The contractor is expected to communicate internationally and nationally to consumers, external partners, policy makers and to the tourism sector in Flanders on behalf of Toerisme Vlaanderen.

This plot relates to the heritage experience in Flanders. Tourism Flanders wants to strengthen numerous heritage locations and experiences during this legislature, make them more visible and connect with each other. We do this on the basis of five storylines: (1) Flemish Masters in their historical context, (2) Castles and Gardens, (3) Religious Heritage, (4) Great War and (5) Urban Heritage – A Life Story. The storylines around Flemish Masters, castles and gardens and the development of an overarching heritage network are given priority. In an overarching network, we connect actors with the framework 'Travelling to Tomorrow'. In this way we lift each other to a higher level and we show (international) visitors the way to cultural and heritage experiences.

This plot relates to the experience of nature in Flanders. 'Flanders Natural' is a new theme. Forests, parks, other natural landscapes and agricultural areas as well as the waterways, the coast and the North Sea are included. We are always looking for a balance between the natural values, landscape values and the shared use of the landscape, as well as its tourist and recreational use. For this theme, we work together with a series of strong partners and experts in the field.

Within the theme Flanders Natural we distinguish 3 storylines: (1) National Parks and Landscape Parks, (2) Rural and Nature Tourism and (3) Recreational Walking.

In the current policy period, we will start with research and developments on this theme in order to map the potential of 'Flanders Natural'. We are already putting the existing offer in the spotlight. In the next phase, we bring new developments and the theme becomes even more experienceable.

This plot relates to the culinary assets of Flanders. For about 40% of Europeans, food is one of the most important motivators when choosing the travel destination. The culinary experience is a way to get to know Flanders better. We identify, develop and promote strong culinary storylines that contribute to the international reputation of Flanders and that generate added value for residents, entrepreneurs and visitors alike. To achieve this goal, we work according to a two-pronged approach: we strengthen our already built-up culinary reputation and we use this reputation to support and strengthen other Flanders-wide substantive themes.

We choose two strong storylines that underline the culinary reputation of tradition and innovation:

(1) Flemish products that form the basis for Flemish dishes, delicacies from our home and unique stories. Craftsmen produce and process these products.

(2) Our rich Belgian beer culture with both traditional and innovative beers from Flanders.

This plot relates to the cycling experience in Flanders. We have already invested and developed a lot in the field of cycling and recreational cycling. As an agency, we would like to go one step further by becoming a real cycling country. 'Vlaanderen Fietsland' appeals to different target groups and is accessible to many people. It is an ideal binding agent between the different themes. Together with the congress operation and EventFlanders, it also offers the possibility to bring conferences and events to Flanders. Within the theme Flanders Cycling Country we distinguish 2 storylines:

• Cycling in Flanders

We already have a strong reputation as a cycling country among the fanatics and want to strengthen it even more to use cycling as a catalyst and thus stimulate recreational cycling. With 'Cycling in Flanders' we create the framework within which everyone can develop into a real Flandrien.

• Flanders by bike

We develop and promote recreational cycling as a healthy and sustainable means of transport in order to connect and visit experiences within the other themes in Flanders. Nine iconic cycle routes – or 9 thematic long-distance cycle routes – form the framework for experiencing the best of Flanders by bike during a cycling holiday.

This plot relates to Flanders as a top destination for international conferences. Congresses of international associations offer a wealth of opportunities to connect visitors with the place, its residents and entrepreneurs. We also prefer conferences that offer potential for a positive impact in the long term.

In the new legislature, we are making a clear transition to 'better' congresses, which are thematically strongly anchored locally and domains in which Flanders excels. We want to create added value for all parties.

'Create tomorrow's heritage' is a concretisation of the positioning story of 'Cutting Edge Craftmanship'. We strengthen the positioning through the content of two storylines:

(1) Intellectual heritage

Through the storyline 'Intellectual heritage' we position Flanders as the cradle of knowledge, science and research. We link this to the overarching positioning of 'Create tomorrow's heritage' where you can experience old and recent groundbreaking discoveries at the destination Flanders. Together with the public sector, academic and business world, we are committed to developing and connecting visitable experiences around science and innovation in a network that is in line with the transition priorities.

(2) Flanders Special Meeting Venues

By 2030, we want Flanders to be recognized as a top destination for experiential conferences and events. The international association world must also link Flanders with a strong heritage and high-tech qualitative experience.