Flanders is widely recognised for its rich cultural heritage, human-scale cities and forward-thinking approach to tourism and international convening. The region is strengthening its place brand through sustainability, inclusivity and long-term value creation, guided by VISITFLANDERS. At the centre of this work, the Flanders Convention Bureau connects the region’s identity and strengths with international conference audiences.
We spoke with Lynn Dauwe, Hub Coach Marketing at VISITFLANDERS, and Evelyne Bardyn, Head of the Flanders Convention Bureau, about how the Flanders brand is evolving, what makes heritage a living hosting infrastructure, and where they see the greatest opportunities for the region ahead.
Lynn, Evelyne – how would you describe the core of Flanders’ place brand today, and how does this vision shape the way the region presents itself internationally?
Lynn: At its core, the Flanders brand is about creating meaningful connections between people and place. Our Travel to Tomorrow strategy aims to build a destination that works for residents, entrepreneurs and visitors. We focus on Flanders’ DNA — heritage, remembrance landscapes, gastronomy, cycling and nature — and turn these into high-quality experiences that are innovative and responsible. We want tourism to add value locally, not add pressure.
Evelyne: In business events, we see conferences as catalysts. We connect international associations with Flemish universities, research centres and industry clusters, so events create long-term value beyond the meeting itself. For us, the brand is not only about “hosting”, but about an open region where heritage, creativity and innovation meet.
How does VISITFLANDERS’ commitment to quality influence the way Flanders tells its story to leisure travellers and event organisers?
Lynn: Quality needs systems behind it. We invest in knowledge, partnerships and consistent standards, so experiences are well designed and well delivered. For leisure, that means curated culture, gastronomy, walking and cycling, with sustainability built in. It also means inclusion: through networks like Everyone Deserves a Holiday, we work to make Flanders accessible to more people.
Evelyne: For conferences, professionalisation means working with organisers who share an ambition for impact. We position Flanders as an ecosystem where events support collaboration and progress. We build communities such as be.digital.flanders and be.sustainable.flanders, and bring stakeholders together through the Meet in Flanders Academy. The aim is simple: value that lasts beyond the event.
How do you translate Flanders’ cultural heritage and community values into a coherent narrative that resonates with international audiences?
Lynn: We tell a consistent story about Flanders as a place of culture, creativity and community, with responsibility as a baseline. Our storytelling sits under “state-of-the-art craftsmanship” — how tradition becomes innovation. Across markets, our foreign offices help ensure the same message is shared through media, trade and partners.
Evelyne: In meetings, the Flanders Heritage Venues network helps make the story tangible. When conferences take place in historic locations, delegates experience the destination directly, bridging past, present and future. We also align content with place — such as linking a maritime conference in Oostende to the harbour, local innovators and the sea economy. It strengthens the event and creates a clearer connection to Flanders.
Sustainability in Flanders goes beyond environmental measures and includes social impact and accessibility. How is this broader understanding reflected in the experiences and initiatives you support?
Lynn: We support experiences that are inclusive, meaningful and sustainable. Projects like Selfie for All improve accessibility at cultural sites, and themed routes help people engage with heritage in more active ways. We also adapt sustainability guidelines into practical tools for partners, with universal design as a guiding principle.
Evelyne: In events, we apply the same philosophy with local organising committees. Some events show how culture and inclusion can work together — such as the Louder Together Conference in Antwerp, linking performing arts, education and community engagement. The point is lasting value, not only a successful event week.
Can you share an example where Flanders successfully connected its cultural assets with forward-looking innovation or sustainable development?
Lynn: Our work around the Flemish Masters is a good example. We link museums, cities, partners, researchers and creative industries, and use digital tools to make heritage more engaging and accessible. With Flemish Masters in Situ, we also spread visitors across time and place, supporting the carrying capacity of city centres by highlighting smaller sites and lesser known artists.
Evelyne: Through EventFlanders, we connect conferences with major cultural programmes, such as The Crystal Ship in Ostend. Linking a B2B event to a wider cultural moment can deepen debate, improve learning and strengthen networks. It reinforces a key idea: heritage is not only the past — it can be a platform for innovation and tomorrow’s heritage.
How does Flanders bring its many actors together to strengthen a shared identity and long-term vision?
Lynn: Collaboration is central to how we work. We partner with cities, provinces, cultural institutions and tourism stakeholders — public and private — to build long-term programmes that also serve local needs. Projects such as BRUSK in Bruges, Leuven as Europe’s Capital of Culture in 2030, and the Smaakhaven culinary hub are built through co-creation. This takes time, but it creates stronger results and clearer positioning.
Evelyne: In business events, we connect international associations to local ecosystems of expertise. Together with congress cities, we run Team Flanders campaigns and work with ambassadors and legacy makers to support long-term value creation. At European level, we collaborate through BEFuture and networks of national convention bureaux and the Alliance for Impact. The goal is shared learning and better outcomes for host communities.
Looking ahead, what opportunities do you see for Flanders to evolve its destination brand further?
Lynn: The opportunity is to keep building Travel to Tomorrow into practice: high-quality experiences that are inclusive and sustainable, and that protect quality of life. Our marketing should remain inviting, but also responsible — attracting visitors who value culture and place, and who travel with care.
Evelyne: For meetings, the opportunity is to scale impact. Conferences can connect international expertise with local innovation and leave knowledge and partnerships behind. We see this in events that carry legacy forward — such as the European Academy of Childhood Disability moving from Bruges to Ireland, or Velo-city in Ghent building on prior host cities. If tourism and business events align around positive impact, the brand can evolve beyond economic value towards long-term benefit.
Thank you, Lynn and Evelyne!
To explore further, visit Flanders Convention Bureau and VISITFLANDERS. You’ll find a printed version of this interview in the 2026 Place Brand Leaders Yearbook, together with a full showcase on Flanders — a short version of which is also available here.
