After hosting a group of UK agents on a two-day fam trip last month, we caught up with VisitBrussels' head of international business development – travel trade, Tom Albrand, to hear why the tourist board is striving to "reshape" its approach to the UK market
Tom was keen to highlight that the UK, along with Brussels' other neighbouring markets, remain a "priority... in VisitBrussels' travel trade development strategy," largely because of the significant visitor numbers and spend delivered by these markets.
Re-engagement with the UK market, which currently includes last month's fam, another expected later this year and further trade developments in the pipeline, "aims to reshape how UK travel professionals and visitors perceive Brussels."
"[The UK] remains a priority... in VisitBrussels' travel trade development strategy."
Those efforts appear to be paying off already; Steve Dunn, a Hays Travel agent, joined the trip, noting that he "had no idea Brussels was so beautiful."
The Belgian capital remains easily accessible, least of all thanks to Eurostar's London St. Pancras-Brussels South service, with Tom praising the "efficient and eco-friendly" nature of the service. Steve added that the Eurostar was "such an easy and comfortable experience when compared to flying."
Brussels Airlines offers a comprehensive programme from London, Manchester, Edinburgh, Birmingham and Glasgow, while British Airways continues to offer four daily direct flights from London Heathrow. Brussels Airport is a 25-minute SNCB/NMBS train ride away from the city centre, with bus connections also available.
Beyond its accessibility, reshaping the diplomatic perception of the city to one of "iconic experiences and hidden gems" is made easy by Brussels' plethora of historic and unexpected attractions.
"...reshaping the diplomatic perception of the city... is made easy by Brussels' plethora of historic and unexpected attractions."
Tom highlighted "a must-visit for beer enthusiasts," the Belgian Beer World Experience, housed in the city's former stock exchange dating back to the 19th century, which traces the nation's rich beer history. Maison Hannon encapsulates the nation's art nouveau scene, with a recent restoration returning the building to its former glory. Train lovers who don't quite get their fix from the Eurostar journey can explore Belgium's impressive railway museum, home to Train World, an attraction of equal parts technology and history. Kanal Centre Pompidou, due to open next year, promises "a cultural hub showcasing modern art in an innovative setting."
Over 50 experiences can be unlocked by the Brussels Card, covering museums, public transport and attraction/tour discounts. The Art Nouveau Pass is a dedicated entryway to iconic buildings and guided tours of said buildings, with the Volume Pass opening doors to the city's vibrant club scene.
While there are myriad experiences and reasons to sell the capital, VisitBrussels maintains its commitment to supply the trade with all the tools it needs to sell. The 'From Brussels with Love' trade brochure spotlights unique insights and information, with a dedicated 'Let's Meet' platform for MICE sellers.
"...there are myriad experiences and reasons to sell the capital..."
Tailor-made assistance can be sourced by contacting the team directly at trave.trade@visit.brussels.
Efforts around reshaping the perception of the city are, Tom believes, in service of one mission.
"Despite recent political decisions, we are still close neighbours with cultural and economic ties that we want to strengthen.
"In short: we want to make you love Brussels."
Tom Albrand heads up VisitBrussels' international business development – travel trade.
