Despite a difficult 2012 for the tourism industry, Brussels is very much holding its own. The BrusselsCapital Region welcomed around 3.2 million visitors in 2012, adding up to around 6 million overnight stays. This figure matches that of 2011, a year that saw a 7.5% increase over 2010. It is worth pointing out the 3% increase in overnight stays by business visitors. “Overnight stays by business visitors rose by 3%, which bodes well for Brussels’ economic credentials. Brussels is therefore managing to steer a path through the crisis and securing the stability of overnight stays,” stresses
Christos Doulkeridis, Brussels’ Minister of Tourism.
Belgians continue to account for a large percentage of reservations (20%), followed by the French, English, German and Spanish. It is striking that some emerging markets have continued to grow:
Russia 30%, Japan 30%, Brazil 15% and China 10%.
VISITBRUSSELS, the tourism department, is optimistic. Patrick Bontinck, VISITBRUSSELS’ CEO, explains: “Things are looking promising. The first quarter of 2013 has even notched up a higher degree of occupancy than during the first three months of 2012. I hope that this trend will continue as we enter the tourist season.”
“BRUSSELS QUALITY DESTINATION”
The cultural and historical heritage is the main pull (30%) for visitors. These are followed by the way of life (20%), attractions and events (19%) and friends and family (12%). The “UNESCO” heritage is the top draw for all customer segments and all ages. Architecture/Art Nouveau comes next, except for those over 60 years, who prefer to visit museums. They are also more interested in Surrealism. As for Brussels’ reputation as a comic strip hub, it mainly attracts visitors aged between 18 and 40. The success of the Brusselicious theme year has undeniably contributed to Brussels’ appeal. Thematic years are intended to raise awareness of the link between Brussels and its main defining features world-wide.
“The impact of the image of the gastronomic year and its many international repercussions has certainly contributed to the buoyancy of the tourism trade and goes to show how important it is for Brussels to forge ahead with other campaigns of this type to boost Brussels’ image abroad”, says Christos Doulkeridis.
He points out: “It is reassuring to note that, in terms of quality, Brussels is a prime destination. 82.5% of visitors to Brussels consider that the experience lives up to their expectations. Other extremely positive points are that 84% of them want to come back and would recommend the destination to family and friends.”As regards more particularly the “environmental and sustainability” aspect, visitor satisfaction is increasing thanks to the “Brussels Greeters” (+3.5% satisfaction rate in 2012 compared to 2011) and the availability of “Ecolabel” hotels.
Indeed, the network of Greeters, an association that promotes participatory tourism, generated positive and encouraging results in 2012 with around 1,500 satisfied tourists and an International Congress that attracted Greeters from all over the world to Brussels for a week. In 2012, applications increased by 16%.
On the other hand, Brussels currently has 19 establishments (13 hotels, 4 B & B and 2 hostels) and three event locations awarded a green certification: 22 “Green Key” labels in total. Nearly 16% of hotel rooms in Brussels (recognised by the Cocof) have therefore been awarded the Green Key label.
Taking into account other major certification systems present in the Brussels Region (EMAS, Green Globe and the Eco-dynamic Enterprise label), we reach a total of nearly 30% eco-labelled hotel rooms, which – as far as hotels are concerned – make Brussels one of Europe’s “greenest” destinations. Brussels has also been selected to be a finalist in the European “Green Capital” prize.
