Toerisme Oostende vzw receives the prestigious title of Marketing Company of the Year at the Belgian Marketing Awards 2024. This recognition underlines the success of Tourism Ostend’s strategic vision in transforming Ostend into an attractive cultural City by the Sea.
The nomination for the Belgian Marketing Awards recognises companies that excel in marketing and innovation, and have a positive impact on their sector. Alongside Eneco and Albert Heijn, Tourism Ostend was the third organisation to be nominated as ‘Marketing Company of the Year’. Tourism Ostend was praised for its progressive marketing strategy, where it has managed to establish a unique blend of maritime charm and culture. Over the years, the organisation has put a strong focus on strengthening Ostend as an all-year round destination both in its marketing policy and in the creation, organisation and support of events.
‘This nomination is a confirmation of the long-term vision of Tourism Ostend and the close cooperation between the city authorities and the private sector. Major investments have been made from both sides. We have worked hard to make Ostend more than just a summer destination. There is a quality cultural offer all year round and there are also numerous events in spring and autumn. We are proud of this nomination, which shows that the strategy is working and that Ostend is more than ever the City by the Sea.’ Mayor Bart Tommelein
Transformation of Ostend: From Image to Reality
In the 1990s, Ostend struggled with a less positive image. Tourism Ostend played a key role in repositioning the city, developing a powerful narrative that highlighted the city’s maritime and cultural assets. By pursuing a long-term strategy, Ostend was able to leverage its unique features, such as authentic city life and its seaside location, to differentiate itself from other seaside resorts and cultural destinations.
The results of these efforts speak for themselves. Hotel occupancy immediately returned after corona and is now 9% higher than the average of other coastal municipalities. The number of four-star hotels has grown from six to 10, with two new hotels planned in the coming years. Culinary offerings have also seen tremendous growth, with the number of Gault & Millau restaurants increasing from 4 to 19.
‘It is a long-term work. We were the first tourism department to draw up a strategic policy plan, with a clear vision. We have now been faithful to this for 25 years and every five years we work out an updated plan that takes into account the latest tourism trends. We invariably base ourselves on input from our tourism entrepreneurs and fellow city departments, seeking to create as broad a support base as possible. This ensures that we can organise events and actions that not only fit the identity of Ostend, but are also widely supported. This nomination makes us particularly happy and confirms that it has not gone unnoticed by outside professionals. Being nominated together with international companies Albert Heijn and Eneco is an honour and a confirmation of the hard work of the entire team.’ General director of Tourism Ostend asbl Peter Craeymeersch
Innovative Marketing Approach
One of the pillars of Tourism Ostend’s success is their innovative marketing strategy. Through strong digital presence on social media and targeted e-mail campaigns, they manage to create and maintain a loyal community of fans. With nearly 100,000 followers on Facebook, 27,500 on Instagram and 45,200 on TikTok, Toerisme Oostende is a leader in digital marketing in the tourism sector.
It has also launched successful events such as the Shrimp Croquette Festival, FAAR, the International Photo Biennial, Ostendaise North Sea Food Fest and The Crystal Ship, which highlight the city as a culinary and cultural hotspot even outside the summer season.
Future-oriented Marketing
Tourism Ostendaise is looking ahead to the future with a strong focus on content creation and hyper-personal communication. Using data analysis and technological innovations, the organisation continues to optimise and innovate its marketing strategies, always with a view to creating authentic and meaningful experiences for its visitors.
About the Belgian Marketing Awards
The Belgian Marketing Awards recognise excellence in marketing within Belgium. The awards are presented to companies that combine innovation and creativity with sustainable growth. The winners were announced on 6 November 2024.
