By Greet Smekens
Have you ever heard of Flanders? If not, you are probably not a cycling fanatic. Flanders, the Dutch-speaking northern part of Belgium, is renowned for its rich history, art, medieval cities and — especially — a strong cycling culture. Cycling is central to the region’s identity, with athletes like Wout van Aert and Remco Evenepoel leading the pack and iconic events such as the Tour of Flanders (Ronde van Vlaanderen), a UCI WorldTour Monument, drawing international attention. In winter, the region switches from road races to the international stage of cyclocross.
EventFlanders leverages the region’s unique strengths, particularly in sport, to attract visitors, boost reputation and foster community. I spoke with Geert Bruynseels, event expert sport at EventFlanders, to understand how this institution crafts the narrative of Flanders for the world.
Sport as a unique selling proposition
“Sporting events have a broad reach,” Bruynseels explains. “They’re not just about tourism; they serve economic, reputational and societal goals.” EventFlanders is a collaborative project, bringing together Tourism Flanders, the department of culture, youth and media, the department of foreign affairs and Sport Vlaanderen. This cross-sector approach ensures that events are chosen not just for their tourist appeal, but for their potential to showcase what makes Flanders unique.
For Flanders, cycling is more than a sport — it’s a cultural phenomenon. “We focus on events that highlight our unique assets,” Bruynseels says. “Cycling, with its iconic cobbled climbs and passionate fan base, is something people travel here for. It’s a once-in-a-lifetime experience for many.” Recent events include the 2025 World Championships para-cycling, the 2025 European Championships running, the 2024 UCI World Championships gravel and the 2021 UCI Road World Championships. “The rich cycling history of Flanders makes attracting cycling championships the perfect fit for the region and its tourism. Spectators come not only for the championships but also for the unique Flandrien experience of riding the cobbled climbs themselves,” explains Geert.
Beyond tourism
The impact of these events goes beyond hotel bookings and restaurant visits. “There’s a real societal value,” Bruynseels notes. “Cycling events, for example, encourage people to get on their bikes, promote mobility and contribute to public health.” Many events are accessible and held in public spaces, inviting participation from locals and visitors alike.
This broader perspective shapes the institution’s strategy. “We want our events to subscribe to the ‘Flanders, State of the Art’ campaign, reflecting the craftsmanship and innovation Flanders is known for,” Bruynseels says. “We also use them to spotlight our heritage cities and iconic locations, just as Paris did with the Olympics.”
Challenges: seasonality, scale and scarcity
Promoting Flanders through events isn’t without its challenges. “We’re a small region with limited budgets,” Bruynseels admits. “We have to make tough choices and focus on what we do best. By using our limited budget creatively, we select events that support Flanders’ unique strengths.” The UCI Gravel World Championship is a good example of this strategy, excelling in societal, reputational and economic goals with a strong tourism pull from all over the world.
Seasonality is a particular hurdle: cycling tourism peaks in spring, so EventFlanders works to extend the calendar with gravel races and cyclocross events in other seasons. Infrastructure is another constraint. “We can’t always bid for mega events like the Olympic Games or European Games,” Bruynseels explains. “Our stadiums and cities have their limits, so we focus on events that are financially and logistically feasible, but still deliver strong economic and reputational returns.”
Targeted communication and measuring success
Reaching an international audience requires a tailored approach. EventFlanders acts as a facilitator, working with federations and commercial organizers who run the international campaigns. “We focus on the communities around each sport, using social media and partnerships with international federations,” Bruynseels says. For major events, Tourism Flanders’ foreign offices play a key role in promoting the region abroad.
How does EventFlanders know if its strategy is working? “We conduct thorough evaluations, including economic impact, media reach and societal effects,” Bruynseels says. They use models developed with Oxford Economics to estimate economic benefits, but are careful not to overstate the numbers. “We want to be realistic and transparent,” he emphasizes. Societal impact is harder to measure, but EventFlanders collaborates with universities like VUB and international partners to benchmark the effects of events on communities. Sustainability is also a growing focus, with CO2 measurements and environmental impact assessments becoming standard practice.
Trends and the road ahead
Looking forward, Bruynseels sees a shift toward unique, participatory experiences. “People want bucket-list moments, something they can’t get anywhere else,” he says. “Active participation is key, whether it’s cycling up a legendary hill or running in a European championship.” The younger generation is also more conscious of sustainability, which will shape the future of sports tourism.
For Flanders, the challenge is to keep innovating, stay true to its strengths and continue offering experiences that resonate with both locals and visitors. As Bruynseels puts it: “People travel to be part of something unique. That’s what we aim to deliver.”
Greet Smekens wrote this piece as part of her training at the School of Travel Journalism. If it inspired you, explore the Master’s Degree in Travel Journalism and the Master in Gastronomic Journalism and Communication, watch our students’ travel documentaries on YouTube, and listen to their stories on our Spotify podcast.
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This article is part of the practical work carried out by students on the Master’s Degree in Travel Journalism at the School of Travel Journalism.