Bruges has always been a wonderful MICE destination. Thanks to the beautiful city centre protected by UNESCO, it’s the perfect destination for incentives and medium-sized residential meetings. The city also has a lot of medical heritage, which made it an excellent destination for medical conferences. Today, the city looks past its medical walls and focuses more on association conferences. “This doesn’t mean that we lost our interest in incentives or medium-sized meetings. On the contrary, we’re just adding association conferences to our focus”, says Sarah Cornand, Director of the Bruges convention Bureau. “Visit Flanders and the Flemish Minister of Tourism Ben Weyts want to boost congress tourism in the coming years, and also Bruges is fully committed to this. Our convention bureau recently appointed an additional employee to tackle this association market”, adds Sarah.