A new reputation survey ordered by the Flemish tourism agency Visit Flanders shows that the Belgian region is more appealing than ever as a tourist destination amongst foreign tourists. The arts and culture scene in particular is one of the main reasons for tourists to be visiting Flanders.
The so-called reputation survey asked 13.000 travellers from 12 European countries and the United States for their opinion about Flanders. The aim of this fourth reputation survey was to determine how Flanders is perceived by international tourists, how this has evolved over time, and whether or not those questioned were thinking about visiting the region in the near future.
First of all, 91% were acquainted with Flanders, a slight drop compared to the last two surveys (93% in 2021 and 94% in 2017). 52% of those surveyed had already visited Flanders in the past, a little less than in 2021 (55%). People in the USA, Norway, and the United Kingdom were the least well-acquainted with the region. 7 out of 10 people were able to correctly situate Flanders in Belgium, while others thought the region was located in the Netherlands, France or Spain.
When talking about Flanders’ image abroad, half of those interviewed associated the region with arts, culture, and heritage. Historical cities (Brussels, Bruges, and Antwerp in particular), architecture, war heritage, and iconic figures such as Rubens were mentioned particularly often. 34% also mentioned the Flemish food and drink scene, while 31% of respondents spontaneously mentioned the region’s landscapes and nature. Some of Flanders’ most famous representatives include painters such as Rubens and Van Eyck, sports icon Eddy Merckx, and Manneke Pis.
Flanders is generally considered to be a safe destination, especially by neighbouring countries. However, Scandinavian respondents are less enthusiastic about the safety and travellers from southern Europe consider Flanders to be an expensive destination.
Overall, 41% of the interviewees think of Flanders as a very attractive destination for a short vacation (one to three nights), a sharp rise compared to 2021 when this percentage was down to 31%. Moreover, 33% stated they are likely or even certain to visit Flanders for a short vacation in the next three years, while 29% intend to stay longer.
What are international tourists looking for?
Still according to the survey but unrelated to Flanders as a destination in particular, foreign travellers seem to be looking for a mix of cultural and relaxing experiences. City trips, beach vacations, and cultural excursions are consider to be the most popular types of travel. When choosing a destination, travellers pay the most attention to price, safety, and weather. Nature experiences and tasting the local are some of the most well-loved activities, while part of those surveyed also mentioned physical activities to play an important role in their decision-making.
