March 7, 2025 | By Anita Jain Shah

In a move that underscores the strengthening ties between India and Brussels, Visit Brussels hosted an exclusive evening in Mumbai, bringing together 50 luxury travel trade partners and media representatives. The event aimed to showcase Brussels as a premier travel destination tailored for the Indian market.

A highlight of the evening was a 3-minute video compilation featuring Brussels-based travel partners presenting products specifically designed for Indian travellers. Complementing this, Indian travel partners shared their personal experiences of Brussels, both through video testimonials and live narratives, fostering a deeper connection among attendees. The engaging 30-minute conversation that ensued piqued interest in Brussels, with many eager to explore more about the city. Adding to the allure, there was a special presentation from the renowned Chocolate Story, Brussels emphasising Brussels’s rich chocolate heritage.

Visit Brussels ventured into the Indian market in 2018 by appointing Aviareps India as their representative. The subsequent year, Brussels welcomed 83,000 Indian visitors. Despite the cessation of direct flights—Jet Airways in 2016 and Brussels Airlines in 2018—the city saw 71,000 Indian arrivals in 2024, with approximately 150,000 individuals traveling between Belgium and India that year. Anticipation is high for the resumption of direct flights, potentially by IndiGo or Air India, connecting Mumbai or New Delhi to Belgium. January 2025 has already shown promising numbers, bolstering Visit Brussels’ optimistic outlook for the year.

Though tourism from India to Brussels is still in the recovery phase, efforts are actively underway to increase the city’s appeal among Indian travellers. Pieter Callebaut, International Business Developer at visit.brussels, stated, “We are actively implementing strategies to increase the city’s appeal amongst Indian travellers.” Commenting on the India market, Ellona Pereira, Head – AVIAREPS India & visit.brussels – India representative, added, “The current movement trends in January 2025 indicate positive traction, and the year looks promising in terms of tourism to Brussels from India. The aim is to make Brussels a travel hub in Europe for Indians in coming years, just waiting for the direct flights to start soon.”

The event in Mumbai aligns with broader efforts to enhance India-Belgium relations. Notably, from March 1 to 8, 2025, Her Royal Highness Princess Astrid of Belgium is leading a significant economic mission to India, with delegations visiting New Delhi and Mumbai. This mission aims to position Belgium as an attractive partner and gateway to the European market, focusing on sectors such as climate and renewable energy, healthcare, life sciences, and aerospace. (diplomatie.belgium.be) During this mission, Princess Astrid met with Indian Prime Minister Narendra Modi, discussing avenues to bolster bilateral trade, investment, technology, and cultural ties. (pmindia.gov.in)

This convergence of tourism initiatives and high-level diplomatic engagements reflects a shared commitment to deepening the multifaceted relationship between India and Belgium, promising enriched cultural exchanges and economic collaborations in the near future.