Booming Tourist Attraction: Flanders Now Offers Unmatched Appeal for Visitors

Flanders Gains Popularity as a Tourist Destination Among Foreign Visitors, Surveys Indicate

A recent reputation survey commissioned by the Flemish tourism agency, Visit Flanders, reveals that Flanders is increasingly appealing to international tourists as a travel destination. The arts and culture scene, particularly, is a major magnet for foreign visitors to Flanders.

The survey, now in its fourth iteration, solicited opinions from 13,000 travelers hailing from 12 European countries and the United States. The objective of this year's survey was to gauge international tourists' perception of Flanders, assess any changes in popularity over time, and determine if the region is a consideration for future visits.

The survey findings show that 91% of respondents are familiar with Flanders, a slight dip compared to the past two surveys in 2021 and 2017. Approximately half of those polled have already visited Flanders, a slight decrease compared to 2021. Respondents from the United States, Norway, and the United Kingdom were the least aware of the region. Strangely, respondents were often unable to accurately locate Flanders on a map, with some believing it was situated in neighboring countries or even Spain.

When asked about Flanders' international image, half of the participants associated the region with arts, culture, and heritage. Famous Flemish cities, such as Bruges, Brussels, and Antwerp, as well as architecture, war heritage, and historical figures like Rubens were frequently mentioned. An additional 34% highlighted the region's food and drink scene, while 31% mentioned its landscapes and nature. Some notable Flemish figures include painters like Rubens and Van Eyck, sports icon Eddy Merckx, and Manneke Pis.

Perceptions of Flanders' safety and affordability varied among respondents. Neighboring countries generally considered the region safe, while Scandinavian respondents were less enthusiastic about the safety aspect, and southern Europeans saw Flanders as an expensive destination.

The survey results indicate that 41% of respondents view Flanders as an incredibly appealing destination for a short vacation, significantly higher than the 2021 figure of 31%. Furthermore, 33% expressed a likelihood or certainty to visit Flanders for a short break within the next three years, while 29% aim for longer stays.

Foreign travelers, regardless of the specific destination, seem to desire a fusion of cultural and relaxing experiences. City trips, beach holidays, and cultural excursions are popular, as are destinations easily accessible through frequent flights, such as Punta Cana and Cabo San Lucas. When choosing a destination, travelers tend to prioritize cost, safety, and weather, followed by nature experiences, tasting local cuisine, and participating in physical activities.

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Current travel trends suggest a growing emphasis on destinations that offer sustainable options, a digital detox experience, and cultural appeal, as well as affordability and shorter getaways. Younger travelers, particularly Gen Z, are increasingly interested in eco-conscious destinations, while Japan is attracting more international visitors due to its rich cultural offerings [1, 5]. Additionally, technology now plays a significant role in travel planning, as more travelers use AI to research destinations and activities and rely on its recommendations [2].

The arts and culture scene in Flanders is a major draw for foreign tourists, contributing to its growing popularity as a travel destination.
The survey found that 91% of respondents are familiar with Flanders, despite some difficulty in locating it on a map by some participants.
Famous cities like Bruges, Brussels, and Antwerp, as well as the region's food and drink scene, landscapes, and nature, are key factors in Flanders' international image.
Perceptions of Flanders' safety and affordability varied among respondents, with neighboring countries generally considering the region safe, while Scandinavians and southern Europeans had mixed opinions.
The survey revealed that 41% of respondents view Flanders as an incredibly appealing destination for a short vacation, a significant increase from the 2021 figure of 31%.
Foreign travelers are seeking a fusion of cultural and relaxing experiences, with city trips, beach holidays, and cultural excursions being popular choices.
When choosing a destination, travelers prioritize cost, safety, and weather, followed by nature experiences, tasting local cuisine, and participating in physical activities.
Current travel trends suggest a growing emphasis on eco-conscious destinations, digital detox experiences, cultural appeal, affordability, and shorter getaways.
Technology now plays a significant role in travel planning, as more travelers use AI to research destinations and activities and rely on its recommendations.