In 2025, visit.brussels maintained its offer of flagship tourism products which promoted cultural discovery, sustainable tourism and tourism decentralisation.

The Brussels Card remained at the heart of this offer, with a total of 17,850 cards sold. They offer easy access to museums and attractions at a discounted rate. The existence of this card is testament to visit.brussels' commitment to an enriching and accessible tourist experience.

Similarly, the Greeters were once again valuable ambassadors for our capital, organising a total of 417 tours. These moments of exchange between greeters and visitors remain hugely popular, with the activity garnering a satisfaction rate of 98.85%. 15 additional Greeters were added to the teams in 2025.

In 2025, visit.brussels promoted Brussels on the international stage through a dynamic strategy of communication campaigns, press actions and collaborations with international influencers.

Several communication campaigns were orchestrated by visit.brussels, as presented in the Image of Brussels section.

Social networks and influencers, playing a decisive role in promoting Brussels, once again helped to establish the visibility of our capital. The actions implemented by visit.brussels with influencers have strengthened the attractiveness of the destination by targeting, more particularly, sports enthusiasts (promotion of specific events, such as the 20km of Brussels), art (Voodoo Festival, comic strips, contemporary art), gastronomy or nightlife (Volume Brussels pass). These actions were targeted primarily at the Italian, French and Spanish influencer market.

The implementation of social media campaigns and the actions carried out by influencers play a decisive role. They make it possible to:

• attract national and international visitors to the Brussels-Capital Region;
• stimulate the consumption of leisure and cultural activities thanks to some of our flagship products (Brussels Card and Volume Brussels pass);
• promote the partners' offer and to amplify their visibility.

visit.brussels also welcomed and organised press trips for nearly 231 international journalists. The structured support of these professionals by the visit.brussels teams has generated a particularly significant return on investment (ROI), estimated at €8,500,000 in media value. The performance of international press actions is thus distinguished by a very high ROI, both in terms of media valuation and audiences reached, particularly in the European and North American markets.

In 2025, partner events continued to grow and were structured around strong events, aimed at consolidating collaboration with the players of the Brussels visitor economy and strengthening the positioning of visit.brussels as a platform for networking, inspiration and promotion of the sector.

The visit.brussels Night is the association's annual gala evening. Organised on 3 April 2025 at the recently inaugurated MIX Brussels, it brought together nearly 210 guests. This evening honoured the Business Events Ambassadors and hosted the visit.brussels Awards ceremony, which rewards the most innovative tourism and cultural projects of the previous year.

The 2025 winners illustrated the diversity and creativity of the sector, be it territorial co-creation (Molenfest – Molenbeek for Brussels 2030 asbl); international influence (Festival Anima – Folioscope asbl); the promotion of heritage (exhibition A century of Belgian comics – Brussels Comic Strip Museum); digital and experiential innovation (Stoclet 1911: Restitution – urban.brussels); digital content creation (Belgian 1 time) or excellence in terms of visitor experience (Hungry Mary Food Tours). In addition to the award ceremony, the evening was a special moment of networking and collective recognition of Brussels' tourism dynamism.

The visit.brussels Open Day, organised on 13 February 2025 at the BIP, brought together around a hundred participants. This event, aimed primarily at new partners and new employees of existing partner structures, aims to present the services, tools and devices offered by visit.brussels. Structured around information workshops and moments of exchange, it promotes meetings between partners and internal teams, while helping to federate the regional tourism ecosystem around common objectives of growth and shared success.

The visit.brussels Insights Day, organised on 7 October 2025 at the Hôtel des Douanes in Tour & Taxis, welcomed nearly 180 participants. The event was divided into two complementary parts. On the one hand, the presentation of the 2026 Commercial Action Plan (PAC), which sets out the coming year’s actions to be carried out or co-carried out by visit.brussels and which the partners are invited to join. On the other hand, a series of dynamic pitches highlighting the destination's major news and highlights for 2026 and beyond. This formula allows partners to discover innovative projects, to exchange directly with their leaders and to anticipate the evolution of the tourist offer, in a spirit of collective preparation for the reception of visitors.

In 2025, visit.brussels carried out a series of strategic actions with air and rail carriers to strengthen Brussels' international connectivity, support tourism recovery and consolidate structural partnerships.

In the airline sector, the year was marked by the establishment of a multi-year agreement with Brussels Airport (aimed at strengthening strategic cooperation in terms of destination marketing) and by the strengthening of collaborations with several major airlines (Brussels Airlines, United Airlines, ANA, Emirates, Air Canada, Singapore Airlines, Cathay Pacific).

visit.brussels also participated in strategic events and exhibitions (Icelandair Mid Atlantic, ITB Berlin, ATM Dubai) and supported international visibility initiatives (Belgian Icon Atomium). Our teams also participated in an economic mission to California to explore new opportunities for opening transatlantic routes that could eventually link our capital to California.

On the rail front, actions focused on supporting the extension of the European Sleeper line  to Venice, organising 'famtrips' with Eurostar and European Sleeper, promoting Brussels as a European rail hub via the 'Brussels, the Train Hub' event, as well as targeted campaigns with voyages-sncf.com and presentations to specialised players such as AERA.

Overall, these initiatives made it possible to consolidate existing partnerships, open up new opportunities for connectivity and strengthen the international visibility of Brussels as an accessible and strategic destination.

As for Travel Trade, visit.brussels continued its work to establish Brussels' presence in Europe, North America and markets further afield:

• India and Brazil were at the heart of the action plan carried out in 2025: 167 close follow-ups and 2,355 connections during the year. Our teams also supported the Brussels Airport project in Brazil. The result: the opening of a direct connection, from 2026, between Brussels and Sao Paolo!
• North American market: visit.brussels’ teams worked on the ground in America to promote the destination in this priority market (note in particular: participation in a sales mission in Chicago to promote and target, in particular, the MICE offer in Brussels; participation in Icelandair Mid Atlantic in order to position Brussels as a natural extension of Icelandair routes;  actions carried out jointly with United Airlines during which, in particular, concrete sales arguments for North American agents were presented; and, last but not least, participation in the economic and princely mission to California with a view to the potential opening of a route linking California to our Capital).
• In Europe, targeted actions have been carried out in France, Germany, the United Kingdom, Spain and Italy, reaching thousands of qualified contacts. In 2025, visit.brussels deployed an ambitious Travel Trade strategy on the French, Italian and Spanish markets to strengthen the Brussels’ offering with agencies and tour operators:
      o   In France, the focus was on national co-branding with eDreams Odigéo to stimulate off-season city breaks, targeted regional sales calls as well as a presence at IFTM Top Résa and in the luxury segment in collaboration with Corinthia Brussels.
      o   In Italy, the approach was based on extensive territorial coverage via major roadshows and trade fairs (TTG Rimini, BTM Bari, Travel Expo Palermo), combined with a dense event programme at Brussels House and strategic airline collaborations, notably with EasyJet.
      o   In Spain, priority was given to large networks of agencies (AVASA, Central de Receptivos, AEVISE), participation in FITUR and the organisation of multi-city workshops and roadshows. 'Famtrips', including the Brussels European Train Hub , strengthened product knowledge and the promotion of sustainable accessibility.
• In 2025, visit.brussels strengthened the presence of the Brussels-Capital Region and its partners at several major international trade fairs and 13 Travel Trade commercial initiatives, to promote a strong, coherent and attractive image of the destination. These participations were organised in close collaboration with partners in leisure tourism – hotels, group restaurants, incentive operators, museums, attractions or DMCs – and aimed to offer them targeted, qualitative commercial proposals with attractive conditions. Key events included FITUR Madrid (22–26 January), Spain's leading tourism fair and gateway to the Spanish and Latin American markets; ATM Dubai (28 April – 1 May), a leading trade fair for the Gulf region; IFTM Top Résa Paris (23–25 September), a must-attend event for the French market; and WTM London (4–6 November), the world's leading B2B travel trade show, with a strong focus on English-speaking markets. These events gave rise to pre-arranged meetings with buyers, networking initiatives and targeted exchanges with travel agencies, tour operators, OTAs, business travel and incentive players.

All these actions have consolidated Brussels' Travel Trade visibility and supported its integration into 2026 programmes.

As part of the strategy to decentralise tourism in the Brussels-Capital Region, visit.brussels strengthened its role as a facilitator and catalyst for local and inter-communal dynamics in 2025. The objective was to support the communes in the promotion of their offer, stimulate the exchange of good practices and promote joint projects, contributing to a more balanced and sustainable tourism development on a regional scale.

This approach resulted in the organisation of three round tables with the communes, including a round table dedicated to councillors and two meetings bringing together communal officials. These moments of exchange made it possible to inspire the communes, inform them of the visit.brussels’ projects and tools relevant to their territories, and strengthen networking between local actors. The councillors round table was also a key moment to present visit.brussels’ vision and strategy and to launch a unique inter-communal collaboration project.

In this context, a project aimed at defining concrete proposals for cooperation between communes was initiated. Two workshops organised during the round tables led to the emergence of 79 ideas for collaboration, promoting the creation of shared content and joint communications highlighting several communes simultaneously, particularly common themes or territorial clusters.

The Iris Festival in the Communes was another important driver for decentralisation. In 2025, agreements were signed with Molenbeek, Anderlecht, Forest and Saint-Gilles to promote the local offer through a rich programme of concerts, guided tours, events and the opening of museums and heritage sites. visit.brussels ensured increased visibility of these initiatives by integrating them into the overall communication of the Iris Festival, supplemented by specific communication dedicated to the participating communes.

In total, these actions made it possible to reach a wide audience – more than 1,300 participants during the Iris Festival in the Communes – and to actively mobilise local actors (115 participants in the round tables). They illustrated visit.brussels' desire to support local tourism, through cooperation, the exchange of know-how and the networking of communes, while helping to diversify Brussels' tourist offer and reduce tourism pressure on the city centre.