Group assignment in regards to why Belgium will make the perfect host city for the 2024 Summer Olympic Games.

1. BELGIUM
2024 Olympics

3. TABLE OF CONTENTS
2. IN 1. INTRODUCTION............................................................1
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3. BA 2. BACKGROUND................................................................2
4. BE 3. BELGIUM: An Insight..................................................3
3.1 POLITICS.................................................................... 4
3.2 LEGAL...........................................................................5
3.3 ECOMOMICS..............................................................7
3.4 ENVIRONMENT.......................................................8
3.5 TECHNOLOGY..........................................................9
3.6 SOCIAL & CULTURAL ASPECTS....................10
3.6.1 GENDER EQUALITY.......................................12
3.6.2 ATTITUDES, LIFESTYLE, VALUES...........13
3.6.3 ATTITUDE TO ADVERTISING................... 14
3.6.4 TREATMENT OF IMMIGRANTS................16
5. 4. BELGIUM: 2024 Host City.....................................18
6. 5. CONCLUSION................................................................22
5.
7. RE 6. REFERENCES...............................................................23
7. R LIST OF FIGURES
Figure 1.............................................4
Figure 2.............................................4
Figure 3.............................................8
Figure 4...........................................12
Figure 5...........................................12
Figure 6...........................................14
Figure 7...........................................15
Figure 8...........................................16
Figure 9...........................................19
Figure 10........................................19
Figure 11........................................23
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4. 1. INTRODUCTION
The Olympic Games is an international sporting event that sees athletes from all around the world come together to compete in summer and winter sports. The Olympic Games are held every four years since the first Games in 1896, in Athens, and are held different geographical locations every year.
The International Olympic Committee (IOC) is the superior authority watching over the Olympic Games, its athletes, their representing countries and the Games spectators while also “promoting the Olympic values” (Olympic Org, 2014).
With this information in mind, Belgium’s capital of Brussels has been chosen to be the possible host of the 2024 Olympic Games. Belgium, which is located between France and Germany, is known for its people, culture and beautiful settings. It is believed that this country will be able to host one of the world’s most anticipated sporting events.
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5. 2. BACKGROUND Belgium covers an area of 30,528 square kilometres, making in one of the smallest countries in the EU. The capital and largest city of Belgium is Brussels.
Belgium is home to more than 11 million people, making it one of the most densely populated countries in the world, in comparison to its size. Its neighbours, France and Germany, each have over populations over 50 million.
More than half of the 11 million people speak Dutch, known as Flemish in Belgium. The rest speak French and a small amount speaks German. Roman Catholicism is considered to be Belgium’s major religion, but there is also a protestant minority.
Belgium is renowned for its beer, chocolate and waffles. There are over 800 kinds of beers made in Belgium, and the average Belgian person drinks around 150 litres of beer per year. Belgium produces 220,000 tonnes of chocolate per year and Brussels international airport is the world’s biggest selling point for chocolate. There are 3 main types of Belgian waffles- Liege waffles; which are the most popular, Brussels’ waffles; which are quite large and normally eaten with strawberries, and ice cream and galettes; which are most commonly eaten with breakfast.
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6. 2
3. BELGIUM: AN INSIGHT
The following section provides a comprehensive understanding of the entirety of Belgium, including politics, law, economy, environment, technology and most importantly, social and cultural aspects.
This insight aims to present information that details the personality of Belgium, in order to understand the type of host city it may become in 2024 for the Summer Olympics.
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7. 3.1 POLITICS
Currently, the King of Belgium is King Phillippe, ascending the throne on 21 July, 2013, and Head of State. Charles Michel recently became Prime Minister on the 11th October 2014.
According the Belgian Federal Government (2013), the Belgian Dynasty began in 1831, when Belgium was given a Constitution, organizing the state as a constitutional parliamentary monarchy.
This is a beneficial step forward for Belgium, as the country has evolved into a democratic nation, with three main forms of government- the federal and regional governments, as well as the community councils.
It is evident that through their political structure and reformations, that Belgium seeks to be a country representative of its people. The opportunity to come together to host the 2024 Olympic Games will only further bring together the country politically.
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Figure 2- Charles Michel, Belgium Prime Minister (SCMP, 2014)
Figure 1- King Philippe & Queen Mathilde (Vanen, 2013)

8. Belgium’s judicial system was established after becoming “independent of the Netherlands in 1830” (University of Oxford, 2014). Like Australia, Belgium’s legal system is made up of three branches of government- the judiciary, executive and legislative components.
A growth in the legal system can be displayed since Belgium last hosted the Olympic Games in 1920, as an Administrative Court and a Constitutional Court have since been established (in 1948 and 1980 respectively).
This legal system demonstrates the democratic nature of Belgium- the country can be viewed as ‘just’ and ‘fair’, as there is no single power.
3.2 LAW
In terms of crime itself, “Belgium is a relatively safe country with fairly low rates of crime, and Brussels is considered safer than large cities in neighbouring countries” (Expatica, 2012). However, although major crime is relatively low, Belgium is prone to low-level street crime.
“Muggings, purse snatchings, and pocket picking occur frequently, particularly in major cities” (OSAC, 2013). This may be the biggest legal concern in terms of hosting the 2024 Olympic Games, and security implementations will need to be considered.
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9. O dear Belgium, O holy land of our fathers –
Our soul and our hearts are devoted to you!
With blood to spill for you, O fatherland!
We swear with one cry- you shall live!
So gladly bloom in beauty full,
Into what freedom has taught you to be,
And evermore shall sing your sons:
The Kind, and Law, and Liberty!
Faithful to the word that you may speak boldly,
For King, for Freedom and for Law!
To Law, and Kind and Freedom, hail!
The King, and Law, and Liberty!
- Belgian National Anthem, Trilingual Version (English Translation)

10. 3.3 ECONOMICS
Belgium has a well-developed economy, mainly built on its strength in the industrial and service sectors, but also “based on its geographic position at the crossroads of Western Europe, its highly skilled and educated workforce, and its participation in the EU” (Encyclopaedia of the Nations, 2014). The service sector dominates the Belgian economy, “service sector jobs now account for 73 percent of the nation's employment” (Encyclopaedia of the Nations, 2014).
Within Belgium, there are regional differences with the economy. “In the former industrial and agricultural areas of the countryside, unemployment rates tend to be higher. However, in the newer urban centres (where the service economy is dominant), unemployment rates are lower” (Encyclopaedia of the Nations, 2014). Although Belgium’s national unemployment rates are lower than the EU average- wages are amongst the highest in Europe.
From an economic viewpoint Belgium is an ideal location to host the 2024 Olympic Games. Its exceptional service and transport sectors help to validate this. Belgium is also a culture that has a very high score on the Uncertainty Avoidance (UAI) index meaning that as a culture they try to avoid unknown situations “the dimension (UAI) has to do with the way that a society deals with the fact that the future can never be known: should we try to control the future or just let it happen?”(Hofstede Centre, 2014).
This is highly advantageous as to counter act the uncertainty a precise amount of planning would go into all aspects of hosting the games. On an economic level, Belgium’s highly developed and efficient motorways, railway networks and airway would be greatly capable of handling the 500,000 expected tourists without a problem. “Belgium has a developed a highly efficient and capable transportation infrastructure that includes roads, ports, canals, airports and rail links” (Encyclopaedia of the Nations, 2014). The service sector being such a dominate influence in the Belgium economy, with the majority of the nation’s employment within the service sector makes Belgium an excellent selection for the 2024 Olympic games.
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11. 3.4 ENVIRONMENT
Belgium is a very populated and civilized country, so it is hard to believe that is would have many environmental problems. However, over the past decade, Belgium’s experienced extreme problems with its “air, water and land pollution” (Encyclopedia of the Nations, 2014) causing health and safety issues for Belgium’s people and any tourists that venture to the country.
The Belgium government has been working towards improving the environmental issues the country is experiencing, ensuring that the corporate social responsibility of Belgium, as Bracic (2014) stated, allows Belgium’s people and others from society to see that Belgium’s people and environment matter. Through this and the use of “corporate image advertising” (Sheehan, 2014, p.235) Belgium is able to allow other countries to see that they care about what is thought about them and how they are perceived, creating a reason to promote the positive changes happening in Belgium.
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The capital of Belgium, Brussels, is therefore implementing procedures such as the pollution peak intervention plan. To better improve the quality of Belgium’s water, air and land pollution. By providing citizens with information on when there are road congestions, water issues and waste management solutions.
Although Belgium has environmental issues, the country is working hard to improve its carbon footprint. Therefore the opportunity to host the 2024 Olympic Games would allow Belgium the chance to regain itself as a country that cares about the environment and what happens to the earth and its people.
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Figure 3- Environmental Pollution (Sinpetru, 2013)

12. 3.5TECHNOLOGY
The research in technologies is focused on bio-chemistry, medicine, statistics and astronomy (Science in Belgium, 2009). The innovation and research is promoted within through funding schemes for foster efforts from young innovative students (OECD Science, Technology and Industry Outlook, 2013, pg. 250).
Belgium ranks high in fields associated to bio and Nano technology (OECD Science, Technology and Industry Outlook, 2012, pg. 251) sending many of their scientists abroad to lead research in these fields. But also within the nation the quality of life and high scientific standards attracts many international students to attend their universities (Science in Belgium, 2009).
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13. 3.6 SOCIAL & CULTURAL ASPECTS
1. Power Distance
Belgium is an ideal venue to host the 2024 Olympic Games. The country is very power driven, with the federal government of Belgium wanting acceptance towards individuals within the country and for there to be power held between citizens. Belgium is portrayed as a place where everyone is able to express opinions and thoughts to the higher power, knowing that generally speaking what the community wants effectively becomes accomplished. This power distance Belgium displays, which Bracic (2014) stated is seen in Hofstede’s Model on Cultural Dimensions brings forward the knowledge that people are accepted, respected and valued within the Belgium community.
2. Individualism versus Collectivism
Belgium also has a low collectivism score. A country with a low collectivism score is known for having “strong group cohesion, large amounts of loyalty and respect for members of society” (Mind Tools, 2014) characteristics of the Belgium culture and greatly seen within the Olympic Games. Collectivism is seen though the individualism versus collectivism step within the Hofstede Model of Cultural Dimensions. Whereas a high individualism score sees that a country and its people have a “respect for privacy, high values on people’s need for time and freedom and also an expectation for rewards for hard work” (Mind Tools, 2014).
The Hofstede’s Model on Cultural Dimensions was developed by Geert Hofstede and is a study on culture that looks at “5 dimensions of theory” (Bracic, 2014.
The theory, which is regarded as Hofstede’s “most notable” (Bracic, 2014) accomplishment is used throughout the world to determine how different cultures are formed, develop and work with each other.
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14. 4. Uncertainty avoidance This is a nation that takes pride in their appearance with cleanliness being held with national pride (Belgium, 2014). It is seen that Belgium ranks high on Hofstede’s cultural dimension of uncertainty avoidance according to The Hofstede Centre (2014).
So within society planning is preferred and in business values such as punctuality display respect (Belgium, 2014).
3. Masculinity vs Femininity
If a culture values a masculine society it indicates that they will be driven by competition, achievement and success.
A feminine society means that the cultural values are that quality of life and caring for others are more desirable values.
So the difference for what motivates people within a culture is wanting to stand out (masculine) or being part of a larger group (feminine).
Belgium places within the middle of this dimension. “Belgians strive towards reaching a compromise” (Hofstede Centre, 2014). Therefore, a win-lose negotiating style that is typical of Anglo countries is not very effective in Belgium,
5. Long Term vs Short Term Orientation
Long term orientation refers to the development of virtues orientated towards future rewards, whilst short term orientation are those virtues related to the past and present (such as tradition), according to Bracic (2014) via Hofstede (2001).
According to the Hofstede Centre (2014). Belgium received a particularly high score of 82 in pragmatism. This means that they a nation who are able to adapt to traditions with ease, and pursue achieving results.
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15. 3.6.1 Attitude to Advertising
Within Belgium people have a higher acceptance attitude towards “humorous and erotic” (De Pelsmacker, P 2014), advertisements than advertisements promoting brands, it was also found men find these advertisements more interesting and appealing. As Bracic (2014) stated this saw advertising stereotypes particularly in reference to how men and women are perceived, while also displaying Belgium’s openness to sexual and erotic advertising.
Advertising to children is taken extremely seriously within Belgium, ensuring that advertisers are unable to advertise any products “within a five-minute time span surrounding children’s programs” (Nathalie Dens et al, 2014). This has been effective in seeing that children do not use the “pester power” (Bracic N, 2014) to annoy parents into purchasing products seen on the television, causing parents to purchase these products to satisfy their children.
The attitudes held by the people of Belgium towards advertising, allow organizers of the Olympics to see that promoting the 2024 Olympic Games would see that men, women and children would be aware of events that were taking place.
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Figures 4 & 5- Two Dutch advertisements used in Belgium. The left ad (Collin, 2008) was banned, whilst the right ad (Collienne, 2011) was not.

16. 3.6.2 Gender Equality
Gender equality can be defined as the “measurable equal representation of women and men. Gender equality does not imply that women and men are the same, but that they have equal value and should be accorded equal treatment” (IPPF, 2013).
In Belgium, like many other countries, there is a gap between the unity of females and males. However, according to WikiGender (2014), Belgium has actively put into operation particular legal initiatives to promote gender equality and opportunities since the 1980s.
In most countries, women tend to have a higher unemployment rate than men.
This was true for Belgium in 2002, according to the European Commission (EUROPA) (2012), when the unemployment rate was 7.8% for females, and 6.3% for males. However, in 2011, the female and male unemployment rates were recorded as equal, both being 7.2%.
Although the level unemployment rate between genders, “the average female employee earned 8.6% less than the average male employee” (EUROPA, 2012) in 2010, which can be compared to the 9.5% gap in 2006.
The Kingdom of Belgium Foreign Affairs, Foreign Trade and Development Cooperation is aware of the need for gender equality and women's empowerment, claiming they regard gender equality as “a transversal topic and is determined to speed up the progress in this domain....” (Belgian Development Cooperation, 2013).
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17. 3.6.3 Treatment of Immigrants
Belgium attracts a diverse inflow of refugees, asylum seekers and undocumented migrants. But its “detention practices have been the subject of much debate at both the national and international levels” (Global Detention Project, 2014). Belgium has been criticized on numerous occasions for some of its controversial practises, which include the detention of children and not providing the detainees with adequate information about their legal rights.
Also, persons without legal residence in Belgium are exempt from the right to social assistance. “Only rejected asylum seekers who are waiting for a decision on their appeal to the State Council, Belgium’s highest administrative court, have the right to food and housing assistance but not monetary assistance” (Picum, 2014). Belgian authorities, more recently have tried to rectify these issues by modifying both detention practises and the legal framework governing detention.
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Figure 6- Protest in front of immigration office, Brussels on 25 June, 2014 (Activestills, 2014)

18. 3.6.4 Treatment of LGBT Community
Within Belgium same sex couples are able to “marry” (Angloinfo, 2014), with the country being one of the first to legalize same- sex marriage and selecting “the worlds second openly gay leader” (LGBT Nation, 2011). The treatment of LGBT members in Belgium is quite different to other countries around the world with couples also being able to start families through adoption as stated on LGBT Nation (2014) and participate in LGBT events, creating an environment where safety and acceptance is present.
The treatment of LGBT members of society within Belgium sees there be very little, if not any discrimination, allowing members of other countries and the 2024 Olympic Game committee to see that people are accepted and respected in Belgium no matter their sexual orientation or preference.
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Figure 7- Gay Pride Campaign, Brussels (Riker, 2014)

19. 3.6.5 Attitudes, Lifestyle & Values
Although the people of Belgium are not one homogenous group so there is difficulty when assessing their national identity, although as a whole the Belgians are seen as a welcoming people. Within society they are seen to be hard working but enjoy a balanced personal life as people in Belgium work 1 574 hours a year, less than the Better life index average of 1 765 hours (OECD, 2014).
Education is important in the Belgium society which demonstrates the high values they hold for taking care of their people again reflecting their emphasis on community. In education with the average student receiving higher than the median results according to the quality of life index (OECD, 2014). Across Europe they are known for their humorous nature and cuisine and are ranked in the top 10 in quality of life standards (OECD, 2014).
The country of Belgium is an egalitarian society; they value community and the coming together for sporting and cultural events. They are a collective nation, placing heavy importance of family and close ties within their communities (Belgium, 2014).
The cultural history of Belgium has been linguistically and politically challenging.
However, today the differences and similarities to the larger continent of Europe would enable a coming together of nationalities within the nation of Belgium. The idea that as a nation they have united themselves regardless of their linguistic difficulties promotes the fundamental idea of unity behind the Olympic Games.
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Figure 8- Female Sports Fan (Bureau, 2014)

21. 4. BELGIUM: 2024 HOST CITY
The following section provides an analysis and evaluation of Belgium as a potential host city for the 2024 Olympic Summer Games.
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22. 19 Belgium debuted in the Olympics in 1900 and hosted the 1920. To date they have won a total of 141 medals with the top sports being archery, cycling and equestrian. There are a number of factors that must be taken into consideration, when regarding Belgium as the 2024 Olympic host- including the country’s experience, resources, cultural and lingual factors, as well as taking the environment into account. Firstly, a considerable advantage for Belgium as host of the 2024 Olympic Games is that they’ve held the Summer Olympic Games in the past. Therefore, existing infrastructure can be modified and renovated, as opposed to resurrecting new stadiums and buildings. In this sense, costs can be cut and money saved. Furthermore, Belgium holds a sense of general experience- organizers will know exactly what to expect from looking back at the past, and what factors could be changed in regards to the particular nature of their country (for example, which locations were too crowded, or what roads became too congested etc). However, the 1920 Summer Olympics were held in Antwerp, following the completion of the First World War (the 1916 Games were cancelled due to war). Belgium was awarded the pleasure of hosting the games after they were taken off Hungary, for being an ally to Germany, according to the Australian Olympic Committee (2014). In 2024, it is proposed that the Games be held in the capital, Brussels, due to it being the biggest Belgian city, and also being the home to the biggest stadium in Belgium. King Baudouin Stadium (refer to figure 10) has a capacity of 50, 024- this is a 20, 000 times greater than the next largest stadium. This is advantageous as Belgium is given the opportunity to host more people, offering more tickets and making a greater profit. The fact that English is spoken regularly in Brussels as opposed to Antwerp also benefits tourists. On the other hand, it is important to realise that in the 1920 Games, 2,626 athletes (Australian Olympic Committee, 2014) competed, which can be compared to the 10,500 athletes in the London 2012 games. It is known that Brussels’ population is dense in comparison to its size- therefore; will it be able to host the 2024 Games adequately? According to Visit Brussels’ (2014) 2013 Annual Tourism report, they are aware of the new expanding, requirements of tourism, and are aiming to adapt its structure to enable “Brussels to gain market shares from other European metropolises” (Visit Brussels, 2013). It is evident that whilst the size of Brussels may be smaller in past cities, they are fully ware and capable of managing the 2024 Summer Olympic games whilst simultaneously boosting their tourism.
Figure 9- Schat Olypish Stadion, Antwerp 1928 (Bruggeman,2012)
Figure 10- King Baudouin Stadium (Fuego, 2013)

23. Secondly, Belgium is a central point in Europe, with these differences and similarities to the larger continent their linguistic differences would enable a coming together of nationalities to unite the Belgium people. Moreover, the majority of Belgians are multilingual with many conducting themselves in their second language every day. They are also comfortable speaking in English, especially within the city of Brussels. This allows convenience for tourists particularly those wishing to communicate with locals when attending the 2024 Olympics.
The multilingual nature of Belgium enables a constant influx of tourists and holidaymakers to comfortably enjoy their time in Belgium without a language barrier. In applying this to the Olympics, it demonstrates the ease in which tourists and Olympic attendees would be able to adjust themselves within the Belgian society.
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24. Lastly, Belgium’s environmental problems are one of the major concerning factors concerning whether the country should host the 2024 Olympic Games. As previously mentioned in 3.4 of this document, Belgium and its capital of Brussels have struggled for the past few decades with an increase in air, land and water pollution resulting in many concerns for people living and visiting the area. As Rickim02 (2011) stated in the video Global Issues in Belgium, the main concern is the countries air pollution. This is a result from nuclear radiation and carbon dioxide from the countries working industry and also from the range of pesticides that are used for the agriculture industry seen within Belgium. Meanwhile water pollution is another major concern due to the increasing amounts of mercury and phosphorus making its way into the rivers and water supplies, potentially effecting drinking water (RIckim02, 2011). As knowledge of these environmental issues become more publically aware by the public, there is an increasing concern for the health of Belgium’s people and anyone who wishes to travel there, which as a result leaves concerns for the safety of Olympic athletes and also for the spectators which would go and visit Belgium to see the games unfold.
However, as a result of these environmental and health issues that Belgium is experiencing, the Government of Belgium have started implementing stricter and stronger legislation and procedures to help reduce the problems the country faces with its land, air and water pollution. Along with the implementation of the pollution peak intervention plan that Brussels is developing and implementing, the surrounding cities of Belgium are also being worked on to improve air, land and water quality for all. With the use of environmental regimes, as Clifford Chance stated in the Q&A on Environmental Law in Belgium, Belgium along with the many cities within the country with the use of regimes like the “Environmental Permitting Regime which sees Belgium combine both preventing and controlling waste and its management (Chance C, 2012).
With the use of these regimes and legislation for Belgium’s environmental issues, it is clear that Belgium and its government is trying very hard to work towards creating an environment that is more environmentally friendly and sustainable. The continued awareness that Belgium’s air, water and land need to be improved to allow for society to continue living peacefully, allows the Olympic Committee to understand that Belgium is doing everything in its power to improve. Presenting a country that is able to take action and wants to make a change for the better, showcasing how Belgium’s capital of Brussels would be a great place for the 2020 Olympic Games to be held.
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25. 5. CONCLUSION
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After researching the background of Belgium, and its capital of Brussels, an analysis has been made as to whether or not it will make the ideal host city for the 2024 Summer Olympics.
An insight to Belgium has been obtained, and the political, legal, economical, social, environmental and technological factors have been taken into consideration.
A careful evaluation suggests that there are benefits of Belgium having previous Olympic host history, a strong economy, tourism boosts, a multicultural community and a continuously improving environment.
Therefore, it is strongly suggested that Belgium will be the ideal candidate to host the 2024 Summer Olympic Games.

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