FPS Chancellery of the Prime Minister: Belgium – Uniquely Phenomenal

The FPS Chancellery of the Prime Minister, a federal public service in Belgium, listed 99 humorous reasons why Belgium is uniquely phenomenal to increase visits to the country.

Challenge, context & objectives

Belgium: A country with a damaged image and a damaged tourist industry...

By the end of 2016, after two years of terrorist attacks, Belgium's image was severely damaged, possibly beyond repair. The US President even called Brussels a "hell hole".

stimulate growth in arrival from targeted markets of +5% in 2017 (versus -9.2% in 2016) in order to achieve 5.797.420 arrivals. [1]

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