Location: Western Europe, bordering France 620 km, Germany 167 km, Luxembourg 148 km, Netherlands 450 km

Capital: Brussels

Population: 10,348,276 (July 2004 est.)

Languages: Official Languages of Belgium are French, Dutch and German.

Lifestyle & Aspirations
Whatever the political machinations,Belgium is a highly prosperous country and Belgians are positive and outward-looking. They are committed Europeans and enjoy the benefits of having the EU headquartered in their country. Belgians enjoy the good life and are bon vivants. They have a lively cafe society and enjoy it to the full. Socialising, drinking and eating out are beloved national past times, as is sport. But Belgians are also conservative and pragmatic. While they enjoy all the fruits of their hard work and economic success, they are traditional and serious-minded too and have one of the highest production rates in the world. A main aim of many Belgians is to own their own home which has led to the local saying that Belgians 'have a brick in their belly.' With one of the highest population densities in Europe, renovation of old homes is becoming increasingly popular and has led to the revival of some inner areas of old cities.
There are many opportunities for Belgians to indulge in their love of a good life: the country has some of the best food in Europe; it makes over 450 kinds of beer; it has a rich cultural history and fine museums and arts centres abound. Belgians are keen on the theatre, music and film and there are many outlets for these various forms of art.
Belgians have enviable standards of education - the country has one of the highest levels of education in Europe and school is compulsory until the age of 18. Most parents are keen for their children to attain the best qualifications they can in order to find good employment.

The Essentials (10 Key Tips)
1. Be alert to differences within Belgian society and culture - North - Flanders, primarily Dutch; South -Wallonia, primarily French; Northeast - primarily German influenced. Print bi-lingual business cards as appropriate.
2. Recognise that Belgians tend to be careful and conservative; they will take their time before trusting others. Build extra time into your planning.
3. Maintain a friendly, open attitude. Being confrontational is considered rude.
4. Work at being subtle rather than overly direct. Directness is sometimes associated with being too simplistic.
5. Expect to have to deal with many procedures and a lot of paperwork.
6. Work through issues in a gradual way; communication should be logical and reason-based.
7. Arrive on time for meetings; arriving late may cause you to be seen as unreliable. Meetings tend to be formal, although first meetings are often more social than business focussed.
8. Be prepared for lengthy discussions of issues to make sure all alternatives have been considered.
9. Be acquainted with Belgian history and in particular, the economic achievements of the country. Demonstrate a positive orientation toward Europe.
10. Try to avoid religious issues or issues related to the tensions between the regions of Belgium; do not criticize the monarchy.

Working with the Belgians
Do not let the low-key demeanor and approach of the Belgians mislead you. They are open and friendly yet industrious and well-educated. They are pragmatic, flexible and willing to compromise but not looking to waste time either and are punctual about business matters. They appreciate the same qualities in others. They are inherently conservative but are also very creative. Be prepared to work through matters in a rational and gradual way and maintain a modest approach.
Belgians will not take well to bombastic, boastful or overbearing behaviour. Shows of temper or impatience will be viewed as bad manners. They are not snobbish or status- conscious but also enjoy a high standard of living. They dress and eat well and while they work hard, they also value their free time and enjoy a rich 'cafe society'. Be prepared to relax with them and show an appreciation of their fine array of restaurants, bistros and bars. They also have a very rich cultural history and a knowledge of their great contribution to the arts will be appreciated, as will a recognition of and respect for their economic success.
Be sure to understand the history and current political situation of the country and the divide between the Dutch-speaking Flanders in the north and the French-speaking Wallonia in the south and be aware of their sensitivities about their differences. The Belgians are keen supporters of Europe and may view real criticism of the EU with skepticism.
Be aware that the Flemish and the Walloons may display some different characteristics at work: while the Flemings are egalitarian and take a consensual approach to work and decision making, the Walloons can be more hierarchical and authoritarian and conscious of rank.

Making a Good Impression
Belgium has a rich cultural history but also politically, a very complex and sometimes troubled one. There continue to be tensions in the country between the Flemings in the north and Walloons in the south. Be sure that you know the difference and that the Flemings are Dutch speakers, but are not Dutch, while the Walloons speak French, but are not French. The Walloons can also be sensitive about being seen as quieter versions of the French. Be careful not to speak French to Flemings or Dutch to Walloons. German should only be spoken to those in the small, German speaking region of Belgium.
Belgians are modest, pragmatic and flexible. They are not given to loud or aggressive behaviour and will not take well to those who are very boisterous, pushy or aggressive. They respect creativity and flexibility and a willingness to compromise and find common and agreed ground in business situations. Those in the north are more given to a consensual style of negotiation and decision-making than those in the south and attitudes and expectations should be tailored accordingly.
The Belgians are friendly and outgoing and will take well to those who have an open, respectful attitude. They will expect colleagues to be friendly but efficient and to live up to their promises and agreements. While Belgians are pragmatic and do not like to waste time, they like to enjoy friendly relationships with their business counterparts. They enjoy business entertainment - eating and drinking are favourite past times. Good topics of conversation include food and drink, sports, Belgian art and architecture.
Despite the size of the country, its achievements culturally and economically are considerable and should not be underestimated. Some painful parts of their history - including religion and war, should be avoided. Belgians are enthusiastic supporters of the EU, which should be understood and acknowledged.

Business Etiquette
It is completely normal to exchange business cards when meeting in business surroundings in Belgium. It is a good idea to have the French - or Dutch equivalents - of the information on your card on its reverse side, according to the region you are visiting. It may also be worthwhile to have two cards printed so that you have one with the French translation and another with the Dutch translation. Present the business card with the translated side up so that your counterpart does not miss it.
It is customary to shake hands when greeting someone and if meeting a group, shake hands with everyone. Make eye contact when shaking hands. Although Belgian associates will often greet each other with a kiss, you should not presume to do so until you know the person very well and you are sure of your ground. It is also normal to maintain at least an arm's length distance from people with whom you are talking. Maintain good posture and do not keep your hands in your pockets or assume a very relaxed pose, which may be seen as lacking in decorum. Do not presume to pat anyone on the back or put your arm around them. Yawning, using toothpicks or chewing gum in public is also not done.
It is not usual to give or receive gifts in business surroundings. But if you wish to celebrate a special occasion - like the closure of a deal - it is advisable to select something which will be personally appealing to the recipient of the gift and something of good quality. Something from your homeland is also appropriate - artifacts or books or some liquor which is a specialty of your country or region. If you receive a gift it is polite to open it in front of the giver and show due appreciation. If you are entertained, you can reciprocate.
Belgians rarely invite business associates into their homes but if they do, a gift will be appreciated. Since the Belgians make some of the best chocolates in the world, something else - like flowers - will be preferable. Check with a florist if there are any flowers which are not well received. A thank-you call or note after you have been entertained is also considered polite.
Belgians communicate in a relaxed and open way. They will not be adverse to exchanging some pleasantries when you first meet as a means of breaking the ice and getting to know something about you. The French-speaking Walloons may be more conscious of rank. You should be very well aware of the differences between the Flemings and the Walloons and ensure that you know who you are dealing with.

Business Meeting Culture
Before the meeting
Belgians are not given to the breakfast meetings which are so popular in the US and in the UK. Mid-morning or mid-afternoon are the best times for meetings in the country. Belgians are well-organised and will appreciate receiving an agenda and knowing in advance what topics are to be discussed, and the desired goal of a meeting. Agendas and any other necessary material should be distributed to everyone who will attend. If there is any doubt about the language to be spoken in a meeting, arrangements should be made for an interpreter to be present. If so, longer should be allowed for the meeting and translations of any necessary material should also be arranged.

During the meeting
Belgians are punctual and polite, so if you are to be delayed for long or for any reason, do ring ahead to let others know. Business cards are exchanged at meetings, especially when they have not been given out before any previous meeting. Belgians are quite open to exchanging some pleasantries and engaging in some social chat as they like to get to know people although they will not want to delay matters for too long.
Belgians are rational thinkers and like to work through matters in a gradual way but the two language groups have a different style in meetings. At a Flemish meeting, you will be dealing with a group and everybody will have input. At a Walloon meeting, the group will look to its leader to speak and negotiate. The Latin influence in the Walloons may be felt in that personal feelings may be taken into consideration, too. Flemish managers are more inclined to allow subordinates to participate.
Sales pitches should be well focused with good material to back up any claims or arguments, always using the appropriate language for the audience. Avoid any undue interruptions - conversations on mobile phones to others, for instance, may be seen as bad manners.

After the meeting
Spend some time at the end of a meeting rounding up on what has been discussed and what is the agreed way forward. Do not rush off but ensure that you offer polite goodbyes. Confirm matters which have been agreed in writing and follow through on matters which are to be attended to after a meeting. If decisions are to be made by your Belgian colleagues after a meeting, allow some time for this to happen as more senior managers in the Belgian associate may have to be consulted. If more information is requested, Belgians will expect a prompt reply.

Motivating Others
The Belgian workforce is both skilled and self-motivated and it is not for nothing that Belgium has one of the highest rates of productivity in the world. Belgians are polite and largely non-confrontational and are known for their love of compromise and peaceful relations. They will not respond well to bombastic or overbearing behaviour. Those in the Flemish region are more akin to the Dutch in their working habits. They are used to a consensual style of management and to bosses including them in discussions and decisions about work and will expect others to do so too.
Those in the French-speaking south are more Latin in temperament and work habits. They are more used to a strong hierarchy and clear divisions of rank. Promotion is usually on the basis of seniority tempered with educational qualifications and competence.
Employees are expected to have a degree of self-motivation and will respond well to this being recognised. Appreciation of the individual is important, and of outstanding performance in problem-solving and creativity.
This is a productive, civilised country and people expect a high standard of living, with a good array of benefits. While Belgians do not necessarily live to work, they do expect reward and are as much motivated by money as the next person.

Effective Presentations
Belgians are attentive and polite. They are also calm and well-educated. They will be good listeners but will also expect that presentations be well-prepared and informative and well-supported with factual material. They will probably not appreciate a great deal of written information - and if written material is handed out - thought must be given as to the language used. Similarly thought needs to be given to the language used in slides or Powerpoint presentations.
Belgians are low-key but also hard working and have created a robust and very sophisticated business environment. Up to date presentation methods and support will be expected. Although the Walloons are more Latin in temperament, Belgians are reasonably dispassionate and will view presentations objectively. Presentations should present all the facts and be backed up by a clear and logical argument.

Audience expectations
As they have an open and friendly cast of mind Belgians will be quite happy to listen to a short personal introduction which can be used to build up a relationship with them. If comments or humour about the country is used be sure that it does not offend any national -or important regional - sensitivities. Positive comments about the location and the country will be well received. Hard sells will not be appreciated and no - one in the audience should be put on the spot. Presenters should be well prepared to answer questions. The Flemish are more Germanic in character than the Walloons and can be more direct in approach.

Managing Relationships
The Belgians are orderly and educated and calm in temperament. Relationships will often not need constant care and attention, although trust is highly prized in business circles. Those who are not used to the country, and especially the regional differences, would be wise to invest time in getting to know the people and the way things work. The commercial departments of national embassies and chambers of commerce can often give advice on what can be expected in conducting business and business relationships in the country. Belgians are also highly sociable and will enjoy getting to know business associates and having a good relationship with them.
The same will be said of suppliers and customers. They will expect good levels of support and service - this is a materialistic society with strong expectations of after-sales support. Competition in Belgium is high and commitment to an enterprise and relationship is well demonstrated by personal contact.
Take note of what local associates say. The Flemish will often be more direct than the Walloons and the Walloons may be more Latin in temperament. The Belgians are very well motivated and will want to build a solid, long-standing relationship.