Ghent is an easy destination to fall for; it blends striking medieval architecture, a creative food scene and a relaxed, welcoming atmosphere. Few European cities manage this combination so effortlessly. Easily accessed via Eurostar it not only offers short journey times but offers an ideal option for sustainable travel.
Whether you’re planning an incentive trip filled with memorable experiences or a corporate event designed for connection and inspiration, Ghent offers the perfect balance. With picturesque canals, historic venues and outstanding cuisine, it’s a destination where teams can be productive by day and unwind together in the evening. Alternatively, teams can simply slow down, explore and feel confident they chose well.
Geography and history
Located in the Flemish region of Ghent in Belgium, the city sits at the confluence of the Scheldt and Lys rivers. Today it’s known for its vibrant university population, lively cultural scene and beautifully preserved historic centre.
During the Middle Ages, Ghent was one of the largest and wealthiest cities in northern Europe, thanks largely to its textile trade. Much of this prosperity can still be seen in the city’s architecture today, with imposing guild houses, towers and churches lining its canals.
The skyline is defined by three famous towers: Saint Bavo’s Cathedral, Belfry of Ghent and Saint Nicholas’ Church. Together they form the historic heart of the city. Another iconic landmark is the imposing Gravensteen Castle, a medieval fortress in the centre that offers a glimpse into Ghent’s powerful past.
Ghent enjoys a temperate maritime climate similar to nearby Brussels and Antwerp, with mild winters and pleasant summers. The city is easily accessible from the UK, with a journey time of around 3-4 hours via Eurostar to Brussels followed by a short train connection.
Event venues
Ghent offers a wide range of venues suitable for conferences, meetings and corporate events, from historic buildings to modern spaces.
For example, the ICC Ghent International Convention Center provides large conference facilities set within the green surroundings of Citadel Park. Meanwhile, historic venues such as Gravensteen Castle or restored guild halls offer unique settings for private dinners or receptions.
The city also has a strong selection of boutique and international hotels with meeting facilities, many located within walking distance of the historic centre.
Group activities and incentive ideas
For a compact city, Ghent offers a surprising variety of activities for groups:
On the canals – Private boat tours along the city’s waterways provide a relaxed way to discover Ghent’s historic architecture from a different perspective. If you fancy something slightly more active, take to the water via kayak with Kayaks Korenlei.
Historic exploration – Guided walking tours through the medieval centre reveal the city’s rich past, including visits to Gravensteen Castle and Saint Bavo’s Cathedral. For walking tours of different styles we would use Charlie Tours.
Art and culture – Saint Bavo’s Cathedral is home to the world-famous Ghent Altarpiece by Jan van Eyck, one of the most celebrated works of early Netherlandish painting.
Food experiences – Culinary walking tours or cooking workshops allow groups to sample Belgian classics and local specialties. We thoroughly recommend the traditional chocolate making workshop at Chocolate Ambassade.
Belgium is world-renowned for its gastronomy, and Ghent is no exception. Local dishes often feature comforting, hearty flavours. A classic speciality is Waterzooi, a creamy stew traditionally made with chicken or fish and vegetables.
Of course, Belgian fries, waffles and chocolate are also staples. The city’s restaurants and cafés showcase a mix of traditional Flemish cuisine and innovative modern dining. We love RAY for a drinks reception, Sgol for an authentic dinner and Dragon for a late night tipple and secret dancefloor…
Sustainability
Ghent has built a strong reputation as one of Europe’s most sustainable cities.
Much of the historic centre is car-free, encouraging walking and cycling. The city also operates one of the largest low-emission zones in Belgium, helping to reduce pollution and improve air quality.
Local initiatives promote plant-forward dining (Ghent famously introduced a weekly vegetarian day), sustainable tourism and support for local producers. These efforts are coordinated by the City of Ghent in collaboration with tourism partners and local businesses. Easy travel via Eurostar is also a smooth, sustainable bonus!
For corporate groups, this means it’s easy to organise events that are both memorable and environmentally responsible.
ZiaBia history
In September 2025 ZiaBia delivered a 20th Anniversary trip to Ghent for 140 people. This was a really special event as it enabled everyone from the company to join in and celebrate the last 20 years in a special location.
The group travelled by Eurostar and there was a variety of activities, drinks receptions and dinners planned for them to experience this magical city on the Saturday. They stayed for two nights at the Hotel NH Collection Ghent before journeying back on the Sunday.
Want to find out more?
If you think Ghent could work for your next conference or incentive, please contact us to find out more!
