Sint-Truiden beckons for the Japanese


Every year, the blossoms in the Haspengouw fruit region around Sint-Truiden herald the arrival of spring. Tourists, both from Belgium and abroad, descend in vast numbers to the region in April, to enjoy the scents and colours of the blossoming apple and cherry trees. During the last year or so, more and more Japanese have been finding their way here.

That is thanks to the Sint-Truiden football team STVV, which was taken over by Japanese owners in late 2017. They promote the city in their own country, and this is bearing fruit. Japanese tourists have apparently been discovering the whole region, according to the Councillor for Tourism, Hilde Vautmans.

But there is still growth potential. The city is now launching an internet campaign in Japan to promote the historical city heritage, in addition to the blossoms. Specific city routes translated into Japanese, and Japanese-subtitled promotional films, have been designed to attract travellers from the Land of the Rising Sun. A new tourist market is clearly blossoming.