This document discusses trends in tourism in Flanders and identifies several new trends: 1. The rise of social and local new media over mass media 2. A shift from industry-driven to tourist- and locally-driven suppliers 3. A movement from mass tourism to niche segmentation of consumers 4. A focus on high-quality experiences over simply visiting attractions 5. An emphasis on ethical tourism that benefits communities over pain or need It suggests that Flanders can guide tourism by acting as a "trend compass" and creating a trend curator or tank to identify, analyze, and share emerging trends.

1. trends in toerisme
toerisme vlaanderen als kompas?
J. Bryon, 25.10.2010

2. “trends”

4. Themed
environments
Hightech luxe
Outdoors
Creative
cooking
2.0
Reallife
Communi
ties
Environmental
improvements
Surprise
Relax ing,
balance,
wellness
Ecology
Price
Solidarity
Ethics
Tradition and
loveSocial
cohesion
Back to basics
3-generation
Mobile
Mediors
Safety
Cultural
rebooting
Internet
4

8. © http://www.marketingspot.com/2009/06/can-you-be-a-successful-entrepreneur/

11. new media
mass > social > local

12. © http://www.melvin-online.nl/seo-social-media/

22. new suppliers
industry > tourists > locals

23. groups individuals
domestic
commercial
guiding
alternative
guiding
event
guiding
official
guiding
residential
guiding
international
coach
guiding
independent
guiding
private
guiding

37. lokaal
authentiek
achter de schermen
betrouwbaarheid
emancipatie
ontevredenheid

40. new consumers
mass > segmentation > niches

52. the long tail (Chris Anderson)

53. new experiences
quality > experience > change

70. Grondstoffen
Producten
Diensten
Transformatie
Belevenissen/
ervaringen
Based on Pine & Gilmore (1999)
the chocolate
progression

71. new ethics
pain > need > gain

82. …

84. © http://www.peoplefirsthr.com/services/our-services/career-management/career-development.html

85. © http://www.scheepvaartmuseum.nl/collectie/wegwijzer/instrumenten

86. uitdagingen en kansen
intern b2b b2c
new media
mass > social > local
new suppliers
industry > tourists > locals
new consumers
mass > segmentation > niches
new experiences
quality > experience > change
new ethics
pain > need > gain

87. trend curator

88. trendtank
• trend spotting
• trend analysis & translation
• trend sharing (-rapport, -dag, -brief, …)
“In the past you were what you owned. Now you are what you share.”
(Charles Leadbetter)

89. ©

90. @jeroenbryon
Jeroen Bryon
jeroenbryon