Awareness USA 2025 (December 2025)

This study was conducted from November 13 to 24, 2025 by the research institute Profact on behalf of Visit Brussels.

Methodology
Data collection method: online survey using the CAWI approach (Computer Assisted Web Interviewing).

Sample:

• 1,500 residents aged 18 and over.
• Participants from the following U.S. cities: New York, Chicago, Washington D.C., Boston, Los Angeles, and San Francisco.

Representativeness: the sample was designed to reflect the population in terms of gender and age.

Study objectives

• Analyze respondents’ city‑trip habits.
• Assess their level of awareness of Brussels as a destination.
• Measure the likelihood of visiting Brussels.
• Estimate the proportion of repeaters (people who have already visited Brussels and are likely to return).

•Travel companions and age differences: Most city trips are taken with family and children (30%) or as a couple (27%). Younger travelers (18-34) are more likely to travel solo (23%) or with friends (15-20%), while those aged 35-54 mostly travel with family (up to 52%). Older travelers (55+) prefer traveling as a couple and are less likely to take city trips (31% of 65+ do not take them).

•Main motivations for city trips: Exploring local culture and heritage is the top reason (27%), followed by visiting major attractions (22%) and seeing friends or family (18%). Shopping (16%) and avoiding tourist routes (9%) are less common.

•Familiarity with Brussels: Overall familiarity is low, 29% do not know the city at all. Younger groups (18-34) are most familiar (up to 40% know it very well), while 63% of those 65+ do not know Brussels at all. Families tend to know Brussels best; organized groups know it least.

•Intent to visit Brussels: 28% say they are “very likely” to visit Brussels in the next five years, and 32% “somewhat likely.” Intent drops sharply with age (only 4% of 65+ are very likely). Families and residents of New York and California show the highest likelihood.

•Past Visits to Brussels: 62% have not visited Brussels in the past five years. Younger adults visited more often, while older groups rarely did. Non-visitation is highest in Chicago, Washington D.C., and Boston.