Thirty years ago, the very first ViaVia opened its doors in Heverlee, Belgium. What started as a bold idea from passionate Belgian Tourleaders has grown into a worldwide network of 15 travel cafés across four continents. Born from a desire to foster real human encounters while traveling, ViaVia has become a platform for hospitality, sustainability, and connection. Here’s a look back at three decades of ViaVia – and what the future holds.
From travel dream to global network
The idea of ViaVia was born at Joker, the Belgian travel organization known for its belief that travel is about connection, not just sightseeing. In the early 1990s, this vision led to the creation of a space where travellers and locals could meet spontaneously. The result was ViaVia: a welcoming place for conversation, travel tips, and something delicious to eat and drink.
Over the years, the concept evolved into a diverse global network. From an ecolodge in the Mongolian steppe to a boutique hotel in Kathmandu or a colourful hostel in Central America – every ViaVia is unique but shares a passion for world cuisine, art, music, and meaningful encounters, always with a local heart and a Belgian twist.
Giving your journey depth
Visiting a ViaVia adds depth to your travel experience. It’s a place where Joker travellers feel instantly at home. The teams are local experts who love to share their favourite hidden spots, and they offer tours and workshops that enrich your understanding of the destination.
But the impact goes even further: ViaVia creates jobs, supports local entrepreneurs, and runs social projects. In Honduras, for example, ViaVia Copán supports Nachos Para Todos, providing storybooks to rural children. Through initiatives like these, travellers give something meaningful back to the communities they visit.
What began with passion and friendship has grown into an international network employing over 400 people outside Belgium. Several ViaVia locations are now entirely managed by local teams – often by staff who grew into ownership. These strong bonds continue to thrive in close collaboration with Joker.
A pioneer story from YogYakarta
ViaVia Yogyakarta in Indonesia was the first café to open outside Belgium, back in 1995. The journey of this pioneering location is as inspiring as it is resilient. Over the years, the team has endured financial crises, earthquakes, and volcanic eruptions — but nothing could have prepared them for the challenges of the COVID-19 pandemic.
Tyas, the current restaurant manager, reflects on that difficult period:
“We were preparing to celebrate 25 years of ViaVia when the pandemic ruined everything. Losing colleagues was heartbreaking, and I almost gave up. But I forced myself to grow, adapt, and embrace change. That’s how I keep pushing my boundaries – and ViaVia still surprises me, even after 30 years. It’s truly an honour to be part of this family.”
Her story is a testament to the strength, flexibility, and deep human connection that lie at the heart of the ViaVia network.
Looking ahead
After years of expanding outside Europe, ViaVia is refocusing on Belgium. The goal: five Belgian locations, including upcoming sites in Ghent and Brussels. A new project in Genk – in partnership with artist Koen Vanmechelen and entrepreneur Angelo Bruno – will soon launch inside the King’s Nest, a hotel and restaurant run by ViaVia.
At the same time, international growth remains key. A shortlist of eight potential new locations has been created in close alignment with Joker and Anders Reizen. But ViaVia remains open to any opportunity that aligns with its mission: to build bridges, support entrepreneurship, and spark meaningful connections – anywhere in the world.
