Wegwijzer

What Wegwijzer does

Wegwijzer vzw is a Belgian non-profit travel information organization founded in 1985 and headquartered in Bruges, operating in the Flemish (Dutch-speaking) market for over 40 years. The organization's core product is a web-based platform (wegwijzer.be) that hosts nearly 10,000 user-generated travel reports organized by country and theme, complemented by thematic dossiers on topics such as Interrail, working holiday visas, hiking, wild camping, and long-term travel logistics. The platform serves approximately 100,000 unique monthly visitors and generates over 2 million annual pageviews, supported by a monthly newsletter with 12,000+ subscribers and a member WhatsApp community. A paid staff of 18 is augmented by a network of 200+ volunteer travel informants and a 24-member General Assembly.

The business spans three principal revenue-generating activities. First, individual memberships are sold at €35 per calendar year, granting access to the full travel report database, four quarterly issues of the printed Reiskrant magazine (48 pages each), downloadable dossiers, member discounts through partner brands, and the WhatsApp community. Second, advertising and sponsorship revenue is generated across the website, monthly newsletter (priced at €300 per mention), and quarterly Reiskrant magazine, with all advertising revenue reinvested into the organization. Third, the annual Reismarkt alternative travel fair — held in 2026 at VIVES Hogeschool Brugge — generates ticket revenue (€10 members, €8 under-27, €12-€14 non-members) and exhibitor fees, attracting approximately 2,000 visitors, 40+ exhibitors, 17 lectures, and 200+ volunteer informants. Reiskrant magazine is also sold individually at €7.95 per issue or in bundles.

Wegwijzer serves Dutch-speaking independent travelers in Belgium who reject mass-market tourism and seek peer-tested, non-commercial information. The primary customer segment is active independent travelers seeking practical firsthand advice; secondary segments include youth and scout groups planning trips abroad, long-term backpackers and gap-year travelers, cycling and hiking enthusiasts, and tourism education institutions (Spermalie, VIVES, Howest, Richtpunt) that purchase information sessions on overtourism, regenerative travel, and alternative transport. The organization operates exclusively in Belgium/Flanders and is governed as a vzw (vereniging zonder winstoogmerk), with no external investors, no parent company, and no disclosed funding rounds.

Name

Wegwijzer

Legal name

Wegwijzer vzw

Website

https://wegwijzer.be

Company type

Private

Founded year

1985

Operating status

Operating

Short description

Wegwijzer vzw is a Belgian non-profit founded in 1985 that publishes independent Dutch-language travel information for independent travelers in Flanders, operating a website with nearly 10,000 user-generated travel reports, a quarterly Reiskrant magazine, and an annual Reismarkt travel fair.

Ownership category

akta.pro rank

Product category

Travel Information & Community Membership

NAICS

All Other Travel Arrangement and Reservation Services (561599)

akta.pro primary industry

Multi-Destination/RTW (Round-the-World) Itinerary Planning (THAKAOAM)

Keywords

• Independent travel information
• Travel membership club
• Travel magazine publication
• Travel community platform
• Alternative travel fair

Headquarters

HQ city

Brugge (Bruges)

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership fees: Annual membership subscriptions at €35 per year provide access to travel reports, digital guides, the Reiskrant magazine (4x/year), member discounts, and the online community. Membership is valid until December 31 of the current year.
2. Reiskrant magazine sales: Individual Reiskrant editions sold for €7.95 each, or a bundled offer of 2 magazines plus 1 free for €15 (including shipping within Belgium). Each edition covers a country or region in depth with travel reports and practical information.
3. Advertising: Advertising space sold in Reiskrant magazine (circulation 10,000+ readers, 125,000 online views per edition), on Wegwijzer.be website (100,000 monthly visitors, 2M+ annual pageviews), and in monthly newsletters (12,000 subscribers). Reismarkt exhibitor fees and sponsorship also contribute. All advertising revenue is reinvested into the non-profit's operations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Wegwijzer vzw is a Belgian non-profit travel information organization that provides independent, peer-tested travel content to members in Flanders and Belgium. Its core offering is an annual membership subscription (€35) granting access to a website hosting ~10,000 member-submitted travel reports, a quarterly Reiskrant magazine, themed dossiers, classifieds, and member discounts from partner travel brands. The organization also operates the annual Reismarkt alternative travel fair and delivers paid school information sessions for tourism education.

Product overview

Wegwijzer vzw is a Belgian non-profit travel information organization (40 years old) offering a comprehensive digital platform and magazine-based portfolio. The core offering consists of the Wegwijzer Website (aggregating travel reports, country information, themed dossiers, and classifieds), the quarterly Reiskrant magazine, and the annual Reismarkt travel fair. Additional services include school educational sessions, volunteer programs, member benefits through partner discounts, and a WhatsApp community. The platform focuses on independent, non-commercial travel information from experienced travelers.

Differentiator

Problem solved

Functional benefit

Brands

• Reismarkt: The organization's flagship annual alternative travel fair, described as 'dé alternatieve reisbeurs van Vlaanderen' (the alternative travel fair of Flanders), featuring travel informants, exhibitors, lectures, and travel inspiration.
• Reiskrant

Products and services

• Annual Membership Subscription €35/year subscription granting members access to nearly 10,000 travel reports, four Reiskrant issues annually, downloadable digital dossiers, member discounts on Flibco, Lannoo, Joker, Goboony, Hi Flanders, Interhome, Avventura, Atlas & Zanzibar, VAB, and more, free advice, classifieds posting, and the online WhatsApp community. Targeted at active independent travelers in Belgium (Flanders).
• Reiskrant Magazine A 48-page quarterly travel magazine featuring in-depth coverage of a country or region, combining inspirational travel reportages with practical travel information (transport, accommodation, formalities, health). Sold individually at €7.95 per issue or as a bundle of 2 + 1 free for €15 (shipping within Belgium included). Includes digital archive of past editions covering Peru, Georgia, Réunion, Sri Lanka, Norway, Mexico, New Zealand, Malta, Kyrgyzstan, Luxembourg, USA, India, Chile, and France. Targeted at independent travelers and travel enthusiasts.
• Reismarkt Annual Travel Fair Annual alternative travel fair in Flanders featuring 200+ volunteer travel informants, 40+ exhibitor organizations, 17 lectures and presentations, world café and world market. Tickets: €10 for members, €8 for youth under 27, €12 early-bird for the first 600 non-members, €14 regular non-members. Attracts approximately 2,000 visitors per edition. Targeted at prospective and existing members, with exhibitor booths sold to tour operators, outdoor retailers, and travel service brands.
• School Information Sessions Interactive educational sessions for Belgian secondary and higher-education tourism students covering topics including tourism trends, alternative transportation and accommodation, the impacts of mass tourism (overtourism), and regenerative travel practices. Custom sessions and thesis support are also available. Targeted at tourism education institutions such as Spermalie, VIVES Hogeschool Brugge, Howest Kortrijk & Brugge, and Richtpunt Campus Gent.

Quantifiable outcome

• Reaches 100,000+ monthly website visitors and 2M+ annual pageviews
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• FlibcominorGTM or Marketing Partner · 1 January 2026Flibco provides airport shuttle services to Charleroi and Zaventem airports. As a member benefit, Wegwijzer members receive 10% discount on Flibco shuttle and Door2Gate services. Flibco also advertises on the Wegwijzer website and in member communications. The partnership offers mutual value: Flibco reaches a targeted audience of budget-conscious independent travelers.
• GoboonyminorGTM or Marketing Partner · 1 January 2026Goboony is a campervan and motorhome rental platform. Wegwijzer members pay no booking fees when renting through Goboony (saving €35). Those wishing to rent out their own camper receive a free professional photo shoot worth €165. Goboony partners with Wegwijzer to access the independent traveler demographic.
• Hi Flanders (Vlaamse Jeugdherbergen)minorGTM or Marketing Partner · 1 January 2026Hi Flanders operates 15 youth hostels across Belgium. Wegwijzer members receive a €5 discount voucher for overnight stays including breakfast at any Hi Flanders location (Pulcinella Antwerp, De Roerdomp Bokrijk, Europa Brugge, Bruegel Brussels, De Draecke Ghent, Hostel H Hasselt, Groeninghe Kortrijk, Blauwput Leuven, Die Loyale Maldegem, De Peerdevisser Oostduinkerke, De Ploate Oostende, Ardennen-Eifel Sankt-Vith, De Veurs Voeren, Boswachtershuis Westerlo, Gagelhof Zoersel).
• Joker ReiskantorenminorChannel Partner/ Reseller/ Distributor · 1 January 2026Joker is a Belgian network of physical travel agencies. Wegwijzer members receive a discount on file/handling fees when purchasing flight tickets at Joker offices: €8 instead of €20 per person (€12 savings). Families of four save €48. Youth groups pay no handling fees at all. The partnership drives members to Joker offices while providing financial incentive for membership.
• Anders ReizenminorGTM or Marketing Partner · 1 January 2026Anders Reizen specializes in cycling and walking holidays across Europe. Their sponsored content appears on the Fietsen and Wandelen pages of Wegwijzer.be, with banner links driving traffic to Anders Reizen booking pages. Partnership is campaign-based with tracking parameters.
• VIVES Hogeschool BruggecoreStrategic or Co-development Partner · 1 January 2026VIVES Brugge hosts the Reismarkt 2026 event at its Xaverianenstraat campus. This partnership provides the physical venue for Wegwijzer's flagship annual event. The institution also represents an educational partnership, with Wegwijzer providing information sessions to VIVES tourism students.
• Avventura Outdoor ShopminorGTM or Marketing Partner · 1 January 2026Avventura is a Belgian outdoor sports retailer. Wegwijzer members receive 10% discount on all products (excluding promotions and discounted items) upon presentation of their member card. The partnership drives foot traffic to Avventura from the active travel community.
• Uitgeverij LannoominorGTM or Marketing Partner · 1 January 2026Uitgeverij Lannoo is a major Belgian publisher. Wegwijzer members receive 10% discount on the entire online range of books and publications. This benefit aligns Wegwijzer's focus on travel literature with Lannoo's publishing catalog.
• Interhome GroupminorGTM or Marketing Partner · 1 January 2026Interhome offers over 40,000 vacation rentals across 30+ countries. Wegwijzer members receive 10% discount on the entire Interhome portfolio, which is cumulative with promotions and other discounts. Partnership targets members seeking self-catering accommodation abroad.
• Reiziger-informanten networkcoreStrategic or Co-development Partner · 1 January 2026A network of 200+ volunteer travel informants, each with deep knowledge of specific countries or regions, serve as the backbone of the Reismarkt event. These informants provide free travel advice to visitors based on their personal experiences, embodying the 'from travelers, for travelers' philosophy. They also contribute to the broader Wegwijzer knowledge ecosystem.
• Bouworde vzwminorGTM or Marketing Partner · 1 January 2026Bouworde vzw organizes volunteer construction and development projects for youth aged 15-30 in Europe, Africa, Asia, and Latin America. Wegwijzer promotes Bouworde on its Vrijwilligerswerk page, reaching travelers interested in meaningful travel experiences. Bouworde benefits from Wegwijzer's targeted audience.
• VABminorGTM or Marketing Partner · 1 January 2025VAB (Vlaamse Automobilistenbond) provides roadside assistance and travel assistance services. Wegwijzer members receive a discount on their first year of breakdown cover for car, motorcycle, or bicycle, or on comprehensive travel assistance packages. The partnership helps VAB reach the traveling public.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ANWB: Dutch non-profit travel and mobility association offering memberships, a magazine, travel services, and roadside assistance. Highly comparable membership-based, Dutch-language content/community model — the closest direct peer for Wegwijzer.
• VAB (Vlaamse Automobilistenbond): Belgian mobility and travel association providing membership-based roadside assistance and travel services. Already a Wegwijzer partner; serves the same Belgian market with a comparable membership/community structure.
• Touring (Royal Automobile Club de Belgique): Belgian mobility and travel assistance association offering memberships, travel information, and roadside services. Operates with a similar non-profit membership mission serving Belgian travelers.
• Wanderlust Magazine: UK travel magazine and community offering destination content, member events, and travel writing. Highly comparable member-based travel content model — a smaller-scale geographic analogue to Wegwijzer's community/magazine/event flywheel.

Broad incumbents

• Lonely Planet: Global travel guide publisher providing destination content, guidebooks, and digital travel information. Comparable in the travel-content/media function but at much larger scale and as a commercial publisher rather than a non-profit community.
• Rough Guides: Established travel guide publisher offering destination guides and travel content. Comparable content/media function serving independent travelers with editorial travel information.
• Travel + Leisure: Major US travel media brand publishing destination content, reviews, and travel inspiration. Comparable in travel-content/media category but commercial rather than non-profit and oriented to a broader audience.
• National Geographic Traveler: Premium travel media brand under National Geographic producing destination content and travel storytelling. Overlaps with Wegwijzer in editorial travel content but at significantly larger scale and with global scope.

Regional players

• Riksja Travel: Dutch travel agency specializing in custom and round-the-world itineraries across multiple destinations. Comparable Dutch-language market focus and multi-destination trip planning expertise but operates commercially as an agency rather than as a non-profit information platform.

Emerging players

• Atlas Obscura: Travel content platform built around community-contributed destination experiences and stories. Comparable user-generated content/community model that turns peer expertise into editorial travel content, similar to Wegwijzer's volunteer-informant-driven database.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wegwijzer