How Visit Bruges turns visitor feedback into better experiences
The official tourism organisation of Bruges turns simple, low-effort feedback into better visitor experiences across every touchpoint.
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 each year, alongside a large number of digital visitors. 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, the website, events, and partners, without a 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, focused surveys, one score and one open question, make it easy for visitors to respond, while the open question gives enough depth to understand what really matters.
The added value is in how feedback is analysed. AI quickly identifies recurring themes and issues, helping the organisation focus on what needs attention, including issues they might not have 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 not a single score, but a consistent ability to spot and address improvement opportunities. 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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