Brussels region is delighted as tourism picks up just as Brussels steps its up efforts
Share article:
Share article:

Brussels region is delighted as tourism picks up just as Brussels steps its up efforts

© Belga
Tourism to Brussels is taking off, as are PR efforts to market the city.
© Belga

Severely affected by the November 2015 lockdown and the March 2016 attacks, Brussels tourism has picked up in recent weeks. The Brussels-Capital region is delighted and will crank up its 2017 efforts to promote the capital through a promotional campaign and roadshow across Europe. This will be undertaken by Minister-President Vervoort.

The Brussels tourist sector has been particularly badly affected, owing to the terrorist threat and the Zaventem and Brussels attacks on March 22nd last year.

The hotel and catering and retail trades have particularly undergone a strong stress test.

However the situation has improved in recent weeks, as witnessed by the returned increase in the occupancy rate in Brussels hotels on New Year’s Eve (an 85% occupancy rate or 20% more than in 2015). The “excellent results” posted by the 16th Pleasures of Winter festival have also helped.

The Minister-President Rudi Vervoort, quoted in a communiqué, declared, “Tourism is evidently an essential economic factor for the Brussels-Capital region. Recent figures prove that the efforts of local authorities, who were swift to react after the attacks, are starting to bear fruit. However, we must not stop there. We should continue these efforts to enable the sector to regain its full potential.”

So as to “further the trend”, the Brussels region has decided to relaunch a major international campaign to promote the region. This is being financed by the injection of four million euros.

The regional government awarded the organisation of this campaign, resulting from an invitation to tender, to the agency “Wunderman Brussels”. The latter is responsible, in collaboration with Visit.Brussels, for exploiting the Brussels region on the international stage during 2017.

Tailored towards “City Marketing” for the region and spread over a period of six months initially, the promotional campaign may also be offered in the form of international PR, touring the United States, Japan as well as the new emerging countries.

Rudi Vervoort has moreover announced that he intends to tour Europe so as to boast of the merits of Brussels during a “focused roadshow.”

He went on to state, “Intended as much for tourists as investors, students or businessmen, this roadshow will visit Belgium, France, the Netherlands, Germany, Great Britain, Spain and Italy.”


The Brussels Times

Latest news

Video of three trams at standstill on Brussels intersection goes viral
A video of three trams at a standstill in a triangle at an intersection in the Brussels municipality of Schaerbeek last weekend went viral, as it ...
Fake PCR tests lead to court hearings for 160 air passengers
In recent months a high number of passengers arriving at Brussels Airport have been found to have fake negative PCR tests; 160 travellers will appear ...
No crowds, limited events: these measures take effect today
Most of Belgium's latest measures already took effect on Saturday, but some changes – concerning public events, sports competitions and schools – ...
Brussels and Liège residents invited to sleep rough to raise awareness for homeless
As temperatures dip below freezing, sleeping on the streets becomes potentially life-threatening, even without factoring in the myriad other hazards ...
Belgium in Brief: Delta, Gamma… Omicron?
Since June, the World Health Organisation (WHO) is no longer calling newly-discovered coronavirus "variants of concern" after the country where they ...
Omicron variant poses ‘very high’ global risk, warns WHO
The Omicron coronavirus variant poses a "very high" global risk for which countries must be well-prepared, said the World Health Organisation (WHO) ...
De Croo: ‘The one certainty that we can rely on is the impact of our personal behaviour’
On Monday morning, Prime Minister Alexander De Croo spoke on La Première radio station about the recently-announced coronavirus measures and, in ...
Booster vaccines already available for all Brussels residents
All residents of the Brussels-Capital Region from 18 years old can make an appointment for a third/booster dose against the coronavirus from this ...
Covid-19 decisions made ‘too hastily’, socialist leader argues
The government is missing a "general lack of method" when it comes to how coronavirus fighting measures are decided on, according to the leader of ...
Aggression against railway staff more than doubled since 2020
In the first three quarters of 2021, the number of reports of aggression against national railway company SNCB's staff has more than doubled compared ...
Intervention hotline 1722 activated following bad weather warnings
Following bad weather warnings from Belgium's Royal Meteorological Institute of Belgium (RMI), the Federal Public Service (FPS) Home Affairs has ...
Several rush hour train services to be scrapped from Monday
Up to ten peak time trains to and from Brussels will be temporarily cancelled starting from Monday, Belgian railway company SNCB announced this ...