Every year, we visit Flanders together with our long-standing client VISITFLANDERS. It’s one of those trips we always look forward to – partly because it gives us the opportunity to sit down with our client and plan the year ahead, but also because it allows us to experience the destination first-hand.
As a PR and marketing agency, it’s invaluable to see the places we talk about every day. Visiting new attractions, meeting local partners and hearing the stories behind the destination helps us create more authentic campaigns and stronger recommendations for the Nordic market.
This year’s trip took Hanna and Helle to Brussels, Bruges and Leuven – three places with completely different personalities, but all with plenty to offer.
Planning the year ahead
The trip began at the VISITFLANDERS’ headquarters in Brussels, where we met with Marijke and Lynn from VISITFLANDERS to review our collaboration and start planning activities for the coming year. These meetings are always one of the most important parts of the trip. They give us the chance to exchange ideas, discuss new opportunities and make sure we’re working towards the same goals.
With the planning complete, it was time to head out and explore.
Bruges: more than a postcard-perfect city
Bruges is often described as one of Europe’s most beautiful medieval cities, and it’s easy to understand why. Walking through its cobbled streets, alongside canals and historic buildings, it feels like stepping into another era.
But there’s much more to Bruges than its postcard-perfect scenery.
During our visit, we explored BRUSK, the city’s brand-new cultural venue, which is an exciting addition to Bruges’ already impressive arts scene. We also visited De Halve Maan Brewery, where centuries of brewing tradition meet modern craftsmanship, a great example of how Flanders continues to build on its rich heritage while embracing new ideas.
Of course, no visit would be complete without enjoying the local food. From relaxed dinners to traditional Belgian specialities, every meal became another opportunity to experience the local culture.
Leuven: innovation meets tradition
After Bruges, we continued to Leuven, a lively university city that offered a completely different atmosphere.
Together with our local guide, we explored landmarks such as the impressive City Hall, the Grote Markt and the historic Great Beguinage. We also got to experience the city the way many locals do – by bike. Cycling through Leuven gave us a completely different perspective and reminded us how easy it is to discover Belgian cities on two wheels.
One of the highlights was meeting several of VISITFLANDERS GOESTING ambassadors, passionate local food producers who proudly shared their craft, stories and love for Flemish gastronomy. These personal encounters are often what stay with us the longest and provide valuable insights into the destination beyond the traditional tourist attractions.
Bringing the destination closer
Trips like these are about much more than sightseeing.
They help us better understand the destinations we represent and give us the knowledge and inspiration we need when creating PR activities, campaigns and marketing for the Nordic market. Seeing a place through the eyes of the people who live and work there always adds a new perspective.
This year’s prospection trip reminded us once again how diverse Flanders really is. From the timeless charm of Bruges to the vibrant energy of Leuven, every stop offered something different – whether it was history, culture, gastronomy or innovation.
A big thank you to VISITFLANDERS, Marijke, Lynn, Tom and everyone who welcomed us along the way. We’re already looking forward to returning and continuing to share everything Flanders has to offer with the Nordic travel industry.
