11/09/25

A survey carried out in February 2025 by seven students from the Multilingual Business Communication programme at Ghent University examined the perception and reputation of the Queen Elisabeth Competition. Ever since its creation, the Competition has been regarded as one of the world’s most prestigious classical music competitions. The results of the study confirm its remarkable reputation and visibility in Belgium, while also highlighting opportunities to reach younger audiences and the necessity to raise awareness about its financial structure.

A household name in Belgium

The survey, conducted with over 1.300 culturally interested respondents divided in three age groups Belgium, shows that 96% of the participants is familiar with the Competition. Prestige, excellence and international standing were strongly associated with the Competition. Most respondents have a good knowledge of the cycle of four disciplines, the renowned jury and the Competition’s demanding nature.

Attendance remains significant: nearly 60% of respondents have attended at least once, with older (65+) and Brussels-based audiences particularly well represented. Younger people (18–30), however, are less likely to attend, often citing practical barriers such as ticket pricing, accessibility, or a preference for following the Competition from home. Most attendees have indicated that they would strongly recommend the Competition to family and friends, which suggests a highly favourable word-of-mouth influence.

Barriers and misconceptions

While ticket prices are perceived as one of the main obstacles to attendance, many respondents overestimate the actual cost of tickets for the different competition rounds. Only half of them are aware of discounted rates for young people. A small third also highlight issues with the concert halls being located in Brussels, signalling the need for clearer communication on accessibility and affordability.
Despite these barriers, the survey shows that the Competition continues to inspire. Almost all respondents (97%) are motivated to attend because of the extraordinary talent of the musicians, and many emphasise the unique atmosphere of the event, brimming with excitement.

Support and financial awareness

As a non-profit, the Competition relies on external funding, sponsorship, subsidies and donations to achieve its goals and to assist its laureates in the development of their international careers. However, nearly half of respondents mistakenly believe that the organisation does not require financial support. Even so, almost one in three expresses willingness to contribute. Most people prefer to support the Competition by purchasing a ticket, but there is also significant interest in structured contributions, such as a potential “Friends of the Queen Elisabeth Competition” membership. Transparency is key: 84% of respondents say they would be more inclined to contribute if they clearly understood how funds are used.

Communication matters

The study confirms that television, radio and the Competition’s website and newsletter remain important sources of information; especially for older audiences, while younger people increasingly rely on Instagram and other digital platforms. Practical information about ticketing and schedules is most valued, alongside content that brings audiences closer to the competitors’ artistic journeys.

Reputation and perception

The Competition’s strong reputation translates into the spontaneous associations people make with the event. Exceptionally positive words emerge, such as “talent,” “level,” “prestige,” “excellence,” “quality” and “international.” Despite its prestigious reputation, perceptions of exclusivity and limited awareness hinder audience engagement. Younger respondents and non-attendees seem to be more likely to often view the Competition as elitist, while older and engaged individuals are more prone to recognise its cultural significance. This sentiment, combined with barriers related to ticket pricing and accessibility, may contribute to the lower engagement levels among younger and geographically distant audiences.

Looking ahead

With these valuable insights, the Queen Elisabeth Competition can continue to build on its reputation, expand its audience and remain relevant for future generations.

The Competition would like to thank the Multilingual Business Communication program at Ghent University, the students and all other contributors in the preparatory study, and last but not least everyone who took the time to complete the survey.