The joint cultural communication strategy is implemented by visit.brussels and is supported by the Wallonia-Brussels Federation, the Flemish Community, the COCOF and the Flemish Community Commission (VGC). Within this framework, visit.brussels has concentrated the efforts of the various institutions mentioned above to promote the region's cultural offer.

The primary objectives of the 2025 cultural communication strategy were to coordinate the promotion and visibility of Brussels' cultural offer; simplify access for citizens and tourists to events through the visit.brussels cultural agenda platform; and to carry out targeted promotional actions. This initiative, carried out in collaboration with the Réseau des Arts de Bruxelles-Brussels Kunstenoverleg (RABKO), and various cultural operators in the region, achieved the following results:

• Newsletter subscribers: 137,185 people
• Agenda users: 1,496 partners
• Uploaded events: 15,383 events
• Campaign reach: 400,396 people

At the same time, visit.brussels actively contributed to the promotion of the cultural offer via its META social networks (Facebook/Instagram). The results for 2025 were as follows:

• Social networks: 93,900 followers
• Impressions: 3.5 million
• Clicks: more than 25,000 clicks

In 2025, visit.brussels supported the Brussels Cultural Guide, a unique publication which provides an overview of the main artistic and cultural events and events programmed in the Brussels-Capital Region. This year, 3,000 copies were printed and distributed via tourist information points, press and events services, Brussels bookshops and partner events.

In 2025, Brussels hosted nearly 15,400 cultural and tourist events that affirm its identity and influence on a national and international scale. At the heart of this effervescence is an eclectic offer, ranging from comics to jazz music, street art and contemporary art.

visit.brussels stepped up its support for cultural and tourist events in Brussels by organising a competition in the first half of 2025, aimed at cultural operators and event organisers. In terms of quality, in addition to criteria relating to the region’s appeal, size and image, the jury also assessed the applications against key criteria with a positive impact, such as duration, contribution to civic engagement, inclusion, sustainability, employment and local roots, as well as the event’s ability to bring together different venues, organisations and municipalities across Brussels. The competition gave 33 winners a streetlamp poster campaign in the Brussels-Capital Region, worth €6,000 each, providing greater visibility for a rich and diverse programme.

Key Results:

• 44 applications received during the competition organised in the first half of the year 
• 33 winners covering a wide range of events and varied disciplines such as jazz, design, contemporary art, film, gastronomy and heritage, including iconic festivals such as Museum Night Fever, the Queen Elisabeth Competition, Couleur Café, Art Brussels, the Zinneke Parade, Brosella Festival and the Brussels Flower Carpet, but also emerging events.

With the organisation of the "Bruxelles sur Scènes" festival, in collaboration with the COCOF, visit.brussels promoted the city's intimate and often little-known cultural offer by highlighting Brussels' cafe-theatres and offering a varied programme of shows in different districts. In 2025, 551 "Bruxelles sur Scènes" passes were sold. At the same time, a new visual identity was highlighted through a communication campaign, revealing these exceptional venues.

visit.brussels also celebrated the diversity of Brussels' heritage through various large-scale actions, such as the extension of its campaign dedicated to the "Art Nouveau" artistic movement. On this occasion, in partnership with Brussels Museums, visit.brussels not only continued the sale of "Art Nouveau Passes", but also extended its scope of action to include an Art Deco offer. The sale of these passes has been a notable success with no less than 6,951 passes sold.

Support for the Brussels Renaissance Festival and the Ommegang also highlighted the attractiveness and richness of Brussels' historical and architectural heritage.

In 2025, Brussels once again established itself as an attractive hub for filming thanks to its quality welcome, its diversity of sets, its rich gastronomic heritage and its hotel offer.

The Film Commission, founded by visit.brussels, played a pivotal role in supporting 298 productions, totalling 858 days of filming and attracting projects from 15 different countries, including 70 international shoots with renowned actors. This activity has not only stimulated the local economy by boosting the hospitality and services sector, it has also contributed to strengthening Brussels' regional marketing as well as the decentralisation of cinematographic activities in the Brussels-Capital region, as several projects have been carried out across our capital’s nineteen communes.

2025 was the year of Art Deco, an artistic movement that emerged in the 1920s and 1930s. visit.brussels initiated several initiatives - in collaboration with urban.brussels and Brussels Museum - to pay tribute to this movement, which is particularly prominent in the region.

A dedicated webpage was created to optimise communication across our various channels: newsletters; social media; press kits and press visits; the creation of short videos highlighting Brussels’ iconic Art Deco sites; the printing of postcards (featuring a QR code linking to the programme on the visit.brussels website) and their distribution at cultural venues.

At the same time, particular attention was paid to the French market, where visit.brussels launched a major promotional campaign, focusing specifically on northern France and Paris. The figures speak for themselves: 3,516 passes sold by the end of the first quarter of 2025, with visitor targets comfortably exceeded by 104.6%.