While the Belgian coast is not yet known internationally as a top beach holiday destination, unbearable heat in southern resorts could see Costa Belgica replace the Costa del Sol.
A recent EU-funded study showed that established tourism trends are already shifting and could swing further as holidaymakers head for destinations where they will not bake in the heat or have to flee large forest fires. While this could be disastrous for countries like Greece and Spain, where the tourism sector accounts for a significant share of their GDP, it could be a boost to the economies of countries such as Belgium.
Due to the bad weather in Belgium this summer, it seems unlikely that Belgian tourism to the south will stop anytime soon, as many people may not wish to risk a last-minute trip to the coast which could end in being stuck inside during rainy days. However, tour operator TUI expects an influx of southern European tourists due to climate change, as people may soon prefer the moderate Belgian climate to endless heat and extreme drought.
The continued heat is already having an effect on the shift from south to north. In Brussels, a remarkable increase in Italian and Spanish tourists booking a trip to the Belgian capital.
"In July, the number of flight reservations from Spain to Brussels increased by 9%," Jeroen Roppe, spokesperson for visit.brussels, told Gazet van Antwerpen. For Italy, this figure was as high as 18%. But this could also be due to the targeted campaigns created for these regions this year.
Coastal effect?
Figures from Tourism Flanders show that the Belgian coast is currently most popular among Belgian tourists and people coming from neighbouring countries the Netherlands, France and Germany. "Belgium is not known as a destination for beach holidays right now," said Piet Demeyer, TUI spokesperson. "But it could well be that this will change."
The question is whether the Belgian coast is ready to accommodate hordes of international tourists, should they choose to replace their endless sunshine with Belgium's unpredictable climate. Tourism expert Jan Van der Borg (KU Leuven) noted that this influx will not be an immediate tsunami effect. "But it is a trend that will get stronger as the Mediterranean gets hotter and hotter. It is therefore crucial that policymakers plan to deal with it."
People in the Belgian coastal city of Blankenberge in June 2023. Credit: Belga/ Maaike Tijssens
Flanders should come up with a dispersal plan to accommodate these new tourists by "coming up with a new story," including by launching campaigns that highlight Belgium's versatility, he explained. "Think of the national parks coming up in Flanders, cycling tourism, showcasing the Ardennes, and so on."
However, as Belgium is currently mostly knowns as a cultural destination among international tourists who prefer to visit the historical cities of Ghent and Bruges, for example, Van der Borg stressed that these places should already take measures to manage the large flows of tourists, for instance by limiting the number of cruise ships allowed to dock.
