Conference Matters 144

'Every place has a soul. We sometimes forget this'

Every place has a soul Hendrik Daem, team leader of various luxury accommodations, shared his view on the matter. He manages Blauwpoort, a monument that has been converted into the only group holiday home in Flanders with five stars. He advocates more collective reflection. “I would like to see entrepreneurs come together in workshops, not to discuss numbers or trends, but to ask crucial questions: what is the meaning of your place? What do you stand for? What do you want people to take with them when they leave?” “Every place has a soul. We sometimes forget this, but when you make it visible again, through stories, rituals, and design choices, you notice that visitors are really touched.”

the conference bureau is a part, is aware of this tension. Recent policy documents pay explicit attention to maintaining the balance between heritage care, public activities, and business exploitation. At the same time, the main idea is that conferences can contribute to the social support for heritage preservation if they are well organised. International positioning Flanders’ heritage strategy aligns with a broader trend within the meeting industry, in which expe rience and meaning are becoming increasingly important. Conference organisers are looking for distinctive venues that match the theme of their event or that can provide cultural added value. For Flanders, it is an opportunity to distinguish itself from larger conference regions such as Berlin or Paris. Instead of competing on volume, the focus is on content, quality, and authenticity. Sustainability also plays a role, as smaller-scale, context-bound events are increasingly conside red a more sustainable alternative to massive conferences. Thriving destination The Heritage project is part of the Travel to Tomorrow vision, shaped in 2017 by Tourism Flanders, among others. The goal is to make Flanders a flourishing destination. ‘Tourism is a means to that end, and not an end onto itself,’ the organisation emphasises. Respect for beloved historical venues is para mount. ‘We believe in working towards a balance between visitors, entrepreneurs, and residents, with added value for all involved, out of respect for the soul of the place.’ Participants and proponents of Travel to Tomor row meet regularly to discuss matters. The last session took place in mid-April. The main ques tion that the panel discussed was, how can you maintain the authenticity of a place in an ever-changing world?

architecture, and has its own internationally renowned cultural programme. The Horta Grand Café in Antwerp is also part of the club. Although located in a modern building, it is furnished with the original iron trusses of the demolished Maison du Peuple in Brussels by Victor Horta, the Art Nouveau master. More than a backdrop The recognition as a Heritage Venue comes with certain obligations. For example, venues must actively engage in conveying their heritage story to international visitors in a contemporary way. It involves storytelling techniques, educational frameworks and collaborations with local guides and heritage experts. According to Toerisme Vlaanderen, the inten tion is for visitors to get more than just a visual impression of a beautiful building. The history, context, and social role of the heritage must also be visible and discussed to ensure that the venue is more than just an attractive backdrop. “Associations play a crucial role in society. Their conference or event is a powerful tool to create a positive impact,” says Gemmeke de Jongh, Heritage expert at Visit Flanders Conven tion Bureau. Cultural heritage as an economic actor The policy fits within a broader framework in which cultural heritage is not only viewed as a care object but also as an economic and social actor. By using valuable buildings functionally, they are made accessible to a wider audience, while their maintenance is partly financed through commercial activity. This policy also raises questions. Can a historic building be used intensively without affecting its authenticity? And where is the boundary between public activities and exploitation? Critics will point to the tension between closed business meetings and the public interest of open monuments. Toerisme Vlaanderen, of which

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