2024 marked a turning point for tourism in Brussels, with all early estimates pointing to this year surpassing the record figures of 2019. These encouraging results are evidence of the collective efforts of the visit.brussels teams and the relevance of the actions taken to boost the region's attractiveness.

This success is particularly apparent in our digital presence, with some notable results: 4 million visitors to the visit.brussels portal, a community of 700,000 social media followers and a spectacular 447% increase in Google searches about Brussels.

This performance translates into tangible economic returns for the region. In fact, every public euro invested in tourism generates significant benefits, contributing substantially to Brussels' GDP and local job creation. In addition, our improved digital strategies have considerably enhanced our capital's visibility on digital platforms.

As part of this innovative approach, we have used ERDF funding to develop a centralised ticketing service connecting almost 150 cultural institutions. This initiative is particularly relevant for a city of 1.2 million residents with such a rich and diverse range of cultural activities. The introduction of "last minute" offers reinforces our commitment to making culture accessible to all audiences. This shift to digital access to culture represents a major step forward for Brussels, making it easier for residents and visitors alike to explore and participate in cultural life.

As a leading tourist destination, Brussels is fully committed to a Smart Tourism approach, with the ambition of building a visitor economy that generates positive impact—for the benefit of the city, its residents, and its visitors alike. This transformation, driven by the opportunities offered by digital technology and artificial intelligence, goes beyond enhancing the tourist experience: it also aims to create lasting value for the entire local ecosystem.

In line with this vision, visit.brussels is implementing a comprehensive strategy that embraces the principles of sustainability, accessibility, and the promotion of cultural heritage. Every project undertaken contributes to this ambition: to support the development of respectful, inclusive, and enriching tourism—economically, socially, and environmentally.

Visit.brussels, supported by ERDF funds, is deploying this strategy through innovative initiatives that redefine the tourist experience. An initial ERDF project will use artificial intelligence to enhance the accessibility of Brussels museums with content in different European languages and explanations adapted to different audiences. A second ERDF project will offer a truly intelligent digital passport. This next-generation card will no longer be limited to museum access, but will include public transport, ticketing and various tourist and cultural experiences in Brussels. It will also provide personalised recommendations based on various criteria such as visitor traffic and interests. This will facilitate a better distribution of tourist flows in the city.

These technological innovations are part of a broader vision for sustainable and responsible tourism. By optimising visitor routes and encouraging the discovery of less-frequented neighbourhoods, we can contribute to a balanced tourism development that benefits the entire Brussels region. This Smart Tourism approach can therefore help to reconcile the appeal of tourism with quality of life for local residents, creating a virtuous and inclusive visitor economy.