Brussels, a changing destination. Part 1

As Belgium's administrative capital, Brussels had almost 1.2 million inhabitants at the end of 2018, and more than twice as many in its extended urban area. A tourist excursion city for Europeans, thanks to its location, heritage and history, Brussels is also bolstered by strong business tourism activities, with many multinational companies and organizations linked to European Union Institutions (five) and international institutions (NATO headquarters), and many congresses. As a result, Brussels is a world capital for lobbying, congresses, the international press and diplomacy, which, combined with a high capacity for hosting major events, places it among the leading business destinations on the European continent. This synergy between business and leisure activities allows the city to maintain a steady and strong occupancy rate throughout the year.

The year 2018 was a good year for the city, according to data from the FPS Economy, adjusted by visit.brussels. The Belgian capital registered 3.91 million arrivals, up +9%, and 7.36 million overnight stays, up +10%. As a highly developed business destination, 51% of arrivals (2 million) and overnight stays (3.74 million) in Brussels were for business purposes, and 49% of arrivals (1.91 million) and overnight stays (3.62 million) were for leisure.

This gap tends to narrow over the years, as Brussels increasingly asserts itself on the international scene as a cultural and art centered destination, particularly for its cultural institutions (121 museums and the Grand-Place classified as a UNESCO World Heritage Site) and concerts (22 concert halls). There were 8,745 guided tours in 2018.

Today the city focuses on promoting recurring events, such as the “Winter Wonders” event, which is held from late November to early January and welcomes three million visitors each year. On the other hand, summer is a low period for the...