How Antwerp wants to strengthen its position as a shopping destination

From now on, Antwerp will have a single umbrella trade association for retailers, hospitality operators, and other entrepreneurs in the core shopping area. With a mandatory promotional contribution, large chains will also contribute.

“Level playing field”

Beleef Antwerpen (Experience Antwerp) is the name of the non-profit organization that will now organize events, joint promotional campaigns, and initiatives in Antwerp’s core shopping area. Until now, different shopping districts in the city each had their own trade association, which in practice was mainly driven by local independent entrepreneurs. It became increasingly difficult for them to collect sufficient membership fees, even for basic initiatives such as Christmas lighting. Setting up a single structure is a step towards professionalization.

A mandatory promotional contribution for all retailers will guarantee the financing of the initiatives. It applies to an estimated 600 to 700 businesses, from small independent retailers to large chains, and is calculated based on the size of the business and its location. In concrete terms, the contribution will vary from 600 to 9,000 euros per year on the Meir, Leysstraat, and Teniersplaats shopping streets. For the other shopping and hospitality centers, it will be between 300 and 4,500 euros per year.

“We have been in discussions for years and even looked at how our colleagues in Rotterdam approached this. Many Flemish cities already have such a system in place. The promotional contribution creates a level playing field: from now on, everyone contributes,” Koen Kennis, alderman for Small Businesses and Tourism, told Gazet Van Antwerpen. “The aim is to make our city more visible. In this way, we also offer a counterbalance to online platforms.”