'Share our smile' campaign to lure tourists back to Flanders

With the slogan 'Share our smile', Flanders aims to attract more tourists to the region in the coming months. The campaign is targeted specifically at countries that have not issued a travel warning for Belgium. Flemish tourism minister Ben Weyts would like to see the campaign extended to Brussels and Wallonia, writes De Standaard.

"We've seen a lot of different campaigns launched recently, all with different messages. It was immediately apparent that Flanders should do something, too, which we did quietly in consultation with the tourism industry."

The result will be rolled out gradually over the next few months, starting already in May with a promotional campaign for train travel to Flanders from neighbouring countries. In June, when Brussels Airport is back up to capacity, air travel will also be promoted.

"We have chosen a different approach for each country," Weyts told De Standaard. "For example, it doesn't make sense to target Australia or Japan, because those countries have issued a travel warning for Belgium." But in countries such as the United Kingdom and Russia, there is less negative sentiment towards Belgium, according to Weyts.

Tourism Flanders is encouraging the tourism industry in Belgium to adapt the 'Share our smile' campaign slogan at will, turning it into 'Share our beer' or 'Share our festivals', for example.

Weyts freed up €500,000 on top of the existing Tourism Flanders budget for the campaign in the hopes that it will have a nation-wide impact.