Destination Flanders: More tourists on the way

The survey was carried out among 13,000 tourists from 13 countries, at the request of tourism minister Ben Weyts. According to Tine Vandermeersch of VisitFlanders, both the centenary of the First World War and an increased budget to promote the region overseas have helped lead to the increase.

“It’s very satisfying to see that tourists not only know about Flanders, but also want to come here,” she said. “One in three is planning a trip in the next three years. For Americans, the number is one in four.”

The survey also reveals a range of associations different tourists make when they think of Flanders: The Dutch immediately think of beer, while the Danish mostly cite cycling. For the Japanese, the 19th-century British novel A Dog of Flanders – a cultural phenomenon in Japan – is absolutely at the top of the list. 

Among the cities, Brussels stands out with a 90% name recognition, followed by Bruges (76%) and Antwerp (74%). Ypres, the city most strongly associated with the First World War, scores 30%.

Reactions to the terrorist attacks that took place in March 2016 were varied. Asked if they would hesitate coming to the region because of such events, 56% of Japanese said yes, while the number was 36% among Americans. For closer neighbours, the figures were much lower: only 9% of Dutch people would hesitate, and 12% of French people. 

In the immediate future, the government and VisitFlanders intend to concentrate on gastronomy and the Flemish Masters. Both food and culture found favour among travelling foreigners.

“We have everything they’re looking for,” Weyts said. “We have to put the best of Flanders forward on the world stage.” 

He simultaneously announced a grant of €4.8 million for renovations to the Gravensteen castle in Ghent (pictured) and €3 million for the extension of the Botanic Gardens in Meise, Flemish Brabant.

Photo courtesy VisitFlanders