The world's largest forum for real estate professionals, MIPIM, demonstrates Brussels' ambition in the real estate sector by bringing together major players and highlighting the region's development projects, in collaboration with the Walloon Region and representatives of the private sector.

The 2025 edition of MIPIM brought together more than 20,000 participants from 90 countries, including more than 120 political leaders. The Belgian Pavilion recorded 600 Belgian visitors (unique scans) out of a total of 4,500 visitors, representing 2,500 companies from 80 countries (top 5: France, the United Kingdom, Belgium, Germany, Italy).

Several conferences were organised as part of the Pavilion, including:

• a Belgian conference in partnership with ProptechLab;
• the ecobuild.brussels conference on the challenges of the CSRD;
• the perspective.brussels conference on the evolution of the plan organising the functions in Brussels;
• the regional conference "Brussels in Transition: Building the City in a Changing Context", in the presence of Rudi Vervoort and David Leisterh.

The regional stand also hosted 20-minute pitch sessions for the Public Interest Organisations and Brussels projects nominated for the MIPIM Awards, as well as the Business Review of the SLRB, the SAU and Citydev.brussels.

Thanks to communication campaigns entirely designed in-house, visit.brussels dynamically highlighted the city's cultural and tourist wealth, in particular by promoting gastronomy, local crafts and the cultural offer. The marketing strategy was carefully developed to ensure that each message is delivered in a targeted way, at the right time, to the relevant audience, to optimise its effectiveness: "the right message to right audience at the right time".

A variety of communication campaigns were orchestrated by visit.brussels: on the one hand, a communication campaign specifically targeting the Italian market for the summer of 2025. This campaign, which aimed to promote conversion and increase the visibility of the destination in this market segment, had impressive results with no less than 21.7 million impressions and increased figures in terms of overnight bookings (+30% compared to the figures obtained in July 2024).

On the other hand, visit.brussels carried out a promotional campaign specifically targeting the North of France. This campaign, which aimed to increase the frequency and average length of stay among French visitors from the north of France, also had encouraging results (1,918,861 impressions) thanks to a broadcast on a national channel (TF1: 100,941 impressions).

These two campaigns were orchestrated using a 360° approach, i.e. using multiple distribution channels, including bannering, social networks, online TV, video, newsletter, website, influencers, etc.

Nightlife, a key factor in regional attractiveness and the integration of young people (1835 years old), was supported by a targeted strategy from visit.brussels, aimed at strengthening Brussels’ image as a vibrant and safe nightlife destination.

In terms of events, night clubs recorded sustained activity throughout the year, confirming the solidity and continuity of the night-time offer. In the spring and summer of 2025, outdoor festivals and events, such as the Hangar Festival and XRDS, saw a marked increase in attendance, with a proportion of international visitors between 15% and 30%. In the autumn, the Listen Festival confirmed its attractiveness. Finally, the two editions of the Rave Rebels festival, held in April and November 2025, once again demonstrated their popularity with the public.

In terms of sales, the Volume Brussels pass was a notable success, with no less than 519 passes sold (25% increase compared to 2024). At the same time, the popularity of the website’s ‘nightlife’ section was once again evident, with 80,700 visits and 54,650 unique visitors.

The Brussels Night Council, hosted by visit.brussels, organised seven round tables on various themes, as well as three days of training dedicated to the fight against racism in the nightlife sector.

In 2025, visit.brussels strengthened its marketing strategy through various tools, through the acquisition of licences and study panels. This proved to be a key driver, with the realisation of a European study on 5 priority markets (France, Spain, Italy, the Netherlands and Germany) with more than 2,500 respondents, as well as the launch of additional studies on Switzerland (600 respondents) and the United States (1,500 respondents) which are particularly promising markets that are growing each year. This data directly fed into the update of the 2026-2027 International Marketing Plan.

The finalisation of the Belgium Marketing Plan, with themes such as "heritage and architecture" or "classical culture", made it possible to test a first national campaign in autumn 2025, evaluated with 1,500+ Belgian respondents.