VisitFlanders has established a reputation as a highly progressive Destination Management Organization (DMO), demonstrating leadership in various aspects. Elke Dens, who has been part of VisitFlanders for 16 years, has been instrumental in implementing significant shifts within the organization.
Under Elke's guidance, VisitFlanders underwent transformative changes. They transitioned from a focus on marketing to destination development, shifting their teams from promotion-centric roles to a team of product/experience managers. Geographical market segmentation was replaced with a passion-based market segmentation approach. Furthermore, VisitFlanders evolved from being a tourism brand, "Visit Flanders," to a place brand, "Flanders," which was co-creatively developed and utilized by the entire government of Flanders.
However, the most significant shift occurred in the past five years, as VisitFlanders and its partners ventured into the realm of regenerative place thinking. Flanders worked together closely with Anna Pollock, recognizing that tourism is not an ultimate goal in itself, but rather a means to a greater purpose. Watch their journey: 'travel to tomorrow'.
Reference: Peter De Wilde, CEO, VisitFlanders
Our team members have executed similar work in Ottawa,. Oregon, New Zealand, Denmark (Danish Destinations), Copenhagen, Antwerp and Oregon.
