IAN STALKER
VISITFLANDERS is inviting Canadians who have scaled the Eiffel Tower, toured Venice by gondola and taken in the Tower of London to visit a part of Belgium it says has the very type of longstanding attributes that lure Canadians to Europe in the first place.
Marco Frank of VISITFLANDERS’ North American office says his destination is well worthy of consideration by Canadians planning a European vacation.
“For many Canadian travellers, Europe is a familiar destination,” he says. “They’ve wandered the streets of Paris, cruised Amsterdam’s canals, admired the monuments of London, and checked off the must-see highlights across Italy and Spain. The challenge for today’s travel advisor is finding a destination that still delivers the magic of Europe – but feels fresh, authentic, and surprisingly undiscovered. That’s where Flanders, the northern region of Belgium, deserves a place on your radar.
“Flanders offers everything travellers love about Europe – historic cities, world-class museums, exceptional cuisine, vibrant culture, and beautiful architecture – but on a more intimate scale. Visitors can explore medieval market squares, stroll along picturesque canals, and enjoy lively cafés without feeling overwhelmed by the crowds often found in Europe’s most visited cities.
“Each Flemish city has its own personality. Antwerp blends cutting-edge fashion, contemporary art, and a thriving culinary scene with the legacy of Baroque master Peter Paul Rubens. Bruges enchants visitors with its canals and cobblestone streets, while Ghent combines medieval heritage with a youthful, creative atmosphere. Historic Mechelen and the provincial capitals offer even more opportunities to discover places many international visitors have yet to experience. Brussels, the capital region, is the perfect gateway, offering iconic landmarks, renowned museums, exceptional dining, and seamless rail connections to every corner of the region.”
Photos: VisitFlanders
Frank says one of Flanders’ greatest strengths is the ease tourists can travel within it. Distances are short, and an efficient rail network connects the region’s major cities in as little as 20 to 60 minutes. Travellers can enjoy several distinct destinations without constantly packing and unpacking or spending hours in transit, he notes.
“Better yet, Flanders fits naturally into many European itineraries,” Frank continues. “Thanks to excellent high-speed rail connections on Eurostar, it can easily be combined with Paris, Amsterdam, or London, allowing advisors to add an entirely different dimension to a familiar itinerary.”
Frank states today’s travellers increasingly seek authentic culinary experiences, something he says Flanders delivers in abundance.
“Beyond its renowned restaurants, visitors can meet artisan chocolatiers, explore historic breweries, enjoy local markets, sample Belgian cheeses, discover creative gastronomy, and discover why Belgian Beer Culture was recognized by UNESCO as Intangible Cultural Heritage,” he continues. “In 2026, the destination celebrates the 10th anniversary of this UNESCO recognition, offering travellers an extra reason to visit through special events and immersive experiences that highlight centuries of brewing tradition. Whether it’s a guided tasting in a centuries-old brewery, a chocolate workshop with a master chocolatier, or a farm-to-table dining experience, food and drink become an integral part of the journey.”
Frank also notes his jurisdiction has a storied art history.
Photos: Milo Profil
“Few regions have influenced European art as profoundly as Flanders,” he reports. “From the Flemish Primitives to Rubens, Bruegel, Van Eyck, and Van Dyck, masterpieces can be experienced in the very cities where they were created.
“Rather than simply viewing paintings behind glass, visitors can discover the churches, streets, and landscapes that inspired some of history’s greatest artists, creating a deeper connection between the artwork and its place of origin.”
Frank says luxury travelers increasingly value exclusivity and meaningful experiences over extravagance alone and Flanders offers boutique hotels in historic buildings, private museum access, behind-the-scenes cultural experiences, exclusive brewery and culinary visits, cycling tours through the Flemish countryside, and personalized itineraries that showcase the destination from a local perspective.
“It’s understated luxury that feels genuine rather than staged,” he says, adding Flanders is ideal for cyclists.
“For active travellers, few places rival Flanders,” he continues. “Cycling isn’t simply a recreational activity – it’s part of the region’s identity. Clients can ride legendary routes made famous by professional races, explore peaceful countryside at their own pace, or enjoy premium guided cycling holidays with luggage transfers, gourmet stops, and comfortable accommodations.
Photos: VisitFlanders
“Whether your clients are passionate cyclists or simply enjoy leisurely rides, Flanders offers an experience that combines scenic landscapes with local culture.”
Meanwhile, Frank says those who haven’t yet seen Flanders but have decided they are already familiar with Europe are definitely missing out.
“For clients who believe they’ve already experienced Europe, Flanders offers something refreshingly different” Frank continues. “It delivers the history, culture, gastronomy, and charm they expect while introducing them to places that still feel authentic and largely undiscovered.
“For Canadian travel advisors, that makes Flanders more than another European destination. It is an opportunity to surprise repeat visitors with a destination that feels both familiar and entirely new.”
Photos: Jan Crab + VisitFlanders + Pieter Heremans
