visit.brussels introduces the “Be Welcome, be.brussels” 2016 strategic plan

In 2015, all non-profit organisations operating in the tourism industry merged within the new visit.brussels structure.  visit.brussels will now be the sole player for the development of Brussels tourist proposals and marketing.

Thanks to the MICE and the 442 conventions they bring, Brussels leads the European Union and ranks second globally as a convention destination. In four years, overnight hotel stays have increased by 40%, to surpass the nearly 7 million mark in 2014, 53% of which derive from business travel. Leisure travel also expanded, going from 41% of total overnight stays in 2000, or 1.91 million, to 47.3%, or 3.13 million, in 2014.

The region has undeniably become a prized city-break destination, especially thanks to its cultural dynamism and special events.

The cultural sector, which currently represents 24,000 employees and 2,700 independent contractors, is also an essential source of economic growth and employment expansion for Brussels, and visit.brussels reiterates its desire to participate in the dissemination of cultural content throughout the Brussels Region.

With its new strategic plan, Brussels is setting itself the ambitious goal of 10 million overnight stays by 2020. visit.brussels will pursue its affinity strategy and its plan boasts several innovations. New affinity themes will be developed, such as theatre, diversity, geek culture, etc.

With its new plan, visit.brussels also affirms its desire to develop tourism in all of Brussels communities.

It prides itself on developing tourism that is respectful of residents.  The visit.brussels’ strategic plan also intends to place special emphasis on “tourism for all” in order that the city might be fully accessible to everyone, especially those living with a handicap.

The plan which was recently presented to the media and tourism industry players has been developed in recent months in close collaboration with the economic, cultural, and social players that will now have permanent representation on the visit.brussels strategic committee, empowered to set the association’s strategic action agenda.

The 2016 “be welcome, be.brussels” Strategic Plan is available online in French or Dutch
(English will soon be available)

visitbrussels.be