Beleef Antwerpen vzw, which you can translate as ‘Experience Antwerp‘ or ‘Live Antwerp‘ (as a verb, not a noun) the new traders’ association for Antwerp city centre, brings shopkeepers, hospitality operators and other entrepreneurs together and will launch initiatives that put the city’s shopping streets even more firmly on the map. 

To make this possible, a promotional levy for commercial businesses in the centre will be introduced on 1 January 2026.

Trade and hospitality, stronger together

Beleef Antwerpen vzw unites traders and hospitality businesses in the city centre. The association will organise joint events and promotional campaigns to boost the visibility of Antwerp’s shopping streets and hospitality areas. Several initiatives are already planned for next year, including combined spring and summer campaigns in retail and hospitality districts.

Karo Janssens, manager of Beleef Antwerpen vzw, emphasises that the launch is the result of months of preparation: “We have spent a year building and planning, working together with the city, the district, local entrepreneurs and existing traders’ associations on a mission and vision for Beleef Antwerpen. Today (25 November), a clear, feasible and future-oriented plan is on the table. We have already launched a new website and social media channel providing visitors with an immediate overview of all shopping areas and the full retail and hospitality offer. From next year onwards we will organise two major shopping campaigns per year, continue to provide Christmas lighting in cooperation with the District of Antwerp, and further develop Antwerp on Air into a true city festival. In addition, as part of the city’s support for local traders’ associations, we will continue to support local shopping areas with tailored events and campaigns, always with respect for the local character.”

Fair contribution, visible results

To ensure the financial capacity of Beleef Antwerpen vzw, entrepreneurs in the Antwerp city centre will pay a contribution from 1 January 2026 onward, collected via the City of Antwerp. All revenue from this levy will go directly to Beleef Antwerpen vzw, which will use it for initiatives that make the city centre more vibrant – from shopping promotions and events to atmospheric decoration of streets and squares. 

The contribution was introduced at the request of entrepreneurs and existing traders’ associations. Through a fair and transparent system, all shops and hospitality businesses will contribute to joint promotion and events in the city centre. This promotional levy replaces the previous system of voluntary membership fees for local traders’ associations.

Koen Kennis (N-VA), Alderman for the Local Economy, explains why the measure was necessary: “We noticed that some traders benefitted from the efforts of colleagues who did invest time, money and energy into keeping their shopping areas lively. The promotional levy creates an equal playing field: everyone contributes according to floor area. The full proceeds support the operation of Beleef Antwerpen.”

Nico Volckeryck, chairman of Quartier National and member of the board of Beleef Antwerpen, helped shape the project and stresses the importance of continuity: “We have been lobbying for such a levy for fourteen years. It creates stability: no more annual uncertainty about who participates or not, but a base we can build and invest on. The diversity of Antwerp’s shopping streets is our greatest asset. By pooling resources and sharing expertise, we can work far more effectively on atmosphere, appeal and quality. For the first time, we are moving forward as a city in the same direction.”

Koen De Bruijne, chairman of Lange Koepoortstraat: “The annual round of collecting money was inefficient and frustrating. Thanks to the promotional levy, we can finally work professionally. It gives us time and resources to truly strengthen our street.”

Karen Das, chairwoman of Kloosterstraat, sees mainly practical advantages: “Many chairpersons of local traders’ associations effectively have two jobs. We run our own business and on top of that we have to arrange everything: apply for permits, set out marketing, chase membership fees… even for something as simple as Christmas lights. It was hardly sustainable. That’s why we are genuinely happy with the support of Beleef Antwerpen. It gives us peace of mind and breathing space, allowing us to focus again on what we love most: entrepreneurship.”

Christa Thielman, active in the Wilde Zee shopping area, recognises the evolution first-hand: “When we founded our traders’ association in the 1980s, everyone participated. Collecting membership fees and funding our street activities together was self-evident. But in recent years, with the arrival of more chain stores, this became much harder. Last year, we couldn’t even raise enough to pay for Christmas lighting. This year, there is support from Beleef Antwerpen and we can move forward again. During the first shopping weekend of December, we are even organising another shopping event in Wilde Zee. It’s energising.”

Two zones, fee based on floor area

The amount of the contribution depends on total publicly accessible floor space and location.

• Zone 1 (Meir–Leysstraat–Teniersplaats) pays between €600 and €9,000 per year.
• Zone 2 (other retail and hospitality hubs within the designated area) pays between €300 and €4,500 per year.