Awareness Switzerland 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:

• 600 residents aged 18 and over.
• Participants from the following Swiss cities: Basel, Geneva & Zurich

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).

•City trip companions & preferences: Traveling as a couple is most common (33%), followed by family with children (25%) and solo travel (24%). Couples dominate among older travelers (58% for 65+), while family trips peak at mid-life (35–54), and solo/friends trips skew younger.

•Habits: Visiting major landmarks is the top activity (31%), followed by cultural experiences (22%). Younger travelers favor culture and shopping, while older groups prioritize landmarks and avoiding tourist routes. Solo travelers often visit friends/family, while organized groups lean toward cultural immersion.

•Familiarity with Brussels: Knowledge of Brussels is low; only 8% know it very well, and 42% “not so well.” Familiarity declines sharply with age; younger groups (18-34) are most familiar, while older groups (55+) show high unfamiliarity. Solo travelers know Brussels best; regional differences are negligible.

•Likelihood to visit Brussels: Overall intent is moderate (62% likely vs. 38% unlikely). Younger travelers (18-44) show strong intent (63-71%), while older groups lean heavily toward unlikely (up to 61%). Solo travelers and organized groups have the highest likelihood (~70%), and Geneva residents lead regionally (72%).

•Past visits: Most respondents (58%) have not visited Brussels in the past five years, with non-visitation rising sharply with age (80% for 65+). Visits are generally infrequent (23% once, 11% twice), and frequent visits (5+) are rare except among organized groups (14%)..