The Brussels Holiday Show, once a fixture in the agendas of travellers and tour operators, will not take place in 2025.
Trade fair organizer FISA previously announced that it would cancel the event, which was scheduled for January 30 to February 2. The decision came after a decline in the number of exhibitors and the withdrawal of prominent players such as TUI. The impact of this shift goes beyond Brussels, as other major tourism fairs at home and abroad are also struggling with declining interest from exhibitors.
TUI, one of the largest tour operators in the Benelux, plays a key role in these developments. Earlier this year, the company also announced that it would no longer participate in the holiday fair in Utrecht. According to TUI, fairs lack innovation. In the meantime, TUI has developed an alternative strategy to continue to reach and inspire customers.
The tour operator focuses on small-scale events where personal interaction is central. Managing Director Arjan Kers explains in various media: “We believe it is important to continue to inspire and inform travellers in finding their ideal holiday. That is why we have chosen our own approach, in which we share our expertise in the field of tours, cruises and special destinations directly with our customers.”
new inspiration days
Under the motto “TUI comes to you”, the company is organising special inspiration events in 2025. In Belgium, these will take place from 7 to 9 February, in three major cities where, according to TUI data, there is a lot of interest in tours and cruises. Similar days are planned in the Netherlands from 9 to 12 January.
The events offer presentations on specific destinations, new travel trends and special travel products such as luxury cruises and tailor-made tours. In addition, a travel market will be set up where visitors can get in touch with travel experts and employees of local travel agencies. Participation in the inspiration days is free, but requires prior registration.
Kers emphasized in the trade media that this small-scale approach is a deliberate choice. “We want to create a closer bond with our customers and support them in a personal way in finding their dream trip. This is an opportunity to answer questions and give advice in a specially chosen setting. It is important for us to talk directly to the traveler, something that has become increasingly difficult at large trade fairs.”
new strategies
The withdrawal of TUI and other major players underlines the challenges facing traditional tourism fairs. The popularity of digital platforms and changing consumer behaviour are making face-to-face events such as TUI’s inspiration evenings more attractive to both companies and travellers.
The cancellation of the Brussels holiday show reflects this broader trend. While the impact of this shift is significant in the short term, the travel industry already seems to be experimenting with new ways to reach customers. For now, one thing is certain: in an era where change is the only constant, TUI is investing in innovation and direct interaction to remain relevant in a competitive market.
