"Belgian events as an export product: as good as beer or chocolate" - Interview
2025 marks a pivotal year for OFCORES — a milestone for the agency and for a sector that has undergone its most significant evolution in decades. We sat down with Managing Partners Jean-Baptiste De Bock, Sofie Smits, and Jo Dalm to reflect on their journey, the industry’s transformation, and what lies ahead.
Why should companies, organisations, or governments continue to invest in live events in 2025?
Jean-Baptiste De Bock: “There’s more need for it today than ever. In both corporate and institutional settings, forming authentic connections is vital. With the rise of online meetings and remote working, the desire for face-to-face contact has only intensified. Emotional interactions tend to have a greater impact and are more likely to be remembered. This applies to all kinds of events. Events also provide a more informal environment where people can meet naturally.”
Sofie Smits: “Events are powerful tools for sharing knowledge and building team cohesion — and let’s not forget their role in shaping brand experiences. There’s no substitute for allowing people to experience the values, culture, and vision of a brand or organisation. You can’t overstate how important that is.”
What is the most significant shift you’ve observed in the sector since OFCORES was established in 2012?
Jo Dalm: “Even though people crave face-to-face contact, it’s become harder to persuade them to attend an event or trade fair. People remain open to it, but they’re more selective. They prioritise quality over quantity. Today, an event must be a genuine experience — something that engages all the senses.”
Sofie Smits: “Events are shared instantly across social media. That means they have to stand out, not just in terms of content but also visually. The bar is being raised higher and higher.”
Jo Dalm: “And that has implications for budgets — they can end up being higher. At the same time, sustainability — or ESG, as it’s often called — is no longer optional. At OFCORES, we focus on utilising recyclable materials and minimising our ecological footprint wherever possible. Catering has changed, too: vegetarian and vegan options are now the norm. And it’s our job to keep an eye on all of that.”
Jean-Baptiste De Bock:“Fortunately, technology helps improve efficiency. Event management tools, apps, check-in systems, QR codes, streaming platforms, AR/VR experiences — they are now part of nearly every event. They also help us gather data insights, which allows for more personalised content and a clearer focus on measurable ROI.”
Sofie Smits: “One more trend: attendees now expect events, trade fairs, or conferences to offer meeting rooms or phone booths. Since the COVID-19 pandemic, remote work has become firmly established, so meetings and calls now often occur outside the office. Events need to adapt to that.”
What trends do you anticipate for the coming years?
Sofie Smits: “Data will become even more important for our clients. We expect an increased focus on technology, with new tools providing deeper data and analytics — something we’re prepared to support them with.”
Jo Dalm: “The biggest game-changer will probably be AI. It will simplify event organisation significantly and redefine the role of event agencies. We’ll be more of a strategic, creative, and logistical partner than ever.”
Jean-Baptiste De Bock: “We’re still feeling the effects of COVID. Many experienced professionals have left the sector, including those from venues, hotels, caterers, and AV companies. Fortunately, we have a strong team of experienced professionals and young talent who prioritise client focus and service above all else. That’s not a given in such a high-pressure field — event manager consistently ranks among the top 10 most stressful jobs. Kudos to our team!”
Jean-Baptiste De Bock - Sofie Smits - Jo Dalm
You’re very internationally oriented. How do Belgian events compare with those overseas?
Jo Dalm: “The standard of events in Belgium is exceptionally high. That’s why international corporations and organisations select Belgian agencies for global projects. Expertise outweighs geographical closeness. We collaborate with a client in Singapore on worldwide events. We view it as our mission to blend technical knowledge with a keen eye for detail, consistently raising the bar wherever we operate.”
Jean-Baptiste De Bock: “Events today cover everything — from venue scouting and registration to catering, booth design, and creating multi-sensory experiences. Agencies have to be ‘jacks of all trades.’ And Belgium excels at that. We’re a small agency, yet home to many institutions and large corporations, and being multilingual is a distinct advantage. I dare say Belgian events are an export product as good as our beer or chocolate.”
How does OFCORES differentiate itself from other agencies?
Sofie Smits: “Events are about connection — and that applies to agencies too. We prioritise building strong bonds between our team and our clients. We position our experts as an extension of the client’s in-house team to ensure smooth project delivery. We don’t just carry out tasks; we think alongside them. Internally, we operate with a flat structure and remain deeply involved in daily operations. One of us three is always hands-on with every event — creating a natural bond with our clients.”
How do you keep evolving to remain that ‘jack of all trades’?
Jo Dalm: “We’ve expanded into a full-service event agency. That begins with comprehensive event management, but we’ve added three key services: Firstly, effective communication before, during, and after the event. Secondly, experiential marketing: creating emotional bonds between the brand and its audience. People remember experiences more than advertisements. As visitor expectations rise, we must focus on every detail of the experience, including the use of advanced scanners for real-time badge printing. And thirdly, technology. Our enthusiasm for tech encourages us to research, adopt, and experiment with new tools.”
Tell us about OFCORES’ development and future objectives.
Sofie Smits: “2025 is a turning point for us. Jo joined our management team — he’s been active in events and trade shows for years and has been with OFCORES since 2021.”
Jean-Baptiste De Bock: “We felt it was important to strengthen our management structure so we can transform the peaks typical of our sector into sustainable waves. Jo brings new expertise and fresh ideas.”
Sofie Smits: “We also relocated to Wivina Offices, a former monastery in Dilbeek. Our team has expanded to 12 permanent staff, plus freelancers — approximately 20 people in total.”
That suggests you are expecting growth. Why?
Jo Dalm: “We’re confident our unique profile will lead to more projects. We handle numerous corporate and institutional events in Belgium, but half of our work takes place abroad, spanning Europe, the US, Asia, and Africa. That experience gives us the confidence to diversify even further. We cover the full range of corporate and institutional events, including conferences, expos, team-building events, and more. The growth is already there — we organised 80 events in 2024, and nearly 50 in the first half of 2025.”
What is your ultimate aim?
Jean-Baptiste De Bock: “To use all the expertise we’ve built up to persuade even more clients — and motivate existing ones — to view events as a strategic investment rather than a cost. As a partner, we aim to surpass expectations and achieve more than the set goals.”
Jo Dalm: “Beyond growing with institutional clients, we want to be a genuine 360° partner for corporations — providing the full spectrum of events both domestically and internationally. We don’t aim to be the largest agency, but rather to be the most valued partner, the one that truly makes a difference.”
Sofie Smits: “And along the way, we aim to create memorable and enjoyable moments with our partners and team — because that’s what keeps us passionate about what we do.”