Knowledge documents
23 July 2025
Flanders' international tourism reputation: 2024 survey insights
Knowledge documents
23 July 2025
Adventure tourism
Coastal, maritime and inland water tourism
Cultural tourism
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Tourism Flanders' 2024 survey found that Flanders is increasingly recognised and considered attractive for short holidays, with historic cities and cultural heritage as key draws.
Toerisme Vlaanderen
Topics
Belgium
Academic / Research and VET Institutions
Company with 250 or more employees
Consumer Organisations
Cultural and Heritage Organisations
Destination Management & Marketing Organisations
EU Institutions
Financial Institutions and Investors
Industry Associations and Chambers of Commerce
International Organisations
Local Authorities
Media / Journalist Organisations
National authorities
Networks and Federations / Confederations
NGOs / Non-profits
Regional Authorities
SMEs (a company with less than 250 employees)
Trade Unions
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Specific types of tourism
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Adventure tourism
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Coastal, maritime and inland water tourism
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Cultural tourism
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Ecotourism
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Education tourism
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Festival tourism
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Gastronomy tourism
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Health and medical tourism
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MICE tourism
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Mountain tourism
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Religious tourism
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Rural tourism
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Sports tourism
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Urban/city tourism
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Wellness tourism
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Transition Pathway Strategic Areas
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Governance of tourism destinations
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Improving statistics and indicators
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Online visibility of tourism offer
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Tourism strategies
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Business activities
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Activities of amusement parks and theme parks
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Activities of associations and other organisations supporting tourism
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Air passenger transport
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Camping grounds, recreational vehicle parks and trailer parks
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Events catering and other food services
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Festivals, cultural and entertainment activities
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Gardens and nature reserves activities
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Holiday Housing / Apartments and other short stay accommodation
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Hotel and similar accommodation
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Mobile beverage services
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Mobile food services
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Museums
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Operation of historical sites
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Other
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Other accommodation
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Other amusement and recreation activities
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Other food and beverage services
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Other holiday reservation services
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Other tourism transportation activities
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Rail Passenger transport
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Recreational and sport activities
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Restaurants, cafes and bars (Food and Beverage serving activities)
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Road passenger transport
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Tour operator activities
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Travel agency activities
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Water (sea, coastal and inland) passenger transport
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In December 2024, Toerisme Vlaanderen conducted its fourth international reputation survey across 12 European countries and the United States. The survey gathered responses from 13,000 travellers regarding their awareness of Flanders, its appeal as a travel destination, and their travel intentions.
According to the results, 91% of international European respondents reported having heard of Flanders or a city or region within it. Additionally, 41% considered Flanders a highly attractive destination for a short holiday (1 to 3 nights), up from 31% in 2021. The region’s historic cities and cultural heritage were identified as the main motivations for visiting.
These findings aim to support strategic tourism planning by providing a clearer understanding of Flanders’ international image. The full survey results are available via the link on the left-hand side of the platform (The original piece available only in Dutch).
#Tourism indicators #Destination management #Stakeholder engagement #Tourism development #Reports
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