Understanding the tourists shaping Belgium’s Art Cities
Helping Belgium’s Art Cities better understand their visitors to improve the tourist experience and strengthen their long-term appeal.
The Challenge
Every four years, Toerisme Vlaanderen conducts a large-scale study to better understand leisure tourists visiting Belgium’s Art Cities. The research aims to understand who these visitors are, the characteristics of their trip and how satisfied they are with the destination.
Our Story
We designed and carried out an extensive face-to-face research programme among tourists visiting the Art Cities. Across the participating destinations, our interviewers conducted nearly 9000 interviews with a diverse mix of visitors. To reflect the different ways tourists experience a city, respondents were divided into three key segments: "Day tourists, visiting the city without staying overnight"; "Overnight tourists, spending at least one night in the city" and "Cruise tourists, visiting the destination as part of a cruise trip". The research captured the full visitor journey. We explored tourists’ profiles and travel motivations, as well as practical aspects of their trip, including transportation, accommodation, activities and expenditure. Carefully defined quotas helped ensure sufficient representation across tourist types and nationalities. Following fieldwork, the data was weighted to provide a representative view of the wider visitor population.
Our Shared Success
The study gave Toerisme Vlaanderen a comprehensive and representative picture of the tourists visiting Belgium’s Art Cities. By connecting visitor profiles with motivations, behaviour and satisfaction, the research revealed not only who was visiting, but also why they chose these destinations and how they experienced their stay. These insights helped the client identify opportunities to improve the visitor experience, respond more effectively to the needs of different tourist groups and strengthen the long-term appeal of the Art Cities.
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