'We want to implement a digital transformation to make Flemish venues future-proof'

The digital infrastructure quality of conference locations needs to improve to remain competitive. As a result, Visit Flanders launched the Digital Transformation of Flemish Venues project in Belgium. Project leader Sam Versele discusses the project’s scope and progress.

Why did Toerisme Vlaanderen launch the Digital Transformation of Flemish Venues project?

“The health crisis had a drastic impact on the conference and events sector. The shift from physical meetings to hybrid ones was almost unavoidable. At the same time, we noticed that competition in the Flemish venue landscape was increasing, particularly on an international level.

An urgent need arose to offer high-quality ­Flemish venues and a unique experience to an international target group. Digital transformation turned out to play a crucial role, not only in terms of efficiency but also to position venues as competitive and future-proof partners in the global market. This project allows us to create a structural impact in the short and long term that sustainably supports the revival and growth of Flemish venues.”

The goal is to put the Flemish meeting and conference sector on the internatio­nal map. How did you get the venues to collaborate on this project?

“Toerisme Vlaanderen already maintains close relationships with strategic conference venues that are often part of our Flanders Heritage Venues network. We’ve also been providing expertise and support to the sector through the Conferences & Events hub for some time. Every year, we host the Meet in Flanders Academy, where we have extensive contact with various venues. Thanks to this established network, we already had a solid overview of the venue landscape in Flanders.”

And how did Visit Flanders approach it concretely?

“We started working using a co-creative process, in which we made a call to design the transformation process from start to finish together with interested venues. Our various communication channels helped spread this message widely, which quickly enabled us to gain sufficient interest from the sector for the solutions offered.”

 

Sam Versele: 'The digital experience is becoming more crucial in all sectors'

 

Since digital transformation is a broad concept, what are the most important digital actions that venues need to take?

“Following the difficult period of the health crisis, when physical meetings were often impossible, the traditional format of conferences and events changed. Hybrid and online formats became the norm and had redrawn the playing field.

At the same time, the digital experience is becoming more crucial in all sectors, and expectations for digital services are increasing sharply during corporate events. In addition, customers want prompt and personalised service.

Toerisme Vlaanderen’s goal within this project is to help Flemish venues position themselves competitively worldwide through digital transformation by improving the customer experience on the one hand and increasing operational efficiency on the other.

The process included four phases:

1. Research and input: We started researching the biggest challenges together with strategic partners.
2. Synthesise information and define challenges: We then defined problems and potential opportunities.
3. Generate ideas and solutions: In this phase, we developed solutions that could generate the biggest impact.
4. Implementation: Lastly, we turn these solutions into concrete actions.”

The project has been ongoing for some time now. What’s the current situation?

“During the process, a number of important ­challenges and solutions emerged.

First, there’s the strategic preparation for the digital future. We set up a specific coaching ­program for strategic conference centres. Through design thinking techniques, they learnt how to work more strategically and innovatively with an external partner. The process has just been completed and included five workshops and an inspirational visit to London.

Second, there’s strengthening the digital customer journey. We set up an expertise pool that Flemish venues could call on for audits and improvements to their digital customer journey. Some 20 venues used services such as website and SEO analysis, CRM implementation, content creation, and marketing technology support. 
This expertise pool ran for a year and was success­fully completed.

Third, there’s hybrid and virtual event management. To support venues with hosting hybrid events, we planned a two-day training with an international leader in this field, which drew about fifty participants.

Fourth, we zoomed in on improving the basic infrastructure. To better serve consumers, we’ve invested in better Internet infrastructure and tools like 3D scans, CRM systems and event management software in collaboration with venues.

Lastly, we focused on distinctive technology for a unique experience. We assisted venues with advanced technologies such as smart cameras, AR/VR solutions and interactive wayfinding solu­tions, which was done in part thanks to a subsidy call in 2023. These investments will be further ­rolled out in 2024.”

What are the most important insights so far?

“We’ve launched and almost completed all parts of the project, which will run until the end of 2024. We will start the impact analysis in early 2025, where we will specifically measure which changes have been brought about by the various training courses and support. For example, we could ­compare KPIs before and after support in the digital customer journey. We will follow up with the venues on other issues to assess the impact on efficiency, customer experience and international positioning.”