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".

While global tourism grew +3.9% in 2016 and Western Europe declined a minimal -0.4%[1], Belgium's foreign arrivals plummeted -10.4% (8.354.753 in 2015 vs. 7.481.422 in 2016)[2].

The 2017 outlook was negative. Official terrorism threat levels in Brussels remained at level 3 (highest = level 4) and soldiers continued to patrol streets. On existing trends, Belgium projected...

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