SPOTLIGHT | Bruges, Belgium

It’s a UNESCO World Heritage City boasting some of Europe’s best preserved mediaeval buildings; it has museums, galleries, centuries-old canals and romantic bridges; it’s famous for its fresh fish and seafood and bounty of Michelin-starred restaurants and offers tours combining two of Belgium’s best loved specialities, chocolate and beer.

Tourism is certainly important to the Bruges economy but it has also welcomed business events, both corporate and association, for over 25 years. Its unique heritage and the ease of getting around on foot differentiate it from other cities, asserts Bruges Convention Bureau’s Jasmine Kestens. Now, emerging from the pandemic, it’s running a campaign using these images to inspire the meetings market back, events supported by its diverse local activities and expertise that are, says Kestens, “most close to our DNA”.

Like other destinations, it has been focusing on offering hybrid events. Then, last month, 200 people were allowed together indoors again. Consequently, the Building Simulation 2021 Conference was not only streamed online but 328 delegates were able to meet on-site in the Concert Hall, City Hall and Crowne Plaza Hotel.

But there’s much more to come, especially with the arrival of the new Bruges Meeting & Convention Centre. Centrally located, it comprises a 4,500 sqm multipurpose hall, plenary room with retractable seating for up to 514, 12 break-out rooms and a catering area and terrace with amazing views. At least six international conventions are booked for next year.

The richly decorated Provincial Court, a Flanders Heritage Venue, is being renovated as an event venue for up to 220 people, opening in 2024. And, next year, work will begin on BRUSK, a new exhibition centre due to open in 2025.