It’s tempting to think that because Belgium is so close to France, the two countries are comparable or even similar. But nothing could be further from the truth. Identifying opportunities and making inroads into the Belgian market require patience and perseverance. Cornering this market takes time.
Belgium hosts many trade shows, usually with national or regional reach.
In the hospitality and agriculture sectors, for example, each region develops its own show plan.
Belgian shows are usually open to the general public or are a mix of trade and public for profitability reasons.
International visitors to Belgian trade shows primarily come from the Netherlands, northern France, the Grand Duchy of Luxembourg and occasionally Germany.
Exceptions are international events such as Seafood Expo Global, Labelexpo, MoOD (Meet Only Original Designs), and Intérieur, the international biennale for creative interior design.
Easyfairs are well established and offer formats that are very different yet complementary to those of the leading French events.
Last but not least, the Flemish tend to travel to Germany and the Walloons to France, but Belgians will go wherever they expect to find business and issues that echo their own.