Reporting Event Vilnius – September 3rd

Zélie BREVAL – Account Manager France

Lithuania.france@aviareps.com

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FRENCH TRAVEL MARKET

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Outbound Tourism • Annual leave entitlement : 5 weeks of statutory paid vacation • In 2012, 31.2 million French traveled (59% of the global population) • Out of them, 65% traveled within France only, 35% traveled abroad. 15% made several domestic and international trips. • Despite the recession, the French are not ready to sacrifice their vacation: they are looking for good value for money opportunities. • Evolution of the number of French who booked their vacation online:

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

8%

2,6M

12%

3,9M

18%

5,7M 6,5M

21% 25% 31% 35% 38%

7,8M

9,2M

10,2M

12,1M 12,5M

42% 44%

13,6M

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French Travelers The French recognize they choose their holidays destinations according to:

- their natural scenic beauty (76%),

- weather (63%),

- history & culture (53%),

- how welcoming the people are (46%).

New trends appears with the economic crisis:

- Last minute bookings

- Increase of the short break travels

- 20% of the E-travelers had a look on the Social Networks to prepare their trips

- Facebook is the number one social media in France

74%

8%

12%

6%

Outbound Destinations 2012 (market share)

Europe

Americas

Africa

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Distribution Overview • In France, there are three types of travel distributors: traditional travel agencies’ network, online travel agencies and independent TOs / TAs.

• The Paris area concentrates the highest number of TOs/TAs, followed by the South-East of France.

• Because of the economic crisis and the troubles in North Africa, the travel agencies knew difficult years (2011 & 2012). The number of travel agencies decreased in 2011.

• 55% of the travelers appeal to a travel agent or a tour operator to organize their trip abroad.

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French Travel Trends to Lithuania Best sellers to Lithuania from January to July 2013:

0

200

400

600

800

1.000

1.200

66%

34% ONLINE

TRADITIONAL

Traditional against Online operators:

• The top 2 are online travel agencies that can be explained by the increase of the market share of online travel agencies on the French market.

• The first traditional operator is Arts & Vie – specialized in cultural tours.

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French Travel Trends to Lithuania Number of Travel documents issued per month to Lithuania:

0

100

200

300

400

500

600

700

800

900

Jan Feb Mar Apr May Jun Jul

2012

2013

Total number of Travel documents remains stable compare to 2012: -0.3%

1st semester 2013: 10,603 French Travelers to Lithuania

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Forecasts for 2014 - Growth forecast: the worth is behind us!

-Travel Trade industry perspective: not optimistic for 2014 but several Tour-operators are looking for new destinations and they are ready to launch new programs featuring Lithuania

- The French people travel for a short time but travel more often during the year what it is a positive point for the Medium-Haul destinations.

- European destinations are more and more trendy

- Increase of the part of the online

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MARKETING & PR ACTIONS FOR LITHUANIAN STATE DEPARTMENT OF

TOURISM IN FRANCE

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Trade Seminar – April, 2nd Activity concept:

Organization of an event to present Lithuanian Inbound tourism opportunities to the French Travel Industry representatives at the Lithuanian Embassy.

Objectives:

-To increase the awareness and the knowledge of the destination among the Travel Trade Industry

- To generate more bookings

Results:

-Number of guests: 33

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Meedex – April, 3rd & 4th Activity concept:

Registration to the main MICE Show on the French Market and management of the Lithuanian booth.

Objectives:

- To develop the image of Lithuania as a MICE destination

- To improve the knowledge of the destination among the French buyers

- To generate more seminars, incentives, etc in Lithuania.

Results:

- Acquisition of new contacts

- 24 meetings conducted

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E-learning & Ad campaign Activity concept:

Development and promotion of a training program “Discover Lithuania” for the Travel Agents on the main travel trade website - Tourmag.com.

Objectives:

-To enhance the knowledge of the destination among the Travel Agents

- To increase the number of bookings to Lithuania

Results:

- Number of agents registered: 105

- Number of agents certified: 59 – Success rate: 56%

- One month Banner campaign: 409 clicks

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Sales Calls & Newsletter Activity concept:

Meet different Tour-Operators (mainstreams, tailor-made, Baltic Specialists, niche and online TO’s) and organize training sessions for the key reservation staff. Create and mail-out a quarterly e-newsletters featuring Lithuania to trade contacts providing updates about products, events, etc.

Objectives:

- To increase their knowledge about the destination and generate more bookings

- To leverage destination awareness and develop new programs

- To highlight key facts every quarter to keep the travel trade update

Results:

- 40 Sales calls conducted from February 2013

- Development of new product placement with key French Tour-Operators (Ongoing: Les Ateliers du Voyage, Intermèdes, etc)

- Newsletter sent out to 750 Travel Trade contacts - Opening rate: 18%

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PR Actions Activity concept:

Cooperation with local media: media calls, press releases, clipping service.

Objectives:

- To increase destination awareness

- To generate articles about Lithuania

Results:

- 4 press releases sent out to our Media database

- 56 articles published

=> Media value: 165,000€ / 570,000 Litas

PLANNED ACTIVITIES FOR THE FUTURE

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Trade Event in Lyon – September 20th Activity concept:

At the occasion of the EU Presidency of Lithuania, organization of a Trade event in Lyon in partnership with the Lithuanian Embassy and the BtoB Tour-operator, Alliance du Monde.

Objectives:

-To increase the awareness of the destination in one of the most powerful area in France

- To improve the knowledge of the Trade Industry in order to generate more bookings

Results expected:

Number of guests expected: 50

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Facebook contest – 4Q13/1Q14 Activity concept:

Set-up of a quiz on our Official Facebook page, Lituanie Tourisme, to win 3 trips for 2 to Lithuania.

Objectives:

- To increase the awareness of the destination and so on the number of fans

- To convert fans into travelers

Results expected:

- Number of fans: +250

- Target audience reached: 1,000

For this project, we are looking for partners

in terms of accommodation, lunch/dinner,

activities on-site.

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Fam trip – 2Q14 Activity concept:

Organization of a fam trip in Lithuania for Tour-operators and Travel Agencies – Trip duration: 3-4 days. The itinerary will feature the 4 ancient capitals of Lithuania: Vilnius, Kaunas, Kernave & Trakai.

Objective:

-To introduce Lithuanian Tourism opportunities to at least 10 participants (5 of them will be issued from the E-learning lucky draw)

-To develop product placement

Results expected:

- Development of new products featuring Lithuania

- Increase of the bookings to Lithuania

DITEX – 2Q14 Activity concept:

Participation in the major regional promotional tourism trade show, the DITEX (April, 3rd & 4th).

Objectives:

- To meet new business tourism contacts

- To develop the awareness of the destination in the second powerful area in France : the South-East

Results expected:

- 100 new contacts

- Development of new business

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Go Voyages Project – 1Q14/2Q14 Activity concept:

Lead an advertising campaign with the main operators to Lithuania on the market, Go Voyages. Creation of a mini-website dedicated to the destination.

Objectives:

- To increase the awareness of the destination

- To generate more bookings to Lithuania

Results expected:

- Positive evolution of the number of bookings compare to last year on the Lithuanian products

- Reach out a large number of internet users

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STRENGHTS & OPPORTUNITIES ON THE FRENCH MARKET

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Strengths & Opportunities

Strengths

- City Break offers

- Large cultural and nature products

- Diversity of the destination

- Low cost direct flights (Ryanair, Wizz Air)

Opportunities

- Development of the awareness of the destination with the E.U Presidency of Lithuania

- Increase of the interest for the European medium-haul destinations with the crisis in North Africa

- Opportunity to develop new and original products targeting a niche clientele: MICE, SPA/Well-Being, trekking, music

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Thank you for your attention! Ačiū!