Flanders has become significantly more attractive to international tourists, according to a new reputation survey commissioned by Visit Flanders.
The study, conducted among 13,000 travellers from 12 European countries and the US, found that 41 per cent now see Flanders as a “very attractive” destination for a short break, up from 31 per cent in 2021. One in three respondents said they are considering a visit in the coming years, and 29 per cent are interested in longer holidays.
Recognition remains high: 91 per cent of respondents are familiar with Flanders or its cities. Brussels, Bruges and Antwerp top the list of most recognised locations. Tourists most often associate the region with historic cities, art, beer and war heritage, while figures like Rubens, Van Eyck, Bruegel and cyclist Eddy Merckx are frequently mentioned.
Flanders is praised for its culture, heritage, landscapes and cuisine, and is viewed as safe and welcoming. Visitors described locals as respectful, culturally proud and multilingual.
Interest is strongest in neighbouring countries, as well as Spain and Italy, and the region’s overall image remains positive across the board.
