Monuments & Moments: New memorial tourism campaign launched in West Flanders

A new large-scale First World War tourism campaign will commemorate the anniversaries of major memorials sites in the region of West Flanders.

Running from 16 June 2026 to 11 November 2028, Monuments & Moments is designed to invite contemporary reflection on the conflict that cost hundreds of thousands of lives in a corner of Belgium forever known as Flanders Fields.

This region of Westhoek is dotted with memorials, cemeteries and visitor centres honouring the fallen during the 1914-18 war, many of which have Unesco recognition. The commemorative programme includes notably anniversaries of the Menin Gate, the Last Post ceremony and Tyne Cot cemetery.

One of the most important destinations for WWI remembrance tourism, the region welcomed more than 363,800 visitors in 2025. Half of them hailed from abroad, with the largest number of foreign tourists, 28%, coming from the UK.

"Flanders distinguishes itself internationally with its memorial tourism. With Monuments & Moments, we highlight the courage and brave struggle of our ancestors for peace,” says Hans Bonte, Flemish tourism minister.

“In times of new global conflicts, it's crucial that we pay extra attention to this. And that we preserve these places and stories for the future,” he added.

The campaign focuses on the period after the conflict - 1927 and 1928 - when numerous monuments in the Westhoek were inaugurated.

As well as a historical calendar, the programme marking more than 100 years of commemoration encompasses international exhibitions and interactive events. It positions all the memorials in a contemporary framework that invites reflection on war, loss, peace and remembrance today.

A €1.15m budget has been allocated to the themed year by the region’s tourism office, Westtoer, and Visit Flanders.

The programme includes the following events:

• 100 years of the Tyne Cot Memorial (June 19, 2027)
• 100 years of the Menin Gate (July 24, 2027)
• 100th anniversary of the IJzer Pilgrimage (July 5, 2027)
• 100 years of the Last Post (July 2, 2028)
• 90 years of the Albert I Monument (July 24, 2028)
• 100 years of the Trench of Death (October 2, 2027)
• 109 and 110 years of the Armistice (2027 and 2028)

Photos: ©Westtoer