Conference Matters 144

DESTINATION

Heritage

conference

strategy as a

However, the prestigious label is not only earned by the authentic appearance of the building. Each candidate venue must go through an assessment procedure based on seven sub- stantive criteria.

the convention bureau transforms cultural heritage into new intellectual heritage. Although the idea of using heritage venues for conferences is not new, Flanders is one of the few regions that has established a structural policy for it. Part of the reason was practical: many valuable buildings had been underutilised for a long time, while the international market for conferences and business events was expanding. At the same time, the Flemish government wanted to distinguish itself as a conference region when it came to content and experience, rather than scale. They eventually realised that heritage was their most valuable asset. This idea led to founding the Flanders Heritage Venues project in 2017, which included a selec tion of heritage venues suitable for conferences.

Flemish heritage venues are increasingly beco ming the setting for international conferences. Abbeys, city palaces, former stock exchange buildings, and even old zoos are transforming into inspiring meeting places. This develop ment is not a random trend but the result of a well-considered strategy by Visit Flanders Convention Bureau. In Flanders, abbeys, city palaces, historical stock exchange buildings, and old zoos are hosting more and more international conferences. And that is no coincidence. Visit Flanders Convention Bureau selects and supports heritage venues deemed suitable for hosting conferences based on strict criteria. In this way, By Jildau Cuperus

©Tim Bilman

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