How Geolocation Games Are Changing Tourism in Belgium

When Pokémon GO launched in 2016, few predicted how profoundly location-based mobile games would transform tourism globally. Belgium, with its rich history, compact geography, and blend of urban and rural attractions, has become a particularly interesting case study for this emerging phenomenon. What started as a gaming trend has evolved into a significant influence on how people—especially younger generations—explore and experience Belgian cities and landmarks.

In this article, we'll explore the growing relationship between geolocation gaming and tourism in Belgium, examining the economic impact, challenges, and opportunities presented by this digital-physical intersection.

The Rise of "Game Tourism" in Belgium

Belgium might not traditionally top the list of gaming industry hubs, but its dense concentration of historical sites, museums, and distinctive architecture makes it ideal terrain for location-based gaming. Tourism organizations across the country have taken notice, with many now actively collaborating with game developers to create experiences that entice players to visit specific locations.

Notable Statistics:

• According to Visit Flanders, approximately 18% of international visitors under 30 reported playing location-based games during their stay in 2023.
• A survey by the Brussels Tourism Office found that 12% of respondents cited a specific geolocation game as influencing their decision to visit certain neighborhoods or attractions.
• Small museums across Belgium have reported visitor increases of 15-30% when featured as significant locations in popular location-based games.

These numbers tell an important story: geolocation games are no longer just a niche entertainment activity but a meaningful driver of tourism behavior, particularly among millennial and Gen Z travelers.

Case Studies: Successful Gaming-Tourism Partnerships

1. Bruges: "Medieval Mystery"

The medieval city of Bruges partnered with a Belgian game studio to create "Medieval Mystery," an augmented reality detective game that guides players through lesser-known historical sites. Players solve a fictional mystery set in the 15th century, interacting with virtual characters against the backdrop of real historical locations.

The results have been impressive: since its launch in late 2022, the game has:

• Generated over 50,000 downloads
• Increased foot traffic to participating museums by 22%
• Extended the average tourist stay in Bruges by approximately 4 hours
• Significantly boosted visitation to previously overlooked historical sites

The city's tourism office reports that the game has been particularly successful in attracting family groups, with parents appreciating how it engages children with history in an interactive format.

2. Battle of Waterloo: "Strategic Command"

The Waterloo Battlefield, one of Belgium's most significant historical sites, faced challenges attracting younger visitors until the launch of "Strategic Command" in 2023. This geolocation strategy game transforms the battlefield into a virtual military command center where players make tactical decisions while physically navigating the actual terrain where history was made.

The game contextualizes historical events by placing players in the roles of commanders, with gameplay changing based on where they stand on the battlefield. This blending of physical location, historical narrative, and strategic gameplay has:

• Increased visitors aged 18-35 by 45% year-over-year
• Extended average visit duration from 2 hours to 3.5 hours
• Improved visitor understanding of the battle's historical significance, as measured by post-visit surveys

According to site managers, the game has succeeded where traditional educational approaches struggled, making military history accessible and engaging to digital natives.

3. Brussels Comic Book Route: "Comic Hunter"

Building on Brussels' famous comic book murals, "Comic Hunter" turns the city's Comic Book Route into an augmented reality treasure hunt. Players collect virtual comic characters that "escape" from the murals, encouraging exploration of the entire route rather than just the most famous installations.

This collaboration between the Brussels tourism authority and local comic publishers has:

• Increased visitation to all 60+ murals, not just the top 10 previously visited
• Boosted sales at participating comic book shops along the route by 35%
• Generated valuable foot traffic to neighborhoods previously off the typical tourist path

The game demonstrates how geolocation gaming can distribute tourism benefits more evenly throughout a city, relieving pressure on overtouristed areas while bringing economic benefits to less-visited neighborhoods.

Economic Impact on Belgian Tourism

The financial implications of this trend extend beyond mere visitor numbers. A 2023 economic impact study commissioned by Tourism Wallonia estimated that geolocation game players spend an average of €42 more per day than comparable non-gaming tourists. This increased spending comes from:

Extended Stays

Gamers typically spend more time in a location to complete game objectives, often extending planned visits by several hours or even overnight.

Increased Food and Beverage Purchases

The physical activity involved in location-based gaming leads to more frequent stops at cafes and restaurants, particularly important for smaller businesses away from main tourist areas.

Merchandise and Digital Purchases

Many successful games offer physical or digital merchandise tied to specific locations, creating additional revenue streams for both game developers and local businesses.

Return Visits

Game updates and seasonal events encourage repeat visitation, with 34% of surveyed players reporting they had returned to a location specifically for game-related activities.

For smaller Belgian municipalities with limited tourism budgets, partnering with existing game platforms or developing simple location-based games has proven to be a cost-effective marketing strategy with measurable returns on investment.

Challenges and Concerns

Despite the positive economic impacts, the rise of geolocation gaming in Belgian tourism contexts has not been without challenges:

Capacity and Infrastructure

Some smaller historical sites and museums have struggled with unexpected influxes of visitors during game events. The medieval church in Dinant, for example, had to implement a reservation system after becoming a popular in-game location.

Heritage Preservation

Concerns about physical impact on historical sites have led to restrictions in some sensitive locations. In Bruges, certain geolocation games are now prohibited in areas with fragile medieval stonework.

Digital Divide

Not all visitors have access to smartphones capable of running AR games, raising concerns about creating two-tier tourism experiences. Some sites have responded by offering rental devices preloaded with location-based experiences.

Community Disruption

In residential areas that become popular gaming locations, locals have sometimes reported disruption from increased foot traffic. The town of Durbuy implemented designated gaming hours for certain locations after resident complaints.

These challenges highlight the need for thoughtful implementation and management of geolocation gaming experiences, with close collaboration between game developers, tourism authorities, and local communities.

The Future: Belgian Tourism and Gaming Integration

Looking ahead, several emerging trends suggest even deeper integration between Belgian tourism and geolocation gaming:

Cultural Heritage Gamification

The Royal Museums of Fine Arts in Brussels are developing a geolocation game that extends beyond museum walls, connecting paintings to the city locations they depict. This approach creates a seamless experience between indoor collections and outdoor exploration.

Seasonality Solutions

Coastal towns like Ostend are using location-based games to attract visitors during off-peak seasons, with special winter game events designed to boost tourism during traditionally quiet periods.

Educational Tourism

Several Belgian universities are developing location-based educational games targeting school groups, with curriculum-aligned content that makes field trips more engaging while meeting educational objectives.

Culinary Gaming Experiences

Beer and chocolate, Belgium's famous culinary exports, are becoming central elements in new geolocation games that guide players through tasting experiences at breweries and chocolatiers across the country.

Multi-city Narratives

Recognizing Belgium's compact geography, developers are creating games that span multiple cities, encouraging players to use the country's excellent rail network to continue game narratives across different locations.

Best Practices for Destinations

For Belgian tourism authorities considering geolocation gaming strategies, several best practices have emerged from successful implementations:

Authentic Integration

The most successful games thoughtfully incorporate authentic local history, culture, and stories rather than simply using locations as generic backdrops.

Community Involvement

Engaging local residents in game development helps ensure that increased tourism benefits communities rather than disrupting them.

Infrastructure Preparation

Ensuring adequate Wi-Fi access, battery charging stations, and clear signage significantly improves the experience for gaming tourists.

Balanced Experience Design

Effective games balance screen time with real-world observation, encouraging players to actually engage with their surroundings rather than focusing exclusively on their devices.

Data Collection and Analysis

Games can provide valuable data on visitor movements and preferences, helping tourism authorities refine overall strategies.

Conclusion: A New Chapter in Belgian Tourism

Geolocation gaming has evolved from a novelty to a significant force reshaping how visitors—particularly younger generations—experience Belgium. By blending digital engagement with physical exploration, these games create meaningful connections to Belgian heritage and culture that might otherwise be missed in traditional tourism experiences.

As technology continues to evolve, with advancements in augmented reality and increasing smartphone capabilities, the line between gaming and tourism will likely blur further. For Belgium, with its rich historical narrative and compact geography, this trend represents a valuable opportunity to engage new audiences and showcase the country's cultural wealth in innovative ways.

The most successful applications will be those that balance technological innovation with authentic storytelling, creating experiences that enhance rather than replace the inherent value of Belgium's historical and cultural attractions. In this evolving landscape, Belgium is positioning itself not just as a destination to visit, but as a world to explore, quest by quest and location by location.

Have you played any location-based games in Belgium? We'd love to hear about your experiences in the comments below!