Tomorrowland is renowned for its unique and magical experience, a feat largely credited to brothers and co-founders Manu and Michiel Beers. Through their vision, they’ve transformed Tomorrowland into an enchanting universe of its own.
Even as you leave the festival grounds, the reality that Tomorrowland is held at the public De Schorre Park in Boom, Belgium, feels almost surreal. The small town of Boom, with a population of around 20,000, becomes a vibrant canvas for the festival each year. Residents decorate their homes with Tomorrowland flags, welcoming the influx of festival-goers with open arms. This warm reception is no accident—Manu and Michiel have actively fostered this supportive atmosphere. They invite local residents to the festival, hold regular meetings, provide a neighborhood newspaper, and even maintain an office to address any concerns related to Tomorrowland.
The Tomorrowland brand’s success is deeply rooted in its commitment to building a community around all those involved in the festival. “In every aspect, 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,” says Michiel. From a range of lodging options at DreamVille to high-quality food and a nurturing environment for performers and staff, the Beers brothers and their team strive to meet the diverse needs of everyone involved. Despite the challenges posed by weather and the sheer scale of the festival, their two decades of experience have helped them create a safe, welcoming atmosphere. “People feel it,” Michiel notes. “When they feel comfortable and relaxed, they look forward to being here. That’s when the magic happens.”
Maintaining a balance between being an outstanding music festival and creating a captivating, immersive world is crucial to Tomorrowland’s identity. Michiel emphasizes, “It’s about keeping that balance between continuously being a super good music festival and doing creative, beautiful, and magical world-building. That’s part of Tomorrowland’s unique DNA.”
The festival’s allure is so potent that securing one of the 400,000 tickets is akin to winning a lottery—passes sold out in just 27 minutes. Lucky attendees were treated to a spectacular three-day event marking Tomorrowland’s 20th anniversary with the theme “Life,” featured prominently in their latest fantasy adventure novel, The Spirit of Life. The festival’s elaborate stage designs, like the carved rock giants and the mechanized Mother Flower centerpiece, are crafted with intricate backstories developed in collaboration with their creative and writing teams. “We aim to create a world where people can forget everything outside,” Michiel explains. “Some visitors are drawn to the music, while others are excited by the storytelling. It’s about blending both elements seamlessly.”
This “unique DNA” of Tomorrowland is driven by one constant: passion. What began as a small venture with a handful of staff has grown to a team of 250, all of whom share the Beers brothers’ dedication. Despite the festival’s immense growth and expansion into fashion, dining, literature, and even a rollercoaster and aqua park, the core values have remained unchanged. “With our vision, we evolve from a festival brand into an entertainment brand,” Michiel says. “Projects like the rollercoaster reflect our belief in integrating our core values into everyday life.”
Yet, not every idea comes to fruition immediately. Michiel acknowledges that while they have countless ideas, only a few are realized each year due to the complexity and time required for technological advancements. “We’re not a very patient organization,” he admits. “We like to see our ideas come to life quickly, but some concepts take two or three years to develop fully.”
Tomorrowland’s strength lies in its independence. As a family-owned company with no external shareholders or private equity involvement, the Beers brothers have the freedom to pursue their creative vision without the constraints of shareholder expectations. “We do things that wouldn’t be possible with external pressures,” Michiel says. “Our team’s dedication across all areas—operations, finance, partnerships—raises the bar each year, and I’m proud of that.”
The journey of Tomorrowland hasn’t always been smooth. Michiel reflects on past challenges, including the near-collapse of the festival due to naming disputes and last-minute changes. “We’ve faced difficulties over the years, and every day presents new challenges,” he says. “Patience and passion are essential. Beautiful ideas aren’t built in a few years.”
Now, as Tomorrowland celebrates two decades, the festival’s foundation is set for continued growth. The Beers brothers remain committed to creating experiences that embody Tomorrowland’s essence: uniting people from around the world for an extraordinary shared experience. “If we can bring a bit of that positivity into the world, it will be a beautiful contribution,” Michiel concludes. “It’s something that has happened over the years, and if we can keep doing that, it’s something to cherish.”
