Brussels Motor Show draws almost 350,000 visitors

The 102nd edition of the Brussels Motor Show drew almost 350,000 people to the Belgian capital, according to the Belgian Automobile and Cycle Federation (Febiac), which organised the event.

“The popularity of the event far exceeded the organisers' expectations,” the federation said. Last year’s edition brought 307,363 visitors.

This year’s opening weekend saw 100,000 visitors and the event set a new record with 67 car brands present from 9 to 18 January at the Heysel exhibition centre.

Motorcycles, which had not been present at the Motor Show since 2020, also made a comeback with 28 brands in attendance.

Febiac noted that 25% of visitors said the motorcycle exhibition was the main reason they attended.

Organisers are optimistic about a new edition of the Motor Show in 2027, but prefer not to provide details yet as they "take the time to talk to exhibitors over the next few weeks in order to carry out a full assessment".

“It has to be a sales show with an international flavour,” said the federation’s chief executive, Frank Van Gool.

Outside of the Motor Show, Brussels draws vehicle enthusiasts year round with the Autoworld car museum.

While overall museum attendance in Brussels stagnated or even declined last year, Autoworld is bucking the trend. The 40-year-old museum set a new record with 245,000 visitors in 2025, continuing a steady increase that began four years ago.

An estimated 190,000 people purchased a ticket directly from the museum, while the remainder visited as part of events organised by third parties.

“I think it's really the fact that we develop lots of activities and when we offer great things, people want to see them,” Julie Daene told RTBF, adding that a recent parking ban in the area has not seemed to affect attendance.

Foreign tourists account for half of Autoworld’s visitors, with Belgians making up the other half.

Last year’s exhibitions included one dedicated to the Italian luxury brand Maserati. This year, German carmaker Mercedes is featured in an exhibition to celebrate the brand’s 140th anniversary.

Next year, major renovation work will begin, with a complete overhaul of the museum’s scenography planned.