Vision 2035: Building the future of tourism in Brussels together

Vision 2035 is based on one key concept: the visitor economy. This approach goes beyond the traditional notion of "tourism" to encompass all interactions between visitors and the destination: leisure travellers, conference attendees, international students, expatriates and even locals who are rediscovering their city. The objective is simple: to make tourism a driver of shared prosperity, which benefits the local economy, culture, environment and the quality of life of the people of Brussels.

This project is above all a collective effort. It was co-constructed with all the sector’s stakeholders (public institutions, private companies, associations) to define a common direction. More than 450 ideas from workshops and consultations have fed into this vision. Together, we want to build responsible, innovative and sustainable tourism, which strengthens Brussels’ attractiveness while respecting its inhabitants and its identity.

Vision 2035 is part of a broader landscape: that of Europe’s broad guidelines for sustainable and smart tourism. It is aligned with the future European Tourism Strategy, which aims to strengthen the competitiveness, resilience and sustainability of the sector. This strategy is based on the key priorities of ecological transition, digitalisation, skills development and the creation of a united European brand. Brussels is, therefore, positioning itself as an exemplary capital, in line with European guidance and global climate objectives.

At the heart of Vision 2035 is the Brussels Living Manifesto. It is a living document, designed as a shared roadmap. It proposes an ambitious vision of the Brussels of tomorrow, structured around five strategic axes:

This manifesto will be enriched as contributions and projects are made, to remain in line with the needs of the sector and the expectations of visitors. It is not a fixed text, but a living tool, designed to inspire and mobilise.

Vision 2035 fully integrates the principles of smart tourism: intelligent flow management, digitalisation of services, inclusive and sustainable solutions. It uses technology to improve the visitor experience while freeing up time for what’s essential – human connection. The objective is clear: to make Brussels an innovative, responsible and welcoming destination, where tourism becomes a lever for social cohesion and shared prosperity.

The objectives and actions that make up the Brussels Living Manifesto concern all partners in the visitor economy. This vision is built by several and carried out by many: each one – in his or her field of expertise related to tourism – will follow the guidelines and do their utmost to achieve the objectives. It is a common construction, a common achievement, a common desire to push tourism even further and to make it an essential component of the identity and development of Brussels.

Vision 2035 is not just a document: it is a collective process, designed to transform tourism into an engine of prosperity for Brussels. From its launch in 2025 to its implementation, each step reflects a shared ambition and a common desire to act together. These are the key stages that of the adventure.