How Visit Bruges turns visitor feedback into better experiences
One score and one open question at every touchpoint, from the welcome desks to the walking app, and a team that acts on what comes back.
Visit Bruges is the official tourism organisation of the city of Bruges, a UNESCO World Heritage destination in West Flanders. It manages a broad range of visitor interactions, from welcome desks and events to digital channels like the website and walking app, and works closely with tourism operators across the city.
Bruges welcomes several million visitors a year on site, and many others reach the city first through its website and walking app. Within the organisation, Wouter Devroe leads research and data analytics, while Emmy Lagast is responsible for the digital rollout and adoption across teams.
Feedback only matters if it leads to action. We don't collect it to report on it, we collect it to improve the experience.
What they needed to solve
Before working with Hello Customer, Visit Bruges was already collecting feedback, but the insights stayed fragmented and underused. The organisation also looks beyond visitors: feedback from colleagues and tourism operators is essential to a complete, realistic view of what is happening on the ground.
Feedback was collected across different channels, from the website to events and partners, with no common way to bring it together.
Visitors are often on the move and do not want to fill out long questionnaires, so response had to be effortless.
The organisation wanted to use feedback not only to understand visitors, but to actively improve their experience.
How Visit Bruges uses feedback
Feedback is collected across digital channels (website, app, email), physical locations (events, welcome desks), and input from colleagues and tourism partners, so it reflects the full visitor journey.
Short surveys of one score and one open question make it easy for visitors to respond, and that open question gives enough depth to understand what really matters.
AI reads every open comment and groups it into recurring themes, so the team can focus on what needs attention, including problems nobody thought to ask about.
Feedback is not a separate research output. Insights are shared with the relevant teams and stakeholders, who respond and adjust where needed.
Results
The main impact is a steady ability to spot improvement opportunities and act on them, rather than a single score. For events such as Winter Glow, feedback helps detect recurring issues during and after the event, prioritise improvements for future editions, and align different stakeholders around concrete actions.
By looking at feedback across every touchpoint, Visit Bruges can see how elements of the experience relate to each other, and move from isolated insights to structural improvements.
It stopped being a research deliverable and became a working tool for the organisation.Emmy LagastDigital Manager, Visit Bruges
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