Less than one year after opening, the interactive museum Belgian Beer World located in the newly renovated Bourse building is failing to live up to expectations, with visitors' numbers dropping month after month.
For years, Sven Gatz (Open VLD), the current Brussels Minister of Finance and Budget and former Flemish MP, worked with Brussels Mayor and former Councillor for Tourism Philippe Close (PS) to transform the old Brussels Stock Exchange building (Bourse) in the centre of town into an "experience centre" dedicated to Belgian beer culture.
This Belgian Beer World, which opened in September 2023, was arguably one of the most controversial aspects of the renewal project, regarded by critics as an unnecessary exploitation of the space which takes up too much of the building. However, politically, the creation of the museum was considered vital for the overall Bourse project. The argument was that this would make it profitable.
Belgian Beer World entrance. Belga / Hatim Kaghat
The City of Brussels initially said it hoped to attract as many as 400,000 to 450,000 visitors a year. However, it is drawing in far fewer visitors than anticipated and the numbers are decreasing as the months go by, Bruzz reported.
As few as 100 on weekdays
After two months, the Beurs-Bourse Autonomous Municipal Corporation – which manages the renovated fair building and Belgian Beer World – reported 20,000 visitors. By the start of spring, however, the novelty had worn off and daily visitor figures dropped.
Geoffroy Coomans de Brachène, MR councillor in the City of Brussels and director of the Autonomous Municipal Corporation, calculated 9,000 monthly visitors. This amounts to around 300 daily and just 108,000 per year – around a quarter of the estimated amount.
De Brachène said that there are sometimes as few as 100 to 120 on weekdays. He argued this is down to the museum's limited exposure: "There is no sign or advertising anywhere in the area."
The price – €17 per ticket for adults – is also too high, he added. However, as times are rough, a promotion with discount vouchers has been introduced.
This low visitor number has resulted in the Autonomous Municipal Corporation, which pays rent to the City of Brussels, being in deficit. The aim was to break even by 2028, but de Brachène said that seems impossible.
