The Future of European Destination Travel: The Bicester Collection Gathers Europe’s Defining Voices in Brussels

The fourth annual World Tourism Day Leadership Forum brought together leading voices from travel, tourism, hospitality and destination innovation to explore how experience, culture and connection are reshaping the future of European destinations.

On 23 September 2026, The Bicester Collection, in partnership with the European Travel Commission, convened experts and thought leaders from across hospitality, travel, tourism, culture and policy at The Merode in Brussels for a day of thought-provoking conversation and bold exchange on the future of European travel.

This year’s forum also marked the 25th anniversary of Maasmechelen Village, part of The Bicester Collection, a milestone that reflects the enduring power of experiential shopping tourism to shape, sustain and enrich the destinations and communities it serves. Maasmechelen Village has pioneered a global platform that extends far beyond retail: one built on the belief that shopping tourism, when designed with purpose, partnership and true hospitality, can extend destinations, rebalance economies, empower communities and elevate the entire travel experience.

Forum Highlights

The event was moderated by Dorien Leyers, and introductory remarks were provided by Elena Foguet, Chief International Business Officer Europe at The Bicester Collection, who reflected on the Collection’s evolution over three decades. It was stated by Foguet that in a world where an itinerary can be built in seconds by AI and an entire journey can be personalized with an algorithm, the moments that cannot be automated are made more valuable than ever. It was further noted that a person who remembers a name, an unexpected discovery, and a unique experience belonging only to a specific place and day are highly valued.

A keynote address regarding the evolving European tourism landscape was delivered by Miguel Sanz, President of the European Travel Commission. It was observed by Sanz that a turning point is being reached by the industry and that adaptation is continually required by every business. However, it was warned that in tourism, some of the industry’s key principles are being left behind.

The first panel, exploring how long-term appeal is built by destinations, was moderated by Eduardo Santander and featured Valéry Gijsemberg, Carmen Willems, Lynn Dauwe, and Alex Villeyra. Discussions centered on how cultural resonance can be built and data can be utilized to measure perception and desirability, drawing travelers beyond familiar hotspots.

The second panel, focused on the current desires of luxury travelers, was moderated by Marcelo Molinari and included Bea Sajon, Jan Arnold, and Agnès Bastaert. A shift away from transactions toward authenticity and mobile-first ease was highlighted. It was pointed out by Sajon that an off-season boom in Europe is being experienced, demonstrated by a 73% year-over-year sales growth since September. It was additionally mentioned that alternatives to crowded spots are being suggested by advisors so that similar criteria can be delivered with different experiences.

The final conversation regarding the new era of experiential shopping tourism was held between Esfan Eghtessadi and Delphine Medaouri. The question of what can be offered by Maasmechelen Village that cannot be offered by cities was raised by Eghtessadi, who noted that a partner who thinks collaboratively is provided by the Village, allowing both parties to be pushed forward. It was subsequently articulated by Medaouri that lasting destinations are built by conviction and consistency, a lesson taught by twenty-five years of Maasmechelen Village. It was stated that the forum should be seen as a starting point and that the future of European tourism will be won by those by whom the greatest value is created for both visitors and communities. This standard was said to have been held for 25 years, and a challenge was issued for the bar to be continually raised by everyone.

Additional Forum Perspectives

• It was mentioned by Elena Foguet that more than 600 luxury brands and 400 travel partners are worked with, and over 47 million visitors are welcomed, allowing a community with a long-term vision to be built rather than just a shopping destination.
• It was remarked by Eduardo Santander that tourism is not conducted in isolation, but must be played as a team sport.
• It was noted by Carmen Willems that culture is considered a very important reason for a destination to be visited, and attempts have been made to reshape museums into lively places conceived jointly by the curator and the public.
• The issue of how it can be ensured that hotspots are not the only places visited was posed by Lynn Dauwe, who stated that audiences ready for what is offered are being sought, and since they are headed that way, the right story must be told.
• It was explained by Alex Villeyra that an approach is taken where all kinds of data, including transactional data, classic data, and people’s perceptions, are collected so that the reachability and accessibility of a destination can be evaluated.
• It was emphasized by Valéry Gijsemberg that a destination is not built merely by bringing premium brands together, but by having an experience created.
• It was shared by Bea Sajon that sustainability was reframed as global stewardship across planning, culture, and climate at Virtuoso, with advisors being educated as trailblazers.
• It was pointed out by Agnès Baert that a shift is being made from convenience toward the creation of something more personalized, and from displays of luxury to emotion-based spending.
• It was observed by Jan Arnold that while the focus is often placed on environmental impact when responsible tourism is considered, the impact had on the community is equally important.

Organizational Background and Initiatives

A commitment to sustainable tourism is maintained by The Bicester Collection through its DO GOOD philanthropic program. The launch of a practical child protection guide for private-sector leaders, created in partnership with the UN Special Representative on Violence Against Children, ECPAT International, and the World Travel & Tourism Council, was announced for October 2026.

The forum was an invitation-only event attended by approximately 200 delegates. The host organizations were The Bicester Collection and Maasmechelen Village, with the European Travel Commission serving as the institutional partner.

Maasmechelen Village is located less than an hour from Brussels and Antwerp and provides a mix of contemporary fashion, international gastronomy, and collaborations with artists. Over 100 boutiques are hosted at the Village, offering prices up to 60% below the recommended retail price. Belgian heritage is actively supported by the destination through local fashion brands, chocolate boutiques, and a six-meter-high Manneken Pis statue.

The Bicester Collection was created in 1995 and operates 12 open-air shopping villages across Europe, China, and North America. Furthermore, hospitality and entertainment venues are managed by the Collection, including the UBS Arena in the New York metro area and two hotel destinations—Mission Pacific Beach Resort and The Seabird Ocean Resort & Spa—in Oceanside, California.