Houtem Jaarmarkt
One of Europe's last surviving traditional livestock fairs and an annual winter market, recognized by UNESCO as intangible cultural heritage, drawing around 50,000 visitors on 11-12 November.
Position your brand as a heritage-conscious partner to Europe's last traditional livestock fair, reaching 50,000 culturally-engaged visitors seeking authentic rural experiences.
- UNESCO-recognized livestock fair: tap into heritage tourism and agritourism audiences
- Winter market tradition: promote seasonal products and local crafts to heritage-conscious travelers
- 50,000-visitor draw: sponsor or partner with a living cultural institution for authentic brand alignment
- Intangible cultural heritage angle: position your brand as a preserver of European traditions
Houtem Jaarmarkt is an annual winter fair that takes place on 10, 11 and 12 November in Sint-Lievens-Houtem in East Flanders. The event welcomes up to 60,000 visitors across the two main days. It is an important livestock and horse market rooted in medieval tradition, inscribed in 2010 on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity. Thousands of visitors come from far beyond the province to inspect and buy horses and livestock, enjoy the festive carnival atmosphere, eat and drink, and meet fellow enthusiasts.
- Farmers sell their animals using the traditional handshake method, through bidding and counter-bidding according to ancient customs, with handshake agreements instead of paperwork
- approximately 1,200 cattle and 600 horses are displayed on and around the market square each year
- A historical procession on 10 November kicks off the fair, celebrating the legend of Saint Livinus
- Around 300 market vendors set up stalls, and local residents open their homes as temporary cafés and snack bars for two days
- Around 500 market vendors sell their wares across the entire village centre on 12 November
- Celebration continues with music, dancing, drinking and eating into the early morning hours