Brussels Reputation Tracker (2023)

This 12-month Visitors' satisfaction barometer gives some highlights of visit.brussels online satisfaction survey and is part of the Quality Scheme for Brussels tourism. In this way we have the possibility to improve the quality of specific targets.

1. Despite fluctuations in Brussels' online reputation throughout 2023, largely due to security concerns such as a terrorist attack, the annual average remained consistent with the European capital benchmark. A wide range of positive stories, particularly focusing on unique events, the city's rich culture, and its vibrant culinary scene, were drivers to the positive image of Brussels.

2. In terms of overall ratings, Brussels ranks next to northern European cities, as well as those geographically close. Scores by vertical reveal that Brussels maintains the pace with the benchmark regarding restaurant experiences, yet lags more behind in terms of accommodations and attractions.

3. In terms of analyses per segment, Brussels receives its highest ratings from two long-haul markets – Brazil and Mexico – as well as Romania. Amongst the various traveller segments, visitors exploring the city with friends gave the highest score. Finally, Saint-Gilles Centre and Ilot-Scaré consistently held the highest overall ratings, the same as in 2022, maintaining their top positions.

4. In terms of numerical sub-ratings, Brussels' accommodations generally match or are close to benchmark scores for three indicators, being facilities, room quality, and general cleanliness. However, value for money, general ambience, and the offer and quality of food and beverage receive lower ratings than the norm. Written reviews demonstrate that experiences checking-out and gym facilities shine as the most competitive features. However, noise levels, check-in experiences, and overall hygiene are areas where accommodations could gain ground on the benchmark.

5. Brussels’ attractions are highly regarded for their general atmosphere and the accessibility and quality of internet services in written reviews. In contrast, sensorial factors, such as noise levels, unpleasant smells, and overall hygiene conditions are less well considered. Among the attraction sub-categories, guided tours not only top the ratings but also prove to be Brussels’ most competitive sub-category. In contrast, a wider gap exists in other sub-categories compared to benchmark, particularly spectacles and transportation.

6. Focusing on visitors’ food and beverage experiences, guests express exceptional satisfaction with aspects related to the general ambience, including the atmosphere, décor, and lighting elements. Moreover, sanitary safety standards were especially competitive in Brussels’ restaurants. However, visitors exhibit lower satisfaction levels concerning noise and delivery services.

7. When it comes to experiences related to MICE, Brussels stands out as highly competitive among benchmark European capitals, surpassing the norm. On the other hand, ratings by business travellers saw a lower level of satisfaction compared to the benchmark. This difference, however, sees itself within the experiences that business travellers have had in their accommodations and restaurants, rather than MICE experiences themselves. The three events monitored, namely the European Hydrogen Week, the CPDP, and ISICEM, hold a very high positive polarity in online conversations.