Is the emerging recovery living up to your expectations?
Patrick Bontinck - I'm fairly confident that business will pick up again. But it remains to be seen when the recovery will really kick in. Among other factors, we are particularly dependent on the provisions laid down by the European Commission and the institutions that follow their decisions to organise meetings again. For the moment, they are tolerated, but not yet officially authorised. Fears linked to the pandemic are still present. Hence the importance of the Covid Safe Ticket, the health pass soon to be introduced in Belgium for the hospitality, events, congress and cultural sectors.
So the health pass is one of the key factors in the recovery?
P. B. - This is fundamental. As soon as it is announced that it will be implemented, in mid-October, bookings have started to arrive for the month of October. In response to the pandemic, we had already introduced the Brussels Health Safety label, the criteria for which go beyond legal obligations, to guarantee visitors the safety of our venues. The health pass has now been added to this to minimise the risk of contamination. The need for reassurance is still very strong, especially when it comes to organising corporate events.
Even so, the recovery is likely to be slow?
P. B. - It's certain that we will be deprived of intercontinental business tourism for some time to come. The airlines have not yet re-established all their services, so some long-haul destinations are still difficult to access. In Europe, on the other hand, air connections are almost back to pre-pandemic levels. Trains are also starting to return to higher frequencies. All this is positive. For Brussels, it's an essential foundation.
What role will hybrid meetings play in the future?
P. B. - This is a fundamental element. During the pandemic, the sector support fund that we developed with the help of the government enabled us to equip our congress and event venues with hybrid solutions. Our industry is going to change profoundly in the years to comer and we have to be ready to provide our customers with all the services they need. Organisers are still somewhat apprehensive about hybrids. But we have to get used to it, and be ready to embrace this new paradigm. Tomorrow, taking a long-haul flight for a one-day meeting will be a thing of the past, especially as the quality of broadcasting made possible by hybrid technology is relevant. On the other hand, I am convinced that people still have an essential need to meet face-to-face. We're moving towards increasingly disparate models.
Organisers are still somewhat apprehensive about hybrids. But we have to get used to it, and be ready to embrace this new paradigm.
How is Brussels positioning itself in this context?
P. B. - The city has a great card to play. Brussels may not have the same capacity as Paris or London, but it is home to all the European institutions and a large number of international associations. In one way or another, in many areas, decisions are taken in Brussels. So when people organise major international congresses, it's in their interests to be close to Brussels and the Commission. That's why the development of these hybrid meetings is very interesting for us. For example, a medical congress for 15,000 to 20,000 people cannot be held in Brussels. But it can, a conference for 3,000 to 4,000 people in person, with the remainder attending remotelyNow it's a real possibility. We see this change in trend as a positive thing, as opportunities are being created.
Are you also seeing the rise of multi-region or multi-continent events?
P. B. - Clearly. We are in contact with a number of major companies specialising in event organisation and we are seeing the emergence of meetings being held on several continents, sometimes simultaneously. Admittedly, the problem of time differences still poses a few problems, but little by little people are getting used to this possibility of organising small conferences at different times, for shorter periods. The way in which content is distributed on digital platforms is becoming more natural. Fashions are changing. Virtual or semi-virtual trade shows are on the rise. This evolution of the sector is exciting, because, let's be honest, we showed a cruel lack of resilience during this crisis. Our sector collapsed overnight.
But how could he do otherwise?
P. B. - That's the whole point! It's not right that we had to stop all our activities overnight. Our sectors weren't ready for that. Little by little, we saw the emergence of takeaway sales in the catering industry, the development of hybrid meetings in the MICE sector, the offer of coworking spaces in protected bubbles or even remote cultural shows. It's taken time, and some things have been done on an anecdotal basis. We've learned from it, but now we need to be self-critical and take stock. building more resilient business modelsThe ability to switch from one thing to another from one day to the next.
What projects are underway in Brussels?
P. B. - One of the major projects will be the opening in 2023 of the Palais de la Bière, which will be an experience centre similar to the Cité du Vin in Bordeaux. After that, you'll see in 2024 the Kanal Centre Pompidou museumand another dedicated to Philippe Geluck's character, the Cat. At the same time, we have quite a few hotel openings planned, particularly in the pedestrian zone in the city centre. The brands have not yet been revealed, but there are two or three hotel projects with 200 to 250 rooms in the pipeline. We are also expecting the reopening after renovation of the former Sheraton on Place Rogier, where a DoubleTree has just opened next door. Finally, there's always plans for a conference centre at Heysel(Editor's note: the Neo 2 project, designed by Jean Nouvel, was abandoned at the end of 2020). Studies have shown the need to deploy something more integrated with the Brussels Expo park, which is due to be completely redeveloped in the next few years. Everything should be ready for the real return of the major congresses, around 2027-2028.
