Published on
August 24, 2025
Belgium’s northern region of Flanders is well known throughout the world for its thriving beer culture. Some of the most recognisable breweries in the area are located there, and they produce distinctive and varied beer styles that have gained international recognition. Flanders has looked to its beer heritage as a major driver of post-pandemic tourism in an attempt to revitalise and expand its tourism industry following the difficulties caused by the COVID-19 pandemic. A €3 million investment from the European Union’s Recovery and Resilience Facility is funding this project, and new visitor centres will be built in 12 of Flanders’ historic breweries. This calculated action aims to raise awareness of Belgian beer’s cultural significance on a global scale and draw in a new generation of beer tourists, including both professional brewers and inquisitive tourists.
The EU Recovery Fund: Supporting Flanders’ Economic Comeback
The EU’s Recovery and Resilience Facility was established to aid European economies in their recovery from the COVID-19 pandemic. Flanders received around €2 billion from this fund, with a portion of it allocated to promoting tourism and preserving cultural heritage. As part of a broader initiative, Visit Flanders, the regional tourism agency, was entrusted with distributing €18.5 million across several sectors, including beer, nature, cycling, and the arts. The beer sector, which is central to the identity of Flanders, was earmarked for €3 million to develop visitor facilities at 12 local breweries.
These selected breweries were chosen for their potential to offer unique, immersive experiences to beer lovers. The initiative aims to turn these breweries into more than just production sites – they will be transformed into tourist destinations that showcase the art and science of brewing while also celebrating the centuries-old traditions that have shaped Belgian beer culture.
The Breweries: A Journey into Belgian Beer Tradition
Flanders is home to a diverse range of breweries, from small, artisanal producers to larger, internationally recognised names. The 12 breweries selected for the new visitor centres are spread across the region, each offering a unique perspective on Belgian beer culture. Some are located near Brussels and specialise in traditional styles like geuze – a unique Belgian sour beer made through a process of spontaneous fermentation. These artisanal brewers offer visitors the chance to see brewing in action and to taste some of the most distinctive beers in the world.
Other breweries are spread out across Flanders, each with its own story to tell. These establishments will provide guided tours, tastings, and educational workshops, allowing visitors to learn about the intricate process of beer production. The new visitor centres will also feature on-site restaurants, where guests can enjoy freshly brewed beer paired with local cuisine. Visitors can take a deep dive into the history and heritage of Belgian brewing, gaining insight into the age-old techniques that have made Flanders a key player in the global beer scene.
The funding from the EU’s recovery plan is designed to support the urgent development of these visitor centres, ensuring they are ready to welcome tourists and beer aficionados as soon as possible. The project will also help create new jobs in the tourism and hospitality sectors, contributing to Flanders’ economic recovery and strengthening its position as a top global beer tourism destination.
UNESCO’s Recognition of Belgian Beer Culture
In 2016, UNESCO recognised Belgian beer culture as an Intangible Cultural Heritage, solidifying the country’s place as a leader in the global brewing community. This recognition celebrates not only the quality and variety of Belgian beers but also the importance of beer culture in the country’s social life and gastronomy. Belgian beer is deeply integrated into the national identity, and Flanders, with its historical breweries and longstanding brewing traditions, is at the heart of this cultural movement.
The UNESCO recognition highlights several key elements of Belgian beer culture, including the craftsmanship passed down through generations of brewers, the diverse range of beer styles, and the role of beer in social gatherings and culinary experiences. Belgian beers are renowned for their complexity and range of flavours, from fruity lambics to rich and malty stouts, and the brewing methods employed often involve time-honoured traditions that have been perfected over centuries.
As part of the EU-funded initiative, the region will continue to promote its unique beer culture globally, encouraging international visitors to explore the heart of Belgian brewing in Flanders. The year 2026 will be particularly significant, marking the 10th anniversary of the UNESCO designation. Flanders is set to host a series of celebrations and events in recognition of this milestone, further solidifying the region’s status as a world leader in beer tourism.
Beer Tourism: More Than Just a Drink
The new visitor centres are not just about drinking beer; they are designed to provide visitors with a complete cultural experience. Flanders’ beer tourism initiative is part of a broader strategy to promote the region’s natural beauty, cycling routes, and culinary offerings, creating a holistic travel experience that attracts tourists from all over the world.
Flanders is known for its scenic landscapes, and visitors can combine their brewery tours with outdoor activities such as cycling and hiking. The region is home to a vast network of cycling routes that pass through picturesque towns, historic villages, and rolling hills, making it an ideal destination for those who want to explore the local scenery while indulging in their love of beer.
Moreover, Flanders offers a rich culinary scene, with local cuisine designed to complement the diverse flavours of Belgian beer. The region’s renowned dishes, such as mussels with fries (moules-frites), Flemish stew (stoofvlees), and the famous Belgian waffle, pair perfectly with a cold glass of locally brewed beer. Many of the new visitor centres will feature restaurants that allow guests to sample both the beer and the food that make Flanders a must-visit destination for food and drink lovers alike.
Looking Ahead: The Future of Beer Tourism in Flanders
By the end of 2025, the new visitor centres will open, but Flanders is determined to continue promoting its beer culture. In order to showcase Flemish beers to a worldwide audience, Visit Flanders intends to carry on with its promotional activities after this year. With more than ten beer festivals held all year long, Flanders is dedicated to enhancing its standing as a centre for beer tourism.
The area is a great place for both seasoned beer enthusiasts and those who are new to the craft beer scene because of its rich brewing history, beautiful scenery, lively culture, and friendly atmosphere. Flanders is making sure that its beer culture will continue to be a major source of tourism for many years to come by making investments in these new visitor centres.
