At IMEX Frankfurt this May, Brussels will officially launch Brussels Convention Street, an initiative that signals a bold new chapter in how the Belgian capital approaches international business events. More than a cluster of venues, it is a walkable, integrated convention district that transforms the city centre into a ready-made event space, and a powerful statement of intent from a destination that has always known how to reinvent itself.
Anchored by SQUARE – Brussels Convention Centre and visit.brussels, and united with four iconic neighbours – BOZAR, KBR – Royal Library of Belgium, the Royal Museums of Fine Arts of Belgium, and BELvue Museum – Brussels Convention Street offers over 25,000 m² of net event space, more than 9,000 seats, and 42 meeting rooms across one of Europe’s most storied urban corridors.
From a 2,200 -seat auditorium to a candlelit museum reception hall, all venues sit within minutes of each other along the Mont des Arts, connected by pedestrian paths and free of logistical friction. There are also 7000 hotel rooms within a 5-min walking radius. For event professionals, this means a new kind of freedom and facilitated event planning: a plenary at SQUARE, a workshop in a heritage library, a gala dinner beneath a glass roof – all executable without shuttles, transfers, or coordination headaches.
Ariane Deguelle, CEO of SQUARE – Brussels Convention Centre, says: “The initiative embodies a circular economy approach to destination development. Rather than building anew, Brussels Convention Street harnesses existing institutions, shared resources and soft mobility to reduce the carbon footprint of events while amplifying their impact.”
Brussels has long been a custodian of extraordinary cultural heritage. Now it is putting that heritage to work as a living, breathing event infrastructure.
Partner venues hold certifications including ISO 20121, Green Key, and the Brussels Health Safety Label, reflecting a destination that takes sustainable responsibility as seriously as delegate experience.
The message from Brussels is clear: in a world where event design increasingly demands
purpose, a city that knows how to reinvent itself – and has the cultural depth, the infrastructure and the will to bring people together – will always have something the competition cannot replicate.
Find out more about Visit Brussels here.
