Ghent for Meetings & Incentives: Belgium’s Unexpected MICE Gem
Forget Brussels for a moment. And perhaps even Bruges. Ghent is having a moment.
Recently highlighted by The New York Times as one of Europe’s best canal-city alternatives for travellers looking to escape mass tourism, Ghent offers something increasingly valuable for UK MICE planners:
The atmosphere and heritage of a major European destination, without the feeling that everyone has been there before.
With medieval architecture, atmospheric canals, excellent food, a lively local scene and a compact, walkable centre, Ghent has plenty to surprise an incentive group.
Here are 10 reasons to put it on the shortlist.
1. A canal city without the crowds
Graslei and Korenlei, on opposite sides of the River Lys, are among Ghent’s most recognisable sights. Historic buildings line the waterfront, cafés spill onto the quays and the reflections on the water make this one of the city’s most atmospheric areas.
But the canals aren’t just there for the photographs. Boat trips offer an easy and memorable way for groups to experience Ghent from a different perspective, with the city’s architecture unfolding around them.
For incentive planners, it’s a ready-made experience that requires relatively little logistical complexity — and gives delegates that all-important feeling of discovering somewhere special.
2. It’s a living city
Ghent isn’t an open-air museum.
Its large university population brings a youthful energy to the historic centre, with independent cafés, restaurants, bars, galleries and cultural venues sitting alongside centuries-old architecture.
The result is a city that feels genuinely lived-in. Delegates can wander through historic streets and then find themselves alongside students, locals and residents enjoying the same cafés and bars.
For incentive groups, that’s important. The destination itself becomes part of the experience, rather than simply providing a backdrop between organised activities.
3. There’s a medieval castle in the centre
The imposing Gravensteen Castle sits right in the heart of Ghent, surrounded by the city’s historic streets and waterways.
It is difficult to beat that for an arrival moment. A medieval castle in the middle of a lively European city immediately gives an incentive programme a sense of occasion.
For an event planner, Gravensteen also opens up possibilities for an atmospheric evening event, private experience, themed activity or guided visit. Even without a formal event, it is the kind of landmark that gives a city tour a genuine wow factor.
And because it is so central, it can be incorporated into a wider programme without creating a major logistical detour.
4. Three towers create an unforgettable backdrop
Saint Bavo’s Cathedral, the Belfry and Saint Nicholas’ Church create the distinctive three-tower skyline that has become synonymous with Ghent.
Walk through the historic centre and those towers continually appear between medieval buildings, across squares and along the waterways. It gives the city a remarkably strong sense of place.
For MICE planners, that matters more than it might sound. A destination with instantly recognisable architecture creates its own atmosphere — whether delegates are arriving for dinner, taking part in a walking tour or simply exploring between activities.
5. It has a masterpiece by the Van Eycks
Saint Bavo’s Cathedral is home to the Ghent Altarpiece, one of Europe’s great artistic treasures and a major work by the Van Eyck brothers.
For groups interested in culture and heritage, it provides another layer to the destination. Ghent isn’t simply about beautiful buildings and medieval streets; there is serious art and history to explore too.
For VIP and incentive groups, cultural experiences can go well beyond a standard sightseeing tour. Expert-led visits can bring the story of the artwork and its setting to life, creating something considerably more memorable than simply ticking an attraction off the list.
6. It’s remarkably easy to get around
Ghent’s historic centre is compact and highly walkable — a significant advantage when you’re organising a programme for a group.
For planners, that can mean fewer transfers, less time on coaches and more time actually experiencing the destination. Instead of spending much of the day moving delegates from one attraction to another, the city itself can become the route.
That opens up plenty of possibilities: walking tours, culinary trails, team challenges, photography activities and other experiences that use Ghent’s streets, squares and waterways as the venue.
For an agency, it’s also a practical advantage. Less logistical complexity can mean more time for the experience itself.
7. Food and drink are part of the experience
Belgium is already famous for its food, chocolate and beer, and Ghent gives groups plenty of ways to experience them.
There is scope for everything from informal local discoveries and food walks to sophisticated group dining, with Belgian specialities providing an easy theme around which to build an evening.
And Ghent has its own culinary personality. Delegates can discover local dishes, Belgian beers and sweet treats while exploring the city, turning food into part of the destination story rather than simply another meal on the itinerary.
For incentive programmes, those informal moments can be some of the most memorable — particularly when delegates are discovering something together.
8. Sustainability comes naturally
Ghent’s compact centre and emphasis on sustainable mobility make it an interesting option for clients with increasingly important ESG requirements.
Walking between venues, using local suppliers and building responsible food and cultural experiences into a programme can all contribute to a more sustainable event.
The important point is that these choices don’t have to feel like compromises. A walking tour through the historic centre isn’t simply a way of reducing transfers; it is also a better way to experience the city. Local food isn’t simply a sustainability consideration; it is part of the destination experience.
That makes Ghent particularly relevant for programmes where sustainability needs to be built into the experience rather than added as an afterthought.
9. Brussels and Bruges are on the doorstep
Ghent is approximately 30 minutes from Brussels by train and around 20 minutes from Bruges.
That makes it remarkably flexible for UK agencies planning a Belgian programme. Ghent can work as the main destination in its own right, as a base for exploring the region, or as part of a wider itinerary combining several Belgian cities.
It also means planners don’t have to choose between Ghent and Belgium’s more established destinations. Brussels can provide an easy arrival point, while Bruges can be incorporated for a day trip or additional experience.
For agencies pitching Belgium, that flexibility is another advantage: Ghent can be the destination, or it can be part of a bigger Belgian story.
10. Your delegates may not have been there before
Perhaps Ghent’s biggest incentive advantage is the simplest one:
It’s familiar enough to be accessible, but unfamiliar enough to feel like a discovery.
Brussels and Bruges are obvious choices for a Belgian programme, and there is nothing wrong with that. But delegates who have already travelled widely may appreciate being taken somewhere that feels less predictable.
That sense of discovery can be particularly valuable for incentive travel. The best programmes don’t simply transport delegates somewhere attractive; they give them stories to take home.
Ghent has plenty of those.
Why Ghent, and why now?
The New York Times recognition reinforces something the MICE industry has already begun to appreciate: travellers are increasingly looking beyond Europe’s most crowded destinations for authentic experiences.
Ghent offers the history, architecture, food and culture planners expect from Belgium — but in a city that feels manageable, lively and distinctive.
For UK MICE agencies looking for somewhere different without being difficult, it’s a compelling combination.
And with Event Mosaic, DMC Advantage’s Belgian DMC partner, agencies have local expertise on the ground to turn Ghent’s potential into a properly designed programme.
Perhaps it’s time to put Ghent on the shortlist.
