Destination report
Why Belgium is a convergence point for European events
BELGIUM HAS A WIDE DIVERSITY : OF LANGUAGES SPOKEN AND CITIES TO VISIT . WE LOOK AT ANTWERP , BRUSSELS AND BRUGES AS THREE CITIES WITH DISTINCT OFFERINGS FOR ORGANISERS
I n the 1980s , Belgium ’ s biggest airline ran an ad to capture the attention of American travellers , who scarcely knew where Belgium was , let alone why they should visit . It read : “ In beautiful Belgium , there are five Amsterdams .” The ad was a reference to the Michelin guide , in which there were five listed Belgian cities , as opposed to Holland ’ s one . After the ad ran , the airline ( today known as Brussels Airlines ) received a huge flurry of inquiries about a country that , for North Americans , had previously been scarcely more than a crossover destination .
Today , Belgium is much better known internationally . Yet still , organisers can learn something from that ad . Beyond Brussels , Belgium has some of the most beautiful towns and cities in central Europe . Antwerp , Bruges , Ghent , Charleroi and more .
As well as being the convergence point for policy makers , it ’ s also the convergence of transport links across the continent , with high-speed rail links to London , Paris , Amsterdam and Cologne – and an international airport with more direct flights than Heathrow . It ’ s accessible both on the map and in language . Belgium is one of Europe ’ s most linguistically diverse countries , with French , Dutch , German and English all widely spoken .
Here ’ s what you need to know about events in Belgium :
Antwerp – accessibility For organisers that care about a blend of accessibility and historic charm , Antwerp should be pinned on the list . Flanders ’ largest city has a mobility programme , Smart Ways to Antwerp , which is based on one objective : making it easy for people to get around .
Left : Antwerp Expo
Europe ’ s most accessible city ? Antwerp has made mobility a city-wide priority . Here are some of the actions it has put in place :
• Public transport accessibility : , Antwerp ’ s public transport system comprises buses and trams designed with low-floor access , increasing accessibility for passengers with mobility challenges .
• Cycling infrastructure expansion : Between 2015 and 2020 , Antwerp experienced a 27 % increase in cyclists , due to the development of extensive biking infrastructure .
• International connectivity : Direct trains to Brussels Airport take just 30 minutes and high-speed rail links put Paris , London , Amsterdam and Cologne within easy reach .
• Leader in accessibility-first conferencing : The Break The Ice Forum and International Spinal Cord Society 2024 meeting have driven local improvements . After ISCoS 2024 , local hotels and venues boosted their infrastructure to be more accessible .
Antwerp ’ s key venues Antwerp Expo : Main event space Antwerp ’ s primary event space , it is built for large conferences , trade shows and corporate events and features multiple halls and modern tech infrastructure . Vestar : Newest addition Opened in 2024 , Vestar is designed for corporate meetings and mid-sized conferences , offering some impressive sustainability features . Crowne Plaza Antwerp & Mercure City South Antwerp ’ s business hotel scene includes recently upgraded venues like Crowne Plaza ( 600 delegates ) and Mercure City South ( 450 attendees ), geared towards corporate meetings .
The city is also full of gothic charm , with a UNESCO-listed belfry and a train station that ’ s frequently ranked one of the most beautiful in the world .
23 / CONFERENCE & MEETINGS WORLD / ISSUE 135