The campaign kicked off last month ago at The Pride, when thousands of gays from all over the world came to party in Brussels. “We also wanted them to discover the cultural side of the city,” says Martha Meeze of VisitBrussels. They handed out vouchers for museums and art galleries, plus a city map indicating the most gay-friendly hotels, restaurants, bars and shops. Meeze: “That way, couples don’t have to explain why they want only one room with a double bed.”

According to research, gay people spend more time and money on city breaks than the average. “Gay tourism is one of our most important target markets,” asserts Michaël François of the tourism department for the French Community Commission. They have recently allocated €40,000 to attract more gay tourists to Brussels.

“We don’t just invent an image,” Meeze says. “We simply emphasise the fact that Brussels is an open-minded city where people with different cultural backgrounds and sexual orientations live happily together.” VisitBrussels is even planning to organise trips to Brussels for foreign journalists.

Nathalie Rozalis of brasserie De Plattesteen, close to the Grote Markt and in the middle of the city’s gay quarter, confirms that view. Next to the restaurant is a wall mural of the famous Flemish cartoon character Ragebol, walking arm in arm with his androgynous-looking girlfriend, Catherine; the mural is a popular gay symbol in Brussels. Rozalis believes that almost half her clientele is gay.

Belgium is already relatively gay friendly. The International Lesbian, Gay, Bisexual, Trans and Intersex Association (ILGA) recently listed Belgium as fourth most progressive country in Europe concerning gay rights. Marriage was opened up to same-sex couples in 2003, and gay couples have been allowed to adopt children since 2006.

Yet, the reality is less than perfect, insists Michiel Vanackere, spokesman for Wel Jong, Niet Hetero, an organisation for the gay community of Flanders and Brussels. “We must not ignore that gays in Brussels are still frequent victims of verbal and physical abuse.” He says that he and his boyfriend have been shouted at because they were holding hands in the street. “Still, the city has a thriving gay community and, in general, people are tolerant. Most cities have a lot to learn from Brussels.”

www.visitbrussels.be