Destination roundup: Visit Europe Media Exchange

Toronto played host to dozens of European nations yesterday at the 10th annual 2016 Visit Europe Media Exchange (VEMEX). A meet & greet venue for media and tourism representatives designed to create awareness of European destinations within the Canadian market, the Media Exchange opened in New York on Monday, Oct. 26, and concluded in Toronto on Oct. 28.

PAX had the opportunity to meet with several of the destinations being represented at VEMEX, and discovered some surprising - and alluring - reasons to travel to Europe for 2016. 

Switzerland

Known for: Chocolates, cheese, festivals and for speaking French, German, Italian & Romansh.

Surprise factor: Switzerland is very communal. Aside from its famous festivals (Basel Carnival, Yodelling above Grindelwald), many of its smaller villages often have many festivals and markets of their own throughout the year, making it easy to find an authentic experience.

3 must-haves for a perfect visit: Good walking shoes, a big appetite and a camera to capture the beautiful sights.

Average market: Active travellers, travellers interested in culture, history and unique cuisine.

What’s new for 2015-16:

Being well-known for its excellent public transit systems, Switzerland is now currently working to expand itself as a cycling destination, as well as emphasizing its road trip/self-driving market. Some new institutional developments are also due for the coming year, including the opening of the Charlie Chaplin museum in March 2016, and the country’s first Ritz Carlton Hotel (long over-due, some say, given that founder César Ritz is Swiss) is expected to open in Geneva next year.

MySwitzerland.com

Belgium, Brussels

Known for: Waffles, chocolate, beer, the Battle of Waterloo

Surprise factor: Contrary to popular belief, the country is not flat, and is made up of lots of hilly landscapes ideal for active travellers. Belgium’s largest city, Brussels has been known to surprise first-time visitors with the vibrancy of its arts and culture.

3 must-haves for a perfect visit: Willingness to try new cuisine, a helmet for biking, and a sense of humour (Belgium is known for its irreverent humour, such as Mannekin Pis).

Average market: 50+ travellers who are cultured and interested in the art scene are typical visitors to Belgium, but its youth market is currently experiencing growth due to its diverse and extensive beer industry.

What’s new for 2015-16:

Spring 2016 will be dominated by contemporary art with exhibitions in BOZAR, the first temporary exhibition at ADAM (Art & Design Atomium Museum), and the opening of MIMA (Millenium Iconoclast Museum of Arts) in March.

Unique in its kind in Europe, the MIMA is a cutting-edge museum that will take the public through a history of culture 2.0 - the culture that has broken away from the traditional codes of contemporary art.

Starting in May, Brussels will also start a marketing campaign: "The Masterpieces," offering 100 days to see the masterpieces of the permanent collections of the Brussels museums.

VisitBelgium.com

Poland

Known for: Great people, pilgrimage sites, the people.

Surprise factor: Poland has experienced excellent developments in its city-to-city transportation and hotel accommodation. It’s now surprisingly easy for newcomers to Poland to get around – and stay in – the country.

3 must-haves for a perfect visit: A smile (it can open many doors when meeting strangers), and a few Polish words such as “good morning” (dzień dobry) and “thank you” (Dziękuję).

Average market: Poland mainly concentrates on the 55+ market, primarily travellers who are extending their European stay, or are looking into their ancestral roots while abroad.

What’s new for 2015-16:

The wellness tourism market is a growing subject of interest for travellers to Poland this year, with more than 40 health resorts located throughout the country. Given its vast historical culture, the city of Wroclaw has been named the European Capital of Culture for 2016 (sharing the title with Donostia-San Sebastian in Spain). With regards to its religious tourism sector, World Youth Day in July 2016, an international Catholic event focused on faith and youth, is expected to attract 2 million young travellers from around the world.

Poland.travel

AMA Waterways

Known for: Food, wine, culture, service, excellent themed river cruising with a family atmosphere.

Surprise factor: AMA is a family-owned company, created by married couple Rudi Schreiner and Kristin Karst (and their business partner Jimmy Murphy) in 2002. They strongly value the travel agent community, choosing to work closer with the trade than with consumers.

3 must-haves for a perfect visit: Wine journal, a childlike curiosity for new experiences, and a sense of adventure.

Average market: Typically travellers aged 40+, although its recent partnership with Adventures by Disney - as well as its popular beer-themed cruises - are expected to attract a younger demographic in 2016.

What’s new for 2015-16:

Due to popular demand, AMA Waterways is increasing its theme cruises from 17 (in 2014) to 42. The cruise line is celebrating several new partnerships this year, including those with Backroads, which will enhance AMA’s offerings in the active/adventure travel market, and Adventures by Disney, designed to provide a focus on local experiences in destinations such as Germany, Budapest and Hungary. AMA is also introducing a new itinerary to Bordeaux, which will include on-land chateau visits and wine tasting excursions.

Visit AMA’s travel agent portal at www.amawaterways.com/agent/Login

Ireland

Known for: The warm Irish welcome, the genuine people, the storytelling

Surprise factor: Contrary to its chilly, rainy reputation, Ireland is a year-round destination, and oftentimes warmer and greener than Canada – even in December.

3 must-haves for a perfect visit: An open mind, an adventurous appetite, and a good friend to share your memories with.

Average market: The culturally-curious; 45+. Ireland is also family-friendly, with an emphasis on Canada’s Irish roots. An ideal stopover destination, Ireland is also visited by millennial travellers who are en route to Europe.

What’s new for 2015-16:

2016 will be the year of food and drink in Ireland. The destination is also launching Ireland’s Ancient East route, offering travellers the opportunity to experience 5,000 years of European history in a central area. The Wild Atlantic Way, featuring 2500km of Atlantic coast, will also remain a central focus for the country in 2016.

Ireland.com

Greenland

Known for: Its ice and its relationship with climate change.

Surprise factor: The cultural vitality of its people and history, which many describe as a combination of modern and ancient tradition.

3 must-haves for a perfect visit: Hardy footwear for the rugged terrain and unpaved roads; layers for the ever-changing weather; an interest in learning a new language and culture.

Average market: Historically a favourite destination of Denmark, Greenland is actually seeing skyrocketing interest from North American visitors, largely due to enhanced awareness regarding climate change and authentic travel.

What’s new for 2015-16:

Speaking to the growing demand for adventure and farm-to-table travel, Greenland is working to boost its farm stay market and local experiences, such as wild mussel-picking and glacier hikes.

Greenland.com

Germany

Known for: Historical sites, Octoberfest, hearty cuisine

Surprise factor: Germany is known for its fairytale forests, but many do not know about its beautiful islands in the North Sea. Germany also has a wealth of festivals beyond Oktoberfest to discover.

3 must-haves for a perfect visit: A driver’s license (Germany is a very drivable country, and doesn’t have a speed limit), an empty stomach, and a big smile (Germans are known for their welcoming nature to tourists).

Average market: Families, youth travellers exploring Europe, and the 55+ market.

What’s new for 2015-16:

Germany’s tourism campaign theme for 2016 is nature, featuring its numerous UNESCO World Heritage site national parks. 2016 will bring about The Ernestines – a Dynasty Shapes Europe, part of the Thuringian State Exhibition. Germany is also celebrating the 500th anniversary of the Reformation in 2017.

Germany.travel