Brussels is gaining recognition as a prominent holiday destination in Europe, with 2024 marking a milestone for the city’s tourism sector. Visitor numbers are projected to exceed the record set in 2019, with overnight stays in hotels and accommodations like Airbnb showing significant growth.
Historically known as a business destination, Brussels has transformed into a city that balances business and leisure tourism. This shift is attributed to a strategic focus on diversifying its appeal since tourism became regionalized in 1980. The city has actively worked to attract a wider range of visitors by enhancing its cultural and event offerings.
Events such as Winter Wonders, which drew 4.2 million visitors (40% of whom were international), along with its renowned chocolates, waffles, and Belgian beers, have put Brussels on the map. Festivals, techno parties, and its Art Nouveau and Art Deco heritage have further enhanced its reputation as a cultural hotspot.
Hotels, particularly those around Grand Place, reported high occupancy rates during peak periods like December and New Year’s Eve. Events outside the city, such as Tomorrowland and Formula One, also contribute to the tourism boom. However, concerns have been raised about the lack of large-scale international events on the 2025 calendar, prompting local stakeholders to focus on attracting visitors during traditionally quieter periods.
Efforts are also underway to address over-tourism in central landmarks like Grand Place and Manneken Pis by promoting other neighborhoods. For instance, the European Quarter, once overlooked by tourists, has become increasingly popular thanks to targeted projects like ‘European Quarter Brussels.’
Looking forward, the city aims to reach 12 million overnight stays by 2030, while maintaining a balance to prevent over-tourism. With tourism supporting around 50,000 jobs, the emphasis is not only on economic growth but also on ensuring a positive, sustainable impact on the city’s quality of life.
