Communication Testing Post-Belgium (Novembre 2025)

This study was conducted between 4 and 14 November 2025 by the research agency Profacts on behalf of Visit Brussels.
It was carried out online using the CAWI method (Computer Assisted Web Interviewing).
The survey was conducted among a sample of 1,500 Belgian residents aged 18 and over, from the provinces of Liège, Luxembourg, Flemish Brabant and Walloon Brabant.
The sample was representative in terms of gender, age and province.

Objectives:

• To examine their aided recall and attribution to Brussels.
• To assess the comprehension of the communication, its message and associated visuals, in order to determine whether the brand positioning was correctly conveyed/interpreted.
• To verify the interest in the destination and in the content of the offer highlighted in this campaign.

• Younger audiences (18-34) show significantly higher awareness (31-36%), while older groups (55+) show very low recall (8-14%).
• The campaign is perceived as clear and easy to understand by the majority (61% rate it very or extremely clear).
• It is also considered interesting, with 80% finding it at least moderately interesting.
• The campaign positively influences Brussels’ image, with 60% viewing the city more positively after exposure. It clearly communicates key messages about Brussels as a rich cultural destination with diverse heritage and activities.
• The campaign moderately encourages visits, especially for cultural activities and visiting the official website; however, booking a stay remains a weaker motivator.
• Younger respondents show the highest motivation to engage with Brussels (activities, information search, website visits, booking), while motivation declines consistently with age.
• In general city-trip behavior, younger travellers focus more on shopping and cultural/artistic discovery, while older travellers prefer major landmarks or make fewer city trips overall.
• The 65+ group is least engaged in active city-trip behaviors and least influenced by the campaign.