Tomorrowland’s evolution from a local electronic music festival to a global phenomenon is nothing short of magical. Celebrating its 20th anniversary, the festival has grown from a modest event in De Schorre Park in Boom, Belgium, to a sprawling world of music, fashion, and immersive experiences, thanks to the vision of co-founders Manu and Michiel Beers.
The magic of Tomorrowland starts with its unique blend of music and fantasy, creating an environment that feels entirely separate from the everyday world. What began as a small festival has expanded into a grand celebration, attracting a diverse audience of 400,000 people over two weekends. Despite its massive growth, the festival has maintained a close relationship with the local community, fostering goodwill through neighborhood outreach and ongoing dialogue.
At the heart of Tomorrowland’s success is its unwavering commitment to creating an exceptional experience for all involved. Michiel Beers explains, “We always think of how we would like to be treated. We really see how we can service the visitor in the best possible way.” This ethos is reflected in every aspect of the festival, from a range of accommodation options at DreamVille to top-notch food and a comfortable environment for artists and staff alike.
The festival’s allure extends beyond its music, thanks to its elaborate world-building and storytelling. Each year, Tomorrowland’s main stage transforms into a new world, complete with intricate designs and thematic elements that tell a story. This year’s 20th-anniversary theme, “Life,” was brought to life with a stage featuring rock giants and a blooming Mother Flower, integrating a rich narrative that enhances the festival’s immersive atmosphere.
This commitment to storytelling is supported by the festival’s recent foray into literature with the release of *The Spirit of Life*, a fantasy novel that complements the festival’s themes and adds depth to the experience. “We try to create this unique world that allows people to forget everything outside of it,” Michiel shares. “It’s about keeping that balance between being a superb music festival and doing creative, beautiful, and magical world-building.”
Tomorrowland’s innovative spirit is also evident in its expansion beyond the festival grounds. The brand has ventured into fashion, restaurants, literature, and even attractions like a rollercoaster and an aqua park. These ventures are driven by a desire to infuse the Tomorrowland DNA into everyday experiences, making its magic a part of daily life. “We evolve from a festival brand into an entertainment brand,” Michiel says. “That’s something beautiful and something we want to realize more and more.”
Despite its success, Tomorrowland’s journey has not been without challenges. From initial setbacks like losing a major headliner to navigating the complexities of large-scale event management, the Beers brothers have learned the importance of patience and perseverance. Michiel reflects, “Beautiful IPs aren’t built over two, three years. You have to be patient and passionate every day.”
Today, Tomorrowland remains a family-owned enterprise, with Manu and Michiel Beers at the helm. Their independence allows them to pursue ambitious projects without the constraints of external investors, enabling them to push the boundaries of what a music festival can be.
As Tomorrowland looks to the future, the Beers brothers are committed to maintaining the festival’s core values of unity and positivity. “The very essence of our festival is bringing the world together,” Michiel affirms. “If we can bring a bit of that positivity into the world, that would be a difficult but beautiful contribution.”
With two decades of success behind them and a vision for continued growth, Tomorrowland is poised to keep enchanting audiences around the globe, proving that its magical world-building and passion are at the heart of its enduring appeal.
