1. 20 years of Heritage Days 2008 RESULTS OF THE PUBLIC SURVEY Nobody’s Unpredictable October 2008 IPSOS BELGIUM Waterloo Office Park Drève Richelle, 161 – Building J 1410 Waterloo – Belgium Phone 32-2-642.47.11 Fax 32-2-648.34.08 E-mail info@ipsos.be

2. 20 years of Heritage Days | October 2008 1 1 CONTENTS 1.PROFILE 2.PARTICIPATION 3.HERITAGE DAYS IN OTHER EUROPEAN COUNTRIES 4.PROFILE OF THE 2008 THEMES 5.INFORMATION SOURCES ON THE 2008 HERITAGE DAYS 6.INFORMATION SOURCES ON THE ACTIVITIES 7.REASONS FOR NOT PARTICIPATING 8.WHAT DO THE HERITAGE DAYS REPRESENT? 9.CONCLUSIONS

3. 20 years of Heritage Days | October 2008 2 2 PROFILE Have you already heard of the Heritage Days? 9 BELGIANS OUT OF 10 HAVE ALREADY HEARD ABOUT THE HERITAGE DAYS Basis : Belgium 18-70 years old – n=2100

4. 20 years of Heritage Days | October 2008 3 3 WHO ARE THEY ? ALL AGES ALL LEVELS OF EDUCATION BUT FEWER PEOPLE WITH ONLY PRIMARY EDUCATION MORE FLANDERS THAN BRUSSELS OR WALLONIA

5. 20 years of Heritage Days | October 2008 4 4 Basis : Know the Heritage Days – n=1890 PARTICIPATION : Have you already participated in the Heritage Days in Belgium? PARTICIPATION 32% OF BELGIANS WHO KNOW THE HERITAGE DAYS HAVE ALREADY PARTICIPATED IN THEM PROFILE : Have you already heard of the Heritage Days?

6. 20 years of Heritage Days | October 2008 5 5 WHO ARE THE PARTICIPANTS ? ALL AGES BUT FEWER 18-34 YEAR-OLDS HIGHER EDUCATION LEVELS MORE BRUSSELS AND WALLONIA THAN FLANDERS

7. 20 years of Heritage Days | October 2008 6 6 REGIONS VISITED Basis : The participants– n=599 FLANDERS WAS VISITED MORE OFTEN BELGIANS PARTICIPATE IN THE HERITAGE DAYS IN THEIR OWN REGION In which part(s) of Belgium have you already participated in the Heritage Days ?

8. 20 years of Heritage Days | October 2008 7 7 REASONS FOR PARTICIPATING Basis : The participants– n=599 A MONUMENT THAT USUALLY ISN’T OPEN

9. 20 years of Heritage Days | October 2008 8 8 HOW DO THEY PLAN THEIR VISITS ? Basis : The participants– n=599

10. 20 years of Heritage Days | October 2008 9 9 Basis : The participants– n=599 MOBILITY GO TO ANOTHER BOROUGH GO TO ANOTHER TOWN GO TO THE COUNTRYSIDE STAY IN THEIR BOROUGH

11. 20 years of Heritage Days | October 2008 10 THE HD ELSEWHERE IN EUROPE Basis : The participants– n=599 DON’T KNOW THAT THE HERITAGE DAYS ALSO TAKE PLACE ELSEWHERE IN EUROPE KNOW THAT THE HD ALSO TAKE PLACE ELSEWHERE IN EUROPE HAVE ALREADY PARTICIPATED IN THE HD ELSEWHERE IN EUROPE HAVE NEVER PARTICIPATED IN THE HD ELSEWHERE IN EUROPE

12. 20 years of Heritage Days | October 2008 11 PROFILE OF THE 2008 HD THEMES 94% OF BELGIANS DON’T KNOW ANY OF THE 3 THEMES OF THE 2008 HD Basis : Know the HD – n=1890

13. 20 years of Heritage Days | October 2008 12 INFORMATION SOURCES ON THE 2008 HD Basis : Know the Heritage Days – n=1890 TV INFORMAL NETWORK PRESS RADIO BROCHURE INTERNET POSTERS DK TELEVISION IS THE MAIN INFORMATION SOURCE WHEN PEOPLE WANT TO FIND OUT MORE ABOUT THE HERITAGE DAYS

14. 20 years of Heritage Days | October 2008 13 INFORMATION SOURCES ON THE ACTIVITIES Basis : Know the Heritage Days – n=1890 NONE LOCAL MAGAZINE INTERNET BROCHURE OTHERS 74% OF BELGIANS DON’T LOOK FOR INFORMATION ON THE ACTIVITIES IN ADVANCE

15. 20 years of Heritage Days | October 2008 14 WHY DID THEY NOT PARTICIPATE ? Basis : The non-participants – n=1291 DIDN’T YET HAVE THE OPPORTUNITY

16. 20 years of Heritage Days | October 2008 15 MAINLY 18-34 YEAR-OLDS THE LOWER LEVELS OF EDUCATION WHO WERE THE NON-PARTICIPANTS ?

17. 20 years of Heritage Days | October 2008 16 WHAT DO THE HD REPRESENT ? Basis : Know the Heritage Days – n=1890

18. 20 years of Heritage Days | October 2008 17 GENERAL CONCLUSIONS 90% of Belgians know the Heritage Days All age categories participate in the Heritage Days, although fewer 18-34 year- olds participate The profile of visitor’s levels of education is less clear-cut. Although visitors are from all levels of education, those with a higher level of education are better represented The main reason for participating in the Heritage Days is to visit a monument that usually isn’t open to the public When Belgians participate in the Heritage Days, they prefer to visit a fixed number of places and to participate in activities and guided visits The Heritage Days offer an opportunity to visit monuments both in one’s own borough and outside of it, while staying in one’s region

19. 20 years of Heritage Days | October 2008 18 GENERAL CONCLUSIONS 35% of Belgians who have already participated in the Heritage Days in Belgium are also aware that these days also take place each year in other European countries; and 9% of Belgians have already participated in them 94% of Belgians do not know any of the three themes of the 2008 Heritage Days In addition to the traditional media (television, radio and press), informal networks are an important information source on the Heritage Days 74% of Belgians don’t look in advance for information on the activities that take place during the Heritage Days Belgians don’t give any particular reasons for not participating in the Heritage Days. Non-participants are found mainly among the 18-34 year-olds and those with a lower level of education The Heritage Days are popular with Belgians, of whom 82% think that this event’s organisation is a good idea

20. 20 years of Heritage Days | October 2008 19 GENERAL CONCLUSIONS THE HERITAGE DAYS HAVE A HIGH PROFILE IN BELGIUM AND ARE POPULAR WITH BELGIANS A THIRD OF THE RESPONDENTS HAVE ALREADY PARTICIPATED IN THE EVENT THE OTHERS DID NO GIVE ANY MAJOR REASON FOR NOT PARTICIPATING IN THE HERITAGE DAYS HOWEVER, THE EVENT IS MORE ASSOCIATED WITH PEOPLE WHO ARE AT LEAST 35 YEARS OLD AND WHO HAVE A HIGHER LEVEL OF EDUCATION

21. THANK YOU FOR YOUR ATTENTION Ipsos Belgium Corinne Descamps – Senior Research Executive Operation Office & Postal Address: Waterloo Office Park, Building J, Drève Richelle 161 – 1410 Waterloo - Belgium 02-642.47.11 −  02-648.34.08  corinne.descamps@ipsos.be Nobody’s Unpredictable