www.milo-profi.com Tourism in Figures 2013 the New Zealand market in Flanders
TABLE OF CONTENT A. ECONOMIC INDICATORS 5 B. THE NEW ZEALAND MARKET IN FLANDERS 7 1. Key figures 7 2. Distribution within Flanders 7 3. Trends 10 4. Motive of stay 15 5. Type of accommodation 16 6. Seasonality 17 7. Distribution in the Flemish countryside 20 8. Country benchmark 21 C. CONCEPTS AND DEFINITIONS 23 D. LIST OF FIGURES AND TABLES 24 3
A. ECONOMIC INDICATORS Table 1: Trend of the New Zealand economy 2009-2013 2009 2010 2011 2012 2013 09-13 GDP, real (x1000 000 NZD) 168.517 171.604 173.622 178.696 183.174 +8,7% Consumer spending (x1000 000 NZD) 99.216 102.466 104.988 108.033 111.668 +12,6% Consumer Price Index (base 2005) 112,3 114,9 119,6 120,8 122,2 +9,8% Source: VISITFLANDERS based on TDM Figure 1: Trend of the New Zealand economy 2009-2013 Source: VISITFLANDERS based on TDM 5
Table 2: Trend of the New Zealand population 2009-2013 2009 2010 2011 2012 2013 09-13 Population 4.321.200 4.368.000 4.413.600 4.459.200 4.504.800 +4,2% Population, 65+ 12,8% 13,0% 13,3% 13,7% 14,0% +1,2* Unemployement rate 6,1% 6,5% 6,5% 6,9% 6,2% +0,1* *in percentage point Source: VISITFLANDERS based on TDM Figure 2: New Zealand Outbound Travel 2009-2013 (spending in USD) Source: VISITFLANDERS based on TDM 6
B. THE NEW ZEALAND MARKET IN FLANDERS 1. Key figures Table 3: Total foreign and New Zealand market in Flanders 2013 Ranking New Overall total New Zealand % New Zealand Zealand foreign travellers travellers market arrivals 6.488.545 6.490 0,1% 51th overnight stays 13.742.727 15.230 0,1% 48th length of stay (nights) 2,1 2,3 - -! this is excluding New Zealand overnights in rental accommodations at the coast. They are not included in the regular statistics of the commercial accommodations in Flanders. 2. Distribution within Flanders Table 4: The New Zealand market in Flanders by region 2013 arrivals % overnights % Flemish region 3.733 58% 9.311 61% Brussels region 2.757 42% 5.919 39% Flanders 6.490 100% 15.230 100% Figure 3: The New Zealand market in Flanders by region 2013 (arrivals (left) and overnights (right)) 7
Figure 4: New Zealand overnights in Flanders 2013 Flanders Coast Art cities Flemish countryside Walloon Region Table 5: The New Zealand market in Flanders by destination 2013 overnights % Coast 113 1% Art Cities 12.814 84% Flemish countryside 2.303 15% Flanders 15.230 100% Table 6: The New Zealand market in the Art cities 2013 overnights % Antwerp 1.222 10% Bruges 4.532 35% Brussels 5.919 46% Ghent 750 6% Leuven 176 1% Mechelen 215 2% Art Cities 12.814 100% 8
Figure 5: New Zealand overnights in the art cities 2013 9
3. Trends Table 7: Trend of New Zealand overnights, arrivals and average length of stay in Flanders 2004-2013 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 04-13 Overnights (x1.000) 12 11 15 17 14 10 11 14 14 15 +15,1% Arrivals (x1.000) 6 6 7 8 7 5 6 6 7 6 +8,2% Average length of stay* 2,02 1,97 2,19 2,08 2,00 1,94 1,95 2,33 2,21 2,35 +6,4% *nights Figure 6: Trend of New Zealand overnights in Flanders 2004-2013 10
Figure 7: Trend of New Zealand arrivals in Flanders 2004-2013 Figure 8: Trend of the average length of stay of New Zealand in Flanders 2004-2013 11
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Table 8: Trend of New Zealand overnights in Flanders 2009-2013 2009 2010 2011 2012 2013 09-13 Coast 307 226 123 122 113-63,2% Art cities 8.527 9.436 12.071 11.328 12.814 +50,3% Antwerp 859 847 1.054 1.141 1.222 +42,3% Bruges 2.859 3.166 4.765 3.246 4.532 +58,5% Brussels 4.211 4.624 4697 5.185 5.919 +40,6% Ghent 511 610 584 788 750 +46,8% Leuven 66 86 169 190 176 +166,7% Mechelen 21 103 802 778 215 +923,8% Flemish countryside 1.361 1.358 1.547 2.971 2.303 +69,2% Flanders 10.195 11.020 13.741 14.421 15.230 +49,4% Figure 9: Trend of New Zealand overnights in Brussels and Bruges 2009-2013 13
Figure 10: Trend of New Zealand overnights in Antwerp, Ghent, Leuven, Mechelen 2009-2013 Surce: VISITFLANDERS based on GDS 14
4. Motive of stay Table 9: The New Zealand market in Flanders by motive of stay 2013 (overnights) Leisure Congress, conference and seminar Other business Coast 101 89% 8 7% 4 4% 113 100% Art cities 7.850 61% 2.791 22% 2.173 17% 12.814 100% Flemish countryside 1.164 51% 332 14% 807 35% 2.303 100% Flanders 9.115 60% 3.131 21% 2.984 20% 15.230 100% Total Figure 11: The New Zealand market in Flanders by motive of stay 2013 (overnights) 15
5. Type of accommodation Table 10: The New Zealand market in Flanders by type of accommodation 2013 (overnights) Coast % Art cities % Flemish countryside % Flanders % Hotel 82 73% 10.756 84% 1.203 52% 12.041 79% B&B 2 2% 361 3% 757 33% 1.120 7% Camp site 20 18% 216 2% 175 8% 411 3% Holiday park 0 0% 0 0% 48 2% 48 0% Acc. for groups 9 8% 1.481 12% 120 5% 1.610 11% Total 113 100% 12.814 100% 2.303 100% 15.230 100% Figure 12: The New Zealand market in Flanders by type of accommodation of stay 2013 (overnights) 16
6. Seasonality Figure 13: New Zealand overnights in Flanders seasonality 2013 Figure 14: New Zealand overnights in Bruges and Brussels seasonality 2013 17
Figure 15: New Zealand overnights in Antwerp, Ghent, Leuven, Mechelen seasonality 2013 19
7. Distribution in the Flemish countryside Table 11: the New Zealand market in the Flemish countryside, 2013 overnights % Westhoek 774 34% Vlaamse Ardennen 496 22% Groene Gordel 442 19% Other 591 26% Flemish countryside 2303 100% Figure 16: New Zealand overnights in the Flemish countryside, 2013 20
8. Country benchmark Table 12: Trend and forecast of the New Zealand market in Flanders and Western Europe (2009-2018, x1.000, in arrivals) destination 2009 2010 2011 2012 2013 2018 2009-2013 2013-2018 Flanders 5 6 6 7 6 8 +23,3% +26,8% Western Europe 321 321 332 314 321 503-0,03% +56,8% Source: VISITFLANDERS based on TDM and GDS 21
Figure 17: Trend and forecast of the New Zealand market in Flanders and Western Europe (2007-2018, in arrivals) Source: VISITFLANDERS based on TDM and GDS 22
C. CONCEPTS AND DEFINITIONS In Belgium, the FPS Economy, Directorate-general Statistics is authorised to demand from all commercial lodging facilities each month the number of persons who stayed in the facility for payment. Two basic indicators are obtained in this way: the number of arrivals and the number of overnight stays. Along with the division by accommodation form (hotels, camp sites, holiday parks and accommodations for target groups), the Directorate-general Statistics statistics give volume characteristics (the number of arrivals and overnight stays), trip characteristics (length of stay, motive of stay, period of stay, place of stay) and personal characteristics (country of origin of the residential tourist). In 2010, a new decree concerning the accommodation sector reorganized the different types of accommodations. B&B's could register their figures starting 2012 in the new category 'b&b'. Before 2012, only b&b's with a hotel licence were represented in the statistics, in the category 'hotel'. Because of this change, there is a deviation in the trend between 2011 and 2012. Please use the five-year trend with caution. Roughly speaking, the number of arrivals corresponds with the number of residential tourists, with the qualification that each tourist is counted as an arrival each time he or she uses a new accommodation. For this reason, the number of arrivals does not precisely correspond to the number of holidays or business trips in our country. An example: hikers can generate several arrivals during 1 holiday, by staying in different successive lodging facilities. The volume of overnight stays is the sum of all overnight stays which are coupled with the registered arrivals. The data in this report are excluding overnights in accommodations for rent. Flanders = Brussels + Flemish Region. For more detailed figures see Tourism in figures XL www.toerismevlaanderen.be/figures (in English) or contact kennisbeheer@toerismevlaanderen.be. 23
D. LIST OF FIGURES AND TABLES Figure 1: Trend of the New Zealand economy 2009-2013... 5 Figure 2: New Zealand Outbound Travel 2009-2013 (spending in USD)... 6 Figure 3: The New Zealand market in Flanders by region 2013 (arrivals (left) and overnights (right))... 7 Figure 4: New Zealand overnights in Flanders 2013... 8 Figure 3: New Zealand overnights in the art cities 2013... 9 Figure 6: Trend of New Zealand overnights in Flanders 2004-2013...10 Figure 7: Trend of New Zealand arrivals in Flanders 2004-2013...11 Figure 8: Trend of the average length of stay of New Zealand in Flanders 2004-2013...11 Figure 9: Trend of New Zealand overnights in Brussels and Bruges 2009-2013...13 Figure 10: Trend of New Zealand overnights in Antwerp, Ghent, Leuven, Mechelen 2009-2013...14 Figure 11: The New Zealand market in Flanders by motive of stay 2013 (overnights)...15 Figure 12: The New Zealand market in Flanders by type of accommodation of stay 2013 (overnights)...16 Figure 13: New Zealand overnights in Flanders seasonality 2013...17 Figure 14: New Zealand overnights in Bruges and Brussels seasonality 2013...17 Figure 15: New Zealand overnights in Antwerp, Ghent, Leuven, Mechelen seasonality 2013...19 Figure 16: New Zealand overnights in the Flemish countryside, 2013...20 Figure 18: Trend and forecast of the New Zealand market in Flanders and Western Europe (2007-2018, in arrivals)...22 Table 1: Trend of the New Zealand economy 2009-2013... 5 Table 2: Trend of the New Zealand population 2009-2013... 6 Table 3: Total foreign and New Zealand market in Flanders 2013... 7 Table 4: The New Zealand market in Flanders by region 2013... 7 Table 5: The New Zealand market in Flanders by destination 2013... 8 Table 6: The New Zealand market in the Art cities 2013... 8 Table 7: Trend of New Zealand overnights, arrivals and average length of stay in Flanders 2004-2013...10 Table 8: Trend of New Zealand overnights in Flanders 2009-2013...13 Table 9: The New Zealand market in Flanders by motive of stay 2013 (overnights)...15 Table 10: The New Zealand market in Flanders by type of accommodation 2013 (overnights)...16 Table 11: the New Zealand market in the Flemish countryside, 2013...20 Table 12: Trend and forecast of the New Zealand market in Flanders and Western Europe (2009-2018, x1.000, in arrivals)...21 July 2014 24