Kunststeden Vlaanderen - Art Cities Flanders -

Kunststeden Vlaanderen - Art Cities Flanders Versterking van het toeristisch onthaal in de Vlaamse kunststeden: Inzetten op eerstelijnsonthaal bij mu...
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Kunststeden Vlaanderen - Art Cities Flanders Versterking van het toeristisch onthaal in de Vlaamse kunststeden: Inzetten op eerstelijnsonthaal bij musea, monumenten, monumentale kerken en attracties + gespecialiseerd onthaal aan de toeristische onthaalpunten

Retrospect on the project: to empower frontoffice in welcoming tourists

Eline Brutyn & Jana Kerremans (vzw Kunststeden Vlaanderen)

Kunststeden Vlaanderen - Art Cities Flanders WHO WE ARE Cooperation between the tourist boards of Flemish cities Bruges, Ghent, Antwerp, Leuven and Mechelen

Kunststeden Vlaanderen - Art Cities Flanders WHO WE ARE Common challenge: attracting more long-stay visitors to our five cities through research and quality improvement

Kunststeden Vlaanderen - Art Cities Flanders WHAT WE DID

QUALITY IMPROVEMENT through projects on customer care and ambassadorship

2013- 2014 Info on the go: 636 taxi drivers, couchmen & boatsmen > tourism ambassadors

Kunststeden Vlaanderen - Art Cities Flanders 2014-2015: project on enhancing customer care in our tourist information centers, museums, monuments, historical churches and main attractions

Art Cities Flanders – to empower frontoffice in welcoming tourists • 2 year project in 5 cities • Funding ‘Visit Flanders’ + funding 5 cities

Art Cities Flanders – to empower frontoffice in welcoming tourists • Main objective: enhancing quality in different locations where tourists arrive • Target group: front office workers in TIC’s and museums, monuments, historical churches and main attractions

ROUND TABLE DISCUSSION

ROUND TABLE DISCUSSION MAIN GOAL • Reinforce the dialogue between tourism & culture & heritage partners – 1 round table per city – Representatives of the TIC’s, museums, monuments, churches and attractions – Talking about ideal circumstances in how to welcome tourists

WHAT DOES WELCOMING TOURISTS MEAN TO YOU?

ROUND TABLE DISCUSSION • A good location (traceable and strategic) • Multilingualism (staff and print) • People who are friendly and proactive towards visitors • People who are motivated • People who know what is going on in their city and organization

OPPORTUNITY to bring together tourism and culture and reopen the dialogue there is a need for networking and getting to know each other better Because main goal is to welcome tourists as a decentralized team

ROUND TABLE DISCUSSION We noticed that – Front office and customer care should be a priority – It is not always a priority – Attitude and good customer care is something everyone values a lot, but it doesn’t always get the valorization it deserves

ROUND TABLE DISCUSSION The front office is of major importance direct contact with visitor Need for good training and support for the front office staff

WORKSHOPS

WORKSHOPS 21 workshops in the Flemish Art Cities + Brussels timing: February – March 2015 237 unique participants

WORKSHOPS 1. Visiting tourist information center -

Visit to TIC in your ‘own’ city A lot of information to be found Is my “museum” represented/visible? Refer visitors to the TIC

WORKSHOPS 2. Getting to know each other and each other’s organization 3. Talking and discussing about topics resulting from round table discussions

WORKSHOPS • PART 1 // Focus on customer service, positive communication, verbal and non-verbal communication • PART 2 // Focus on intercultural competences and values Practical & interactive

WORKSHOPS Trainer Gabriela Schweinberger

• Experience with practice in welcoming tourists, managing TIC and front office • Starting from daily practice, experience and expertise of the participants • ENG: in the spirit of the international aspect of welcoming tourists

WORKSHOPS ADDED VALUE • Reinforcing structural communication in the city between tourism and culture • Recognition for front office staff • Visit TIC’s • Practically useful tips

ADDED VALUE

Appreciate each others job more (back-office vs. front office // tourism vs. culture)

ADDED VALUE

Give frontFOTO office a voice

FOTO

FOTO

FOTO

SPECIALIST EXCHANGE 35 sessies (October 2014 – February 2015)

Exchange program for front office staff Visit Bruges Visit Mechelen Visit Ghent

Visit Antwerp

Visit Leuven Visit Brussels

Visit Flanders

Focus on WELCOMING STRATEGY

Visiting the tourist information center

Assessment of each others work place

Guided tour in the city

SPECIALIST EXCHANGE ADDED VALUE • Knowledge and experience exchange through mutual visits • Recommendations from colleagues to enhance the TIC experience for visitors • Benchmarking and re-appreciate of your own workspace • Recognition for the front office teams

MYSTERY VISITS

MYSTERY VISITS • 96 locations (TIC, museums, monuments, churches & attractions) • 2x mystery visit by consultancy bureau • From arrival in city to departure from location • July – October 2014 • Reports per partner and per city

MYSTERY VISITS Conclusion

We are good at welcoming visitors!

MYSTERY VISITS Useful assessment and advice on individual level

It’s a different story for churches than for museums or TIC’s concerning location and front office staff All individual reports are now communicated to our partners

MEASURING OUR VISITORS - Via Big Data project with mobile provider - As we speak measuring our visitors in different locations in our Art Cities

Art Cities Flanders – to empower frontoffice in welcoming tourists Today @SalTo: results & conclusions & inspiring ideas for the future