222 businesses compete for the title
Vught, 2 December 2025 – Yesterday DePetrus in Vught hosted the festive launch of the Brabant Hospitality Award 2026/2027. No fewer than 222 entrepreneurs from the Brabant leisure sector are participating this year. In the coming period, they will be actively working to further enhance their hospitality and prepare for tomorrow's guests. In 2026, they will immediately start tackling concrete challenges to compete for the title of Brabant Hospitality Award 2026/2027.
The broad participation reflects both the spread throughout the province and the diversity of the sector: 84 accommodation providers, 92 catering establishments and 46 attractions and places of interest are taking part. The programme was launched in festive style together with the professional jury and inspiring guest speakers.
Project leader Ankie Joos responded enthusiastically: ‘What energy to kick off this process with so many Brabant entrepreneurs! The large number of participants shows how strong Brabant hospitality is and how keen entrepreneurs are to invest in what makes Brabant special: attention, quality and conscious enjoyment.’
During the kick-off, motivational speaker Frans Goenee shared his vision on wonder and guest experience with the participants. He immediately got everyone thinking with his provocative statements. This gave the inspiration programme, which will take shape in the coming months, an energetic and promising start.
Inspiration programme
From January to May 2026, there will be an extensive inspiration programme consisting of various challenges, sessions and opportunities for knowledge exchange. The programme goes beyond mere inspiration: entrepreneurs are encouraged to take immediate concrete steps in developing their hospitality. This growth will also play a role in the assessment of the participants later on; the nominees will be announced in June 2026.
The challenges are accessible, fun to take on and also contribute to team building within companies. They encourage entrepreneurs to make more conscious choices, paying attention to their environment and the impact of their hospitality.
During the kick-off, the first challenge was immediately unveiled, which participants will start working on in the new year.
About the Brabant Hospitality Award
Following successful editions in 2018 and 2019, the Brabant Hospitality Award is back, now as a biennial event. This gives entrepreneurs the opportunity to continuously work on their growth and hospitality quality. It is not only the final outcome that matters; the focus is primarily on the development that entrepreneurs undergo, in both small and large steps.