Cultural Tourism in Flanders and Brussels by Maria Adorján

Cultural tourism in Flanders and Brussels Leen Billiouw Business areas: Tourism Adorjรกn Mรกria

TABLE OF CONTENTS

1. CULTURAL TOURISM IN BELGIUM 1.1 DESCRIBING THE REGION

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1.2 BRUSSELS AS A CITY OF ART 1.2.1 MAIN TOURIST ATTRACTIONS IN BRUSSELS 1.2.2 MAIN EVENTS IN BRUSSELS 1.3 CITIES OF ART IN FLANDERS 1.3.1 BRUGES 1.3.1.1 MAIN TOURIST ATTRACTIONS IN BRUGES 1.3.1.2 MAIN EVENTS IN BRUGES 1.3.2 GHENT 1.3.2.1 MAIN TOURIST ATTRACTIONS IN GHENT 1.3.2.2 MAIN EVENTS IN GHENT 1.3.3 ANTWERP 1.3.3.1 MAIN TOURIST ATTRACTIONS IN ANTWERP 1.3.3.2 MAIN EVENTS IN ANTWERP 1.3.4 MECHELEN 1.3.4.1 MAIN TOURIST ATTRACTIONS IN MECHELEN 1.3.5 LEUVEN 1.3.5.1 MAIN TOURIST ATTRACTIONS IN LEUVEN 1.3.5.2 MAIN EVENTS IN LEUVEN

2. DESCRIBING THE TOURISTS

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2.1 DOMESTIC AND INBOUND TOURISTS 2.2TOURISTS ACCORDING TO AIMS 2.3 MOST POPULAR ACTIVITIES AMONG TOURISTS 2.4 ACCOMODATION

3.THE IMPACT OF TOURISM

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3.1 THE ECONOMIC IMPACT OF TOURISM 3.1.1 NUMBER OF TOURISTS AND THEIR SPENDING 3.1.2 OTHER BUSINESSES PROFIT 3.1.3 SEASONALITY 3.2 SOCIAL, CULTURAL AND NEGATIVE IMPACT OF TOURISM

4. AREAS OF EXCELLENCE AND AREAS OF IMPROVEMENT P.11 4.1 A SWOT ANALYSIS

5. BIBLIOGRAPHY

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6. ATTACHMENTS

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1. CULTUR AL TOURISM IN BELGIUM

1.1| DESCRIBING THE REGION Belgium is a small country, but an attractive tourist destination. It has a lot to offer to foreign tourists. Not only the Belgian beer, fries and chocolate are inviting, but also the many different tourist attractions. The main tourist attractions are the Ardennes, the coast and the cities of art. The Ardennes are located in the south-east of Belgium and is a region with forests, hills and picturesque villages. This region is the ideal place to sport and enjoy nature. The coastline in the north-west of the country is the best area to get fresh air. Besides those regions are also the cities of art worth a visit. The most important cities of art are Bruges, Ghent, Antwerp, Leuven and Mechelen in Flanders, the northern part of the Belgium. In Wallonia, the southern part of the country, are Mons, Namur, LiĂ¨ge, Tournai and Charleroi the most important ones. Also the capital Brussels is an interesting city of art. This report will talk about the cities of art in Flanders and the city of art Brussels. It will focus on the cultural heritage tourism in these cities. 1.2| BRUSSELS AS A CITY OF ART Brussels is the capital of Belgium. It is officially bilingual, because of the Dutch-speaking and French-speaking communities. This is also visible by the bilingual signs in the streets of Brussels. These signs emphasize that all citizens are equally. In the 10th century Brussels was a fortress town and now became a metropolitan area. The headquarters of the European Commission, Council of the European Union, the European Council and the second seat of the European Parliament are also situated in Brussels.

1.2.1 MAIN TOURIST ATTRACTIONS IN BRUSSELS The Grand Place is the central square in Brussels. It is an UNESCO World Heritage Site. On the square visitors can admire the gothic Town Hall, the guildhalls and the Breadhouse. 'Manneken Pis' is another symbol of the city. It is a small bronze fountain sculpture of a little boy. The sculpture is only 58 centimeters high, but world-famous. There are different legends behind this statue, but the most popular one is that a little boy urinated on the burning fuse of an explosive charges at the city wall. Thanks to this little boy the city was saved. Not only the legends, but also the more than 700 costumes make 'Manneken Pis' special. The statue is dressed in different costumes several times a week. Other must-sees in Brussels are the Horta Museum, which is dedicated to Art Nouveau architect Victor Horta, the Magritte Museum with surrealistic paintings from René Magritte and the 41 comic strip walls in the streets of Brussels. Futher the Atomium deserves a stop. The monument was constructed for the World Expo '58. It was designed by André Waterkeyn and the 9 spheres are connected by tubes with moving staircases. The Atomium images a unit cell of an iron crystal.

1.2.2 MAIN EVENTS IN BRUSSELS Every 2 years in August there is a big flower carpet on the Grand Place in Brussels. The flower carpet exits out of 1 million begonias and is made by 120 volunteers. The carpet covers an area of 77 meters by 24 meters. During the Christmas period visitors can enjoy a wonderful Christmas market in the center of Brussels with magical carousels for the children. In June Brussels is the place to be for the summer festival Couleur Café, where world music can be heard and food from all over the world can be tasted. It is a true multicultural experience.

1.3| CITIES OF ART IN FLANDERS Flanders tumultuous and rich past is reflected in the Flemish cities of art. Bruges, Ghent, Antwerp, Mechelen and Leuven are marked by Flanders' Golden Age, which is visible in for example the architecture. These cities also offer a cultural and historic diversity.

1.3.1 BRUGES Bruges is a medieval looking city. Because of its canals Bruges is often called 'The Venice of the North'. The historical city centre is one of the UNESCO World heritage sites since 2000. Bruges was founded by Vikings. The name 'Bruges' is derived from the old-Scandinavian word 'Brygga' or 'harbour'. Bruges became quickly an important international trading port and in the city people could find exotic products. In the 15th century Bruges was the home of the Flemish painting school with Anthony Van Dyck and Hans Memling. In the 18th century Bruges was the poorest city in Belgium, but thanks to its medieval heritage it survived. 1.3.1.1 MAIN TOURIST ATTRACTIONS IN BRUGES Bruges has a lot of great museums. In the Groeningen Museum paintings of the Flemish Primitives can be admired. Besides visitors can learn about the rich history of Bruges in the Historicum. Who likes chocolate, can make a visit to the chocolate museum and beer fans can go to The Straffe Hendrik Brewery, where traditional brewing methods are explained and the beer "Straffe Hendrik" can be tasted. Further must-sees are the view over the Grand Place on the top of the Belfry, the part of the city called 'Burg' and the UNESCO World Heritage site, the Beguinage. An order of Benedictine nuns still live in the Beguinage. In the Church of Our Lady a marble Madonna statue of Michelangelo can be prized. With its 55 chocolate shops, Bruges can be called the chocolate city.

1.3.1.2 MAIN EVENTS IN BRUGES Each year around the 21th of July visitors can enjoy music concerts during three days with 'Brugge tripel dagen'. One week earlier Bruges hosts the three-day summer festival 'The Cactusfestival', where a lot of international artists perform.

1.3.2 GHENT Ghent is the perfect mix of past and present. Already in the Roman period a huge community was settled near the confluence of the two rivers, the Scheldt and the Leie. In the 12th century Ghent became a trade center thanks to its cloth production and during this period the Castle of Counts or Gravensteen was built. In the beginning of the 19th century new sugar refineries and cotton mills were constructed in Ghent. Nowadays Ghent has 18 museums, 100 churches, 400 historical buildings and the largest car-free centre in Belgium.

1.3.2.1 MAIN TOURIST ATTRACTIONS IN GHENT The city center of Ghent is dominated by three towers: The Saint-Bavo Cathedral, the Belfry and the Saint-Nicholas church. The Belfry is a 14th century watchtower, which was used to discover city fires and see the enemies. A must-see in Ghent is the altarpiece 'The Adoration of the Mystic Lamb' in the Saint-Bavo Cathedral. The altarpiece was completed in 1432 by Jan and Hubert van Eyck and is a milestone in the art history. It is one of the masterpieces of the Flemish Primitives. In 1934 the 'Just Judges' panel was mysteriously stolen and is regarded as

one of Belgium's most important art thefts. Besides Ghent has several great museums. SMAK (Museum of contemporary art) is the best-known, because of its original exhibitions of Belgian and international artists. Fine arts can be admired in the MSK with its 15th to 20th century Flemish art collection. Who likes Art Nouveau and Art Deco can go to the Design Museum. The Castle of Counts or Gravensteen is the only medieval fortress in Flanders and did service as a courthouse and prison. Nowadays there is a permanent exhibition about the former torture techniques that were used and the armoury and torture chambers can be visited. Further wandering around in the city is a must. In the area 'Patershol' visitors can admire 17th century buildings and on the Graslei they can enjoy the architecture of the Flemish Renaissance. The Great Butchers hall was the former indoor market place and nowadays local products are promoted here. The gothic Town Hall is another pearl in the city thanks to its renaissance elements. 1.3.2.2 MAIN EVENTS IN GHENT Ghent hosts some big cultural events. Every year in July Ghent hosts 'The Gentse Feesten'. During ten days visitors can enjoy music and theatre performances. Other festivities are the annual international techno event 'I love Techno' and the 'Gentse FloraliĂŤn'. The 'Gentse FloraliĂŤn' takes place every five years and is a botanical exhibition.

1.3.3 ANTWERP Antwerp, the city of diamonds and creativity, is situated in the north of Belgium. In the 14th century Antwerp became the most important trading and financial centre in Western Europe thanks to its wool market and seaport. Great masters, like Rubens and Van Dyck lived in Antwerp during the 16th and 17th century and took care that the city flourished culturally. Nowadays Antwerp has the second largest port in Europe and is the city of fashion. The Antwerp Six are six world-famous Belgian designers, who made their imprint on Belgian fashion. Antwerp is worth a visit for its medieval buildings, vivid nightlife and museums. 1.3.3.1 MAIN TOURIST ATTRACTIONS IN ANTWERP Antwerp's story can be told by a visit to its museums. On the one hand the Antwerp Fashion Museum shows wonderful collections chosen by designers and themes. The MAS museum (Museum Aan de Stroom) on the other hand talks about Antwerp's history and the importance of the port. Also the Rubenshuis is worth a visit. It is the former house of painter Peter-Paul Rubens. Afterwards visitors can walk through the city along the modern courthouse, the beautiful station, the shopping street and finish with a walk through the 572 meters long SintAnna tunnel under the Scheldt.

1.3.3.2 MAIN EVENTS IN ANTWERP Each year Antwerp organises a wide variety of activities during July and August. The residents and visitors can watch movies in the outdoor cinema, can enjoy the best parties, can enjoy music performances and theatre on the streets. On the 15th of August visitors can go to the market of the painter Rubens. All the market vendors are dressed then in costumes out of the 17th century.

1.3.4 MECHELEN Mechelen has the appearance of a provincial town with its pleasant little squares, parks and car-free areas. Already in the 13th century Mechelen became a powerful city as a consequence of the flourishing cloth trade. The first European railway linked Brussels to Mechelen. This led to the growth of metalworking industries nearby Mechelen. The city is also famous because of the craft of tapestry weaving. The prestigious Royal Manufacturer of Tapestries 'De Wit' is located in the Refuge of Tongerlo Abby. 'De Wit' still produces, sells and restores tapestries from all over the world. 1.3.4.1 MAIN TOURIST ATTRACTIONS IN MECHELEN A must-see in Mechelen is the Belfry tower of the Saint Rumbold's Cathedral. This gothic church is UNESCO World Heritage Patrimony and the top of the tower offers a splendid view over the city. The cathedral is also famous because of its carillon's set. During the summer there are still concerts played on these bells. In Mechelen there is also a carillon school, where students can learn to play chuch bells. The former Lamot brewery is a little further. Nowadays it is transformed into a restaurant and a convention centre, but until 1994 the brewery was one of the largest of Flanders. It also has a heritage center, where the stories and history of the people of the city are told. Next to this site there is the Vismarkt. The ideal location to drink a beer or eat during summer and also the trendiest site in Mechelen. Children can amuse themselves in the Toy Museum.

1.3.5 LEUVEN One of the oldest and most important universities in Europe is situated in Leuven. Its buildings, the 28,000 students and professors dominate Leuven and make Leuven a valuable student city. Since 1425, when the university was founded, is Leuven the most important center of higher education in Belgium. Besides Leuven

is Belgium's brewing capital. The headquarters of Inbev, the second largest brewery in the world and maker of Stella Artois, are located in Leuven. 1.3.5.1 MAIN TOURIST ATTRACTIONS IN LEUVEN Firstly a visit to the AB Inbev Brewery is highly recommended. It is the home to Stella Artois, Leffe and Hoegaarden. Secondly a walk through the 13th century beguinage, which is recognized by UNESCO as a world heritage site, is worth a visit. Nowadays some students have the privilege to live in the beguinage. Further must-sees are the 15th century gothic Town Hall, the library and the Old Market Square. A 19th century collection can be admired in Museum M. 1.3.5.2 MAIN EVENTS IN LEUVEN In the beginning of August residents and visitors can enjoy 'Hapje Tapje'. This is a drink and food festival in the centre of Leuven. In different streets you can find stands with different kinds of food and drinks. In the end of August visitors can go to 'Marktrock' in Leuven. This is an urban music festival with multiple stages on different squares in Leuven.

2. DESCRIBING THE TOURISTS

2.1| DOMESTIC AND INBOUND TOURISTS Most of the tourists in Flanders are domestic tourists. 59 percent of all the overnight stays registered in 2011 in Flanders were of domestic tourists and only 41 percent of inbound tourists. In Brussels the results are reversed. 80 percent of all the registered overnight stays were from inbound tourists and only 20 percent from domestic tourists. Most of the tourists who visit the cities of art are from the neighbouring countries. Mostly tourists from the Netherlands visit Flanders' cities of art. Further the cities of art welcome tourists from France, The United Kingdom, Germany and Spain. Moreover cities of art are most popular with tourists without children. Only 5 percent of all the tourists in art cities bring their children. This is probably because cultural (heritage) tourism is a form of niche tourism and more interesting for adults. 2.2| TOURISTS ACCORDING T O AIMS Around 68 percent of the inbound tourists came to the cities of art in Flanders and Brussels for leisure tourism and almost 32 percent came for business tourism. Those visitors came to Flanders or Brussels for a congress, seminars, conferences and other professional purposes. 2.3| MOST POPULAR ACTIVITIES AMONG TOURISTS The most popular activities in the cities of art among tourists are walking around in the city center. Besides that around 70 percent of the tourists goes to a restaurant and visits some monuments and

historical buildings. Further 61 percent visits a church or a cathedral, 54 percent likes to shop in a city of art and 38 percent visits a museum. Only 17 percent likes to take a boat tour or a guided city tour. 2.4| ACCOMODATION

Of all the overnight stays in 2011 56 percent stayed at least one night in Brussels. Only 16 percent slept at least one night in Antwerp and 15 percent of all the overnight stays in 2011 was registered in Bruges. Brussels has thus the most tourists who spend one overnight stay. This is possibly a result of the aim or motivation of some tourists. Hereby can be referred to business tourism in Brussels, because a lot of headquarters of multinationals and European Union are situated in Brussels. Furthermore inbound tourists prefer a hotel as their accommodation in a city of art. In 2011 around 93 percent stayed in a hotel. Only 4 percent stayed in a youth hostel and 3 percent stayed in a Bed and Breakfast.

3. THE IMPACT OF TOURISM

3.1. THE ECONOMIC IMPACT OF TOURISM

3.1.1 NUMBER OF TOURISTS AND THEIR SPENDING Almost 6 million visitors came to an art city in the Flanders and Brussels in 2011. On average tourists stay almost 2 nights in an art city. Around 8 million overnight stays by inbound tourists were registered in 2011 in art cities of which almost 5 million were registered in Brussels. The spending of tourists differ from which country the tourists are. Tourists from France and Belgium spend the most during their visit, respectively around 174 euro and 161 euro per person per night in a city of art in the Flanders or Brussels. A tourist from Germany spends around 150 euro per person per night. A tourist from the United Kingdom spends around 140 euro and a tourist from the Netherlands spends around 135 euro per person per night. The spending is the highest in Brussels. Furthermore tourists spend on average 43 euro on their accommodation, 52 euro on their meals and drinks, 9 euro on attractions and leisure activities, 34 euro on shopping and 4 euro on transport in cities of art. In total they spend around 142 euro average. Tourists spent in the art cities Bruges, Ghent, Antwerp, Brussels, Leuven and Mechelen in 2011 699 million euro in the whole year. They spent 256 million euro on their meals and drinks, 211 million euro on their accomodation, 168 million euro on shopping, 46 million euro on attractions and 18 million euro on transport.

3.1.2 OTHER BUSINESSES PROFIT The figures make clear that not only the hotels profit from the tourism in the cities of art. Also the restaurants, the bars, the shops, the museums profit from the tourism. But the cultural tourism has also a multiplier impact. Direct employment is one of the effects of tourism. Direct employment are all the jobs that are directly created by the tourism and that can maintain thanks to tourism. Some examples of direct employment in Flanders cities of art and Brussels are the jobs of the hotel owners in Brussels, the restaurant owners in Bruges, the waiters in Ghent, the persons who work in the museums in Antwerp, the persons who are guides in Mechelen, etcetera. A very important point is that also persons who do the reparations and the maintenance of the historic buildings in the cities of art are a direct effect of the tourism. So the construction sector and also the responsible authorities for immovable heritage are examples of direct employment of the cultural tourism. On the other hand tourism creates indirect employment. The food that is served in the hotels or in the restaurants are from the local farmers. Their job is an indirect effect of the cultural tourism. Cultural tourism provides particularly jobs in the sector hospitality and accommodation and the construction sector. The figures of the VDAB show that 4 percent of the working population works is employed in tourism-related jobs. 3.1.3 SEASONALITY If we check the overnight stays in the cities of art per month in 2011, we can notice a decrease from the month November until the end of March. The possibility to lure more tourists to these cities of art is to organise more festivities and supplementary attractions during the winter months. For example these cities could be more attractive for tourists, when there are wonderful Christmas markets. Also tourism offices could focus more on indoor activities, like visiting museums, historical buildings or churches.

3.2 SOCIAL, CULTURAL AND NEGATIVE IMPACT OF TOURISM The contact with tourists has also social and cultural effects. Tourism has an impact on the political, social, religious and cultural values of the residents of the cities of art. Besides that it has an impact on the consumption, the employment and the lifestyle of the residents (on music, on art, on habits). Furthermore tourism has also negative effects, like more pollution, more noise and disfiguration in architecture. The last one is an important one in the cities of art, because sometimes a hotel is constructed next to a historical building.

4. AREAS OF EXCELLENCE AND AREAS OF IMPROVEMENT

4.1 A SWOT ANALYSIS

STRENGHTS -The cities of art in the Flanders and Brussels have a lot to offer: cultural diversity, beautiful architecture, history, local products (beer, Belgian fries and chocolate) and arts. - A lot of different attractions: visit museums, churches, cathedrals, historical buildings, a walking tour with a guide and visiting the art city by boat. -A lot of side attractions: visit a local brewery and test the beer, visit a chocolate shop, festivals and other events. -All the cities of art are connected by a good network of railways. It is possible to visit all the cities of art in one week by train. It takes only one hour to go from Brussels to Bruges for example. By car it is also possible to reach all the cities of art. -Belgians can speak on average three different languages. Some even five or more. This is visible on the touristic websites about the cities of art. People from different countries are able to read the content on the websites. - The cultural tourism in Flanders and Brussels is supported by the government and the responsible authorities. (The links are provided in the bibliography.) WEAKNESS - The weather in Belgium is precarious. A lot of tourists prefer to go to warmer places during the holidays. In Belgium the sun cannot be guaranteed. - Belgium is a small country. It is thus perfect for a short stay, but not for a stay of a month. -A lot of tourists want to combine nature with visiting cities. The possibility to do the both is there, but tourists should have a car to combine the both. It is possible with public transport, but the organization scares a lot of tourists. -If tourists want to visit the cities of art by car, they should pay parking costs and maybe even have problems to park their car in the city. OPPORTUNITIES - Create more successful commercial products. -Create more interactivity in the cities of art. THREATS - The weather in Belgium is precarious. Hereby a lot of outdoor activities are threatened.

5. BIBLIOGRAPHY

Statistics and figures http://www.toerismevlaanderen.be/sites/toerismevlaanderen.be/files/assets/documents_KENN IS/cijfers/Kerncijfers/2011_kerncijfers_NL_.pdf http://www.toerismevlaanderen.be/toerisme-cijfers-gegevens-verblijfstoerisme http://www.toerismevlaanderen.be/sites/toerismevlaanderen.be/files/assets/documents_KENN IS/onderzoeken/Kunststedenonderzoek%20Toerisme%20Vlaanderen%202011.pdf

http://www.rwo.be/Portals/100/OE/6122_Eindrapport_lores.pdf http://www.vdab.be/trends/sectorrapporten/horeca_toerisme.pdf http://www.briobrussel.be/assets/onderzoeksprojecten/onderzoeksrapport_vijfhoek_annvanlee uw.pdf Information www.visitgent.be www.visitantwerpen.be www.visitbrussels.be www.visitbelgium.com www.brugge.be www.toerismevlaanderen.be/cijfers www.belgie-toerisme.nl www.belgium.be/en/ http://www.visitflanders.co.uk/ Pictures www.photobucket.com

6. ATTACHMENTS (Source of these attachments: www.toerismevlaanderen.be/sites/toerismevlaanderen.be/files/) Figure 1: Distribution overnight stays in cities of art (2011)

Figure 2: Distribution domestic and inbound overnight stays in the Flanders and Brussels

Figure 3: Tourists spending in the cities of art per person per night (in euro, 2011)

Figure 4: Tourists spending in the Flanders per person per night (2011)