European capitals: MICE tourism in Brussels
——Interview with Dominique ANDRE, manager new markets of
The Belgian Tourist Office for Brussels and Wallonia
By August Yan / Julia Chen
Since it is located in the heart of multi-cultures of Latin, Germanic and Anglo-Saxon, Belgium is a blend of many cultures in Europe, which brings tourists a wonderful
picture: the ancient castles, cute towns, modern cities, and natural scenery and so on.
We may need to spend a little more time to appreciate the elegance of Belgium;
everywhere in Belgium will give you a surprise. Brussels, the capital of Belgium, has
been recognized as “the Capital of Europe" and a number of many international
organizations are located there including HQ of EU, NATO……The growth of Chinese
outbound tourism market has drawn attention from all around the world. We therefore
interviewed with Dominique ANDRE, manager new markets of The Belgian Tourist Office for
Brussels and Wallonia on their promotion strategies and future plans for china market.
<Meeting China>: As the heart of EU, Brussels is also where the HQ of EU
located. It has strongly strengthened in administration, and a large number
of international conferences are held here. Could you firstly give an
introduction of MICE industry in Brussels?
D: First of all, why choose Brussels in a few words. Things happen in Brussels!
There’s always a buzz. Not just because it’s the capital of 500 million Europeans
and political decisions are made here, but also because Brussels offers you an exciting
cultural, artistic and social scene... at sensible prices. All in a city with historical
beauty and a multicultural soul!
Now let’s have a look at the figures Between1997 and 2007, 61% of tourists were
business tourists and normally 39were leisure. But between 2007 and 2012, business
tourism decreases and accounts for 54.5% (39.6 % meetings and conferences) the overall
growth is 17.5% during that period.
Brussels is the capital of Belgium, where have so many international conference
centers and facilities for Europe market. During the economic recession of 2008, and
the important increase of the price of petrol, and consumer goods everything slowed
down as well in leisure tourism and in business tourism.
Tourism as a whole it is going up every year except 2009 and 2011 and in 2012there
was a total of 60 million room nights in Brussels. But still the business trip is now
more important than the leisure, today about 55% for business and 45% for leisure,
before it was 60%, but now is 55%. And it is going on a rise again--business trip went down and now is rising again but the increase is less than for
leisure tourism. During the last decade, Brussels became an important place from the
city trippers.
Brussels is a meeting or MICE city, the fact we cannot compare to Paris or to
London, because the market here is much smaller, the hotel offer as well as the
capacity of the hotels is smaller. The biggest hotel is in the capital, it is about
550 rooms, but what is very important is that Brussels is a very compact city,
everything is within reach and a new conference centre, called Square- Brussels Meeting Centre, is surrounded by high end hotels, venues and is within
walking distance of the well-known market square.
Due to the economic crisis, less incentive is organized. But there is a new
phenomenon called “bleisure”. Business people come to Brussels for business and
combine it with tailor made leisure activities.
<Meeting China>: Compared with ordinary tourists, what are the unique
advantages of Brussels to attract MICE customers?
D: First of all the location and easy access, Brussels has superb air, road and
rail connections, right in the heart of Europe.
Another advantage is its amazing selection of venues: historical, unusual, art
nouveau, post-industrial, design, academic, ultramodern, ...all are within walking
distance of hotels
But what’s the most important for business tourists is that they have a unique
experience and you know, the Brussels agenda is packed with events, festivals and
surprise. When they go back home and have really enjoyed themselves while here for
business, they will come back with their families and friends. Brussels has it all
with its fine cuisine, inviting shops and charming historical centre, it also offers
visitors a comforting quality of life. Did you know Brussels is onethe greenest
capital in Europe, with more than 27 m? of green space per resident!.
Experience the best of Brussels but also Brussels behind the screens is a must
for the most demanding businessmen. It’s why VisitBrussels, the tourism office for
the City of Brussels and the Brussels-Capital Region created recently different
offers for the high end traveler as visiting Delvaux or renowned jewelers behind the
scenes, as having a 2 star Michelin dinner on a tram or in a designer’s exclusive
showroom….
<Meeting China>: Chinese outbound tourism market has beenvalued highly
by the international market, especially the MICE market, which has tremendous
potential. So how do you think about the future trends of the MICE market
in china?
D: Nowadays, the Chinese market is very important. Chinese only now start
going abroad for company meetings. They are eager to discover the particularities
of these new destinations, to have great cultural and shopping experiences. It’s
also very important for the destination to understand what the Chinese business t
ravelers are looking for. The Chinese travelers are very interesting for the d
estinations as they are eager to discover and have a high power purchase.
In free shops, we made a survey. Normally, tourists spend 30 Euro and Chinese
people spend 600 Euro, It is about 20 times more. When you see Chinese in the airport
free shops, they mainly buy chocolates, jewels and fashion item, always brands. W
hat is more, the shops understood very quickly that the Chinese market has a lot of
potential, much quicker than the tourist offices.
We know that Chinese like make new experiences. So do not take them to the
museum, but let’s focus on beer and chocolate. They can go to the chocolate place
to learn how to make their own chocolate; they can also go to a brewery and have a
great tasting after the visit or follow a seminar on how to make their own beer.
It is like a game while they can make things together, they like these things. There
are lots of things can be done to please and interest them.
<Meeting China>: For many Europe countries, the common practice is to
do everything possible to attract more tourists from emerging countries.
So for attracting Chinese customers, what measures has The Belgian Tourist
Office for Brussels and Wallonia taken? When the Chinese group tourists
or business travelers go to Brussels, what convenience or help will The
Belgian Tourist Office for Brussels and Wallonia provide to them?
D: We need to make an effort to better understand the new trends of the Chinese
market. A few years ago we only received demands from Chinese travel agencies by mail.
Nowadays, the Chinese travel agent wants to see the place by himself. He travels to
Europe, visits the hotels and venues and organizes the trip himself. For instance, a
few weeks ago, a travel agency came to our office as he had to organize a trip for 300
guests from KIA China to Paris and Brussels. We did not only provide Chinese brochures
but also information about venues and activities. We can even prepare the programme
together. For this service, we don’t ask any money, it’s our task to provide
information and suggestions to them. I think the trip to Brussels is more as an
incentive than meeting because the Chinese first go to Paris for their company meeting
then go to Brussels for sightseeing and a dinner in a special venue. This is a special
programme, tourists do not have. If they are not in Brussels, they can contact the
VisitBrussels office in Beijing for more information.
<Meeting China>: Chinese outbound market continues to expand, so has The
Belgian Tourist Office for Brussels and Wallonia organized some promotion
activities? Does the Belgian Tourist Office for Brussels and Wallonia consider
cooperating with the Tourism Bureau of large cities in China?
D: VisitBrussels participates to tourism fairs as the MICE fair in Beijing last
September called CIBTM. Next year, they will organize a “Brussels Day” in September
together with some partners. The aim of this event is to promote the City of Brussels
and the Brussels-Capital Region to Chinese professionals be it investors, companies,
travel agents or Mice organizers. There will be an official day followed by a business
day, where different workshops will be organized also on tourism. We will invite
travel agents and companies to show what Brussels has to offer as a destination both
for business and leisure.
Until now we are collaborating with our trade Agencies who contact the tour
operators but we are not collaborating until now with Tourism Bureau of large cities
in China. So I met some interesting travel agencies in Wuhan last year but our main
promotion is still done is the main cities as Beijing, Shanghai, …
Promotion is very important but costs a lot, investing in social media is our
priority today. ■