencies Abroad..........................................................................115 3.8.Market Intelligence.....................................................................................................................................118 EVENTS & FAIRS................................................................................................................................125 2018 Developments.......................................................................................................................................... 126 Missions............................................................................................................................................................... 126 4.1.Events............................................................................................................................................................. 128 4.2.Fairs (Organising Brussels' Presence On Location)....................................................................... 142 4.3.Operations & Logistics.............................................................................................................................. 156 FINANCE & OPERATING DEPARTMENT......................................................................................161 2018 Developments.......................................................................................................................................... 162 Missions............................................................................................................................................................... 162 5.1. Finances & Accounting........................................................................................................................... 163 5.3.Human Resources...................................................................................................................................... 164 5.4.IT...................................................................................................................................................................... 165 5.5.Building Management............................................................................................................................... 166 5.6.Internal Sales............................................................................................................................................... 167 5.6.Management Control................................................................................................................................. 168 5.7.Contract Management............................................................................................................................... 169 5.8.Internal Control........................................................................................................................................... 170

Introduction

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Introduction ©XPO creatives

Ixelles Ponds

BRUSSELS IS BACK

After a challenging 2016 – in which we met the negative effects of the lockdown and terror attacks head on – and a 2017 during which Brussels tourism slowly, but surely rebuilt itself, Brussels is back.

The reconstruction was sometimes challenging, but was strong thanks to the main project of the Where will Brussels take you? international image campaign and the breath of fresh air brought by the MIXITY.brussels 2017 themed year.

The Brussels-Capital Region’s target of reaching 10 million overnight stays in 2020 is still within reach. This 2018 action plan contains all the ingredients necessary to reach that goal.

Naturally, visit.brussels is well aware of the magnitude of the task to achieve this ambitious objective. It is for this reason that the agency will build strong collaboration with its partners from Brussels’ tourism and cultural sectors to raise the profile of the Brussels-Capital Region. It has the willingness to redevelop itself, seize on opportunities and innovate.

This 2018 action plan will enable visit.brussels to deploy a strengthening, widening and intensification of the services, intitiatives and support that it offers.

The agency will also strive towards more efficiency and more tailor-made services for the region’s numerous tourism and culture stakeholders, existing and future events, companies and international organisations, and last but not least, local and international tourists. We will, as such, continue to follow the path we have been on now for years.

Introduction

7

THE DNA OF THE BRUSSELS-CAPITAL REGION AT THE HEART OF OUR STRATEGY Since 2010, visit.brussels has been working to promote tourism in the Brussels-Capital Region by highlighting the themes and the values enshrined in Brussels DNA. The agency is developing an ‘affinity marketing’ approach, targeting potential visitors according to their areas of interest (Comic Strip, Art Nouveau, surrealism, jazz...) and their personal situation (families, LGBT community, reduced mobility etc).

This strategy is rooted in an “identity portrait” of the region.

The identity of Brussels is first and foremost territorial. It is a city, a region and a national and European capital, all at once. Brussels is a real “city-territory”, radiant and open to the world. Its special urban structure also makes it a ‘city of villages’, which are manageably-sized, which preserves quality of life.

Brussels’ identity is also affective: Brussels natives are fiercely attached to their region and love it. However, far from limiting themselves to their territory, Brussels citizens are citizens of the world. Often multilingual, they carry the humanistic values of tolerance, peace and welcome.

This rich and complex identity extends through four dimensions: • Humour, self-deprecation, “zwanze”, surrealism, humanistic values, a sense of compromise, conviviality, cosmopolitanism, multilingualism etc: The ‘spirit of Brussels’ has many different facets. However, although Brussels citizens recognise themselves in this multiplicity of positive characters, which gives them their charm, they too are sometimes critical of their own city; • Brussels is a region that relies on multiple identities. It is a culturally rich, multilingual, creative, exuberant and overflowing region, which cultivates a sense of fun, pleasure and well-being. On every street corner there are expressions of Brussels’ ‘magic’, which varies between the poetic, the surreal and the absurd. Brussels is an unlikely “bazaar”, offering a choice place to dream and find inspiration and freedom of ownership; • The Brussels-Capital Region carries the founding values of Europe.

Its universal dimension is based on humanistic values and a sense of respectful acceptance of differences. Its mixed and mostly foreign population, makes it a city of citizens of the world; • Brussels also has a “Babel” dimension, characterised by a complex and diverse, often dual, identity, fragmented into almost everything, and not free from blockages, self-deprecation or discouragement.

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introduction

© Mathew Browne

AFFINITY MARKETING From this identity portrait, four main affinity themes have been defined as underpinning the region’s City Marketing policy.

1. Europe, an outward-looking international perspective

Themes: Capital of Europe – Cosmopolitan world city – Expats in Brussels and in Belgium – Brussels’ European Quarter The bustling capital of 500 million Europeans, Brussels is a cosmopolitan and colourful city. Within its European quarter, the cultural offer reflects its intrinsic diversity: from the Parlamentarium, which plunges the visitor into the arcana of the European Union, or Mini-Europe which offers a fun way to see Europe, to the iguanodons of the Museum of Natural Sciences and the oldtimers of Autoworld; everyone can find his account.

2. Arts & Creativity, a draw for artists and art-lovers

© Mathew Browne

BRAFA

10 introduction

Themes: Contemporary art - Comic strips - Performing arts – Jazz – Fashion & design Located in the heart of the European continent, the Brussels-Capital Region has become a crossroads of contemporary art. In terms of creation, its assets are legion; the streets of the capital are marked by countless galleries, collectors and art centres. Not a day goes by without an event to stimulate cultural life in Brussels: opening of an exhibition, fair or trade show, a conference or guided tour... Many artists have found refuge in this rich and fertile artistic ecosystem.

For a long time now, comic strips, and performing arts such as contemporary dance or jazz have also been spreading the European capital’s culture far beyond its borders.

3. The richness of heritage

Monkeys Institut royal des Sciences naturelles de Belgique

Themes: History & Heritage - Museums - Art Nouveau - Art Deco - Surrealism – The First World War With its particularly rich historical and artistic heritage, the Brussels-Capital Region continues to surprise and move people. Famed for its legendary Grand-Place and the no less famous Manneken-Pis, it is also one of the cradles of surrealism, in which René Magritte is a figurehead, and Art Nouveau.

By 1890, Horta, Hankar, Cauchie and Blérot were breaking boundaries to create a total and organic art, deploying its curves and arabesques in furniture, decorative objects, crockery and high fashion, passing of course through the domain of architecture. This movement, as creative as it was short-lived, was to evolve into the sleeker and more geometric Art Deco. With its rich heritage, Brussels also has a wealth of museums that criss-cross its territory and are real tourist attraction hubs.

4. City life, social life

Themes and targets: Gastronomy – Beer – Shopping - Nightlife – Youth – Children, families and schools – Sport – LGBT – Diversity – Neighbourhoods – Tourisme for all – Ecotourisme Pearly-white mussels, crispy chips, chocolate with hypnotic aromas, and bitter or more subtle beers: Brussels offers food lovers and hedonists of all ages all sorts of reasons to stay a while. Its varied gastronomy is expressed both in the “grandes maisons” and in other establishments with innovative ideas. However, its social life is not limited to the pleasures of the palate.

Indeed, the city is characterised by its many lively neighbourhoods with varying identities. These many green areas offer visitors an opportunity to escape. Lovers of clubbing and shopping, far from being left behind, also find plenty to satisfy their passions. © Mathew Browne

Introduction

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12 introduction

Atomium

Objectives

1. Increasing the number of visitors In 2017, the Brussels-Capital Region recovered from a series of attacks (Paris and Brussels attacks) which had slowed tourism down since 2015. visit.brussels is now able to resume ambitions that were set out late 2015: to aim for strong economic growth and pass the symbolic line of 10 million overnight stays.

Our objective is not only to increase overnight tourism, but day trip tourism as well. In 2017, attendance in Brussels-Capital Region museums and attractions increased, compared to the previous year, reaching the same peak level as in 2015. Our goal for 2018 will be to exceed the level of 2017.

Professional tourism was more stable in light of 2015 and 2016 events and was the first sector to record a recovery in terms of inquiries. This growth will need to be strengthened by boosting the number of conferences and trade fairs in Brussels. Furthermore, professional tourists must be encouraged to return to the Brussels-Capital Region for private stays.

16 objectives

2. Reinforcing Brussels' image visit.brussels will pursue efforts aimed at reinforcing the capital’s image by continuing major 2017 campaigns, such as “Where will Brussels take you?” the intention of which was to boost Brussels' image, and the “MIXITY.brussels 2017" theme.

The region's cultural offering is a major basis for its tourism offering, particularly in Brussels. The region is home to some hundred museums, welcoming some 23,000 cultural events each year which appear in agenda.brussels' database. Culture is clearly a key element of the region's image. It shapes a “Brussels image” which must be immediately identifiable to visitors, tourists, professionals, and inhabitants of Brussels. This is why communication about this cultural offering must be a prime concern for these audiences.

3. Promoting the tourist and cultural offering in the region's 19 communes. visit.brussels intends to ensure that attendance and habitability are matched. Its tourist offering must be developed in agreement with the citizens of Brussels. This is why visit.brussels supports offerings in the region's nineteen communes in partnership with different stakeholders.

Parra Give up Sculpture - MIMA

This goal is a reflection of Brussels' desire to promote durable, quality tourism, so as to encourage visitors to discover the entire Brussels Capital-Region. It involves highlighting Brussels' neighbourhoods and the diversity of their offer (culture, shopping, Horeca...) on one hand, and on the other, mitigating impacts on the city centre. Finally, highlighting the capital's different communes and neighbourhoods will make it possible to broaden the tourist offering and consequently, to lengthen stays and encourage visitors to come back.

European Quarter

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DEVELOPMENTS 2018

DESTINATION MANAGEMENT Culture & City Life department • Create a Product Development Department; • Develop a project aimed at promoting Brussels' offering with accommodation managers, so visitors may see them as genuine ambassadors;

• Develop an Urban Culture theme, bringing several existing themes together to better meet the demand;

• Implement recommendations for a common cultural communication strategy in Brussels, under the agenda.brussels brand.

DESTINATION MANAGEMENT Convention & Association department • Implement a monitoring and assessment system for our centres of

• • •

•

18 objectives

excellence and the sector of international trade shows and conferences. This system will help us sharpen our skills in these areas, identify events which could be created or brought to Brussels, and also monitor the emergence of new growth potential sectors; Create an ongoing programme for activities organised within the International Association Club; Reinforce the Convention & Association Bureau's role as a network driving force. Develop new tools for our partners, a better flow of information and reinforce synergies with these partners; Extend the strategy of the centres of excellence and implement the Ambassadors programme internationally. By working with the Market Intelligence department, we will identify potential ambassadors from promising regions in the world in these areas; Develop an approach strategy that is specific to the corporate sector which organises major conferences.

SALES & MARKETING DEPARTMENT • Implementation of the region's decision regarding open data in the con-

•

• • •

text of smart cities. visit.brussels is in line with this approach by assuming the role of tourism and cultural content and data vendor, both for developers and for all Brussels stakeholders. visit.brussels' digital transformation involves: implementing new marketing tools, such as content marketing, automated marketing, tracking, retargeting, collecting targeted data, the seamless integration of social media...

Continue developing a single brand which caters to different groups (meetings, associations, tourism and culture), on different scales (international, national, and local).

Broaden the general public target group by highlighting emerging countries in terms of tourism, especially by including two additional languages in our communication strategy: Chinese and Portuguese.

Reinforced collaboration and communications between our staff and private Brussels partners, both nationally and internationally (platform for sharing transversal information, workshop).

EVENTS & FAIRS DEPARTMENT Street Art DROH!ME Melting Park

• Implementing new projects (a new science festival), investigating the • •

future of the Environment Festival and a winter edition of the “eat!” foodie festival which Brussels authorities have entrusted to visit.brussels.

In 2018, a new tourist trade show will complete Brussels' offering: FITUR, the International Tourism Trade Fair in Madrid.

Transfer of the Operations & Logistics division to the Events & Fairs department, so visit.brussels can provide a more integrated offer and more effective event services.

FINANCE & OPERATING DEPARTMENT • Develop a manager and personnel training policy by the service personnel.

• Establish new applications (stocks, ticket office database, managing purchase orders), combined with SAP.

• Implement monthly reporting and performance indicators (KPI).

• Develop an internal control and risk detection system within the company.

European Quarter

objectives 19

ADAM & Atomium

Destination management culture & city life

DEVELOPMENTS 2018 •

Create a Product Development Department.

• Develop a project aimed at promoting Brussels' offering with accommodation managers, so visitors may see them as genuine ambassadors.

• Develop an urban culture theme, bringing several existing themes together to better meet demands.

• Implement recommendations for a common cultural communication strategy in Brussels, under the agenda.brussels brand.

MISSIONS

• Develop quality leisure and excursion tourism throughout the year, in Brussels' 19 communes.

• Bring together stakeholders from different sectors around common objectives to create a cohesive offering.

• Develop quality welcomes for visitors.

• Highlight Brussels' DNA and reinforce the region's image.

• Develop cultural communication in Brussels and throughout Belgium.

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destination management

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STRATEGY visit.brussels' mission is to attract more visitors to the Brussels-Capital Region. To do so, visit.brussels has chosen a strategy that at concentrates on visitors who already have an affinity with the region's DNA. This is why the agency has been engaging in affinity marketing for several years, and will use its past experiences to improve its approach in 2018.

The advent of digital technologies has revolutionised the approach to tourism.

Digital technologies have become an integral part of the customer journey.

Potential visitors use digital channels to choose their destinations, book their trips, discover local attractions, and share their impressions with an impressive number of people, both during and after their trips.

The quality of a visitor's experience and perception are, therefore, becoming increasingly important: each visitor becomes an ambassador invested with the power of sharing a positive or a negative opinion within his or her community.

The Destination Management Culture & City Life department is responsible for promoting Brussels' tourism offering and must consequently take this evolution into account in various ways: • Help develop a quality user-friendly offering in Brussels, in partnership with the sector, • A warm, quality-oriented welcome which guides visitors to positive experiences, • Targeted communications with international and Belgian audiences interested in Brussels' DNA.

ADAM Museum

Villa Empain

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THE EVOLUTION OF AFFINITY MARKETING visit.brussels continues on the path of affinity marketing: we are certain that it's possible to attract potential visitors by introducing them to themes and projects that are of interest to them. We will continue refining this approach.

With regard to international promotion, we will pay close attention to themes which will make Brussels a unique destination, while allowing the region to continue drawing an audience that is as diverse and broad as possible.

International communication will place special focus on these main themes.

Main themes are as follows: • Heritage • Art Nouveau • Europe • Comics • Gastronomy • Contemporary Art • Urban Culture The Neighbourhood/Diversity theme will also be featured, as it highlights Brussels' unique features. As each neighbourhood has its own specific features, it seems wise to section according to neighbourhoods. We would of course like to work in keeping with MIXITY.brussels 2017, and continue to highlight our region's cosmopolitan essence, a central element of Brussels' DNA which we are actively promoting.

Beyond the main themes given above, we are working on a series of complementary themes. Each niche theme will require a specific approach and will consequently be managed by area specialists. International promotion for these themes will be ensured during important events, in keeping with each theme. The 2018 calendar for promoting themes worldwide is given below.

National promotion will convey these themes throughout the year: the agenda.brussels brand will become a national reference for information about events (whether cultural or not) taking place in Brussels. We would also like to broaden Brussels' offering by attracting major international events to the city or by participating in international cultural events and themes.

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Niche themes include: • Performing Arts • Jazz • Fashion & Design • Ecotourism • Sports Some audiences will require a specific approach. We will continue to refine these approaches and to improve information and projects aimed at the following audiences: • LGBT • Children and families • Brussels and Belgium expats • Schools • Accessible tourism In addition to these themes and to their enhancement, we will concentrate on two important periods: summer and winter. We will endeavour to make the region attractive to Belgian and foreign visitors both during summer and winter months, which is perfectly aligned with our goal to expand tourist presence across the year.

Each year focuses on specific themes, • 2018 will be centred around Victor Horta. Many Brussels partners have planned events to celebrate Victor Horta's work passing into the public domain.

• Brussels talents from the circus universe will also be showcased via different events planned in March and April 2018 (Circostrada, Up! and Hopla! festivals), which will be communicated globally.

• The main theme for 2019, the commemoration of the 450th anniversary of Pieter Bruegel the Elder's death, will also be actively prepared in 2018.

Belgian Beer Weekend ©XPO creatives

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Iris Festival

2018 CALENDAR FOR PROMOTING THEMES WORLDWIDE The following calendar gives an overview of major and niche themes. While major themes play an important role in promoting Brussels abroad throughout the year, they are also showcased via flagship events.

Niche themes will be highlighted during major events.

Arts & Creativity

Month

Heritage

City Life / Europe

January

Jazz

February

Performing arts: contemporary dance

March

Performing Arts: circus

April

Contemporary Art

Green Living

May

Performing Arts

Gay Brussels / Europe

Art Nouveau / Art Deco

June July

Summer in Brussels

August September

Comics / Design

October

Fashion

November December

Gastronomy

Winter in Brussels

Below is more information about these themes and the strategies that will be rolled out in 2018 in order to develop and promote them.

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Leopold Park

1.1 EUROPE

1.1.1. Europe Theme

Being the capital of Europe is an exceptional advantage and unique selling feature for Brussels. This offering continues to grow, helping it to convince tourists to come to Brussels to take advantage of it. visit.brussels' Europe unit therefore concentrates on the following actions:

• In terms of content, visit.brussels promotes the European Quarter as

a global offering, with its big European attractions and world-famous museums and parks, along with the neighbourhood's situation as an international microcosm. The European theme must also be highlighted outside the neighbourhood, through attractions such as Mini-Europe or a cultural offering that is related to this theme. Our promotion will also focus on new attractions such as the House of European History, the Europa building, Station Europa, the Atrium or the Kennedy Piece.

2018 will also host events such as Europe Day and the European Cultural Heritage Year.

• Targeted international promotion will focus on “EU Ambassador” pro-

grammes, implemented in priority national and international markets.

Within this framework, a combination of specific content and social media promotion will create an important strategic plan.

• Our team continually generates specific content: full texts or specific content on www.visit.brussels and in printed format, content offering added value compared to content already available online.

• Our team strengthens and develops the offering through its relations with various on-site partners and through communication actions. Its objective is to create synergies by continually sharing with European institutions, local partners, and stakeholders in the European Quarter.

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Mixity Wall

1.1.2. Expats: an Affinity Target Group

Expatriates represent a very important target group in Brussels for two reasons: they have a strong interest in tourist and cultural offerings, and they are potential “spontaneous ambassadors.� It is, therefore, crucial to provide them with complete information and a special welcome. Each newcomer who feels welcome and at home in Brussels will promote our region to his or her contacts.

We will especially be concentrating on cultural promotion and on any endeavour or offering which will give them a pleasant social life in Brussels. To do so, we will be supported by visit.brussels' communication channels, but also by major commercial and non commercial partners. The Expat Welcome Desk set up by the Commissioner's Office and international organisations will have a strategic role to play here.

1.1.3. Europe Direct Brussels

Europe Direct Brussels is the European Commission's local information centre in Brussels. Its role is to inform the inhabitants of Brussels about the European Union and generate European debates. visit.brussels has been managing this information centre since 2013. On one hand, Europe Direct targets children and youths, via targeted communication actions in schools, and on the other, it targets a broader audience through press releases.

Europe Direct also provides personalised information and advice to citizens and schools in person and through call centres, but also through brochures, newsletters, website, tours, social media, and/or organising specific events.

Here again, strategic partnerships with associations, educational structures and government partners will be of great strategic importance.

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1.2 THE

ARTS & CREATIVITY

Brussels owes its unrivalled cultural and artistic wealth and diversity to the artists who live and/or work here, but also to the many favourable endeavours and places that welcome them, as well as to the people that organise so many events. Brussels is a genuine hub for artistic creativity and innovation in areas such as graphic and plastic arts, performing arts, jazz, design, fashion, and comics.

Contemporary art is an essential part of Brussels' cultural and associative life. The city allows its visitors to experience their passion for art throughout the year, thanks to exhibitions and openings organised in museums, galleries, artist studios, and many other locations. The yearly calendar hinges around two high points: April art fairs (Art Brussels, Independent, Yia Art Fair, Poppositions, Off Course), and the September Brussels Gallery Weekend. The theme of contemporary art will be a special highlight of years to come due to the ambitious modern and contemporary art museum project which will be launched in the emblematic CitroĂŤn building, along the canal.

In performing arts, Brussels also stands out for the contemporary touch to its creations. Dance is omnipresent and is reflected throughout many festivals, such as the famous Kunstenfestivaldesarts or the Brigittines International Festival. Brussels has also earned a solid reputation in the world of circus arts. In 2018, this art will be honoured through two major events: the Up! and Hopla! festivals which will run in March and April. Brussels' circuses will be in the limelight due to the relocation concept that was launched in Turin (Italy) and the Nantes-Pays de la Loire region (France), in collaboration with the Halles de Schaerbeek.

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ART Brussels © David Plas

Brosella Jazz & Folk Festival Eric Vloeimans by Maurits Giesen

Brussels remains a key hub for jazz. It offers many extremely varied acts, Brussels festivals are well-known, and the new Brussels Jazz WE is already proving to be a huge success. visit.brussels supports and promotes this quality offering in order to attract even more visitors and Belgian and foreign jazz enthusiasts.

Design and fashion will be celebrated through programmes at the Brussels Design Museum (ADAM) and the MAD, and of course Fashion Month in October, Design September, as well as the new fair devoted to collectible design, “Collectible,� which will beheld in March at Bozar.

Comics are an integral part of Brussels' DNA and are more than ever a perfect spearhead to promote the region abroad. Tintin, Gaston, the Smurfs and a whole new generation of comic strip authors are all incredible ambassadors for Brussels. In addition to the yearly Comic Strip Festival, Brussels will be welcoming an exhibition devoted to the Smurfs this year, to celebrate their 60th anniversary. visit.brussels will support these two events as much as possible to make the Brussels-Capital Region famous around the world.

2017 Comic Strip Festival

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1.3 HERITAGE

Heritage covers themes that are associated to Brussels' material and cultural heritage: its historic, architectural, and UNESCO heritage, folklore, museums...

With regard to museum collections, we are considering continuing the promotion of museum masterpieces for international audiences by collaborating with the project that was launched in 2016 with the Brussels Museum Council.

The Carolus V Festival, devoted to European Renaissance history, has become an unmissable event in Brussels' cultural life, bringing together a growing number of partners each year. Historic and festive programming for this event is part of the “European routes of emperor Charles V” cultural network. Since 2017, visit.brussels has used this festival to honour key players for our region: • In 2018, we will be commemorating the 450th anniversary of the execution of the Counts of Egmont and Hornes, • In 2019, we will commemorate the 450th anniversary of Bruegel's death.

Events organised from May to September will be incorporated into the Carolus Festival programme.

Since Bruegel is one of the figureheads for art history and he spent an incredibly productive part of his life in Brussels, we will start preparing 2019 events in his honour from 2018.

Ommegang

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Le Botanique

Painter Cortvriend's house © Léon SNEYERS

The themes of Art Nouveau and Art Deco will be highlighted in the BANAD Festival, amongst others. Furthermore, the works of Victor Horta will be passing into the public domain in 2018. We will therefore be highlighting the brilliance of the architect's work. We will be collaborating with several partners to organise exhibitions and tours presenting his buildings. visit. brussels will promote these events through a brochure, its website, but also through an image and logo which will be used by all of our partners.

As 2018 is also the European Cultural Heritage Year, the Heritage team also intends to give out free brochures to visitors of tourist attractions.

We will also be promoting, alongside Toerisme Vlaanderen, the reopening of the Royal Museum for Central Africa in Tervuren, which will once again be open to the public after a five-year closure. Finally, we will be showcasing the Atomium, which will be celebrating its 60th anniversary.

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experience.brussels

1.4 CITY

LIFE

The City Life unit ensures that themes relating to Brussels' daily life reflect the city's trends, evolutions, and latest fashions.

The urban culture theme covers all “culture 2.0" topics and is mainly aimed at an urban population aged between 18 and 35: a trendy, modern public.

In particular, this theme includes Geek & Pop Culture, as well as night-life as a whole. The purpose of this change is to better address the needs and wishes of what used to be known as a “young public,� a group which was not well-defined, and which will now be approached via a new theme instead of being defined in terms of a target audience. visit.brussels will also be continuing its collaboration with USE-IT, the tourist office devoted to youth.

The gastronomy theme will continue enhancing our local gastronomic heritage. Actors in this sector will be supported particularly by improved communication. Opinion leaders (chefs, brewers, chocolate makers...) will benefit from ad hoc support in their endeavours aimed at promoting Brussels and Belgium abroad. The beer sector is continually evolving and will also be highlighted, in preparation for Belgian Beer World, which will launch in the former stock exchange in 2020.

Sports will also benefit from an improved approach, notably through systematic lobbying efforts in order to win the organisation of national and international sports competitions in the short and medium term. Amateur sports and enthusiasts will also be targeted by various punctual actions, such as long distance runs.

We will reinforce efforts to rouse the interest of various target groups. More than ever, the LGBT community has become a priority target, and the capital has in fact become one of the most open-minded destinations for this public.

We intend to turn Brussels into a favourite destination of children and families and will consequently be giving this audience special attention. Furthermore, we began directing efforts at attracting more schools in 2017, and we will continue this approach and launch new communication campaigns to that end. In particular, we have created a web page specifically devoted to activities which could be of interest to this public.

Women's hockey world league

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Though Brussels is one of the European capitals with the most green spaces proportionately to its number of inhabitants, it is not always perceived as a green city that values sustainability and eco-tourism. Our goal is to change this perception, to reinforce Brussels’ sustainability as a destination. In addition to embracing a sustainable policy as a company, visit.brussels informs and supports Brussels partners wishing to switch over to sustainable entrepreneurial practices in the tourism industry.

Persons with reduced mobility and/or a handicap (accessible tourism) remain one of our key priorities. By our estimations, visit.brussels has a role to play in raising awareness with operators in Brussels tourism and in making adequate communication tools available. In 2018, Brussels will be welcoming the second “Destinations for All” world summit.

Comic Con Brussels ©I.Denys

Magritte Museum

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Rouge-CloĂŽtre Abbey Park

1.5 PRODUCT DEVELOPMENT UNIT

Guided tour - Uccle

Aims and projects for 2018: •

Create a new “Product Development” unit;

•

Coordinate all transversal projects;

•

Coordinate

projects

with

no

connection to a specific theme; •

Create tools for other departments and units (as needed).

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Our experience over the last few years has taught us that an increasing number of projects (whether internal projects or those organised in collaboration with our partners) are not limited to a single theme and consequently require a coordinated global approach.

We have, therefore, decided to create a “Product Development” unit, which will be in charge of transversal management of this type of project.

For instance, the division will be in charge of: • Improving the decentralised welcome of visitors, in collaboration with the Brussels Quality Academy, • Implementing a sharing platform for all Brussels players involved in hospitality, • Organising meetings and sharing sessions both in the Brussels tourist sector and further afield, to encourage communication and improve everyone's knowledge base on themes such as the relationship between business tourism and leisure tourism, • All general brochures devoted to leisure, • Coordinating all summer and winter activities, • Newsletters and other information tools intended for professionals, • Creating content for the Sales Guide and other promotional tools for all the other departments, • Promoting the Brussels Card, • On-demand presentations in primary and secondary schools, as part of Actiris training sessions..., • Being a single contact point for all cultural institutions that are not related to a specific theme, • Improving information relating to hotels, • Tourism signs throughout the city, • ...

As the Neighbourhood/Diversity theme is transversal (due to it resting on information that connects with many other themes), it will be managed by the “Product Development” unit.

Guided tour - Anderlecht

greeters.brussels

1.6 DISCOVER

THE CITY

The Discover the City unit proposes several guided tour packages ranging from a traditional tour with a guide or an expert, to walks with enthusiastic inhabitants (Greeters). Brussels is brimming with initiatives, as suggested by over 80 active organisations.

1.6.1. Sightseeing Tours

Tour guides are special ambassadors for the region: they give a positive image of Brussels and share a curious, knowledgeable outlook on the capital's heritage. They make it possible for visitors to discover the city through a particular theme (Art Nouveau, street art, chocolate...) or experience (walking, cycling, boating, with a Segway, by tram...). Brussels' calendar is well-rounded: each year, it proposes no less than 2,000 guided tours. The offering includes twenty or so permanent products for individual visitors, as well as a nearly infinite number of on-demand guided tours for groups. For instance, visit.brussels organises tours of Brussels' City Hall.

Aims and projects for 2018: •

Improve the visibility of our offerings, particularly via www.visit.brussels and www.agenda.brussels and the Sales Guide;

•

Create partnerships with media and other communication channels;

•

Reinforce connections between events and guided tour offerings;

•

Collaborate with the sector to develop or support high-growth

In terms of guided tours, visit.brussels' purpose is two-fold: to ensure the offer is better known to national and international audiences and increase the number of reservations, and to see a permanent offer to individual visitors, both on-line and via welcome desks.

We also provide information and advice to various actors in the guided tour sector, whether these be cultural organisations, independent guides, or businesses.

In 2018, the Discover the City unit will provide an offering that satisfies needs across projects and events which will put Brussels centre stage in the world: the Iris Festival, Comic Strip Festival and celebration of Victor Horta in 2018 (and of course, the BANAD festival), as well as the Carolus Festival, the opening of the Royal Greenhouses of Laeken to the public, and events around Bruegel in 2019.

tourism products; •

Facilitate guided tour reservations for individual visitors at welcome desks and on the visit.brussels web site.

destination management

culture & city life

49

1.6.2. Greeters

As manager of the Greeter network, visit.brussels ensures a warm, personalised welcome to visitors. Enthusiastic inhabitants of Brussels who are passionate about their city offer a different kind of tourist experience through the unique perspective of a local eager to share his or her passions, anecdotes and insider tips. visit.brussels will continue broadening its network in order to highlight the diversity of Brussels' neighbourhoods and themes, whilst creating an intergenerational team. With its 120 or so Greeters, visit.brussels would like to welcome even more visitors and organise over 800 greets.

Aims and projects for 2018: •

Organise over 800 greets,

•

Continue broadening the Greeter network.

Guided tour

by Greeters

50

destination management

culture & city life

1.7 screen.brussels

FILM COMMISSION

The screen.brussels Film Commission unit is in charge of facilitating film shoots in the region and promoting it as an attractive location both for national and foreign productions.

The team consequently takes part in major cinematographic events in Brussels and abroad, for example supporting well-respected international festivals, such as the BIFFF or the Brussels Short Film Festival.

As we expected, creating the screen.brussels Fund boosted the number of productions, which was already high, and made it possible to support several films featuring Brussels. Our goal for 2018 is to maintain optimal coordination for film shoots, so that Brussels maintains the image of a prime city for shooting, and shooting well.

In 2018, we intend to ensure positive communications around film productions, as well as implement an upstream environmentally-friendly filming pilot project. The aim will be to analyse all aspects of a films production and organise projects sustainably, from recruiting teams to distributing films.

Film shooting of “Like moi”

Aims and projects for 2018: •

Increase

the

number

of

film

shootings in the region; •

Make shootings more environmental;

•

Support events relating to cinema in Brussels;

•

Promote the region abroad by presenting Brussels as an ideal place to shoot.

Film shooting of “Mon ket”

destination management

culture & city life

51

1.8 agenda.brussels

Efficiently promoting our cultural and event-oriented services is a major challenge for visit.brussels, which has steadily increased since the Brussels-Capital Region, the Wallonia-Brussels Federation, the Flemish Community, the Cocof and Flemish Community Commission (VGC) agreed on the need to reinforce their collaboration as part of promoting the Brussels' region cultural offer and entrust its coordination and organisation to visit.brussels.

To do so, visit.brussels is adopting a cultural communication strategy that is adapted to Brussels, aligning itself both to the cultural sector's needs and those of the tourism sector. This strategy was developed with the Réseau des arts à Bruxelles (RAB) and the Brussels Kunstoverleg (BKO), with direct support from many players in Brussels' cultural life.

2018 will see the implementation of the first major recommendations resulting from this approach: • Structuring consultations and intensifying collaborations; • Reinforcing the role of the agenda.brussels database as the only database into which all information relating to cultural services in Brussels is introduced; • Creating a common brand for cultural communications in Brussels; • Reviewing agenda.brussels to increase its efficiency as a reference site by enriching content and improving features (geo-tracking, recommendations, social media integration ). The aim is to ensure that the site best fulfils the needs of the cultural sector and that end users find it more user-friendly, thanks to complete content and new features, such as a ticketing service. To conclude, the new version of agenda.brussels will become a reference platform for buying online tickets in Brussels.

Listen! Festival - SQUARE ©N. Leigen

52

destination management

culture & city life

Simultaneously, we are exploring three areas for improvement: • Monitoring cultural equipment (introduced by perspective.brussels) using a search engine that will make it possible for cultural event organisers to find the place that best corresponds to their needs; • Provision of the cultural calendar on the Open Data portal of the region's computer centre, Centre d’Informatique pour la Région Bruxelloise (CIRB). Thanks to this partnership, data in agenda.brussels will be easily accessible to other websites or online applications, therefore making them easier to circulate; • Ambition of implementing pooled and integrated management to collect and circulate information for Brussels' 19 communes using agenda. brussels' platform. By populating agenda.brussels' database for each activity that is organised in their territory, cultural operators in communes will be automatically added to the website of their commune and to visit.brussels' websites and platforms managed by visit.brussels, such as culture.be, cultuurnet, article 27, the Brussels Museum Council, or STIB's information system.

Aims and projects for 2018: •

Site makeover for agenda.brussels, adding new features required by the industry;

•

Integration of a ticketing system and of Arsène 50 to agenda.brussels;

•

Developing communication actions and promotional activities for the agenda. brussels brand;

•

Implementing a module for researching cultural event venues (Perspective project);

•

Developing and improving the extranet for information collection.

hopla.brussels Circus Festival

destination management

culture & city life

53

Charleroi danse - 2017 Biennial - La Raffinerie Jaguar Š graphic design gr20paris/L. Paillier

1.9

ARSÈNE 50

Arsène 50 is a last minute ticketing platform created by visit.brussels, which makes it possible to access cultural events at half price.

Arsène 50 helps promote cultural offerings and draw a broad public made up of tourists, business professionals, and locals. Accessibility, choice, price and discovering new events all make up a new way of approaching cultural events. This last minute ticket office reinforces our capital's cultural image.

In 2017, the Arsène 50 office stayed open 7 days a week at the BIP to optimise the system. Over 28,500 tickets were sold via this office and our website. Originally, Arsène 50 proposed offer from 50 cultural partners, and now has nearly 220 partners. The weekly newsletter is also becoming increasingly popular, with around 28,000 subscribers.

The main goal for 2018 is to develop a new interactive website that will make it possible to research, book, and pay for events from a smart phone or tablet. We will then launch a major promotional campaign (leaflet distribution, collaborations with new partners, etc.) in order to broaden the public that is impacted by Arsène 50 and attract more young people.

Aims and projects for 2018: •

Sell 30,000 tickets on the Arsène 50 in 2018,

•

Attract more cultural partners,

•

Increase the number of newsletter subscribers,

•

Develop a website that is adapted to smart phones and tablets.

kunstenfestival des arts © El Conde de Torrefiel

destination management

culture & city life

55

1.10

WELCOME

Welcoming visitors is part of visit.brussels' primary missions. It should be of high quality and adapted to their expectations. The quality of their experience will determine Brussels' image, which will be conveyed by visitors themselves, who are excellent ambassadors, and by the inhabitants of Brussels.

One of the main objectives for 2018 is to stimulate collaboration between various visit.brussels reception points and partners who also welcome Brussels visitors (the accommodation sector, museums and tourist attractions...) in order to create real synergies. Projects such as implementing a platform for sharing expert advice and information will be a first step towards ever closer partnerships.

Aims and projects for 2018: •

Decorate Grand-Place and BIP welcome desks based on the calendar and themes;

•

Improve

information

•

destination management

culture & city life

range

of

high-quality

products relating to themes; •

Reinforce welcoming efforts in the

•

Participate in organising visitor reception during major events, collaboration with the Association

Offer mini-maps via dispensers in

& Convention department and when

metro stations, the airport, or other

requested by other departments;

Provide

a

promotional

and

•

Include ongoing improvements for welcoming visitors, with training

orientation brochure at Brussels

in “soft selling” and " knowledge of

Airport;

Brussels” for reception staff;

Sell tourism products at welcome desks (Arsène 50, Box Office, Tram

56

a

information with various audiences,

strategic spots; •

Sell

summer via coucou.brussels; circulation

about major themes and spread •

•

•

Inform Station Europe visitors about

Brussels’

tourism

Experience, Brussels Card, guided

possibilities, in collaboration with

tours, brochures…);

the European Parliament.

Station Brussels

experience.brussels

1.11

EXPERIENCE. BRUSSELS! Exhibition

experience.brussels! is a fun, interactive permanent exhibition spread over a dozen themed rooms that offer visitors an original and modern approach to the Brussels-Capital Region.

Aims and projects for 2018:

Thus, visit.brussels intends to:

To ensure and develop the exhibition's attractiveness

and

improve

the

experience of visitors, visit.brussels is committed to: •

•

broader teaching audience; •

equipment

and

a bilingual summer workshop for

updating content;

children;

•

Creating a visitor's guide;

•

Inaugurating at least one new room,

•

Organising a temporary exhibition, collaboration

with

the

Association Bureau; •

Collaborate with several Mont des Arts institutions to organise

Maintaining

in

Promote educational content to a

Preparing a temporary exhibition

•

Create to

educational

further

material

promote

existing

educational activities; •

Provide educational premises;

•

Participate

in

major

Brussels

events: Museum Night Fever, Iris

for 2019.

Festival, Brussels museum nights, Belgian National Day, Place aux

visit.brussels also intends to enhance

Enfants...

promotion for this exhibition. Amongst other things, it will involve: • •

Finally, the exhibition will continue

Circulating brochures (permanent

to be part of the wealth of Brussels

and temporary);

museums and will be highlighted by

Promoting

the

exhibition

via

a ticketing system. To do so, visit.

advertising;

brussels intends to:

•

Creating various giveaways;

•

Highlighting

•

the

educational dimension.

exhibition's

Develop partnerships with other museums and institutions;

•

Continue

the

exhibition's

collaboration with the Brussels Museum Council, Attractions et experience.brussels summer workshop

Tourisme, Educpass, etc.

destination management

culture & city life

59

Mont des Arts

Destination management associations & conventions

DEVELOPMENTS 2018 • • •

•

•

MISSIONS

64 destination

management

associations & conventions

Implement a monitoring and assessment system for our centres of excellence and the sector of international trade shows and conferences.

This system will enable us to sharpen our skills and monitor promising emerging sectors; Create an ongoing programme for activities organised within the International Association Club; Strengthening the role of the Convention & Association Bureau as a network facilitator by creating new tools for our partners, but also by disseminating information more effectively and reinforcing partner synergies; Extend the strategy of the centres of excellence and implement the Ambassadors Programme internationally. By working with the Market Intelligence department, we will identify potential ambassadors from promising regions in the world in these areas; Develop an outreach strategy that focuses on corporates who organise major conventions.

The Convention & Association department holds several key roles. Amongst others, it is responsible for: • Bringing important conventions and trade fairs to Belgium by implementing a business strategy and proposing campaigns designed to persuade major stakeholders to choose the Brussels-Capital Region; • Encouraging local experts to apply in order to attract new events; • Uniting stakeholders around a common goal and creating a cohesive offe; • Spreading a positive image of the Brussels-Capital Region and reinforcing its international image as a prime destination for trade shows and conventions; • Further developing Brussels' offer in terms of conventions, trade fairs, meetings, and events; • Implementing a hosting policy, to encourage important events and ensure that convention attendants become tourists in the future; • Developing services for international associations; • Reinforcing Brussels-Capital Region's international image as a prime area for hosting international associations; • Developing a policy aim at increasing the number of international associations that have a presence in the Brussels-Capital Region; • Reinforcing visit.brussels' connections to international associations that are already present in the Brussels-Capital Region to encourage them to organise more conventions, conferences, and meetings.

2.1

CONVENTION BUREAU

2.1.1. Develop big convention and trade fair business: a strategy around centres of excellence The department intends to continue the strategy that was launched in 2016 and prolonged into 2017, which involves directing its business approach toward centres of excellence in Brussels. To improve its chances of success, it will focus applications on events in which the Brussels-Capital Region is able to contribute genuine added value. Incidentally, events will be hosted based on their capacity to generate positive outcomes for the region in terms of its image and of its positioning in key economic and scientific sectors. In other words, this will involve reinforcing an overall development strategy for the destination. visit.brussels intends to register more requests by identifying leads and proactively soliciting business developers. We will also be working with the Sales & Promotion division and visit.brussels' tourism specialists abroad.

Collaboration with impulse.brussels, Innoviris and Brussels Invest & Export has identified five key sectors which have a particularly strong growth potential for the region: • Life Sciences & Biofarma • TIC • Media & Creative Industries • Business Services • Sustainability & Cleantech These sectors will be the first to be solicited, as they hold major potential in terms of conventions and trade shows. Several more specific centres of excellence were also identified within these five big sectors.

Aims and projects for 2018: •

Generate 80 applications or bid books;

•

Improve bid books so as to better introduce and integrate our partners' offer;

•

Reach 290,000 nights per year (+20% compared with 2016);

•

Organise a review of major client accounts and host high-growth events in terms of important conventions/trade fairs (ICCA Client/Supplier Workshop);

•

Organise technical visits;

•

Organise sales calls in collaboration with offices overseas;

•

Support and defend applications abroad.

destination management

associations & conventions

65

In 2018, the department will work in synergy with the Market Intelligence team to define which world regions hold the most potential for Brussels centres of excellence and to identify potential ambassadors for these regions.

The Convention & Association Bureau will therefore adopt a much more targeted approach in priority markets (for example, TIC market: USA, major professional trade fairs: UK, headquarters of international associations: UK…).

For the Convention & Association Bureau divisions, priority markets are: • Belgium (multinationals and international associations that are active in Belgium) • United States of America • The United Kingdom • France • Germany • The Netherlands

2.1.2. Implement a monitoring and assessment system for our centres of excellence and the international trade show and conference sector.

We intend to continue positioning ourselves as accurately as possible in these sectors, to attract or organise events in Brussels, and quickly identify promising sectors which might benefit the region. This analysis system will need to be implemented in collaboration with the Market Intelligence team and our regional partners, Innoviris, Impulse, IBGE at the BIE.

Aims and projects for 2018: •

Identify and approach leads within the 5 centres for excellence;

•

Evaluate how appropriate our approach is, alongside our regional partners;

•

Identify professional niches within the five major sectors to better support our clients;

•

Study the impact of Brussels conventions and trade shows on society and employment;

•

Identify the main events to attract people to Brussels based on their media outreach and their potential positive impact on the region's image;

•

Examine the possibility of establishing strategic partnerships with other destinations adapted to each centre of excellence.

66 destination

management

associations & conventions

2.1.3. Proposing additional support to organisers of conventions and trade fairs via visit.brussels' Congress & Fairs Support Programme.

Our intention is to draw new events to Brussels, to ensure that others become repeat events, and to provide organisers with all the necessary tools for making sure their events are attended by as many people as possible.

The Fonds bruxellois pour les congrès scientifiques has become the Congress & Fairs Support Programme. The programme favours events that link to the five specialisms defined by the department (centres of excellence) and encourages their recurrence in Brussels. Through this initiative, visit.brussels wishes to encourage its many clients present in the Brussels-Capital Region to organise their conferences on the region’s territory.

Support will come mainly as a package of services integrating visit.brussels' reception services – selling features for the destination which will contribute to improving the experience of attendants and reinforcing services in support of international promotion and of sustainable efforts.

Local ambassadors and international associations based in Brussels will benefit from special access to the support programme.

Aims and projects for 2018: •

Support

15

• •

(promotion

•

Establish 5 recurring events a year,

•

Greet visitors at the airport, at

previous

Brussels-South railway station,

social network activities);

editions,

during

mini-films,

organisers; •

Develop a “destination package” and encourage partners to propose coherent

convention

visibility

involving over 1,000 attendants;

integration

for

Purchase STIB travel documents

trade shows and conventions (in

Airlines/Airport,

for big recurring conventions/

the news, visibility campaigns

Management

trade shows;

in Brussels, off-site campaigns

(Management Centre), Brussels

and events, general population

Booking Desk.

•

local

offers:

Reinforce

and at the convention for events

and

Support the sustainable efforts of convention and trade show

Prepare promotional activities for conventions

•

•

brochures for key conventions;

conventions/trade

shows via a specific fund;

Create welcome packs including

international

centres, locations, Professional Congress

Organisers,

Brussels

Destination Company,

MC

sessions...);

destination management

associations & conventions

67

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BELGA QUEEN Rue du Fossé aux Loups 32 www.belgaqueen.be

RESTAURANT VINCENT Rue des Dominicains 8-10 www.restaurantvincent.be VIVA M’BOMA Rue de Flandre 17 www.vivamboma.be

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AU SUISSE Boulevard Anspach 73-75 / Rue des Quatre Bras 2 www.ausuisse.be

LE PETIT PALAIS Rue du Baudet 5 www.lepetitpalais.be

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AU VIEUX SAINT-MARTIN Place du Grand Sablon 38 www.auvieuxsaintmartin.be

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lift leads to the top floor, which offers up an unbeatable view over Brussels.

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A tradition has been established FSCHAP JETTELAAN 1965 A GRAAsince HAR AT EK LES R IN LEU O L’O NT A M 13 A R AAT EKERS Parc Roi Baudouin after the National Holiday UVA AT RAT AGN THE ROYAL GREENHOUSES OF LAEKEN RSSTR to open the Brussels Palace summer STRA OUWE Baudewijnpark AT E LOto the public everyKoning TUINB Parc de la Jeunesse AT BERRAATORIE OIRE E CULTEURS TO 5 MAY: TUE. AT BOSST IS ENTRY: € 2,50 | OPENING HOURS: FROM 14RUEAPRIL > SUN.: 09:30 > 15:30 / LATE STRA CH. D DES HORTI Jeugdpark AU BO R. ST-NORBERTUS ÈRE of 21 July until September.

RA NT RUE Madou G N VRI STRAAT E OPENING ON FRI., SAT. & SUN.: RUE 20:00 > 21:30 DE TER SST E RUE DU GAZ PLAST RUE DE VRIÈR Parc Roi Baudouin GASSTRAAT ints HT NEM PLACE DES PALAIS - 1000 BRU TERPLA Koning Baudewijnpark E LI PLACE DE RUE STS ule R. KA DU Tens of tons of glass and recipe for such a lightweight building!

RIC IG Parc Roi Baudouin R. D CHAM steel: a TRAstrange DUPRÉSTRAAT AT LOUVAIN REL ER SE Koning Baudewijnpark en RUE DUPRÉ P N Nouveau Cimetière DE D LA CO RAAT LEUVENSE de Ganshoren ARSST But that was the bold gamble taken byBOGAERDLeopold favorite architect for a king edraal URON ON E L’E ENAII’s ST Cimetière de Jette BAECKSTRAAT Nieuwe Begraafplaats NE KUNST TR. R ANTOINE PLEIN .

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69 R. DE S PL ANT ES

associations & conventions

Send 10 newsletters a year, keeping the opening rate at 20% and the click rate Sales & Marketing department.

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destination management Label Expo information desk Brussels Expo Practical Seafood Guide 2017

practical guide 2017

SEAFOOD EXPO GLOBAL & SEAFOOD PROCESSING GLOBAL

COVER

at 15%.

• •

Aims and projects for 2018:

The role of the Convention Bureau is to support the organisation of international conventions, trade shows, and professional events and to ensure that organisers get timely answers to all their questions. Several tools have been developed to this end.

2.1.4. Developing tools to facilitate the organisation of MICE events in the Brussels-Capital Region V

V

RUE SCARRONSTRAAT R. DE V

AGE KLUISSTR

2.1.5. Spreading a positive image of the Brussels-Capital Region and reinforcing its international image as a prime destination for trade shows and conventions We implemented a media plan aimed at reinforcing Brussels' image, position in terms of centres of excellence, and its role as a capital of international associations. Our goal is to ensure optimal visibility for the region across professional media. To do so, we have relied on digital media and infomercials.

Projects to be carried out in 2018: •

Organise a seminar to raise awareness and share about the attraction of major international events in Brussels;

•

Organise specific training modules for the sector, on request.

2.1.6. Developing an approach strategy specifically designed for corporates who organise major international conventions The corporate sector requires a specific approach, which until now has been less targeted. It is therefore necessary to develop a specific approach for this target, which could prove to be highly fruitful for our destination.

Projects to be carried out in 2018: •

Create a coherent offering and a specific approach for this audience;

•

Plan canvassing operations within priority markets, in collaboration with the Sales & Marketing department;

• takemeto.brussels action in Paris

70 destination

management

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Organise sales calls in the French, British, and North American markets, targeting big agencies.

2.1.7. Reinforcing our collaboration with the Culture & City Life department in order to enrich the experience of convention and trade fair attendants by improving our cultural offer Convention or professional event attendants do not necessarily visit Brussels by choice. However if they have a positive experience, they will tend to come back to Brussels for a private visit. A single meeting in Brussels can consequently have a double impact. This is why we must present our cultural and leisure offer to convention and trade fair attendants and encourage them to see more of Brussels.

Campaigns to implement as part of this mission: •

Develop an “after hours” offer for attendants;

•

Develop communication tools targeting professional tourists;

•

Encourage organisers to highlight the destination in their promotional material;

•

Establish contacts with the cultural, musical and other scenes in Brussels;

•

Develop ideas around new types of organisation, interactive meetings and partnerships with Brussels stakeholders (pechacuchas, hackathons, chitchat coffeebars, innovating networking spaces, TED talks…);

Label Expo information desk Brussels Expo

•

Expand the incentives offered.

ICCA action Tram Experience

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71

2.1.8. Enhancing the knowledge of tourism publicists based in other countries and of Sales and Convention teams It is crucial for our tourism publicists based abroad and for Sales and Convention teams in our headquarters to have optimal knowledge of the conventions sector and of our partners' field work. One of our objectives for 2018 is consequently to improve training and knowledge relating to the sector, via various training modules and actions.

Campaigns to implement as part of this mission: •

Organise a training seminar on conventions for our tourism publicists: (ICCA database, in-house offerings, hotels, organising conventions/trade fairs…);

•

Implement “cross trainings” for visit.brussels' Sales and Convention Bureau teams in hotels and convention centres.

72 destination

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Take me to Brussels Action Paris 2017

EAS 2017 SQUARE

2.2

ASSOCIATION BUREAU

2.2.1.

Developing services proposed associations: One Stop Shop

to

international

The One Stop Shop provides associations with a single point of contact for any question relating to their establishment in the Brussels-Capital Region, and works as a liaison point between service providers needed by international associations in order to carry out their activities in Brussels.

A one-stop shop makes it possible to share information and reinforce synergies between Brussels actors (impulse.brussels, Brussels Invest & Export, Expat Welcome Desk, Actiris...), international associations such as the FAIB (Federation of European and International Associations established in Belgium), the ESAE (European Society of Association Executives), the UAI (Union of International Associations), or the MAI (Maison des associations internationales) and various service providers who work for these associations. The Association Bureau's role is to provide support to associations and direct them to relevant partners.

Aims and projects for 2018: •

Generate and process requests from associations relating to establishing headquarters or developing activities in Brussels, reaching 50 requests a year in order to increase the number of seats by 3% and the number of conventions by 5% a year;

•

Implement a social media and web-driven media plan, in collaboration with the Sales & Marketing department and the Convention Bureau's team,

•

Send our 10 newsletters, reaching 4,000 readers a year with an opening rate of 20% and a click rate of 15%,

•

Feed content to the website: calendar of events, description of Brussels-Capital Region resources and partners, new projects and services...,

•

Create and make new tools available, that are adapted to sector requirements (fact sheets, How to set up an international association in Brussels…),

•

Improve knowledge of this sector via studies on the impact of the presence of international associations in Brussels.

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2.2.2. Creating a place for international associations and service providers to meet and share information: the International Association Club For the last few years, international associations established in Brussels have been expressing their need for a physical location devoted to meeting and networking. As for international associations wishing to establish themselves in the Brussels-Capital Region, they would welcome more support in the first months following setting up.

To meet these requirements, visit.brussels has decided to create an International Association Club, centralising all of the Association Bureau's activities in a single co-working, meeting, and networking space. The club will therefore better meet the needs of the international association community. The closeness of this meeting venue with the Brussels Commissioner's Office and international organisations will help visit.brussels improve how it welcomes association employees, via the Expat Welcome Desk.

Aims and projects for 2018: •

Create the International Association Club in the first half-of 2018;

•

Confirm agreements with public partners and management authorities;

•

Organise information sessions on markets with strong potential, in collaboration with Brussels Invest & Export, and during international conventions and trade fairs;

•

Develop a programme of activities for international associations within the club, in synergy with other visit.brussels programmes and with our partners;

•

Approach international associations likely to establish themselves in Brussels, based on the centres of excellence defined by the Convention & Association department;

•

Use the club to reinforce and further increase visit.brussels' partnerships and make the club into a genuine meeting place for the entire sector.

Mini-site EAS 2017

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ICCA 2017 SQUARE

Introduction

77

2.2.3. Making the Brussels-Capital Region into a leader in international cooperation amongst cities that welcome international associations: the Global Association Hubs Partnership

visitbrussels mice & leisure seminar Berlin 2017

The alliance that was forged between Brussels, Dubai, Singapore, and Washington, DC within the framework of the Global Association Hubs Partnership will give us the opportunity to reinforce Brussels' position in Europe and internationally. We must therefore leverage opportunities for collaboration and common action amongst partners of the Global Association Hubs Partnership (GAHP).

Aims and projects for 2018: •

Participate in strategic meetings to share best practices and raise the level of service provided to international associations in various destinations;

•

Participate in international events contributing to educational event content (EAS, IMEX, ASAE, PCMA…);

•

Develop exchange programmes amongst GAHP partners;

•

Form ties with clubs in different cities.

2.2.4. Reinforcing visit.brussels' connections to international associations that are already present in the Brussels-Capital Region to encourage them to organise more conventions, conferences, and meetings

ICCA 2017

Not all international associations in Brussels are aware of visit.brussels' offer and services. We must, therefore, improve and intensify communication to this audience in order to maximise their loyalty to the destination.

Aims and projects for 2018: •

Make associations that are already in the Brussels-Capital Region more aware of our offer;

•

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Continue developing the Knowledge Hub project intended for associations.

2.2.5. Supporting and reinforcing training opportunities for international associations: the European Association Summit The European Association Summit concept was changed in 2017, in order to broaden the topics discussed and attract more associations. Consolidating the offer and broadening partnerships in Brussels and internationally will be the main objectives in 2018.

The sixth edition will take place in March 2018, which should allow visit. brussels to better balance its planning, whilst ensuring perfect continuity with Club activities and events organised by partners and other organisations.

The European Association Summit is organised with support from the FAIB (Federation of International Associations established in Belgium), the UAI (Union of International Associations established in Belgium), the MAI (Maison des associations internationales), and the ESAE (European Society of Association Executives). We also intend to launch or reinforce other partnerships (PCMA, ASAE…).

Aims and projects for 2018: •

Organise a two-day conference including a series of plenary sessions, a workshop, meetings and opportunities for networking for about a hundred international associations and thirty or so partners;

•

Develop partnerships to enrich content in view of the European Association Summit;

•

Develop continued communication about the event throughout the year;

•

Promote the event within the framework of Solvay's (ULB) Executive Master in International Association Management;

•

Use conference resources and content for other Association Bureau projects.

EAS 2017 SQUARE

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European Association Summit SQUARE

2.2.6. Uniting stakeholders to create a coherent offer The presence of many international associations in the Brussels-Capital Region is a major asset. One of the Association Bureau's primary aims is to unite these actors in order to create a coherent offer and reinforce both the destination's image, and the quality of services it proposes. To facilitate this joint effort, the Association Bureau will create advisory bodies for the sector relating to key themes.

Aims and projects for 2018: •

Implement

a

responsible

for

committee creating

new

services and organising quarterly meetings; •

Implement

three

comprising

task

forces

international

associations (Content & Education / Marketing & Communication / Services to Associations), and organising regular meetings; •

Meet

with

international

associations to better understand their needs.

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2.3

AMBASSADOR & INTERNATIONAL PROGRAMME

2.3.1. Encouraging local experts to submit applications in order to attract new events to the Brussels-Capital Region: the Ambassador Programme Creating a network of experts able to attract new international events to the Brussels-Capital Region by increasing the success rate of applications: such is the aim of the Ambassador Programme.

The programme aims to reinforce the region's international reputation by highlighting its assets and centres for excellence. For visit.brussels, it will also mean accessing the academic and economic worlds, which are as yet not sufficiently aware of the interest of attracting conventions and trade fairs.

Ambassadors are Belgian or foreign experts who have considerably contributed to drawing major international events to the Brussels-Capital Region.

They are figureheads or emerging talents in their area who benefit from many international contacts. In love with their region, Ambassadors are keen to become advocates for it. Famous Brussels inhabitants who have been awarded major international prizes could also be named to sponsor the programme.

Aims and projects for 2018: •

Build an active network of 50 ambassadors;

•

Organise an awards ceremony for Ambassador of the Year (January 2018);

•

Organise a meet & greet incentive for active ambassadors (summer 2018);

•

Create networking opportunities between ambassadors at major cultural or professional events in Brussels;

•

Reinforce partnerships with important Brussels stakeholders: universities, hospitals, research centres, Innoviris, Impulse... (media presence, university presentations...);

•

Identify potential ambassadors abroad, who could act as liaisons, reinforcing collaborations with offices established in other countries;

•

Provide a better integration of international associations into the programme, particularly via a closer collaboration with the Association Bureau;

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•

Highlight ambassador testimonials;

•

Inform ambassadors of what is happening in Brussels;

•

Create an advantage pack for ambassadors.

Brussels Ambassadors Night BOZAR

2.3.2. Uniting destination partners around a common goal: visit.brussels’ congress & fairs workshop To help strengthen cohesion within the destination and the effectiveness of applications, the department intends to create a seminar to raise awareness and exchange ideas on supporting applications for conventions and trade fairs: the visit.brussels congress & fairs workshop. The idea is to launch a collaborative process which will bring together all stakeholders working with major events, in order to improve the quality of our Brussels applications and of services that are provided. During the seminar, visit.brussels' Convention Bureau will organise several workshops around themes relating to the attraction of major events in Brussels. The entire relevant sector will be invited.

Aims and projects for 2018: •

Organise a seminar to raise awareness and exchange ideas on attracting major events to Brussels;

•

On request, organise training sessions that are specific to the sector;

•

Organise round tables to discuss some of the major issues with which the sector is confronted;

•

Write an annual report describing questions that arise within the Convention Bureau (leads, opportunities, conversion rates, lost reasons...).

2.3.3. Implementing an International Advisory Board to maximise the loyalty of key clients and refine the strategic approach of the department, and of the destination as a whole Most major international destinations have an advisory board which enables them to deploy a strategy that is coherent and adapted to their destination.

Such a tool would, therefore, allow us to better position Brussels as a destination and to highlight the dynamic of Brussels convention centres (with over 1,000 people).

Aims and projects for 2018: • Brussels Ambassadors Night BOZAR

Involve key partners in creating an advisory board and proving the interest of such a tool to them in terms of the destination,

•

Create a group and organise an initial meeting in 2018.

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Sales & marketing

DEVELOPMENTS 2018 • •

• • •

MISSIONS

Implementation of the region's decision regarding open data in the context of smart cities. visit.brussels is in line with this approach by assuming the role of tourism and cultural content and data vendor, both for developers and for all Brussels stakeholders; visit.brussels' digital transformation involves: implementing new marketing tools, such as content marketing, automated marketing, tracking, retargeting, collecting targeted data, the seamless integration of social media, etc; Continue developing a single brand which caters to different groups (meetings, associations, tourism and culture), on different scales (international, national, and local); Broaden the general public target group by highlighting emerging countries in terms of tourism, especially by adding two languages to our communication strategy: Chinese and Portuguese/Brazilian; Reinforced collaboration and communications between our personnel and private Brussels partners, both nationally and internationally (platform for sharing transversal information, workshops).

The mission of the Sales & Marketing department is to promote the Brussels-Capital Region as a destination for tourism, leisure, and business, both in Belgium and abroad. It also oversees building a strong, attractive brand image that relates to regional city marketing.

Furthermore, the department acts as an internal agent in terms of graphic work, online and off-line communication, writing and translation, and knowledge generation.

To carry out these missions, the Sales & Marketing department will focus on the following topics:

• Communicating a strong, positive image of Brussels and providing co-

•

•

•

88 sales &

marketing

herent communication in all campaigns and promotional campaigns. In keeping with the region's city marketing, visual identity and the tone of communication will be clearly identifiable and recognisable, and will be inspired by the “Where will Brussels take you?” campaign; Generally speaking, the mission will involve promoting the destination, and more specifically, events and products generated by visit.brussels and its partners. Promotional campaigns will be a source of tourism development and pride for the inhabitants of Brussels.

Developing effective promotion and sales campaigns for the travel trade professionals specialising in meetings and conventions and in leisure, as well as for the general public. Twelve markets will be priority targets: Belgium, France, the United Kingdom, Germany, the Netherlands, Spain, Italy, the United States, Brazil, Russia, India, and China.

Ensuring the presence of visit.brussels abroad through tourism specialists and external agencies to conduct these campaigns intended for professionals.

MISSIONS (continued)

• Developing communication intended for journalists and other key influ-

• • • • • • •

encers via press releases and press conferences, inviting them to discover and experience the destination. Particular care will go into perfecting communication tools for this audience.

Implementing an affinity marketing strategy by drawing on statistical data and an ongoing monitoring of the destination.

Focusing communication and choices for campaigns on the specificities of each market and on a performance review, to ensure the best return on investment possible.

Developing communication tools that will best meet sales and promotional objectives.

Developing digital ecosystems centred on shared experiences to make communication aimed at visitors and Brussels locals more attractive.

Implementing collaborations and partnerships with the Brussels sector, via Partnership Promotional Platforms (PPPs), and with public partnerships that are active abroad.

Ensuring the reliability and relevance of data and knowledge leading to sound decision making and to implementing actions that are adapted to targets and to markets with the highest potential.

Developing a new CRM system to benefit from effective management of databases and from better sales and promotional support.

Horta inside out

Horta Inside Out brochure

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3.1

OFF-LINE COMMUNICATION

3.1.1. Conveying a strong and attractive image that relates directly to city marketing Positioning Brussels as a city trip and business trip destination involves conveying a strong and attractive image of the capital with Brussels' inhabitants, Belgians, and international visitors. It is therefore crucial to implement a strong and coherent city marketing strategy; starting with points of entry to the region, namely railway stations and international airports (including transit areas, to encourage travellers to make a stopover in Brussels).

The image of Brussels that is conveyed must correspond to its identity and reflect its assets: its cultural and event-related offer, its heritage, its accessibility, gastronomy, choice of accommodation, its cosmopolitan nature... This image must foster an affinity approach and coincide with the region's city marketing (be.brussels).

The “Where will Brussels take you?” campaign, organised by the Brussels-Capital Region in 2017, was a good start. We will therefore continue along these lines in 2018.

One of our main goals this year will be to ensure coherence between our different brands (visit.brussels, agenda.brussels, be.brussels).

Aims and projects for 2018: •

Create a new brand strategy;

•

Analyse the impact of signage networks in railway stations and national airports and use new communication tools;

•

Evaluate visit.brussels' graphic tone and communication tone;

•

Continue developing the Brussels-Capital Region's city marketing on an international scale.

www.summer.brussels Summer 2017 Campaign

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Summer 2017 Campaign

2017 Comic Strip Festival campaign

Voucher-Europa_Livret-COVER_DEF.indd 1

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93

3/07/17 13:53

Welcome Europe Vouchers be welcome be .brussels

vouchers & more

explore brussels !

107,5x164mmCover_Autumn2017.indd 1

14/09/17 16:50

www.mixity.brussels

D PASTELS (1884 – 1904)

Autumn 2017 event brochure

Robert Doisneau @ Musée d’Ixelles Le baiser de L’Hôtel de ville- 1950 © Robert Doisneau

EXHIBITIONS / MUSIC / GUIDED TOURS STREET ART / FESTIVALS / GASTRONOMY

sestraat - 1060 Brussels 0 er Henry van de Velde also made ation to (re)discover the work of plore one of the most daring as-

www.mixity.brussels

EXHIBITIONS / MUSIC / GUIDED TOURS STREET ART / FESTIVALS / GASTRONOMY

•

Provide publications and other communication tools in target market languages.

017 > 18/03/2018 es 21 Miniemenstraat - 1000 7:00, Sat. > Sun. 10:00 > 18:00. war, this exhibition sees parallels refugees in the 1930s. It explores o civil society, the challenges of nts, and post-war reconstruction.

365 WAYS TO CELEBRATE 365 WAYS TO CELEBRATE

gium and different foreign markets: flags, roll-ups, merchandising, signage, etc; •

Produce promotional and welcome material for campaigns conducted in Belyouth hostels, welcome centres and USE-IT offices);

2/2018 an Van Volsemstraat Fri. 9:30 > 17:00 photographer Robert Doisneau. g at childhood, he was a key obe includes famous photographs s of Paris, less familiar pictures, s.

mer, Autumn, and Winter) handed out in Brussels in tourist accommodations,

Let's Meet brochures, event and seasonal brochures (versions for Spring, Sum•

Create a joint promotional brochure for visit.brussels, BIE, and BI;

•

Develop dynamic digital publications and brochures (bid book, sales guide...);

•

Create visit.brussels publications: regional maps and blotters, be.welcome and

17 > 04/02/2018 an Van Volsemstraat Fri. 9:30 > 17:00 ages of 6 and 12. Taking some as its starting point, it encourt – tackled in so many different ational and fun.

Power and Other Things. Indonesia & Art (1835-Now) @ BOZAR © Octora

Atomium Meets Magritte ©Magritte, le fils de l’homme C.H.ADAGP, Paris 2016

Web banners, invitations...); LITTLE LIFE • 17/11/2017 > 25/11/2018 Halle Gate (RMAH) - Boulevard du Midi 150 Zuidlaan - 1000 Brussels www.portedehal.be - Tue. > Fri. 9:30 > 17:00, Sat. > Sun. 10:00 > 17:00 Household routine has always inspired children as they make up stories and mimic adult behaviour. A century ago and more, toys on that theme were the preserve of well-off girls. This exhibition takes you into a fascinating little world and brings daily life in a bourgeois household of the time to life in a magnificent Brussels doll’s house made around 1900.

365 WAYS TO CELEBRATE

/04/2018 e Montagne de la Cour 2 Hofberg 0, Sat. > Sun. 10:00 > 17:00 than 10,000 years. Their folk scapes, neighbouring cultures, emain very much alive. Marking ers an opportunity to see, hear,

www.mixity.brussels EXHIBITIONS / MUSIC / GUIDED TOURS STREET ART / FESTIVALS / GASTRONOMY

ÉE

HOMM

AG

N

city marketing charter for various visit.brussels units (posters, advertisements,

René Magritte passed away 50 years ago, on 15 August 1967. In 2017, major institutions and cultural actors come together to pay tribute to this undeniable art icon.

Produce communication tools and graphic design that comply with the region's E

2017

H O

M A G E J

17

M

20

AN PROJECTS’

WOLFERS • 29/11/2017 > 30/12/2018 The Cinquantenaire Museum (RMAH) - Parc du Cinquantenaire 10 Jubelpark 1000 Brussels - www.mrah.be - Tue. > Fri. 9:30 > 17:00, Sat. > Sun. 10:00 > 17:00 Over a century after the Wolfers Frères jewellery business opened in 1912, visitors will once again be able to admire the shop, designed by Victor Horta, in its original form. With Horta’s showcases and counters recreated and even the original entrance doors included, today’s visitors can follow in the footsteps of the elite customers of the past.

A N: www.visit.brussels/magritte ’H More info NÉE D

A

1000 Brussels . until 21:00 1981 of the duo’s urban projects dels, drawings, and collages. It nesis, evolution, and aesthetic ily activity of drawing is “a path

Cinquantenaire 10 Jubelpark 17:00, Sat. > Sun. 10:00 > 17:00 me 60,000 years ago, was first th century. Drawing on the colsical Instruments Museum, and bition presents more than 200

BER

A R

OM

Aims and projects for 2018:

: YOUNGTIMERS!

FOCUS ON INDONESIA

Europalia is a major international arts festival held every two years to celebrate one invited country’s cultural heritage. From October to February, the festival fills numerous locations in Brussels, other Belgian cities and in neighbouring countries. The festival offers guest countries a unique opportunity to present their cultural heritage and contemporary arts in an optimal format. The 2017-2018 edition focuses on Indonesia.

TWO MAIN EXHIBITIONS IN BRUSSELS:

POWER AND OTHER THINGS.

atherine 44 Sint-Katelijneplein Sun. 10:30 > 18:00 had a lot to do with the emeryears – a period that has also re accessible to the public. This he passion of private collectors

ANCESTORS & RITUALS • 11/10/2017 > 14/01/2018 BOZAR - Rue Ravenstein 23 Ravensteinstraat - 1000 Brussels - www.bozar.be Tue. > Sun. 10:00 > 18:00, Thu. until 21:00 From Sumatra to Java, from the Moluccas to Papua, ancestors remain of great cultural importance. This EUROPALIA exhibition shows the diversity, the power, and the poetry of traditions and rituals associated with the veneration of ancestors in Indonesia. Its combination of archaeological and ethnographic treasures with interviews offers a fascinating introduction to the country.

rk - 1000 Brussels at. >Sun. 10:00 >18:00 are part of our lives. People who of their adolescence. Kids will rell be in the spotlight at Autoworld

COLLECTIONS

AN

•

MAGE

OPE IN BRUSSELS 1000 Brussels until 21:00 n and five Belgian architectural er of urban design and architec-

INDONESIA & ART (1835-NOW) • 18/10/2017 > 21/01/2018 BOZAR - Rue Ravenstein 23 Ravensteinstraat - 1000 Brussels - www.bozar.be Tue. > Sun. 10:00 > 18:00, Thu. until 21:00 A journey through Indonesia’s turbulent history, from Dutch colonisation and Japanese occupation, to today. We follow developments in the arts through the eyes of four 19th and 20th century artists. Later works by artists such as Agung Kurniawan and Ana Torfs explore how trade, culture, religion, and war have shaped Indonesian culture.

For the complete programme of Europalia check their website www.europalia.eu or pay a visit to the Festival Centre: Dynasty Building at Mont des Arts / Kunstberg, 1000 Brussels

OCT. NOV. 2017

be autumn be .brussels agenda

SIGNS OF LIFE • until 31/12/2017 Various locations - www.magrittemuseum.be A programme that includes a travelling exhibition, an audio portrait and guided tours every Saturday at 11:00 and 15:00.

MAGRITTE, ATOMIUM MEETS SURREALISM • until 10/09/2018 Atomium - Square de l’Atomium Atomiumsquare - 1020 Brussels www.atomium.be - Mon. > Sun. 10:00 > 18:00 Fifty years after his death, the Atomium pays a unique tribute to the renowned Belgian surrealist painter Rene Magritte. A number of the artist’s most famous works are brought to life as sets and scenery, allowing the visitor to step inside his strange world. Magritte and the Atomium, two icons of 20th century Belgium: a combination not to be missed!

With its project managers and graphic designers, our Off-Line Communication unit acts as a graphic studio and a communications agency for visit. brussels' various divisions. It particularly makes sure that all of visit.brussels' communications comply with the region's city marketing charter. In 2018, the off-line communication unit will turn its efforts toward creating dynamic digital brochures for various visit.brussels departments.

PRACTICAL INFORMATION www.visit.brussels > visit.brussels tourism offices:

@ Town Hall - Grand-Place / Grote Markt, 1000 BRU @ BIP - rue Royale 2-4 Koningsstraat, 1000 BRU @ Station Europe – place du Luxembourg 100 Luxemburgplein , 1047 BRU > Check www.agenda.brussels for complete up-to-date information about Brussels’ cultural offerings

MAGRITTE, BROODTHAERS & CONTEMPORARY ART

13/10/2017 > 18/02/2018 Royal Museums of Fine Arts of Belgium - Rue de la Régence 3 Regentschapsstraat - 1000 Brussels - www.fine-arts-museum.be Mon. > Fri. 10:00 > 17:00, Sat. >Sun. 11:00 >18:00 This exhibition includes work by artists who, since the 1980s, have engaged in a dialogue with Magritte’s “vache” period and explores links between Broodthaers and Magritte’s work. The connection between the two owed much to a shared interest in Mallarmé; it developed after the war, as Magritte’s “Renoir period” was followed by his exuberant “vache” period.

3.1.2. Maintaining the graphic studio's role and managing the production of communication tools for visit.brussels MARCEL LECOMTE, THE SECRET CHAMBERS OF

SURREALISM • 13/10/2017 > 18/02/2018 Royal Museums of Fine Arts of Belgium - Rue de la Régence 3 Regentschapsstraat - 1000 Brussels - www.fine-arts-museum.be Mon. > Fri. 10:00 > 17:00, Sat. >Sun. 11:00 >18:00 A man of letters in the full sense, Lecomte was part of the first surrealist circle in Belgium and helped Magritte to come into its own. He also had a strong relationship with Broodthaers, who immortalised him in a picture painted shortly before his death. From 1961 to 1966, he worked for the documentation service of the Royal Museums of Fine Arts of Belgium.

MAGRITTE AND CONTEMPORARY ART • 13/10/2017 > 18/02/2018 Musée Magritte Museum - Place Royale 1 Koningsplein - 1000 Brussels www.fine-arts-museum.be - Mon. > Fri. 10:00 > 17:00, Sat. >Sun. 11:00 >18:00 In the context of the “Magritte, Broodthaers and Contemporary Art” exhibition, this route through the Magritte Museum focuses on Magritte’s influence on contemporary artists.

> Get your last minute tickets for shows and concerts on the day at half price from Tuesday to Saturday How? Online on www.arsene50.be from 14:00 till 17:30 or at the BIP desk - rue Royale 2-4 Koningsstraat from 12:30 till 17:30 > If you want to discover some hidden gems ask a greeter to show you around! It’s free! www.brusselsgreeters.be > Follow us on Facebook, Twitter, Instagram, Pinterest and Google+ > Looking for more kids & family activities? agenda.brussels/kids > 1 website, over 100 museums: www.brusselsmuseums.be > USE-IT desk: tourist info for young people Galerie Ravenstein 25, 1000 Brussels www.use-it.be/brussels > Public transport & NOCTIS (These night buses criss-cross the whole of Brussels every Friday and Saturday until 03:00) www.stib.brussels > Rent a bike everywhere in the city: www.villo.be > Looking for parties? Download the free B2N APP

> MIXITY.brussels partner events Due to the altering nature of cultural activities, we cannot be held responsible for possible changes.

E.R. / V.U. : P. Bontinck - visit.brussels, Rue Royale / Koningsstraat, 2-4 - 1000 Bruxelles / Brussel

3.1.3. Managing and feeding visit.brussels' photo and video libraries In a society focused on images and new technologies, photographs and videos are ideal vectors for effective communication. This is why visit.brussels constantly feeds its photo and video libraries for various uses: illustrations for websites and brochures, visual eye-catchers for social media publications, sales tools for professional presentations, press kits, etc. In 2018, thanks to SharePoint, visit.brussels will be able to share a catalogue of high-resolution photographs and videos, which the tourism industry and media will be able to access freely for non-commercial use.

Aims and projects for 2018: •

Migrate visit.brussels' photo library over to SharePoint;

•

Put all royalty-free photos and videos into an online catalogue, via SharePoint;

•

Film new theme-oriented videos for visit.brussels' various sectors of excellence;

•

Take new photos.

3.1.4. Promoting and developing media partnerships for events organised by visit.brussels

Shooting Kids 2017

The Off-Line Communication division also acts as an internal communication agency for visit.brussels' Events department. Consequently, it is in charge of graphic content and of the off-line communication plan for events that are (co)organised by visit.brussels, and negotiates media collaborations.

Aims and projects for 2018: •

Create a media campaign for visit.brussels' different events (Iris Festival, Comic Strip Festival, eat! Brussels…);

eat!

Brussels drink! announcement Bordeaux 2017

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•

Systematise partnerships with the media for these events;

•

Manage image campaigns and form new partnerships with signage networks.

RTBF activation eat! Brussels drink! Bordeaux 2017

3.2

DIGITAL COMMUNICATION

3.2.1. Technical and strategic analysis of all our systems and our digital positioning visit.brussels' various digital systems have become increasingly complex and interconnected, bringing about need for an external auditor to carry out analysis. This will encourage wise choices with regard to mid-term objectives set out in the affinity marketing strategy. The following areas will be analysed: CRM/ Back office/CMS/Mailing machine/Display/Programmatic,…

The power of digital communication tools has also considerably evolved thanks to communication campaigns conducted on various channels, such as social media and partnerships with travel sites. Digital Travel will undergo specific analysis (via DigitalTourismThinkTank), in order to identify which methods are the most adapted to our digital marketing strategy, and to which channels the most energy and budget should be devoted to.

Aims and projects for 2018: •

Carry out an analysis via DMO specialists (Digital Think Tank, ECM...), and establish a digital strategy for 2019-2020;

•

Conduct a thorough technical analysis with IT specialists to harmonise technical instruments.

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3.2.2. visit.brussels' digital transformation The pressure applied to internal and external demands requires all departments to become autonomous with regards to digital tools, and for staff to become more involved via professional development (newsletters/social media/content/mini-sites). An approach which must be adopted to enact a digital transformation of the company and review tasks and departments (digital communications, IT, development, analyses...)

Aims and projects for 2018: •

Review the structure of departments that are highly dependent on digital tools, group missions from different departments together;

•

Train staff so they may work with digital marketing tools more independently.

3.2.3. Back office makeover The system that centralises data relating to events, which was put into service five years ago by agenda.brussels, has undergone multiple adjustments over the last few years, to better meet the needs of visit.brussels. The structure of this tool now needs to be entirely reviewed in light of these needs, which are ever-increasing. This project will be fully related to the implementation of the CRM system and to developing a new ticketing system (Smile and Cronos analysis).

Aims and projects for 2018:

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•

Analyse the back office structure in light of overall needs;

•

Select a specialised software developer;

•

Develop the new back office and connect it to the CRM system and the CMS.

3.2.4. Complete data sharing with the CRM system The second phase connecting the CRM system and the back office must enable visit.brussels to establish the most complete qualitative database possible, to which partners and visit.brussels will be able to contribute. The aim is for partners to be able to update their information (contact info, content, identifying information). Partners who do not update their information will have their accounts disactivated and will no longer be visible. Partners who do update their information will enjoy the benefits.

Aims and projects for 2018: •

Develop data sharing between the CRM system and the back office;

•

Encourage partners to systematically use new tools as a single source of content.

3.2.5. Reinforcing the site's multilingual content Following the translation of the website's priority content (Top 20 selection) in 2017, more site pages will need to be translated into the three proposed languages (German, Italian, and Spanish), but also into newly added languages (Chinese and Portuguese), to better meet priority market needs.

Aims and projects for 2018: •

Adapt staff needs in order to integrate multilingual content;

•

Develop the website to be able to add priority content in other languages.

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3.2.6. SEA / Display / Remarketing / Programmatic A technical solution must be found (by an in-house or an external developer) in order to automatically implement digital marketing campaigns, in addition to the traditional purchase of key words (such as Display and programmatic campaigns). Simultaneously, visit.brussels may also emphasise digital marketing that is only conducted by an agency specialising in travel (Travelaudience, Travelbeat), and refocusing on target groups based on visitor profiles found in the database stemming from online booking sites and Double Click-type networks. Campaigns based on groups that follow the City Life & Culture department's calendar must be created, based on affinities between visitors and reservation data.

Aims and projects for 2018: •

Organise digital marketing campaigns throughout the year, via a programmatics

agency

(Google

Display, Remarketing, SEA,...); •

Meet the objectives and missions of departments;

•

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Promote our products.

3.2.7. B2C Newsletters / User Segmentation Managing newsletter campaigns via a simple e-marketing tool (clickdimension, mailchimp or other) is to be encouraged.

Aims and projects for 2018: •

Collect data relating to various user groups and centralise it;

•

Launch an editorial strategy that is adapted to each target group;

•

Communicate with our priority target groups vie email.

3.2.8. Developing CRM-related surveys Integrate tourist satisfaction surveys and other surveys (Awards,...) in a tool that connects to Microsoft Dynamics.

Aims and projects for 2018: •

Develop a specific questionnaire to replace client satisfaction questionnaires;

•

Link questionnaires to the CRM system to collect client data;

•

Develop specific questionnaires for all of visit.brussels' needs.

3.2.9. Open Data Establish an open data service which makes it possible to share visit.brussels' database on other digital platforms, via a unique portal created by the CIRB. Aims and projects for 2018: •

Promote visit.brussels' open data system so partners and start-ups can use it for their projects;

•

Monitor and integrate open data with the CIRB.

sales & 101 marketing

3.2.10. Mini-sites Create mini-sites for specific events and actions, within the visit.brussels structure. Each year, the Digital Communication unit creates a series of websites and mini-sites for temporary events. Furthermore, existing sites are constantly being improved and updated with new features. In particular, aside from specific exceptions, current and future mini-sites will be integrated into visit.brussels' web structure. This way of proceeding will reduce the development time for these sites and give users uniform, clear, accurate environments and presentation.

Aims and projects for 2018: •

Develop mini-sites based on in-house and external demands;

•

Set an agenda according to projects from various departments and services and integrate them all into visit.brussels' structure;

•

Create a harmonised presentation (which will include the briefing, charter, retroplanning,...) to facilitate requests.

Mini-site Brussels Card

3.2.11. Optimise website referencing on search engines and website traffic visit.brussels' websites are one of the main sources of information for potential visitors to the Brussels-Capital Region. This is why colossal efforts have been made to increase the number of visitors and visits, and to prolong time spent online. The ambition for 2018 is to surpass six million visitors on visit.brussels sites.

Aims and projects for 2018: •

Optimise website referencing on search engines by applying web-editing techniques;

•

Launch referencing campaigns in favour of visit.brussels and of all its satellite sites: SEO campaign, SEA/Display, seasonal campaigns in keeping with the calendar of promotions for various visit.brussels services;

• Mini-site eat! Brussels drink! Bordeaux 2017

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Establish a digital marketing campaign including hyperlinks to visit.brussels' web pages.

3.2.12. Producing videos that are better adapted to social media

2017 social media announcements

Video-snacking, GIF, videos, square videos, narration... We must produce short, quick, sharp videos, with a tone that addresses millennials on social media. Our destination must sell itself via short films (instead of videos that last several minutes), which will mainly focus on experiences (whether tourist-related or not), in keeping with our affinity marketing strategy.

Aims and projects for 2018: •

Call public tenders to find a supplier for these services;

•

Integrate content into our social media strategy

2017 social media announcements

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3.3

DIGITAL COMMUNICATION SOCIAL MEDIA

3.3.1. Further developing the attractiveness of Brussels and of what it offers via social media In the tourism sector, the importance of social media and of how it shares information has been demonstrated. This is why visit.brussels wishes to exceed 600,000 fans and its 4,000,000 committed users for 2018.

Aims and projects for 2018: •

Present Brussels and its cultural offer (museums, attractions, events, culture, gastronomy, etc.) in an attractive way and monitor social media daily (Facebook, Twitter, Instagram, YouTube, Dailymotion, Flickr, LinkedIn, Wiki);

•

Launch campaigns to broaden visit.brussels' reach on social media (adverts on Facebook, Twitter, Instagram...).

visit.brussels Instagram ©XPO creatives

3.3.2. Conduct campaigns in collaboration with major influencers Increase and reinforce campaigns via influential actors in social media (Instagramers...), in collaboration with the Culture & City Life department.

visit.brussels Instagram

2017 Instameet

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3.4

COPYWRITING & TRANSLATIONS

This unit is in charge of writing and translating tourism-related content for visit.brussels' websites, in order to reinforce the image and appeal of Brussels as a brand, and increase visibility on search engines, via techniques such as web-writing and adaptation, and through wording that is aimed at target groups and markets.

3.4.1. Further increase the visibility and style of the visit. brussels website Web content is continually supplemented, improved, and adapted. Not only with regard to recurring and new events, but also to support the evolution of tendencies and tourist expectations. To meet these ongoing challenges, an effective work method must be developed.

Aims and projects for 2018: •

(Re)write copy in Dutch or in French, based on content provided by the Culture & City Life, Convention & Association and Events departments (or others), in close collaboration with these departments and with the Digital Communication department;

•

Translate visit.brussels' main texts, either internally or via a well-respected translation agency, into each language;

•

Acquire a translation tool (Trados) so that recurring text can be translated consistently and to translating similar content more quickly.

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3.4.2. Making visit.brussels' content accessible in eight languages visit.brussels' website can be consulted in three main languages (FR/NL/ EN) and in three additional languages (DE/ES/IT), to which will be added Portuguese and Chinese, so as to reach the Brazilian and Chinese markets.

Each foreign market has its own characteristics: to make the most of them, we will optimise our contacts with our offices abroad.

Aims and projects for 2018: •

Add Portuguese and Chinese;

•

Identify sensibilities thanks to our foreign contacts, refining copywriting in each language to reinforce or change Brussels' existing image in these markets.

3.4.3. Rewriting and translating across all visit.brussels units The Copywriting & Translations division supports all departments by editing, translating, and rewriting texts, especially those intended for external communications, in keeping with visit.brussels' image as a professional, dynamic, and consistent organisation.

Mini-site experience.brussels

Aims and projects for 2018: •

Provide templates (especially in FR/NL, sometimes in EN) for emails, correspondence, agreements, regulations, annual reports, etc., to ensure the organisation can communicate easily and flawlessly with clients, suppliers, and partners.

Articles on visit.brussels

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SALES & PROMOTION 3.5

In 2018, the Sales & Promotion unit will be prioritising proactive direct marketing for tourism & leisure, and MICE actions in neighbouring and more distant markets, and assessing the results of all campaigns based on predefined indicators (for example, number of visitors reached, number of leads received, of overnight stays, of delegates, and resulting potential turnover).

The division's actions mainly revolve around twelve priority markets for visit. brussels: Belgium, France, the United Kingdom, Germany, the Netherlands, Spain, Italy, United States, Brazil, Russia, India, and China. Campaigns aimed at Brazil, Russia, India, and China will be conducted by the Foreign Markets unit, whose new team was developed and established within visit. brussels in 2017.

Its campaigns are aimed at positioning the Brussels-Capital Region as a must-see destination for organising meetings and conventions, and at ensuring that tourism and leisure visits increase. Campaigns are part of the affinity marketing approach aimed at reaching communities of interest by highlighting Brussels' assets for these communities. Campaigns must, therefore, also take into consideration the particularities of the communities of interests being reached.

The Sales & Promotion unit conducts specific campaigns aimed at promoting the thematic year and related events. These campaigns are intended to further stimulate tourism throughout the year, based on relevant themes and on current events. Special attention is given to the summer and winter seasons (during which relatively few tourists visit Brussels).

The Sales & Promotion unit will be active throughout the year, and communications will focus on affinity themes. The year is punctuated by moments of intense promotion, which is why different communication tools must be used simultaneously, in combination.

“Take me to Brussels� campaign Paris 2017

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In 2018, the unit is planning new global campaigns: the presence in trade fairs and shows will be supported by communication on this presence, and will be circulated on social media, to organise fam trips before and after.

NE

SO AN CIAL DW M EB EDIA SI TE

360°

TRAVEL PROFESSIONALS

COMMUNICATION

E AV TR

OK BO ND S L A ITE S

IN

G

PRESS AND BLOGGERS

-LI FF O D A AN EDI N M O

P U BL I P CA A RT ND NE PR R SH IVAT IPS E

In order to maximise the effectiveness of these campaigns, the unit will favour digital communication, since more and more travellers and professionals prepare for and book their trips online. Established communication channels (print, audiovisual media, fairs, etc.) won't be abandoned, but will be harnessed more specifically, according to given objectives.

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All sales and promotional actions will be organised in collaboration with the other units in the Sales & Marketing department, in conjunction with the Convention & Association and Culture & City Life departments.

2017 EAS mailing

Aims and projects for 2018: •

Make sure visit.brussels is present at fairs/trade shows and “Meetings & Conventions” workshops, which must be identified beforehand by sectors (such as IMEX in Frankfurt, and IBTM in Barcelona);

•

Concentrate prospecting efforts around established centres of excellence and by generating leads and tracking on priority markets;

•

Organise our own events, mainly workshops;

•

Organise fam trips aimed at agencies, corporates, and associations;

•

Develop partner support during workshops, according to priority markets.

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Communication with and between the different sectors will be maximised.

On one hand, this will manifest itself by establishing a platform on which information is shared between partners and visit.brussels. The platform will make it possible to share experiences, and to spread the broad range of visit.brussels’ activities from a central source. The aim of sharing transversal information is to further improve visitor hosting. On the other hand, communication will be maximised by organising professional workshops, themebased brainstorming sessions, to be determined by each sector and/or by visit.brussels, in order to develop projects coherently in accordance with visit.brussels' strategy.

3.5.1. Creating campigns aimed at target groups in the conferences sector In 2018, the unit will highlight the many assets of the Brussels-Capital Region in order to attract convention organisers and increase Brussels' appeal.

Promotional and prospecting campaigns aim to create interesting offers for Brussels operators (tourism accommodation, convention centres, venues, agencies,...), both through the Convention Bureau and directly.

The sector's main target groups are as follows: international associations, European institutions, multinationals, and Belgian and foreign companies.

In 2018, the unit will establish a minimum number of private partners for each campaign. If the minimum number is not reached, the campaign will not take place. The Sales unit oversees all aspects in its quest for Brussels partners and organises, in collaboration with the Foreign Market unit, City Workshops MICE and Leisure with partners.

New in 2018: for different groups, the Sales unit would like to create a strong Brussels theme around its presence at events (with the Brussels City workshop label) and circulate this in specialised media.

3.5.2. Developing promotional plans for leisure in Belgian and abroad In the field of leisure tourism, we encourage Sales & Promotion teams to convince travel professionals to propose and promote Brussels as a destination. More tourists should, therefore, be choosing the Brussels-Capital Region as a destination for city trips, day trips, or as a place to stay while travelling through Europe.

Aims and projects for 2018: •

Launch promotional campaigns in partnership with travel and booking sites;

•

Collaborate with transporters (airlines, railway and coach companies) and with airports;

•

Participate in fairs/trade shows and workshops intended for travel professionals, such as the WTM international fair (London), Fitur (Madrid) and ITB (Berlin) Organise our own events;

•

Organise fam trips for leisure prospects, such as tour operators and travel organisations specialising in themes corresponding to Brussels' offer;

•

Organise trade missions;

•

Develop partner support during workshops, according to priority markets.

Goal: 10 fam trips.

Fam Trip Brussels Welcomes India

Workshop Munich 2017

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3.5.3. Uniting all field actors around common communication campaigns In 2016, visit.brussels created two partner promotional platforms: PPP MICE and PPP Leisure Objectives: • Bringing together Brussels' tourist offer to have a stronger impact on foreign markets, by proposing campaigns to our partners at a reduced price; • Leveraging visit.brussels' strength to benefit its partners when negotiating with media.

Brussels stakeholders will be approached via representatives from relevant sectors. Simultaneously, the Sales & Promotion unit is implementing a personalised approach for active partners, to identify needs that are inherent to each Brussels sector. This personalised approach will enable the unit to propose bespoke campaigns to one or several groups of partners, and to meet specific needs within the framework of visit.brussels' business strategy.

Aims and projects for 2018: •

Prepare campaigns for partners in conjunction with Destination Management product experts, relating to visit.brussels' theme and present them to partners in a format that corresponds to their needs;

•

Leverage visit.brussels' communication tools as best as possible;

•

Develop online digital campaigns with visit.brussels' digital transformation strategy while media-related support is evaluated, as it is traditionally used on specific foreign markets and target groups.

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2018 FAIRS AND WORKSHOPS CITY/ COUNTRY

MEETINGS & CONVENTIONS

LEISURE

JANUARY Vakantie Beurs

Utrecht (NL)

BBT Online

Brussels (BE)

X X

FITUR

Madrid (ES)

X

Switzerland Roadshow

Geneva (CH)

X

FEBRUARY Meetings Space Spring Salon des Vacances

TBC Brussels (BE)

Pure Meetings Events

Paris (FR)

Comité Entreprise Lille Fair

Lille (FR)

Inspiration Brussels

X

Brussels (BE)

X X

With the help of these campaigns, conducted in collaboration with the Foreign Market unit, MICE and Leisure segments can be combined, depending on the type of campaign and market concerned, based on a prior discussion with the sector.

Planning for fair/trade show and workshop campaigns is regularly updated and is available upon request. It will also be available online in 2018.

X X

MARCH Internationale Tourismus Börse (ITB)

Berlin (DE)

X

EAS Workshop

Brussels (BE)

X

Assistant Club

Brussels (BE)

X

APRIL Arabian Travel Market (ATM)

Dubai (AE)

X

M&I Forum

Algarve (PT)

X

M&I Forum

Montreal (CA)

X

London City Workshop

London (GB)

X

MAY IMEX Spain Roadshow Salon comité d’entreprise

Frankfurt (DE)

X

Madrid – Barce-

X

lona Bilbao (ES) Paris (FR)

X

City Workshop

London (GB)

X

Brussels Days

New York (US)

X

Seville (ES)

X

Las Vegas (US)

X

Aims and projects for 2018: •

workshops. Goal: 1 workshop for X

each market, defined beforehand

JUNE M&I Forum Europe Spring (PPP) Cvent Connect

in conjunction with the private sector, based on a minimum number of participants;

JULY BBT Online

TBC

X

Chicago (US)

X

Meetings Space Autumn

TBC

X

Salon Comité entreprise

Strasbourg +

•

leisure sector, such as travel organisations and tour operators

SEPTEMBER

specialising in one of the themes X

Paris (FR) City Workshop

Stuttgart (DE)

IMEX America

Las Vegas (US)

X

City Workshop

London (GB)

X

Abu Dhabi (AE)

X

TTG

Italy (IT)

X X

London (GB)

X

IBTM World

Barcelona (ES)

X

M&I Forum

Cannes (FR)

X

Goal: 1 fam trip for each priority market,

•

NOVEMBER World Travel Market (WTM) (PPP)

in which Brussels excels;

X

OCTOBER

M&I Forum

Proactively or reactively organise fam trips for prospects from the

AUGUST ASAE Annual Meeting & Exposition

Develop dedicated events, such as

Organise trade missions focusing on distant markets.

Goal: 1 mission for each priority market.

3.6

PRESS

The Press unit endeavours to promote the Brussels-Capital Region as broadly as possible as a tourist destination. It writes press releases and press kits for national and international press and organises press trips around issues that are important for the region, creating strong links with cultural or leisure events, conventions and current affairs (exhibition openings, new museums, developments...).

To do so, the unit uses a database of over 10,000 journalists, who have been identified in the CRM system according to their affinities. Contacts with journalists are fostered in Brussels, in close collaboration with spokespeople for visit.brussels abroad and with other partners, such as the BIE and tourism industry.

Aims and projects for 2018: •

Consolidate and optimise the press database, so as to reach at least 11,000 contacts around the world;

•

Organise

bespoke

conferences

and press trips proactively, namely based on products or events that are developed by the Events and City Life departments, by adapting to relevant events relating to current affairs, •

Establish

multilingual

commu-

nication tools (invitations, press releases and press kits) aimed at Belgian and foreign journalists, •

Answer journalists’ questions and put them in touch with relevant operators in Brussels.

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Digitisation and the acceleration of information flows have given way to new travel stories, such as blogs, vlogs, and other social media influencers. In 2018, the Press unit will continue to adapt in order to respond as flexibly and efficiently as possible to this evolution.

3.6.1. Media campaigns via press releases, press kits, conferences, and interviews To write relevant, interesting press releases and press kits, the Press unit works closely with experts in the Culture & City Life and the Convention & Association departments. The division takes care of press relations before visit.brussels events and those it supports, and is responsible for visit.brussels' general and institutional tourism communication.

3.6.2. Organising national and international press trips, both in groups and individually Press trips are crucial to promote the Brussels region. Journalists, bloggers, vloggers, and influencers are all potential spokespeople and ambassadors for the destination, whether for the general audience or for target audiences. This is why the Press unit establishes bespoke programmes for its press trips to Brussels, made up of meetings with experts in the destination and in its key themes, visits to must-see places, etc. In addition to press trips that are organised upon requests from journalists, bloggers, vloggers and influencers, the Press unit also organises press trips around major launches, events, or relating to specific themes. For these trips, the Press unit works closely with the Culture & City Life, Convention & Association departments, inviting journalists, bloggers, vloggers, and active influencers.

“Take me to Brussels” Action Paris 2017

Aims and projects for 2018: •

Invite journalists specialising in leisure and professional tourism to Brussels, as well as journalists interested in affinity issues;

•

Organise

the

above-mentioned

press trips (during the course of the year; others may be added); •

Propose a deeper experience to journalists by immersing them in themes that are of interest to them, and reinforcing the link between these themes and the Brussels-Capital Region, in order to reach a broader audience.

In 2018, the following press trips will be organised: • • • • • • • • • • • • • • • • • • • •

Horta: 2017 marked the anniversary of Victor Horta's death, and in 2018, copyrights will pass into the public domain, which will allow media to take their own photographs of the architect's masterpieces, and to share them Brussels Jazz Festival: January 2018 iMAL Opening: January/February 2018 Brussels Dance: February/March 2018 Circus: March 2018 Collectible + ADAM: 7-11 March 2018 Art Brussels & Contemporary Art: April 2018 60th Anniversary of the Smurfs: April 2018 Europe: Spring opening (May 2018) of a new visitor centre at the European Council Brussels Pride: May 2018 Brussels Jazz Weekend: May 2018 Carolus: early summer 2018, as part of the Ommegang Design September (+ Brussels Gallery Weekend): September 2018 Mode: October 2018 ILGA: TBC Brussels Gallery Weekend: September 2018 Vélo à Bruxelles: September 2018 Bear Pride: October 2018 La Démence anniversary: October 2018 L-Festival + Pink Screen Girls heart Brussels: November 2018

In preparation for 2018, the Press unit will welcome close to 900 journalists to show them the region's tourist, cultural, and other attractions, as well as features from leisure and professional tourism.

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3.6.3. Conduct campaigns intended for “key influencers” Bloggers and influencers play an important role in circulating information, sharing travel stories and visual documents. They may consequently also be approached with special consideration and method.

Aims and projects for 2018: •

Implement reactive and proactive campaigns aimed at influencers such as bloggers, according to the principles of affinity marketing, and in close collaboration with the help of experts in relevant departments.

3.6.4. Follow up on Press unit campaigns

Aims and projects for 2018:

Social media shoot ©XPO creatives

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•

Monitor media articles and collect clippings;

•

Compile clippings in Sharepoint, connected to the CRM system;

•

Analyse the influence of media via a monitoring system;

•

Keep visit.brussels teams abreast of Brussels news appearing in the press.

TOURISM PUBLICISTS AND EXTERNAL AGENCIES ABROAD 3.7

From January 2018, visit.brussels will benefit from tourism publicists and external agencies in priority markets (France, Germany, the United Kingdom, the Netherlands, Spain, Italy, the United States and BRIC countries). This presence aims to facilitate interactions with local tourism actors.

These tourism publicists and collaborators of external agencies report directly to Brussels headquarters and carry out their missions under its supervision, with support from Brussels headquarters. They also work with economic, diplomatic, and tourist representatives from other regions to work on common issues.

Aims and projects for 2018: •

Develop and keep up to date a data

Depending on the specificities of each market, tourism publicists and external agencies favour the Meetings & Conventions or Leisure component, or both. In France, the United Kingdom, and Germany, both sectors are equally important. However in the United States, more attention is given to the Meetings & Conventions component, and less so to Leisure. In the Netherlands, Spain, and Italy, the Leisure sector receives the lion's share. Finally, in BRIC countries, external agencies will first focus on tour operators and travel agencies.

base containing between 500 and 1,000 qualified contacts (Meetings & Convention and Leisure) and plan at least one meeting or discussion a year with each of them; •

Organise at least one Leisure and one

Meetings

&

Conventions

event, including time devoted to meeting contact points in those markets; •

Participate in tourist events (trade shows, fairs, conferences,...) on relevant markets which could prove

3.7.1. Developing and maintaining a network of useful contacts in their market, made up of Leisure and Meetings & Conventions specialists Tourism publicists and external agencies make and maintain regular contact with tourism professionals in the market where they are active.

Contacts are made by phone, during networking sessions (in fairs/trade shows, events, conferences,...) or in person. With regards to the Meetings & Conventions market, the aim is mainly to target PCOs (Professional Conference Organisers) and organisers of international association meetings or of large private companies. With regard to the Leisure market, contacts are made with tour operators, travel agencies, and online booking agencies.

useful for developing tourism in Brussels.

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3.7.2. Developing and maintaining useful contacts with tourism media present on the market Tourism publicists and external agencies establish a list of journalists who would be open to contributing to the promotion of the Brussels-Capital Region, and communicating on topics that are of interest to them: tourism, business, art and culture, food, etc. The Press unit at headquarters relies on this list to send press releases and invitations to press trips.

Aims and projects for 2018: •

Develop and keep up to date a database including specialised journalists in different markets;

•

Structure the database according to the fields of expertise and interests of these journalists.

3.7.3. Sharing information Tourism publicists and external agencies communicate information that is relevant to their market back to visit.brussels' headquarters, in order to optimise growth strategies and promotional actions on that market.

Aims and projects for 2018: •

Share information with the Sales & Marketing, Culture & City Life, and Convention & Association departments to optimise campaigns abroad;

•

“Take me to Brussels” Action Paris 2017

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Share information relating to market trends with Brussels headquarters.

3.7.4.

Interaction between tourism publicists/external agencies, visit.brussels' headquarters, and partners in Brussels It is important, each year, to organise days devoted to meetings between tourism publicists/external agencies, collaborators of visit.brussels' headquarters, and Brussels partners. Interactions between these three parties is essential to applying a community strategy.

Leisure Workshop Berlin 2017

The Foreign Markets unit is preparing a paper explaining how to collaborate with tourism publicists and external agencies. A similar paper will be prepared for headquarters collaborators, to optimise the structure of internal requests.

Aims and projects for 2018: •

For European tourism publicists: twice a year, organise meeting days with Brussels partners in order to stimulate and optimise collaboration;

•

For non-European external agencies: once a year, organise a meeting day with Brussels partners to stimulate and optimise collaborations;

•

Prepare a document explaining how to conduct collaborations with tourism publicists and external agencies.

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MARKET INTELLIGENCE 3.8

3.8.1. Providing knowledge and understanding to visit. brussels The Market Intelligence unit's mission is to help improve knowledge and understanding of tourism within visit.brussels, in order for the organisation to optimise its campaigns. Its mission consists of collecting and generating information that is useful to the other divisions. This function plays a central role in the strategy for 2018, which aims to make visit.brussels into a company that is focused on data.

Aims and projects for 2018: •

Systematise the generation of specific surveys, as defined by the strategic committee;

•

Determine via surveys, the breadth and preferences of different segments of interest covered in visit.brussels' affinity marketing strategy;

•

Improve knowledge and statistics that are currently available about Brussels' five centres of excellence;

•

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Improve monitoring of the impact of campaigns led by visit.brussels.

3.8.2. Informing industry players Another mission for the Market Intelligence unit is to guarantee that visit. brussels partners are able to stay abreast of tourism and cultural activities in Brussels.

Aims and projects for 2018: •

Maintain and provide guidance on monthly tourism barometers in Brussels and ongoing improvements to its interactive platform;

•

Strengthen reports by including MICE sector indicators;

•

Integrate rationales from different segments of interest defined in visit.brussels' affinity marketing strategy into reports.

3.8.3. Continue implementing an effective CRM system As in 2017, developing a new CRM system will remain one of visit.brussels' key strategies for 2018.

Aims and projects for 2018: •

Develop and maintain the CRM system;

•

Coordinate the CRM system with other systems in use;

•

Provide continuing education to all collaborators;

•

Make sure the CRM system is compliant with legislation;

•

Integrate an email system that works with the Online Communication division;

•

Help elaborate a B2C communication strategy that is integrated to the CRM system.

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3.8.4. Ensuring that SharePoint is used effectively within the organisation The effective use of the SharePoint platform is one of the organisation's priorities for 2018, following its installation in 2017.

Aims and projects for 2018: •

Support collaborators when technical or functional issues arise;

•

Inform collaborators and provide training for using SharePoint effectively;

•

Comply with established work structures and procedures;

•

Create harmonised documents based on the needs of different teams.

3.8.5. Welcoming and supporting start-ups that are active in the Brussels tourism industry In 2018, in order to stimulate Brussels' cultural and tourism industry and support regional efforts relating to innovation, visit.brussels will launch a hosting service for start-ups that are active in the industry. For 6 to 12 months, selected start-ups will benefit from visit.brussels' logistical support, data, and network.

Aims and projects for 2018:

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•

Determine selection criteria;

•

Provide visit.brussels' knowledge base and contacts;

•

Create events through which start-ups can broaden their network;

•

Create a toolbox for start-ups (key contacts, financing plan templates,...).

3.8.6. Monitoring and improving the quality of offers in the Brussels market For several years, visit.brussels has been developing a quality plan aimed at ensuring that services provided to tourists meet their needs. Further developing and improving this plan will also be a priority for visit.brussels in 2018.

Aims and projects for 2018: •

Measure the level of satisfaction of visitors;

•

Understand patchy visibility and how to use survey results, and take measures if necessary;

•

Dealing with complaints directly or via an online questionnaire and making sure partners are informed;

•

Establish awareness and training sessions for all the operators in Brussels tourism.

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Brussels Days in Berlin

events & fairs

DEVELOPMENTS 2018 • • •

MISSIONS

Implementing different new projects (a new science festival and investigating the future of the Environment Festival and a winter edition of the “eat!” foodie festival which Brussels authorities entrusted to visit. brussels; Organising a new tourism trade show; FITUR (Madrid tourism trade show); The Operations & Logistics units will be integrated by the Events & Fairs department, in order for units in charge of events to provide a more integrated and effective structure.

visit.brussels, through the events component of the Events & Fairs department, organises and supports events which reinforce the image of the Brussels region. These events are directly related to affinity themes defined by the Culture & City Life department: comics, heritage, gastronomy, geek & pop culture...

To reinforce the notoriety of these events, the team undertakes the following tasks:

• Developing strong identities which are intrinsically connected to Brus-

• • • • •

sels, and which are easy to recognise for Belgian and foreign target groups, as is already the case for three events that are well-known in the area: the Iris Festival, Comic Strip Festival, and eat ! BRUSSELS, drink!

BORDEAUX; Marketing that has been developed around the image of these three events extends into other events overseen by visit.brussels; Promoting tourism via events by using them as showcases for affinity marketing, in close cooperation with the Culture & City Life department; Internationalising events by reaching 20 to 40% of foreign audiences, without distancing events from Brussels' key audience; its inhabitants; Boosting the notoriety of existing events organised by other structures in Brussels, via material and financial support, and/or support from the Council.

In close cooperation with Culture & City Life management; Boosting the notoriety of existing events organised by other structures in Brussels, via material and financial support, and/or support from the Council.

The Fairs component ensures that Brussels appears in several fairs/trade shows, both in Belgium and abroad. This is why the team concentrates on the following tasks:

`` • • •

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& fairs

For each fair/trade show: Negotiating contracts and signing them with fair/trade show organisers; Coordinating stand design, set-up, dismantling, and transport; Managing stand partnerships.

`` visit.brussels also co-produces Brussels Days, an event aimed at at-

tracting more international visitors to Brussels. For the occasion, operators in the Brussels tourism industry will be visiting international capitals to meet with potential clients. Within this framework, the Events & Fairs department will organise a leisure/meet-up B2B workshop with its partners, along with investment and networking events.

The Events & Fairs team also coordinates the year's tourism theme. It must consequently also: • Elaborate a strategy for the future, • Build from results achieved in previous themed years.

In 2018, the operations unit will be transferred and integrated into the department. Its mission is, therefore, to: • Coordinate and provide logistical support for a series of catering events organised by the department and other visit.brussels units; • Coordinate and provide catering for trade fairs/shows organised by visit.brussels; • Welcome and provide catering for participants at the BIP; • Provide entertainment at the BIP and publicise it to audiences from Brussels, Belgium, and abroad, namely by organising events for the general public; • Coordinate services and logistics to run the Tram Experience; • Coordinate and manage bars during major events organised by visit. brussels.

In 2018, logistics will also be integrated into the department.

• Technical and logistical coordination of events organised by the BIP; • Setting up rooms, technical and logistical coordination of seminars organised at the BIP; • Delivering brochures to the reception team; • Coordinating stock and brochure management; • Restocking map dispensers; • Managing logistics and setting up fairs for the Convention unit; • Providing transportation and logistics for major events in Brussels.

Mixity Sings

events & fairs

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4.1

EVENTS

4.1.1. Events scheduled for 2018 Bright Brussels Festival – February 2018 (production)

With support from Brussels authorities, Bright Brussels Festival has become an annual event. Each early February, the Brussels canal will light up the neighbourhood that will welcome the future Modern and Contemporary Art Museum, and also near Tour & Taxis and in the centre of Brussels. Bright Brussels will feature light installations that will highlight the transformation of the city's rich industrial and architectural heritage, showcasing Brussels and Belgian talent in the field of light design.

visit.brussels Awards – March 2018 (production)

The visit.brussels Awards ceremony is a recurring event for Brussels tourism. Each year, visit.brussels rewards the best tourism initiatives that give the region international influence and provide visitors with the best reception. The award ceremony for these B2B awards changes, making it possible to discover new venues in Brussels.

I Love Science – April 2018 (production) (NEW)

visit.brssels Awards 2017

The region will actively support initiatives that promote scientific research.

Consequently, this federative event will be organised around this theme. The purpose of this scientific festival is to bring together as many actors as possible to raise awareness around science and propose a broad range of fun, educational activities to the general public. Brussels' children and youth are the main target audience. Schools will also be a target group, with specific time slots being considered. The goal is also to build on the food truck trend and research “science trucks” both in Belgium and internationally.

The Iris Festival – May 2018 (production)

Organised by visit.brussels since 2005, the Iris Festival marks the launch of Brussels' summer season. The annual event takes place around 8 May, coinciding with the Brussels-Capital Region Day. For an entire weekend, concerts are organised on the Palace steps, and on Sunday, over 150 artists and associations, mainly from Brussels, come together in the Brussels’ Royal Park. The event also includes some thirty or so food trucks from Brussels and elsewhere. The Iris Festival also spreads throughout the region. The Brussels Parliament will open its doors and provide activities in its gardens, whilst the European Quarter will join the event with Europe Day and open house days at European institutions.

Iris Festival

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& fairs

Bright Brussels Festival

2017 Laeken Fireworks

Iris Festival in the communes – May 2018 (co-production)

Brussels Welcome Weekend is an invitation to come and discover Brussels' neighbourhoods and hidden or unknown gems throughout the region, off the beaten track. The event is organised with Atrium, the Horeca federation, BHA, and Greeters. Since 2016, visit.brussels has been working with WindBag (our main partner) to highlight different areas each year. This reinforces local involvement, as inhabitants don't have to collaborate each year, and that of visitors, who are invited to discover many things within a limited perimeter.

The Iris Festival abroad (production)

To make the Iris Festival international, a teaser is organised in a foreign city each year. In 2016, the Iris Festival set up camp in Paris' Palais de Tokyo, around the theme of contemporary art. In 2017, Berlin welcomed the festival, around one of the European capital's key themes: contemporary dance. In 2018, circus arts will be highlighted in Turin, Italy, and in the Nantes-Pays de la Loire region (in France), in collaboration with Les Halles de Schaerbeek.

Belgian Pride – May 2018 (co-production)

Over 22 years, Belgian Pride has become an unmissable event in the capital, attracting between 60,000 and 100,000 visitors. As a co-organiser of the event alongside Belgian Pride, visit.brussels encourages the participation of floats, organises a promotional campaign, and also oversees security, logistics and clean streets. visit.brussels runs three bars during the event and finances part of it.

The Environment Festival – June 2018 (co-production) (NEW)

In close collaboration with Bruxelles Environnement, visit.brussels will contribute its know-how of developing green events. As the Environment Festival is the most important event in this area, it will receive the attention of both public operators.

Laeken Fireworks – summer 2018 (co-production)

Launched in 2017 by the city of Brussels, the fireworks festival takes place on the Heysel Plateau, in Laeken, and is a competition organised over five consecutive nights. BME coordinates the event for the city of Brussels, while visit.brussels provides communication support.

Belgian Pride

events & fairs

133

Bal National and Resto National – 20 and 21 July 2018 (co-production)

These two events, co-produced with Bal National, are quite different, although they are organised around the same theme, Belgium's national holiday, and in the same location. On 20 July, the night before the Belgian national holiday, Bal National, a non-profit organisation, organises a series of typically Belgian concerts on place du Jeu de Balle. For the occasion, visit. brussels will run the bars alongside local shopkeepers. The next day, thousands of mussels and chips will be sold at very reasonable prices, with visit. brussels in charge of logistics, partners, and managing bars for this extraordinary lunch event.

The Comic Strip Festival – September 2018 (production)

Resto National

The Comic Strip Festival is a huge success! In 2016, the event attracted around 90,000 visitors (both amateurs and professionals) in a pleasant atmosphere, around a topic that is dear to the hearts of Brussels locals: the comic strip. Brussels is an ideal place to organise this major popular festival which continues to draw big crowds. This is why we have made a few changes: • Partial move to Bozar and new large-scale exhibitions; • Creation of a professional component (including masterclasses and conferences); • Comic strip award ceremony (Atomium awards were attributed for the first time in 2017).

eat! BRUSSELS, drink! BORDEAUX – September 2018 (production)

With eat! BRUSSELS, drink! BORDEAUX, Brussels celebrates gastronomy.

In 2018, the festival will propose many culinary discoveries from all five continents, as a perfect reflection of the capital's cosmopolitan flair. Twenty or so chefs, eight regions invited by Brussels' regional public service, fifty Bordeaux wine-makers and various culinary artisans will show off their talents and their profession via a bucolic stroll through the Brussels’ Royal Park.

This is the first visit.brussels event to be 100% cashless.

eat! BRUSSELS, drink! BORDEAUX

134 events

& fairs

Comic Strip Festival ©XPO Creatives

Brussels on Stage – Café-Theatre Festival

Family Day – September 2018 (production)

2018 will see the fourth edition of Family Day, organised for the commune of Schaerbeek and the COCOF. An informal celebration which will raise awareness of the need to include persons with disabilities. visit.brussels has taken over the coordination of this event and will oversee all technical and logistical aspects relating to the venue, security, setting up equipment, and everything that is essential to the event going well. The artistic programming and coordination of participating associations will also be handled by visit.brussels' teams. The associative village will allow many associations who are active in the area of disability and of family support (about 60) to present their work and inform the general public.

Brussels on Stage – Theatre-Cafe Festival November 2018 (production)

In 2016, the French Community Commission (COCOF) launched “Brussels on Stage – Theatre-Cafes Festival“. The festival aims to showcase local culture which warms both hearts and Brussels' neighbourhoods. For four weeks, 15 Theatre-Cafes (Atelier Marcel Hastir, Au Bizou, Café de la Rue, Côté Village, Jazz Station, L’Os à Moelle, La Samaritaine, La Soupape, Le Fou Rire, le Fulmar, Le Jardin de ma Sœur, Le Petit Chapeau Rond Rouge, Le Rayon Vert, Les Lundis d’Hortense, The Music Village, Zoart) will be running their usual programming, with additional programming for the occasion. In so doing, the venues seek to reach new audiences, with forty different shows blending music, humour, theatre, and poetry with a glass of wine or a meal.

Fête des Familles

events & fairs

137

Saint Nicolas' Day in the Brussels-Capital Region December 2018 (production)

Each year in early December, the patron saint of children visits the capital. In 2018, he will again be mooring his boat at Quai des Péniches, where no less than forty classes of young Brussels pupils will be eagerly waiting.

The programme includes a snack, hot chocolate, face painting, wooden toys, storytelling, and of course, gifts - all under a great big tent! In 2016, over 1,000 Brussels schoolchildren took part in this 100% free event. In 2018, the budget for the event has been increased by 30%, to allow as many children as possible to be able to participate.

Bright Brussels – Illumination of Brussels's shopping areas – December 2018 (production)

Since 2016, the Brussels-Capital Region has entrusted visit.brussels with coordinating Christmas lights in the southern part of the city (chaussée de Charleroi, avenue Louise, rue Jean Stas, place Jourdan, rue Dejoncker, avenue de la Toison d’Or, boulevard de Waterloo, rue du Grand Cerf, and the Avenue Louise bottleneck). In 2017, other shopping neighbourhoods along the boulevards joined the event.

Saint-Nicolas in the Brussels-Capital Region

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Bright Brussels

4.1.2. Preparation of important events in the Brussels-Capital Region The Brussels-Capital Region is planning several major projects over the next few years.

•

150th Anniversary of Brussels trams: To organise festivities which will mark the 150th anniversary of trams in Brussels, to be celebrated in 2019, an active collaboration between participants must be established: visit.brussels will be coordinating this through an agreement with departments from Bruxelles Mobilité, STIB/MIVB, and the Tram Museum.

The programme of festivities is being established.

•

Brussels 2030: In 2016, Brussels' application as European Capital of Culture was announced by Brussels authorities. visit.brussels is taking part in the preparation phase, and the application should be presented in 2024.

• visit.brussels is also considering ways to double the size of the “eat!” foodies festival, and of creating a winter event to complement September dates. Specificities of eat! Winter: indoor atmosphere, pairing with Brussels beers, rustic setting, mixologists…

© CRM / Shutterstock

events & fairs

141

4.1.3. Resulting Evolutions and Actions In 2016 and 2017, a series of important events (themed year, two events around light, two sports events,...) increased our work load considerably.

This was coupled to the 22 March 2016 terror attacks, which had consequences on visit.brussels' events, both financially and in terms of operations. Consequently, it has become essential to ensure and reinforce the stability of the Events division.

Aims and projects for 2018: •

Implement

a

strategy

sponsoring

and

for

partnerships,

whilst harmonising purchasing, invoicing, and payment procedures; •

On an operational level: conducting a series of framework contracts (safety,

technical,

consultants,...),

in

equipment, addition

to

adapting the organisation chart to better reflect the situation on the ground; •

Create

an

evaluation

grid

to

develop and produce events based on visit.brussels' main missions.

142 events

& fairs

2017 Iris Festival

4.2

FAIRS

ORGANISING BRUSSELS' PRESENCE ABROAD

4.2.1. Tourist Trade Shows 1. FITUR – 17 - 21 January 2018 (Feria de Madrid - Madrid) (leisure) (NEW)

Fitur (Feria Internacional de Turismo) is one of Spain's biggest tourist trade shows, aimed both at tourism professionals and the general public. Some 47% of visitors hail from Europe, 16% from the United States, 7% from Africa, 11% from Asia, and 3% from the Middle East. The first three days are only open to professionals. Fitur opens its doors to the general public for the last two days.

2017 in numbers • 9,893 exhibitors from 165 countries • 244,972 visitors • 135,858 professional participants • 6,800 scheduled meetings

2. Salon des vacances / Vakantiesalon – 2 - 5 February 2018 (Brussels Expo – Brussels) (leisure)

visit.brussels will participate in the 60th Salon des vacances, alongside other Brussels associations and tourist attractions, in order to promote the destination. Salon des Vacances is Belgium's biggest BSC event devoted to tourism, with over 100,000 visitors and close to 800 exhibitors from over 50 countries!

2017 in numbers • 51 countries • 800 exhibitors (about 350 direct + 450 indirect) • 4 visit.brussels partners • 101,795 visitors (mostly from Belgium) • 650 professional visitors • 150 journalists

Salon des vacances / Vakantiesalon

144 events

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3. ITB - 7 - 11 March 2018 (Messe Berlin - Berlin) (leisure)

ITB (Internationale Tourismus Börse) is the biggest tourism trade show in the world and welcomes professionals as well as the general public. German tour operators are highly represented and the show is seen as a passageway to Eastern European and Central European markets. The fair's first three days are only open to professionals, and the ITB opens the last two days to the general public.

2017 in numbers • 180 countries • 10,000 exhibitors • 160,000 m2 • 8 visit.brussels partners • guaranteed important buyers • 100,000 professional visitors (29% tour operators, 20% travel agencies, 10% accommodations providers, 41% others)

4. IMEX – 15 - 17 May 2018 (Frankfurt Messe – Frankfurt) (MICE)

IMEX is one of the most important MICE trade shows in Europe, aimed at companies, agencies, and international associations. Its “hosted buyers” programme is unique; it brings together nearly 4,000 potential clients, who account for approximately 65,000 scheduled meetings. It provides the possibility of meeting potential clients from around the world. visit.brussels is planning presentations on the destination, which will be at the stand devoted to groups of hosted buyers, and will be in charge of networking efforts for highly targeted MICE clients.

2016 in numbers • Over 150 countries • 3,500 exhibitors • 18,000 m2 • 17 visit.brussels partners • 566 scanned contacts • 9 group presentations • 67,000 scheduled meetings • 3,977 hosted buyers (8% associations, 73% agencies, 15% companies, 4% independent planners) • 4,955 professional visitors (15% associations, 37% agencies, 35% companies, 8% independent planners)

IMEX

events & fairs

145

5. WTM – November 2018 (Excell London – London) (leisure)

The WTM (World Travel Market) is the biggest B2B devoted to leisure tourism and brings together the tourism industry's offer and demand. The international trade show focuses more particularly on English-speaking markets (the United Kingdom, the United States, and the Commonwealth). It features DMCs, tour operators, the hotel industry, the events industry, group leaders and coach companies.

2016 in numbers • 186 countries • +/- 5,000 exhibitors • +/- 42,000 m2 • 13 visit.brussels partners • 9,714 hosted buyers • 31,951 professional visitors

6. IMEX AMERICA – October 2018 (Sands Expo - Las Vegas) (MICE)

WTM

IMEX America is the American version of IMEX Frankfurt and is considered by the industry to be North America's unmissable trade show. The fair mainly targets companies, agencies, international associations and AMCs, and lets exhibitors conduct business internationally. It's an ideal place to meet North-American and worldwide buyers. visit.brussels will again be conducting an “IMEX Alliance Breakfast,” a networking event for businesses and associations.

2016 in numbers • 139 countries • 3,250 exhibitors • 13 visit.brussels partners • 60,000 scheduled meetings • 12,227 participants • 3,216 hosted buyers (10% associations, 63% agencies, 21% companies, 6% independent planners) • 2,580 professional visitors (14% associations, 36% agencies, 32% companies, 18% independent planners)

IMEX

146 events

& fairs

IMEX

7. IBTM WORLD – November 2018 (Fira Barcelona - Barcelona) (MICE)

IBTM World is a major trade show for the meetings industry, and is intended for companies, agencies, and international associations. Its “hosted buyers” programme is unique; it brings together nearly 4,000 potential clients, with about 80,000 scheduled meetings. It provides the possibility of meeting potential clients from around the world. visit.brussels is planning presentations on the destination, which will be at the stand devoted to groups of hosted buyers, and will be in charge of networking breakfasts for highly targeted MICE clients.

IBTM WORLD

IBTM WORLD

148 events

& fairs

2016 in numbers • +/- 100 countries • +/- 3,000 exhibitors • 13 visit.brussels partners • 3 group presentations • 78,400 scheduled meetings • 14,200 industry professionals

Aims and projects for 2018: •

Optimising visit.brussels' presence and that of RBC partners;

•

Increasing partner ROI.

How? In collaboration with Sales & Conventions units: •

Review existing trade shows and resulting conclusions for visit.brussels and partners;

•

Research and review interesting trade shows;

•

Schedule networking moments for partners (evening meetings at the stand), in collaboration with foreign offices (for ex: ICCA Frankfurt reception, reception at the Berlin embassy);

•

Create a stand presentation highlighting qualities of the Brussels-Capital Region to draw in new visitors;

•

Improve our partners' preparation before trade shows, to make their presence even more effective (organise a kick-off, possibly presenting a map of the city, a demonstration, and more explanations on the system for scheduling appointments, case studies with partners who have successfully used the system, explain further presentations on the stand or elsewhere, in order to attract contacts to the stand, and/or to create dedicated networking events;

•

Create opportunities for small and emerging companies to attend leisure trade shows, and adapting the entry fee according to the structure of potential partners.

events & fairs

149

4.2.2. Other trade shows 1. Brussels Book Fair – 22 - 26 February 2018 (Tour & Taxis – Brussels) (Image of Brussels)

A giant bookshop in the heart of Europe, Brussels Book Fair has become a major cultural event built over forty years. Located in the historic Tour & Taxis site, the fair brings together actors from every aspect of the book world. visit.brussels coordinates the Brussels-Capital Region's stand, sharing it with the BSE, and the Directorate of Monuments and Sites. All publications on the Brussels-Capital Region and its heritage are available for purchase.

2017 in numbers • 198 exhibitors • 17,500 m2 • 65,000 visitors • 48% Brussels – 40% Wallonia – 9% Flandres – 3% others

2. BATIBOUW – 22 February - 4 March 2018 (Brussels Expo - Brussels) (Image of Brussels)

BATIBOUW is the biggest Belgian trade show devoted to construction, renovation, and homes for professionals and individuals. visit.brussels coordinates the presence of the Brussels-Capital Region which attends the trade show to provide information on purchasing a home, loans, permits and renovation permits, or for new builds in the Brussels-Capital Region. It is supported by the presence and collaboration with CITYDEV, the Fonds du logement, Bruxelles Environnement, BDU/BUP and homegrade. www.brusselsatbatibouw.brussels provides a toolbox containing useful links to Brussels stakeholders.

BATIBOUW

BATIBOUW

150 events

& fairs

2017 in numbers • 297,327 visitors • 72,298 professionals • 225,029 general public • 10% Brussels - 27% Wallonia - 62% Flandres - 2% foreigners • 77% of visitors had a specific renovation or construction project

Brussels Book Fair

MIPIM

3. MIPIM – 13 - 16 March 2018 (Palais des Festivals – Cannes) (Image of Brussels)

The biggest international market for real estate brings together the most influential stakeholders from all professional real estate industries (offices, homes, shops, health, sports, logistics), and provides unprecedented access to the biggest real estate developments and international capital resources. A “Belgian pavilion” was set up in 2014 to provide maximum visibility and influence via a presence, an image, a marketing strategy and collective communication united under the banner of “Surreal Estate” (collaboration with Ghent, Antwerp, the Awex, and the Brussels-Capital Region). The Brussels-Capital Region is present through a stand, which presents major regional real estate developments and also organises conferences relating to these projects, in collaboration with relevant Brussels operators: Brussels Invest & Export, saumsi.brussels, perspective.brussels, citydev.brussels, BSE. 2017 in numbers • 24,200 visitors • 1,416 Belgian visitors • 7,426 visits to the Belgian pavilion (71% foreigners)

4. Seafood – April 2018 (Brussels Expo - Brussels) (Image of Brussels)

Ideally located in Brussels, Seafood Expo Global / Seafood Processing Global is the most important trade show in the world devoted to seafood. The trade show welcomes over 1,800 exhibitors from over 75 countries. It provides a unique opportunity for professional fish buyers to do business with fish suppliers from around the world. visit.brussels works with event organisers and with Brussels Expo to organise the event's mobility component.

Five round-trip shuttles will be organised from several central locations to Brussels Expo and Brussels Airport, along with setting up a taxi zone. An information brochure on the shuttle service and tourist attractions, as well as tips on the Brussels-Capital Region will be produced by visit.brussels and handed out to fair participants and in Brussels hotels. The non-profit organisation will also have an information desk on site and will be selling a selection of products for tourists.

2017 in numbers • 1,600 exhibitors • 72 countries • 22,000 professional visitors from 144 pays

Seafood

events & fairs

153

5. REALTY – May 2018 (Tour & Taxis – Brussels) (Image of Brussels)

REALTY is the biggest confluence of real estate professionals in Belgium in Luxembourg. This is where they gauge the state of real estate and where stakeholders come to meet. The REALTY show provides professionals with the opportunity to discover new trends and ideas, check out new projects and meet future business partners. visit.brussels coordinates Brussels-Capital Region's stand, which will be presenting its latest urban projects. A series of conferences will be organised in the region. In collaboration with relevant Brussels operators: Brussels Invest & Export, sau-msi.brussels perspective. brussels, citydev.brussels, slrb-bghm.brussels, ecobuild.brussels, Atrium, BSE.

6. MAPIC – November 2018 (Palais des Festivals – Cannes) (Image of Brussels)

MAPIC is an influential event where one can discover the best of the international retail market. Close to 400 international participants from 78 countries, over 2,100 retailers, 2,500 promoters, 1,000 investors and other important industrial stakeholders. Over 100 conferences on the retail market and pitching sessions conducted by over 200 experts will be organised. The Brussels-Capital Region will be present via a stand, providing information on the region's most important real estate projects, in collaboration with relevant Brussels operators: Atrium, BIE and Brussels communes.

2016 in numbers • 700 exhibitors • 78 countries • 12,000 m2 • 8,400 participants • 2,100 retailers • 2,500 real estate promoters • Investors

REALTY

154 events

& fairs

Aims and projects for 2018: In these trade shows, what is most important is showcasing the Brussels-Capital Region via its ambassadors, regional ministers and Brussels stakeholders.

The cost of these trade shows increases each year, due to the growing success of some, however grants remain at the same level.

It is, therefore, necessary to find a different source of income.

How? To ensure that future trade shows are organised well, business plans must be more adapted.

1. Create visibility packages that are adapted to co-exhibitors or partners (depending on the show) I.

Public co-exhibitor

II. Private co-exhibitor III. Simple partner (packages may include basic participation via a free or reduced-price entry, or visibility on the stand; different forms are possible, such as communication before the trade show, the possibility of organising a workshop on the stand, use of a conference room...).

2. For partners (including MIPIM): establish a fee schedule based on the campany’s size, so that smaller architecture firms may have a chance to participate.

3. Find sponsors to reduce costs (beverages, catering, equipment, animation,...)

events & fairs

155

Brussels Days Berlin 2017

4.2.3. Economic Missions Brussels Days – 2nd semester 2018 (MICE & leisure)

Every year, as part of Brussels Days, Brussels is represented abroad with industry partners, to find new clients. The purpose of Brussels Days is to establish the Brussels-Capital Region on the international scene and promote its economic vitality, know-how, creators, cultural treasures, gastronomy, and its tourism potential. The programme emphasises B2B workshops, (leisure and/or meetings), seminars, sales visits and networking sessions.

The 2017 edition took place in Berlin, as part of an effort aiming to boost diplomatic relations between the capitals. The 2018 edition will take place outside of Europe (as it does every other year), but the country and city have yet to be determined.

Brussels Days Berlin 2017

events & fairs

157

4.3

OPERATIONS & LOGISTICS

The mission of the Operations & Logistics unit is to support all of visit.brussels' departments (consultation, catering services, transportation, set-up and dismantling,...) and to provide its expertise in these fields.

2017 was marked by an increase in their activities, due to visit.brussels organising many more trade shows, and there was also an increase in the number of events in which the unit carried out their logistics or catering mission.

The aim is for the expertise these units have acquired and continue to develop not be lost and for them to keep providing advice to other departments.

The BIP

visit.brussels intends to make the BIP into a genuine “House of the Capital Region� by developing event programming that is related to affinity marketing, proposing seminars that meet the needs of conference participants and catering that is representative of the quality of Brussels' cuisine. Several internal events at the ouse of the Capital Region will punctuate the agenda of Brussels' royal quarter.

4.3.1. The Brussels Dressing Room - bimestrial

The Brussels Dressing Room is a project that stems from the collaboration between the BIP and organisers of the Brussels Vintage Market. The project aims to stimulate the sale of second-hand clothing and accessories to fight against the overconsumption of the textile industry... and to find bargains!

The event looks like a major clean-up effort and brings together over forty pop-up shops. It draws fashionistas as well as people looking to update their wardrobe responsibly and inexpensively.

4.3.2. Frunch - April to September 2018 BIP

The Brussels Dressing Room

158 events

& fairs

Since 2014, Frunch (Friday + lunch) has become an unmissable event for lovers of fine street food. Every Friday at lunchtime, between April and September, the BIP courtyard becomes a pleasant summer terrace covered in food trucks, with a DJ, a ping pong table, a table football table... Frunches attract passers-by and locals wishing to enjoy a break. Since 2017, Frunch has extended to the corner of Place Royale to be able to welcome more food trucks and tables. Finally, Frunch should also be able to be organised alongside major Brussels events (Iris Festival, BSF, Brussels Pride,...).

Frunch

4.3.3. The Iris Festival at the BIP – May 2018

As part of the Iris Festival, events, animations, and workshops will be organised in the BIP courtyard, in collaboration with non-profit organisation Patrimoine à roulettes.

4.3.4. Belgian National Day at the BIP – 21 July 2018

For Belgian National Day, the BIP will be organising free family activities.

Wooden outdoor games and a food truck will be set up in the BIP courtyard.

4.3.5. Brussels Design September – September 2018

Brussels Design September is an exhibition which is organised in the Salle des Guichets and presents a Belgian creator. The festival is a must-see event for design lovers. The BIP serves as a central information desk.

4.3.6. Tram Experience

Tram Experience invites visitors to discover places in Brussels whilst enjoying a refined meal in a tram. Belgian ingredients are worked into the recipes of top chefs and transformed into contemporary takes on Belgian cuisine. visit.brussels oversees the Tram Experience development, follow-up, and actual event, in addition to contacts with chefs and partners, planning in collaboration with the STIB/MIVB, coordination with the catering service, on-board personnel, work, and maintenance.

Tram Experience

Catering Aims and projects for 2018: •

Ensure the development, follow-up, and catering at the BIP and foreign trade shows;

•

Catering visit.brussels events (Iris Festival, Belgian Pride, Bal & Resto national, the Comic Strip Festival, eat! Brussels, Saint-Nicolas, Bright Brussels, visit. brussels Awards);

•

Creating events at the BIP and overseeing their logistics and catering: Frunch, Museum Night Fever, Dressing Room;

•

Catering for the Convention & Association department (Brussels Ambassadors Night, European Association Summit);

•

Events that are directly organised by the Brussels-Capital Region: press conferences (i.e. Roadshow, Brussels Days,...);

•

Catering for events and press conferences that are requested by other departments: 5 to 10 press conferences a year (for campaigns relating to groups: LGBT, Green, Foodies, Carolus Festival Family Day, PC Ommegang, Greeters,...)

160 events

& fairs

Logistical Aims and projects for 2018: •

Equipping all meeting rooms, changing their layout, setting up and providing technical help to clients for seminars, during exhibitions; providing logistical help to BIP events, such as Frunch, Museum Night Fever, Jour le plus court, Nocturnes, Jobday, Dressing Room, etc.

•

Handing out brochures: producing brochures for the reception team, managing brochure and map stocks for the other departments, restocking map dispensers;

•

Trade shows and conventions: logistical support for TedX, Isicem, Brussels Forum, Art Brussels, Seafood, IMPAKT, EDA, GEEW, MOOD, AIDEX, Furniture Fair, Stima convention, and setting up tourist information desks at important international conventions;

•

Logistical support for major events: The Iris Festival, Belgium Pride, Bal & Resto national, the Comic Strip Festival, eat! Brussels, Saint-Nicolas, Bright, visit. brussels Awards, etc.

•

Support and logistics for smaller events: Greeters, Cocktail & Learn, BSF at the BIP, etc.

•

Support and logistics for trade shows outside the agreement: Salon des Vacances, Salon du Chocolat, Batibouw, Brussels Book Fair, ComicCon Brussels, Made in Asia, etc.

Aims and projects for 2018: •

Maintain know-how for these units (consultation, catering services, transportation, deliveries, set-up and dismantling,...) and being consultants for other departments;

•

Conduct a review of means and possibilities developed by other units;

•

Stabilise and improve how expertise operates in these unitss with regards to catering, contributing as consultants who provide quality catering during events.

Brussels Days Berlin 2017

events & fairs

161

Finance & operating

DEVELOPMENTS 2018 • • • •

MISSIONS

164 finance &

operating

Develop our human resources (establish a management policy and training for managers and employees, but also oversee staff training); Apply new regulations (relating to stocks, ticketing, consider purchase orders), that reflect SAP; Implement monthly reporting for management indicators (KPI); Develop an internal control system and one for risk assessments.

Support the overall organisation within the framework of its social mission.

This support covers the following areas: • Finances & Accounting • Human Resources • IT & Telecommunications • Building Management • Internal Sales • Management Control • Governance • Internal Control

FINANCES & ACCOUNTING

5.1

This unit ensures that visit.brussels respects regulations relating to non-profit organisations, and more specifically, to independent public companies, to accounting and tax legislation, as well as regulations from Brussels' regional authorities.

Its mission consists of ensuring that visit.brussels respects accounting and financial procedures announced by Brussels regional authorities, to respect and ensure the compliance of agreements relating to capital flow to third parties (which is necessary for visit.brussels to carry out its mandate).

Actions to be carried out: •

Finish and set the complete scheme into SAP;

•

Develop automation for accounting processes (derivatives, various operations, interface with sales invoices);

•

Train SAP users;

•

Develop effective credit control;

•

Replace the application which manages stocks and cash registers by an SAP-compatible system;

•

Implement monthly closures to facilitate monthly reporting to management and to managers of other departments;

•

Continue the digitisation process of documents;

•

Establish processes and controls (see internal audits);

•

Start a risk assessment (light)

finance & operating

165

HUMAN RESOURCES 5.2

The Human Resources unit is responsible for hiring, administrative management, mobilising and developing all human resources for visit.brussels as part of carrying out its objectives.

Aims and projects for 2018: •

Train managers to the type of management chosen by CODIR (November 2017), in preparation for its integration into all of the organisation's divisions,

•

Develop

a

human

resources

policy (revise job descriptions, performance appraisals,etc); •

Survey the organisational chart and leadership roles;

•

Develop

a

employees.

2017 Team Building

166 finance &

operating

training

plan

for

5.3 IT

The IT & Telecommunications division ensures continuity of IT and telecommunications services to users, receives and considers requests in areas stemming from visit.brussels departments, assesses and evaluates IT investments compared to needs. The unit is especially proactive in terms of initiating changes.

Aims and projects for 2018: •

Make the unit more accessible (08:00 to 18:00 - WE),

•

Support the Human Resources unit as part of the training plan, with regards to the application used internally;

•

Stay abreast of new technologies;

•

Facilitate the integration of new applications and maintain existing applications (payment terminals, sales programmes…).

finance & operating

167

BUILDING MANAGEMENT 5.4

This unit oversees building management, and is therefore responsible for work and maintenance (repairs, cleaning, coordinating with owners...) and for security (daily rounds, entry checks, alarms...). Furthermore, the unit oversees employee well-being and comfort, communicating with different management teams for activities to occur effectively (collaborating for events to take place smoothly in the building, for example.

Aims and projects for 2018: •

Monitor building sites in 2018 (maintenance of wooden floors, overseeing new kitchens).

168 finance &

operating

5.5

INTERNAL SALES

5.5.1. BIP & Tram Experience

The Internal Sales unit wishes to develop public awareness around the BIP as a House of the Capital Region for locals, Belgians, and international visitors, and to strengthen Tram Experience's position as a symbol of fine dining in Brussels. Its mission is to increase general sales generated by the BIP and Tram Experience by further placing Brussels on the map through these two events.

Aims and projects for 2018: •

Develop public events at the BIP (rate 1);

•

Create promotional actions intended for B2C and B2B target groups;

•

Broaden the corporate segment (commercial sales)

5.5.2. Ticketing

The purpose of the Ticketing unit is to make ticket reservations for cultural events in Brussels easier for all potential clients.

Aims and projects for 2018: •

Complete the implementation of the new database. This will strengthen ticketing (Arsène50 + Box Office) and will make it possible to book and pay for tickets in just a few clicks on a smart phone or a tablet, for most events on agenda. brussels' new website;

•

Tram Experience

Coordinate the SAP sales interface.

5.5.3. Advertising & Sponsoring

This unit optimises the offer of visit.brussels' products and events for advertisers. It seeks partners for events organised by visit.brussels and maintains contact with them.

Aims and projects for 2018:

TicketOffice eat! BRUSSELS drink! BORDEAUX

•

Broaden and enrich the database of advertisers and make contact with them;

•

Enter into long-term contracts for the Tram Experience, EAS, Frunch, Eat, the Comic Strip Festival,...

finance & operating

169

5.6 MANAGEMENT

CONTROL

Article 2 of the order dated 24/10/2014 issued by Brussels-Capital Region authorities requires that visit.brussels measure the achievement of strategic and operational achievements set out in guidance notes, guidance letters, management agreements, strategic plans of government representatives and organisations and of annual operational plans of administrative units.

The Contract Management unit aims to ensure compliance with the above order.

Aims and projects for 2018: •

Manage and explain the evolution of indicators (KPI);

•

Communicate management results to the executive committee;

•

170 finance &

operating

Meet the needs of the region.

5.7 CONTRACT

MANAGEMENT

The mission of this unit is to establish general regulations regarding forming contracts, both from the client's and the supplier's point of view, and to ensure that these are respected. The unit must help other visit.brussels departments and units to reach their objectives by establishing effective contractual procedures, by avoiding potential litigation risks and by collaborating to deal with any disputes.

Aims and projects for 2018: •

Develop sales procedures;

•

Establish

a

management

and

monitoring tool for purchase orders that is SAP-compatible; •

Conclude

long-term

framework

contracts for recurring services; •

Provide legal monitoring regarding the evolution of legal proceedings that are imposed by Brussels‘ regional authorities.

finance & operating

171

5.8 INTERNAL

MANAGEMENT

Internal Management is responsible for managing activities conducted by the company, its effective functioning and use of resources. This must take into consideration major risks and react proactively on an operational, financial, or legal level. The mechanism ensures that work procedures in the organisation comply with laws and regulations, that instructions and guidelines given by the Brussels-Capital Region are applied, that internal procedures in the organisation function smoothly, and that financial and budgetary information is reliable.

Aims and projects for 2018: •

Identify risks and controls within the financial unit and other units.

172 finance &

operating

Sobieski Park

STAFF

Board of directors

General assembly

• • • • • • • •

• • • • • • • • • • • •

•

Laurette Onkelinx, President Frank Lelon, Vice-president Christophe De Beukelaer Alexandre Dermine Vanessa Rigodanzo Pieter Van Damme Charles-Eric Vilain XIIII Karine Lalieux, representative for the City of Brussels; Marion Lemesre, representative for the Association of the City and the Communes of the Brussels-Capital Region;

Executive board • • • •

Laurette Onkelinx, Presidente Frank Lelon, Vice-president Patrick Bontinck, CEO Geert Cochez, Deputy CEO

Executive committee • • • •

• •

•

Patrick Bontinck, CEO Geert Cochez, Deputy CEO Majid Riahi, Chief Financial Officer Catherine Dardenne, Director Destination Management Culture & City life Micha Kapetanovic, Director Events Elisabeth Van Ingelgem, Director Destination Management Association & Convention Frédéric Trauwaen, Director Sales & Marketing

Laurette Onkelinx, Présidente Frank Lelon, Vice-président Christophe De Beukelaer Alexandre Dermine Karine Lalieux Marion Lemesre Vanessa Rigodanzo Pieter Van Damme Charles-Eric Vilain XIIII Nancy Ngoma Jérôme De Mot Tom Reinhard

Strategic committee

The members of the board of directors + • Ariane Deguelle • David Boon • Julie Weynans • Marc Van Muylders • Anne Rubinstein • Leen Ochelen • Olivier Poulaert • Michaël Merchiers • Sophie Alexandre • Julie Almau Gonzalez • Leen De Spiegelaere • Christian Bouchat • Grace Papa • Rodolphe Van Weyenbergh

General Secretary •

Véronique Cordier

The visit.brussels team

The composition of the visit.brussels team, along with contact details, is available at www.visit.brussels > About us > Meet the team.