In 2024, visit.brussels boosted Brussels' visibility and attractiveness on the international market through targeted strategic initiatives, including participation in international trade fairs, the deployment of MICE sales initiatives, support for congress, trade show and event organisers and the activation of the Ambassador Programme. Each of these actions helped to promote Brussels as a destination of choice for tourism and business events.
Business tourism
609
conference/event requests processed by the Convention Bureau*
2,278 business meetings
held/organised on our stands by visit.brussels and its partners**
#1
Brussels UIA ranking***
* +1.8% vs. 2023
** vs. 1,940 In 2023, which is an increase of 17.42%
*** Brussels ranked in the "Most Popular meeting cities" category of the Union of International Associations (in 2023. 2022: 1st)
In 2024, visit.brussels carried out a number of initiatives with a clear objective: to promote a strong brand image for the Brussels region. To this end, the coordinated actions of visit.brussels enabled the Brussels region to secure its presence at several international trade fairs (FITUR in Madrid, ATM in Dubai, IMEX in Frankfurt) and to perpetuate its image and visibility on an international level.
At the same time, visit.brussels strengthened its positioning in the Business Events and Travel Trade markets through 39 marketing initiatives, reaching strategic targets in Belgium and Europe, along with distant markets such as the United States, the United Arab Emirates and Brazil.
These initiatives, including sales missions, workshops and networking events, generated 1,434 new contacts and 225 Business Events opportunities. By working closely with 65 partners, the destination has been able to offer tailor-made packages for conference organisers, tour operators and travel agencies.
visit.brussels actively canvassed and worked closely with local experts on bids to host new conferences and trade shows.
In 2024, visit.brussels intensified its efforts to position Brussels as a key destination for international conferences and trade shows.
Through the visit.brussels Convention Bureau, 37 new bids were launched, with 23 applications submitted covering a potential 43,850 participants.
Brussels won a number of conferences, including a recurring event with 5,000 participants thanks to the work on this major project. In addition, 21 technical visits were arranged to convince the organisers to choose Brussels.
The work carried out by the visit.brussels teams is boosting the region's visibility in the Business Events market and enhancing Brussels' image as a key city for large-scale business events.
In 2024, visit.brussels strengthened the Support Programme in order to respond more effectively to the needs of B2B event organisers and promote Brussels as a destination of choice.
As part of this programme, visit.brussels provides crucial support for B2B events.
Positive Impact Support, designed as a call for projects, provided support to 11 major events, including the EFAS Congress, the World Cocoa Conference and the European Week of Regions and Cities.
Beneficiaries were able to take advantage of practical services and tailored support: STIB tickets for participants, carbon footprint studies, membership of The Association Place and access to the Press Club Brussels Europe.
The objective of building loyalty from recurring events was achieved, consolidating Brussels' position as the international capital of conferences and trade fairs. Simplifying the programme and offering tailored support helped to raise the international profile of the events supported, while aligning the offer with the challenges of sustainability and positive impact.
In 2024, visit.brussels continued to develop its Ambassador Programme. This ambitious project is designed to create a network of experts and boost Brussels' appeal for international business events, as well as promoting centres of excellence in the Brussels region.
Two major events marked 2024: the annual Ambassadors' Evening, which brought together 150 participants and showcased 12 winners and the Meet & Greet at the EAT Festival, promoting networking and the commitment of ambassadors.
The programme also generated 6 new bids to host conferences in Brussels, while improving the visibility of ambassadors with 20 profiles appearing on the web page, in addition to the 12 winners.
The strategic redesign of the ambassador database will optimise the identification of new opportunities and further bolster Brussels' influence on the international stage.
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