Heritage as a conference strategy

Flemish heritage venues are increasingly becoming the setting for international conferences. Abbeys, city palaces, former stock exchange buildings, and even old zoos are transforming into inspiring meeting places. This development is not a random trend but the result of a well-considered strategy by Visit Flanders ­Convention Bureau.

In Flanders, abbeys, city palaces, historical stock exchange buildings, and old zoos are ­hosting more and more international conferences. And that is no coincidence. Visit Flanders Conven­tion Bureau selects and supports heritage venues deemed suitable for hosting ­conferences based on strict criteria. In this way, the convention bureau transforms cultural ­heritage into new intellectual heritage.

Although the idea of using heritage venues for conferences is not new, Flanders is one of the few regions that has established a structural policy for it. Part of the reason was practical: many valuable buildings had been underutilised for a long time, while the international market for conferences and business events was expanding.

At the same time, the Flemish government ­wanted to distinguish itself as a conference region when it came to content and experience, rather than scale. They eventually realised that heritage was their most valuable asset.

This idea led to founding the Flanders Heritage Venues project in 2017, which included a selection of heritage venues suitable for conferences. However, the prestigious label is not only earned by the authentic appearance of the building. Each candidate venue must go through an assessment procedure based on seven ­substantive criteria.

In addition to the heritage value, the degree of public engagement, having modern facilities, and how the venue focuses on accessibility and inclusivity are also taken into account. The proce­dure is strict, as less than a third of the interested parties ultimately obtain the label.

A network, rather than a list

The network currently has 32 venues throughout Flanders. It is a mix of historical buildings, modern classics, and less obvious places. Below are a few examples.

One of the first five venues to join is A Room with a ZOO, the only conference centre in the world that features an actual zoo. Although the entire building offers modern conference facilities, it still features many traces of the original 19th-century building. In addition, knowledge about animal welfare and nature conservation is key, including award-winning scientific research.

Another founder is Thor Central, the former main building of the Waterschei coal mine in Genk. Thor Central, an industrial building that symbolises coal mining between 1924 and 1987, has been converted into a modern conference and innovation centre as part of the Thor Park techno­logy campus.

In 2019, nine venues joined the list, and one of them was the Sint-Pietersabdij in Ghent. The abbey, with roots dating back to the 7th ­century, exudes 14 centuries of history, including the impressive Chapter House, atmospheric cloisters, an intimate crypt, serene attic spaces, and an idyllic abbey garden.

In 2020, six more venues joined the exclusive group of heritage venues with modern conference facilities.

Botanic Garden Meise makes it clear how varied these venues are. The Botanic Garden distinguishes itself thanks to its unique combination of scientific, botanical, and historical heritage. It is located on the 92-hectare domain around Bouchout Castle, with greenhouses, historical buildings, and one of Europe’s largest and most diverse plant collections.

In 2023, 12 more heritage venues were added after the network was expanded to include venues that do not have a heritage designation but still offer a unique experience and meet all other requirements.

A good example is the Beurs-, Meeting- en ­Congrescentrum Brugge (BMCC), which opened in January 2022. The modern conference ­centre was built on the historic site of the ­former Bruges Stock Exchange, features particular architecture, and has its own internationally renowned cultural programme.

The Horta Grand Café in Antwerp is also part of the club. Although located in a modern building, it is furnished with the original iron trusses of the demolished Maison du Peuple in Brussels by ­Victor Horta, the Art Nouveau master.

 

More than a backdrop

The recognition as a Heritage Venue comes with certain obligations. For example, venues must actively engage in conveying their heritage story to international visitors in a contemporary way. It involves storytelling techniques, educational frameworks and collabora­tions with local guides and heritage experts.

According to Toerisme Vlaanderen, the inten-tion is for visitors to get more than just a visual impression of a beautiful building. The history, context, and social role of the heritage must also be visible and discussed to ensure that the venue is more than just an attractive backdrop.

“Associations play a crucial role in society. Their conference or event is a powerful tool to create a positive impact,” says Gemmeke de Jongh, Heritage expert at Visit Flanders Convention Bureau.

Cultural heritage as an economic actor

The policy fits within a broader framework in which cultural heritage is not only viewed as a care object but also as an economic and social actor. By using valuable buildings functionally, they are made accessible to a wider audience, while their maintenance is partly financed through commercial activity.

This policy also raises questions. Can a historic building be used intensively without affecting its authenticity? And where is the boundary ­between public activities and exploitation?

Critics will point to the tension between closed business meetings and the public interest of open monuments. Toerisme Vlaanderen, of which the conference bureau is a part, is aware of this tension. Recent policy documents pay explicit attention to maintaining the balance between heritage care, public activities, and business exploitation. At the same time, the main idea is that conferences can contribute to the social support for heritage preservation if they are well organised.

International positioning

Flanders’ heritage strategy aligns with a broader trend within the meeting industry, in which experience and meaning are becoming increasingly important. Conference organisers are looking for distinctive venues that match the theme of their event or that can provide ­cultural added value.

For Flanders, it is an opportunity to distinguish itself from larger conference regions such as Berlin or Paris. Instead of competing on volume, the focus is on content, quality, and authenticity. Sustainability also plays a role, as smaller-scale, context-bound events are increasingly considered a more sustainable alternative to massive conferences.

Thriving destination

The Heritage project is part of the Travel to Tomorrow vision, shaped in 2017 by Tourism ­Flanders, among others. The goal is to make Flanders a flourishing destination. ‘Tourism is a means to that end, and not an end onto itself,’ the organisation emphasises.

Respect for beloved historical venues is paramount. ‘We believe in working towards a balance between visitors, entrepreneurs, and residents, with added value for all involved, out of respect for the soul of the place.’

Participants and proponents of Travel to Tomorrow meet regularly to discuss matters. The last session took place in mid-April. The main question that the panel discussed was, how can you maintain the authenticity of a place in an ever-changing world?

Every place has a soul

Hendrik Daem, team leader of various luxury accommodations, shared his view on the matter. He manages Blauwpoort, a monument that has been converted into the only group holiday home in Flanders with five stars. He advocates more collective reflection.

“I would like to see entrepreneurs come together in workshops, not to discuss numbers or trends, but to ask crucial questions: what is the meaning of your place? What do you stand for? What do you want people to take with them when they leave?”

“Every place has a soul. We sometimes forget this, but when you make it visible again, through stories, rituals, and design choices, you notice that visitors are really touched.”

 

---

Basic conditions to be recognised as a Heritage Venue

• Permanent infrastructure
• Located in Flanders
• Quality meeting facilities
• Professional services at an international level, and the necessary skilled personnel 
• Website available in English
• Unique meeting venue and/or a conference team guaranteeing an impactful experience

Prerequisites

• Proper accessibility: located within a maximum of 15 minutes walking distance from the accommodation and train station. From the train station, a train trip to the nearest airport must take less than 90 minutes
• Suitable accommodation in the area
• Clear objectives and strategy regarding sustainability and/or an obtained Green Key label
• Clear objectives and strategy regarding accessibility and/or an obtained accessibility label
• Focus on Travel to Tomorrow, paying attention to delivering a long-term positive impact.