Belgium, a tourism gem hidden in the heart of Europe

On 22 May 2025, Maasmechelen Village hosted the 3rd edition of the Tourism Conference at the Terhills Conference Center. More than 100 professionals from the sector – experts, decision-makers, international partners, and institutional representatives – gathered around a powerful idea: to showcase Belgium as a full-fledged, unique, and desirable travel destination. Far from clichés, Belgium is now emerging as a precious stop for travelers seeking meaning and authenticity.

Organized by Maasmechelen Village, part of The Bicester Collection, the morning of reflection and dialogue offered an immersive experience into a vibrant, connected, welcoming, and sustainable Belgium. Through inspiring talks, experience sharing, and strategic conversations, Belgium established itself as a key player in European tourism, successfully blending local authenticity with international ambition.

« Let’s keep collaborating and keep upgrading the way the world experiences Belgium and Europe » stated Ludivine Destrée, Senior Marketing Manager at the European Travel Commission.

Moderated by Ana Rovzar, the conference shed light on the many facets of Belgian tourism, with insightful contributions from several prominent speakers:

Laura Olaerts (Provincial Deputy of Limburg) highlighted the region’s growing momentum in both business and leisure tourism. Driven by innovative initiatives such as cycle tourism, praised by Time Magazine, Limburg is becoming a model territory for sustainable tourism development.

Bart Canini, CEO of Creneau International, explored how design and user experience impact tourism appeal. With international expertise in bespoke spatial design, he demonstrated how Belgium can turn hospitality into a true cultural signature.

Tania Ter-Ossepiantz, senior aviation marketing manager at Brussels Airport, presented an ambitious investment strategy: €500 million over the next five years to enhance Belgium’s connectivity and strengthen its position as a strategic hub at the heart of Europe. “A new intercontinental flight has a huge impact on the Belgian market. It brings in between 50-100 million per year to the Belgian economy”.

Investment, sustainability, and connection were the key themes of the conference: investing sustainably, improving mobility, and connecting talents and initiatives to create a smoother, more inspiring, more human travel experience.

In closing, Delphine Medaouri, General Manager of Maasmechelen Village, reiterated the site’s mission, an invitation to slow down and rediscover the meaning of travel. – “What unites all these voices is a shared belief: Belgium truly stands out as a destination on the European map. It is with this spirit that Maasmechelen Village, part of The Bicester Collection, chose to organize this gathering, a privileged moment of dialogue, inspiration, and connection.”

Mrs Medaouri also emphasized the fact that over the years, Maasmechelen Village has become much more than a shopping destination. – “Today, it is a true tourism hotspot, set in a stunning natural environment on the edge of the National Park. Here, cultural diversity, local heritage, and gastronomic richness come together in a unique atmosphere, where nature, hospitality, and fashion blend in harmony.”