Belgian Cities Use Historic Rivalry as Intangible Cultural Heritage to Attract Tourists

The centuries-old rivalry between the Belgian cities of Aalst and Dendermonde is now officially recognized as intangible cultural heritage, a move poised to attract tourists by highlighting their unique historical disputes and traditions. This designation acknowledges the practices, knowledge, and skills passed down through generations that define the identity of these East Flanders cities.

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That are practices, knowledge and skills that people pass on from generation to generation. It's not about stones or objects, but about what people celebrate, do and want to pass on to future generations.

To capitalize on this recognition, both Aalst and Dendermonde plan to launch special "rivalry walks" this summer, guiding visitors through the narrative of their long-standing conflict. Kaat De Ridder, a researcher and lecturer in heritage tourism at Thomas More University College, explains that intangible heritage, unlike physical monuments, encompasses living traditions such as local music, cuisine, and cultural practices. These elements are crucial in giving a destination its distinct character and appeal.

De Ridder notes that intangible heritage already plays a significant role in tourism globally, with travelers often seeking authentic local experiences. In Flanders, this includes elements like its renowned beer and fries culture, waffles, chocolate, and even its cycling traditions. However, she stresses that a successful heritage tourism strategy requires more than just an original campaign; it necessitates a robust tourism ecosystem, including adequate infrastructure like safe bicycle parking, hospitality services, and accommodation.

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People often travel indirectly for intangible heritage. If you go to Portugal, you might also want to hear local music like fado or taste local specialties. Such traditions are rooted in the identity of a place and give a destination character.

Crucially, De Ridder emphasizes the need for the active involvement of the local communities who keep these traditions alive. "Intangible heritage centers on the people who keep the tradition alive. It must remain their story," she stated. Without this community engagement, heritage tourism risks becoming a mere spectacle, potentially causing more harm than good. The success of initiatives like those by Visit Iceland, known for its humorous and original campaigns, serves as an example of how heritage and identity can be effectively leveraged for tourism.

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Intangible heritage centers on the people who keep the tradition alive. It must remain their story. Tourism can strengthen such practices, but if the heritage community is not involved, it risks becoming a tourist spectacle. Then you do more harm than good.