On May 22, 2025, Maasmechelen Village hosted the third edition of the Tourism Conference at the Terhills Conference Center. More than 100 professionals from the tourism sector – including experts, policymakers, international partners, and institutional representatives – gathered around a shared vision: to present Belgium as a fully-fledged, unique, and attractive destination. Far from clichés, Belgium is now positioning itself as a meaningful stopover for travelers in search of authenticity and depth.
The morning was filled with a session of reflection and exchange, organized by Maasmechelen Village, part of The Bicester Collection, offered insights into a vibrant, connected, welcoming, and sustainable Belgium. Through inspiring speeches, experience-sharing, and strategic dialogue, Belgium reaffirmed its role as a key player in European tourism – a country that successfully blends local authenticity with global ambition.
“Let us continue working together to reshape how the world sees Belgium and Europe,” said Ludivine Destrée, Senior Marketing Manager at the European Travel Commission.
Moderated by Ana Rovzar, the conference shed light on the many dimensions of Belgian tourism through a range of prominent speakers: Laura Olaerts (Limburg Provincial Councilor) emphasized the growing dynamism of both business and leisure tourism in the region. Backed by innovative initiatives such as cycling tourism – praised by Time Magazine – Limburg stands out as a model region for sustainable tourism. Bart Canini (CEO of Créneau International) addressed the role of design and user experience in enhancing tourist appeal. With his international expertise in tailor-made space design, he illustrated how Belgium can turn hospitality into a cultural hallmark. Tania Ter-Ossepiantz (Senior Aviation Marketing Manager, Brussels Airport) presented an ambitious investment strategy: €500 million over the next five years to strengthen Belgium’s connectivity and its position as a strategic hub in the heart of Europe.
“A single new intercontinental flight can have a massive impact on the Belgian market, generating €50 to €100 million annually for the economy,” she noted.
Investment, sustainability, and connectivity set the tone for the morning: investing responsibly, improving mobility, and connecting talent and initiatives to create a smoother, more inspiring, and more human travel experience.
In her closing remarks, Delphine Medaouri, General Manager of Maasmechelen Village, reflected on the mission of the destination: an invitation to slow down and rediscover the essence of travel.
“What unites all these voices is a shared belief: Belgium has everything it takes to be a unique destination on the European map,” she stated. “That spirit is what inspired Maasmechelen Village, as a member of The Bicester Collection, to host this gathering – a moment of dialogue, inspiration, and connection.” She added: “Over the years, Maasmechelen Village has grown beyond a shopping destination. Today, it is a true tourist hotspot, set in a stunning natural environment on the edge of the National Park. Here, cultural diversity, local heritage, and culinary richness meet in a unique atmosphere, where nature, hospitality, and fashion come together in harmony.”
