Smurfs drafted in to promote Brussels tourism

The Smurfs have been drafted in to help promote Belgian capital Brussels as a tourist destination.

The blue characters, which originate from a Belgian comic, were spotted by landmarks in London as well as across in major cities across Europe to promote the city.

A new website has also been launched to provide tailor-made itineraries for Brussels, which was the scene of a terror attack in March 2016.

To try and encourage more tourism following the attack, which killed 32 civilians and led to more than 300 injuries, the government of the Brussels-Capital region has launched a campaign called Where will Brussels take you? Which will run until the end of October.

“Numerous actions were undertaken immediately after the attacks and have yielded positive results,” said Rudi Vervoort, Minister-President.

“We have witnessed a very clear recovery of tourism in Brussels at the beginning of this year. The campaign ‘Where will Brussels take you?’ represents an additional effort and aims at revealing our region’s hidden secrets—the best and most remarkable of what Brussels has to offer

The campaign aims to highlight Brussels’ “creativity, art of living, encounters, endless discoveries and pleasures”. It asks tourists to discard preconceived notions and traditional clichés of the Belgian capital and create their own Brussels.

The new website,, will help visitors tailor-make their Brussels stay. It helps them create personalised itineraries based on individual profiles.

A poster campaign has been launched simultaneously.

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