World War 1 Centenary Promotion at WTM

World War 1 Centenary Promotion at WTM

Flanders, the northern region of Belgium, is promoting the 100th anniversary of the Great War at World Travel Market 2012 with the aim of attracting up to two million tourists in four years.


The fields of Flanders, particularly around the town of Ypres, were the key battleground fought over by the Allies and German soldiers from October 1914 practically until the end of the war in November 1918. Up to 17 million people died during World War 1, including 10 million military personnel, with the vast majority of those fighting in the trenches of Flanders.

The In Flanders Fields Museum in Ypres was re-launched this summer, commemorating the dead and the 20 million wounded, following a three-year rebuild that doubled it in size.

The museum also charts the history of the fields where poppies, now a symbol of peace and remembrance, abound and focuses on the impact of the Great War as well as the impact it had on millions of people’s lives.

Tourism Flanders Project Leader of the Great War Centenary, Veerle Viaene, said: “Even if you are not a descendant of someone who fought here in Flanders the area is still very moving for anyone who visits it and visitors are fascinated by it. We want to tell the story on and behind the front; there are so many different stories of all the soldiers who had to fight and survive in the war and their women and children who stayed at home.

“We also want to look at the different ways it affected those fighting in the war, not just the historical and military impact but the way it affected their mental health too.

“We are also looking at the families who lived in the region before the war started and what they had to do to survive. We want to tell the little stories of people and the effect the fighting had on them too.”

The recent film ‘War Horse’ has once again raised interest in World War I, a situation that will be further heightened by HBO and the BBC’s forthcoming autumn drama ‘Parade’s End’, which is also partially set during the war.

It is hoped that the 100th anniversary of the Great War will see two million tourists visit the Flanders Fields region during the four-year period, considerably increasing the 350,000 visitors to the area each year at the moment. Overall, Flanders is aiming to attract an extra one million tourists to the region in 2015, taking the total to seven million people.

Tourists are expected from as far afield as Australia and New Zealand, countries that were caught up in the fighting due to their relationship with the UK, as well as German, French, British, Irish and other European travellers. Veerle added: “This really was the first war to shake the world and we expect its global impact to be reflected in the number of different countries we are expecting to welcome travellers from.”

The decision to highlight the anniversary at World Travel Market 2012 is being backed by an autumn marketing programme aimed at tour operators and agents about the forthcoming centenary, while press trips have already taken place with more being planned for the next two years.

Reed Travel Exhibitions Director World Travel Market, Simon Press, said: “Such anniversaries can really drive a destination’s tourism and with World War I still very much part of the public’s consciousness, it is an opportunity worth grasping.

“I am sure WTM will provide an excellent forum for pushing this message and starting the process of educating the trade to ensure its success.”

For further information on the great war centenary, visit

WTM Registration

If you would like to attend WTM 2012 as a visitor, you can register now for free fast-track entry and to make the most of all the pre-event services WTM has to offer (visit

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NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

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