The Smurfs, Brussels' new ambassadors


The Smurfs, Brussels' new ambassadors, are spreading the word about the Belgian capital overseas. These little creatures are ensuring the promotion of the campaign, "Where will Brussels take you", launched by the Brussels Region on 2 May 2017. "It will help to reveal the hidden secrets of our region, the things that make Brussels exceptional," explains Rudi Vervoort, Minister-President of the Brussels Region

With this action, the Brussels government wants to put tourism back on track, which has declined greatly since the terrorist attacks in the city and in Zaventem on 22 March 2016.  This initiative forms part of the support which the government wishes to offer to sectors that have been affected most.

Thanks to the platform, each visitor will have the opportunity to prepare a customised stay. According to their centres of interest and personal details, they will be able to enjoy a unique experience in Brussels. In order to attract as many visitors as possible to the platform, a poster campaign has been launched at several key tourist sites in Brussels, as well in other European cities. On top of it all, there is also a chance to win weekends in Brussels.

France, Spain, Britain, Germany, Italy and the Netherlands will be the main countries targeted during the campaign, which will last six months for an estimated cost of about €4 million.