What is WeLoveBrussels?

In short, it’s an innovative urban communication platform connecting people with the city, sharing positive stories, images and ideas, with a goal to inspire Brussels. We are a fusion of new age online magazine and a highly engaged community.  Our magazine is purely digital, community-driven, fluid and totally mobile. It focuses on visual content and inspires readers one story at a time. More than 50.000 people follow Welovebrussels on different social media channels and we are still growing.

No, we are not one of the many new campaigns/initiatives aiming to ‘repair the image of Brussels’ after the attacks. We support and love those actions but we believe that city branding is rather a long-term process, which involves strategic thinking, new ideas and creative engagement of all stakeholders. We started in 2014 and championed the bottom-up approach in Brussels, focusing on the people. We have built #welovebrussels community, which creates a positive image and a good story for our city.

Why #WeLoveBrussels?

It is simple. Brussels is the capital of Belgium and the headquarters of the European Union. It is also a beautiful place full of life, history, good food and great people! Nevertheless, there are many reasons why Brussels is often underappreciated and not respected enough. Some see Brussels as boring, bureaucratic and gray. This negative image is often followed by other stereotypes such as dirty and unsafe. In addition to its diverse population, Brussels welcomes thousands of tourists and commuters every day.  Consequently, people often perceive it solely as a place of work and not as their home-base. This overburdens Brussels and the city ends up being unable to show its positive sides. Therefore, we feel that Brussels needs more love, more appreciation and more recognition!

Every great city is made of great people – people who love it, people who care for it, and people who inspire others. This is why we started Welovebrussels – urban communication platform and creative digital community – in October 2014. We hope to spread love for our city among linguistically and culturally diverse communities. Ultimately, we are proud that our platform managed to bring together locals, expats, tourists, and commuters and inspire all those who live, work, study or visit Brussels.

We love the city. We share the city. We inspire the city! 

The Team

The platform was created by two Brussels expats: Boro Milovic and Karolina BuzaljkoBoro is an advisor who specializes in the field of place branding, public diplomacy and digital strategy. Karolina is a consultant for regional development, urban agenda & trending city affairs. We have teamed-up with the experienced Brusseleir Jacques Sterkmans of Sterkmans Events, in order to facilitate management of our platform. Our team is also made of a pool of bloggers, instagrammers and other enthusiasts who passionately contribute to this innovative communication platform.


Update: Unfortunate recent events in our city are just yet another reason to show our strong support and affection for Brussels. WeLoveBrussels will continue to play an important role in building a positive image of Brussels and spreading love and good energy.