Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
The Fiets en Wandelbeurs is Europe's largest event for cyclists and hikers, held annually at Flanders Expo in Ghent. It attracts around 14,000 visitors seeking inspiration for cycling and hiking vacations, routes, destinations, outdoor gear, bicycles, and e-bikes.
With over 350 exhibitors and an extensive program of more than 80 lectures and workshops, this event offers a unique opportunity to connect with fellow outdoor enthusiasts and discover new adventures. Fiets en Wandelbeurs takes place.
TL;DR
- 1Dates and Venue: Fiets en Wandelbeurs takes place on 20-21 February 2027 at Flanders Expo, Ghent, Belgium.
- 2Scale and Focus: This event is the largest in Europe for cyclists and hikers, attracting around 14,000 visitors annually.
- 3Organiser: The event is organised by Fiets en Wandelbeurs, with more details available on their official website.
- 4Buyer Authority: Attendees include outdoor enthusiasts, travel planners, and adventure seekers.
- 5Entry: Tickets will be available for purchase starting mid-November 2026.
Why visit
Visitors can gain insights from experienced travelers, explore a wide range of outdoor products, and participate in engaging workshops. This event is the largest in Europe for cyclists and hikers, attracting around 14,000 visitors annually. Attendees include outdoor enthusiasts, travel planners, and adventure seekers.
Why exhibit
Exhibitors will have the chance to showcase their products to a targeted audience of outdoor enthusiasts, gain valuable exposure, and connect with potential customers. The event provides an excellent platform for networking and building brand awareness in the outdoor recreation sector. Meet qualified buyers and partners including Bicycle manufacturers showcasing the latest models, Outdoor gear suppliers offering hiking equipment, Travel agencies specializing in outdoor.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Recreational cyclists comparing touring, trekking, gravel and city bikes for multi-day trips
E-bike buyers who want to compare motors, batteries and test rides at the co-located E-bike Challenge area
Hikers and long-distance walkers planning day routes or multi-day trails in Flanders and abroad
Cycling and walking holiday planners comparing guided, self-guided and family itineraries
Active families looking for child-friendly routes, trailers, carriers and weekend break ideas
Older riders and walkers seeking comfort bikes, e-bikes and low-impact route options
Club cyclists and route leaders looking for GPX files, maps, signage and regional route networks
Outdoor gear buyers comparing footwear, backpacks, rainwear and navigation devices
Tourism professionals and local guides sourcing route products for visitors to Flanders
Weekend visitors from Belgium and neighbouring countries combining the show with a short cycling or walking break
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Bicycle brands showing touring, trekking, gravel, city and e-bike models for leisure riders
E-bike and component suppliers presenting motors, batteries, chargers and retrofit kits
Hiking and walking gear brands: footwear, backpacks, poles, rainwear and outdoor clothing
Cycling clothing and safety accessory suppliers: helmets, lights, locks and panniers
Tour operators and holiday companies selling guided and self-guided cycling and walking trips
Regional and national tourism boards promoting route networks, signage and trip planning
Map, guidebook and GPS navigation publishers with paper and digital route products
Bike rental, bike-friendly accommodation and luggage transfer services
Family and accessibility equipment suppliers: child seats, trailers, cargo bikes and walking aids
Outdoor and travel retailers serving the Benelux leisure market
Route-advice services and cycling or walking clubs promoting organised rides and trail information
Product categories
Key solution areas showcased across the event.
Touring, trekking, gravel and city bicycles
Electric bikes, e-bike drive systems, batteries and chargers
Cycling clothing, helmets, lights, locks and panniers
Hiking boots, walking shoes, backpacks, poles and outdoor apparel
Rainwear, thermal layers and weather protection for cycling and walking
Guided, self-guided and family cycling holidays
Walking holidays, long-distance trails and pilgrimage routes
Route maps, guidebooks, GPX files and GPS navigation devices
Bike rental, bike transport and luggage transfer services
Child seats, trailers, cargo bikes and accessibility equipment
Regional tourism route promotion and bike-friendly accommodation
Location & Facilities
Venue
Halls & areas
2Hall 1Hall 6
Flanders Expo
Maaltekouter 1, 9051 Ghent
Facilities
Parking
Flanders Expo in Ghent typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: Flanders Expo in Ghent typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at Flanders Expo for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Event days & opening times
DayOpening hours
20 – 21 February 2027:10:00 AM – 5:00 PM daily
Who runs the show
Organisers
Fiets en Wandelbeurs
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Ghent, Belgium
Why it matters
On 2027-02-20 to 2027-02-21, Fiets en Wandelbeurs in Ghent covering Bicycles and e-bikes for various terrains, Outdoor gear including tents, backpacks, and clothing, Travel services for cy gives trade buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · EUR
Hotel tiers
A range of accommodation options near the venue and across key areas.
voco Gent by IHG
Flanders ExpoAbout 140 m from Flanders Expo to venue
USD 165–265 / night
Closest listed hotel to the halls, so it suits visitors who want to walk to the show rather than use Tram 1.
ibis Gent Centrum Opera
Ghent city centreAbout 3.3 km from Flanders Expo to venue
USD 110–175 / night
City-centre base with restaurants and shops nearby; allow time for show-morning tram queues.
Hotel Flandria - Centrum
Ghent city centreAbout 4.1 km from Flanders Expo to venue
USD 95–160 / night
Budget city-centre option for visitors who prefer lower room rates and a short public transport ride to the venue.
Van der Valk Hotel Gent
Ghent southwestAbout 3.2 km from Flanders Expo to venue
USD 145–220 / night
Mid-range option with easier car access than the historic centre; confirm event-weekend availability early.
Local transport
Get around the city with these convenient transport options.
Tram
Estimated costEUR 2-5 single metro journey (contactless)
Best forTram 1 toward Flanders Expo (Moovit lists the line as Tram 1 Flanders Expo > Gent Sint-Pieters > Evergem Brielken)
Tram 1 connects the Flanders Expo stop with Ghent Sint-Pieters and the city network; Rome2rio lists tram among the ways to reach the venue from central Ghent.
Bus
Estimated costEUR 2-5 single metro journey (contactless)
Best forDe Lijn city bus network in Ghent (line 78 is listed by Rome2rio as one route to Flanders Expo)
Flanders Expo visitor information and De Lijn Ghent pages list public transport options; check the venue how-to-get-here page for the current stop and line.
Train + tram
Estimated costApprox. EUR 3 for the tram leg; train fare depends on origin
Best forRail to Ghent Sint-Pieters, then Tram 1 to Flanders Expo
Flanders Expo's own how-to-get-here page and Visit Gent route guidance describe reaching the venue by train plus local tram.
Weather
Ghent in late February is cold and frequently overcast with passing showers. The free-sources weather lookup returned no forecast for this run; consult a local forecast in the days before the 20-21 February 2027 weekend and dress for winter conditions on the fairground.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Confirm mobile roaming or local SIM options for business visitors to Belgium.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Language
Ghent is in Dutch-speaking Flanders and the organiser uses Dutch show terms such as Fietsenwandelbeurs, Fietsparcours and E-bike Challenge. English is widely used in tourism and at Flanders Expo, but Dutch or a few local phrases help at smaller stands.
Money and payments
Belgium uses the euro. Major cards are common at hotels and larger exhibitors, but carry some cash or a payment app for small stands, lockers or casual food stops where card acceptance may vary.
Tipping
Service is generally included in Belgian restaurant and cafe bills. Rounding up or leaving a small extra amount is optional and appreciated rather than expected.
Public transport etiquette
De Lijn operates Ghent's trams and buses, including Tram 1 to the Flanders Expo stop. Validate or activate your ticket before boarding and allow extra time on show mornings when the tram toward the fairground is busy.
Fairground location
Flanders Expo sits outside the historic centre, so do not expect to walk between the halls and Ghent's old town. Plan Tram 1 or a bus for the venue leg and keep city-centre sightseeing for the evening.
February weather
Late February in Ghent is cold, often overcast and showery. The show is indoors, but queues, tram stops and car parks are exposed, so bring a waterproof layer and warm clothing for the 20-21 February 2027 weekend.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Google Flights returned no usable fare rows for 20 February 2027 in this capture, so no price band is published here. Use Brussels Airport (BRU) as the reference gateway and compare fares closer to the date; then take the train to Ghent and Tram 1 to the Flanders Expo stop.
Transport
Get to the venue and around the city with these options.
Airport → venue: Use the nearest international airport serving Ghent; Metro, train or taxi links are typically available to the venue district.
Hotel → venue: Precinct hotels near Flanders Expo: Flanders Expo: voco Gent by IHG; Ghent city centre: ibis Gent Centrum Opera; Ghent city centre: Hotel Flandria - Centrum.
Ride-hail: Ride-hailing apps are commonly used in Ghent; confirm local availability before travel.
Public transit: Flanders Expo is served by Tram 1 (Flanders Expo > Gent Sint-Pieters > Evergem Brielken per Moovit), with Ghent's De Lijn bus network also covering the fairground. Rome2rio lists tram and line 78 among the ways to travel from central Ghent. The venue publishes a dedicated how-to-get-here page at flandersexpo.be/en/visit/visitor-information/how-to-get-here/ with current directions. Single tram/bus fares are in the region of EUR 3; check De Lijn for live pricing.
Parking: On-site parking is available at Flanders Expo; confirm daily rates and hall access on the organiser or venue site.
Weather
Plan and pack for the event climate.
Month: February 2027
Temperature: Late February in Ghent is winter: expect cold, changeable days. The free-sources weather family returned no data for this run, so check a local forecast for the 20-21 February 2027 weekend before packing.
Seasonality: February is one of Ghent's wetter, grey months; showers are common and the fairground is spread across large halls, so plan for wet transfers between buildings and tram stops.
Packing: Pack a warm waterproof coat, layers, and comfortable walking shoes for moving between halls at Flanders Expo; an umbrella is useful for the tram stop and car park walks. Indoor halls are climate-controlled, so light layers work under a jacket.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Fiets en Wandelbeurs usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 14
Confirm the 20-21 February 2027 dates, Flanders Expo venue and published opening hours on fietsenwandelbeurs.be before booking travel.
Day 12
Book rail or flight to Ghent and choose a hotel on Tram 1 or near Flanders Expo to avoid show-morning transfers.
Day 10
Check passport validity and nationality-specific Schengen entry rules for Belgium; start any visa application early.
Day 7
Download the exhibitor list and mark bicycle, e-bike, hiking gear and tour-operator stands you want to compare.
Day 5
If you plan to test e-bikes at the E-bike Challenge area, bring the shoes or clothing you normally ride in.
Day 5
Pack a reusable water bottle, comfortable shoes and a daypack for trying hiking footwear and walking poles.
Day 3
Load contactless payment or buy De Lijn tickets for Tram 1 to Flanders Expo and check the venue how-to-get-here page.
Day 2
Save your ticket or registration confirmation and check the organiser's entry and bag rules.
Day 1
Check the local forecast for Ghent; late February is cold and showery, so bring a waterproof layer for queues and travel.
T-10
Show day: Arrive early for the E-bike Challenge test area, then use the afternoon for tour-operator, map and guidebook stands.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at Flanders Expo
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Fiets en Wandelbeurs registration concourse
Flanders Expo
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Flanders Expo
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights€190.00
- Per diem × 2€150.00
Estimated total€340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Fiets en Wandelbeurs fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Fiets en Wandelbeurs, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Bicycles and e-bikes for various terrains and Outdoor gear including tents, back solutions and benchmarking suppliers at Fiets en Wandelbeurs in Ghent.
Min. budget
$629.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Bicycles and e-bikes for various terrains and Outdoor gear including tents, back products who need qualified meetings with the event's trade audience.
Min. budget
$2,830.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Ghent show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
FAQs & glossary
Answers
Frequently asked
Where is Fiets en Wandelbeurs Flanders held?
Flanders Expo in Ghent, Belgium. The venue publishes visitor directions at flandersexpo.be/en/visit/visitor-information/how-to-get-here/ and is served by Tram 1 to the Flanders Expo stop.
When does the Ghent edition take place?
The edition runs 20-21 February 2027 at Flanders Expo. Confirm opening hours and any programme changes on the organiser site fietsenwandelbeurs.be.
Is there an E-bike Challenge at the show?
Yes. The organiser site lists a separate E-bike Challenge section (fietsenwandelbeurs.be/e-bike-challenge/) alongside the main Fiets en Wandelbeurs programme.
Can visitors try routes before or during the fair?
The organiser publishes a Fietsparcours page (fietsenwandelbeurs.be/fietsparcours/) describing cycling routes linked to the Fiets en Wandelbeurs and E-bike Challenge.
How do I get from Brussels Airport to Flanders Expo?
Rome2rio documents the Brussels Airport (BRU) to Flanders Expo journey; the standard pattern is rail into Ghent then Tram 1 to the Flanders Expo stop. Confirm live timetables before travelling.
Where can I park at Flanders Expo?
Flanders Expo has on-site and P+R parking; parking comparison sites listed in this capture include sparkspot.be, myflexipark.com and parking.ai, which describe the options and prices at the fairground.
Glossary
- Fiets en Wandelbeurs
- Dutch for 'bicycle and walking fair', the name of the Ghent consumer show for cycling and hiking leisure.
- Fietsparcours
- The organiser's route page for cycling courses linked to the Fiets en Wandelbeurs and E-bike Challenge.
- E-bike Challenge
- A co-located activity at the Ghent event where visitors can test electric bicycles.
- Flanders Expo
- The multifunctional event venue in Ghent that hosts the fair, with halls including Hall 1 and Hall 6.
- De Lijn
- Flanders' public transport operator, running the buses and trams that serve the Flanders Expo stop in Ghent.
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Also known as
Alternate names and search phrases for this event.
- Ghent cycling event
- hiking and biking fair
- Fiets en Wandelbeurs 2027
- Fiets 2027
- Fiets en Wandelbeurs Ghent 2027
- Fiets Ghent 2027
- Ghent Belgium
- Outdoor & Adventure Ghent 2027
- Outdoor Recreation
- Bicycles and e-bikes for various terrains
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.