There are many ways
that the choice of host destination can support international association
events. And few cities do it better than Brussels
What do you look for when choosing a destination to host your international association event? No doubt it’s a complex set of criteria from infrastructure to access, relationships, cost and reputation.
And what is the main purpose of your event? Regardless of the intricacies of individual sectors and communities, dissemination of knowledge is usually the overarching aim – meaning legacy and impact are ever more important. So how do you ensure the destination
you choose to host your event will add as much value as possible?
“In the meetings industry, the true carriers of intellectual capital are local leaders who hold influential roles in international scientific, business and professional associations earning global recognition for their achievements,” says Miloš Milovanović,
GainingEdge Partner, GainingEdge Anaylsis & Research, Head.
“The meetings industry,” he continues, “Has a unique role in fostering and utilising a destination’s intellectual capital. It can drive growth and help transform communities into knowledge-based, innovative societies. Our industry plays a strategic role
in identifying and engaging local intellectual capital, strengthening a society’s competitive edge.”
While Milovanović is focused on destination marketing, his research helps to identify the keys to making association events as affective as possible:
- Harness local support: local leaders active in your international association can harness support from their city, convention bureau, academic centres and local companies. Many will already be working together and provide a great source of key speakers
and ideas
- Optimising intellectual capital: many destinations are already Investing in long-term, strategic relationships with local leaders to foster deeper collaborations
- Choose a knowledge hub: harnessing the expertise of local leaders helps to transform communities into knowledge-based societies that attract talent, investment and global collaboration.
Brussels - Europe’s association
capital
And where might you find this local support and intellectual capital? No other city in Europe offers a more extensive association community than Brussels. With a dedicated team to support
association events within its convention bureau visit.brussels, it also provides a wide range of support for associations operating in or wishing to locate to Belgium’s capital. This includes
practical check-lists and advice on how to set up an international association, highly regarded education events such as the annual European Association Summit and information on organising association meetings in Brussels.
With more international association headquarters and regional offices than any other European city, Brussels is also home to more than 60 European and global institutions and intergovernmental organisations. This unrivalled pool of experienced association
talent makes it the ideal destination for association events.
Offering specialist representation, lobbying and association service companies, Brussels is home to:
European Society of Association Executives (ESAE): membership organisation for association leaders and managers
Federation of European and International Associations
established in Belgium (FAIB): membership organisation for international associations based in Belgium
International Associations Centre (MAI): shared resource centre and office space for international associations based in Brussels
Union of International Associations (UIA): world-respected authority on international associations, their missions, and scope and scale of activities, including valuable data on meetings.
Brussels: The
Association Place
November 2024 marks the first anniversary of The Association Place located in the very heart of the EU Quarter. The culmination of Brussels’ commitment to fostering international associations, The Association Place has become the go-to hub for international
and European associations.
Established by the Brussels Convention and Association Bureau, The Association Place is an information and community centre for international associations that hosts events and information sessions. This year’s main event has been the Association Connect
Cycle, where monthly masterclass sessions were held to help associations expand their competences and knowledge in areas related to association management, communications and EU affairs. Additional themed sessions also delivered content on city life, changes in the
city districts and organising meetings in Brussels.
It also operates as a venue providing the ideal space for associations to organise their own meetings close to European institutions and various association offices located in nearby surroundings, or
hybrid events thanks to the available equipment.
Brussels is home to more than 2,400 international associations headquarters ensuring it provides a ready-made community for networking and business development.
In the spring, the European Association Summit takes place, organised by European Society of Association Executives, while winter sees the Brussels International Association Forum, organised by AssociationWorld. In 2025, the UIA Roundtable will be held
in Brussels.
What’s new on the
Brussels hotel and venue scene
Offering great connectivity with Paris, London, Amsterdam and Cologne all within two hours by high-speed train, Brussels is also highly-rated for its quality of life. This includes fantastic hotels, restaurants, attractions and nightlife.
Here’s a quick roundup of what's fresh in the Brussels event scene:
New hotels:
- Cardo Brussels – a new addition to the dynamic Rogier neighbourhood, this contemporary hotel takes the city’s art heritage as its design theme. It is part of a larger transformation of the area
- The Standard Brussels – a highly anticipated boutique hotel set to open in the heart of the city early in 2025
- Fleur de Ville – this chic boutique hotel is located in the city centre, blending elegance and style
- Corinthia Grand Hotel Astoria – an historic gem reimagined with modern luxury, this luxurious newly-opened property looks set to become Brussels’s most prestigious address
An exciting array of new flexible, large venues,
many combining a stylish mix of their industrial past with contemporary style, reveal
just how exciting Brussels is for association events.
- Albert Hall – this iconic venue has undergone significant renovations and improvements and is back better than ever. With its stunning Art Deco design, Albert Hall will be one of the key locations for the upcoming Art Deco 2025 event. With three
main rooms and capacity for 800 in the largest, this is a centrally-located and stylish venue
- LIFT Brussels – located alongside the canal, LIFT is a vast, flexible venue offering both indoor and outdoor event spaces. Perfect for large-scale events, exhibitions and conferences, it provides a modern and versatile environment
- Silo Brussels – with industrial charm and panoramic views, this special venue, also located alongside the canal, offers a permanent covered rooftop terrace that can accommodate up to 500 guests
- Lioncity – looking for something unconventional? Lioncity offers a temporary industrial venue experience with a raw, urban feel, making it perfect for creative events, product launches and more
- Tour & Taxis – this beautiful, vast site has recently been redeveloped to create a stylish mix of event spaces with brickwork, glass and wood. There are also elegant
meeting rooms and glamorous banqueting areas
- Belga Queen – a Brussels institution in a magnificent 18th century former bank, Belga Queen is famous for showcasing the best of Belgian cuisine. It has reopened with a revamped space and the basement area is now available for private
events, adding to the restaurant's appeal as an elegant venue for special occasions.
Explore a comprehensive list of venues, hotels and restaurants in the Let’s Meet guide: Let's
Meet in Brussels 2024 - interactive brochure | Visit Brussels
For further information on hosting association events in Brussels, visit Convention
& Association Bureau | Visit Brussels
