Brussels is the new « Route Marrakech »

Knowing from Wikipedia that the most represented ethno-cultural population in Belgium is Moroccan wasn’t that glaring for me. I was proud that Moroccans are everywhere tremendously. Until the day I got the chance to go there and discover…

The truth is simple, Brussels is the new “Route Marrakech”.

The streets I visited (regardless of la place de Bruxelles) were a real copy-right of Moroccan ones. “Sfnj l Atlas”, “Asfar Moulouya” or “café rif” made me question how much the European or Belgian aspect has been fading. People speak Arabic or Rifi, smoke Moroccan weed, shout loudly and stare at you for a long time; exactly like in Morocco. 

You might be wondering what this would have to do with Marketing. Well, it is all about Territory Marketing.

What makes Paris Paris or Seoul Seoul is the identity. That little but ample thing travelers search for in every place they visit. The culture, the details and the people are all what make places unique, marketable. Everything tangible is easily imitable. The differentiation strategy focuses on the intangible aspects of the offer, such as identity. 

Marketing would never be against migration. It is a natural flow humanity has been following since dawn. But one of the smartest things governments should plan before opening doors, is the risk of the hyper-diversity. People will come and bring their background and culture with them. Brussels is losing this secret and should from now on think of that “unique” and “special” thing to market tourism with.

Although, paying 100 euros flight to visit the other part of the seas, to discover at the end that it is what you left behind home; is frankly disappointing…