Brussels Airport Showcases Belgian Heritage Year‑Round with Record Chocolate Sales, Comic Souvenirs, and Cultural Installations
(IN SHORT) Brussels Airport, handling up to 90,000 travelers each summer day, celebrates Belgian identity year‑round through its retail and hospitality offerings. Chocolate leads sales—1.5 kg per minute, 850 tonnes annually—with Neuhaus customizable boxes, Leonidas hazelnut tablets, and salted‑caramel bars topping the list. The new “Chocolate Shack” lets visitors personalize confections. Tintin and Snowy souvenirs dominate non-food merchandising, alongside Smurf collectibles. Beyond shopping, the airport functions as a cultural exhibit: beer bars serve nearly 3,000 glasses daily, designer boutiques spotlight local brands, and thematic decor—from photo panels to rocket replicas—immerses passengers in Belgian heritage.
(PRESS RELEASE) BRUSSELS, 2025-Jul-21 — /Travel PR News/ — As Belgium marks its National Day on 21 July, Brussels Airport doubles down on its role as the country’s ambassador—showcasing Belgian culture every single day of the year. Welcoming between 70,000 and 80,000 passengers daily (peaking at 90,000 in summer), the airport offers travelers an expansive range of Belgian specialties designed to deliver a taste of home and heritage.
Chocolate Still Reigns Supreme
Chocolate dominates airport retail, accounting for roughly one-third of total sales. With 1.5 kg sold every minute—adding up to about 850 tonnes annually—Brussels Airport, in partnership with Lagardère Travel Retail Belgium, holds the title of the world’s largest chocolate outlet. Top sellers include:
- Neuhaus make‑your‑own boxes, allowing customers to handpick individual pralines
- Leonidas milk chocolate with hazelnuts, a perennial favorite
- Milk chocolate with salted caramel, rounding out the top three
This July also saw the debut of The Chocolate Shack by master chocolatier Dominique Persoone: a grab‑and‑go concept where travelers craft personalized chocolate treats.
Comics, Cans, and More: Iconic Belgian Souvenirs
Beyond confectionery, Belgian comic art captures hearts. Tintin-themed goodies lead non-food sales, with the Tintin carrier bag at #1, followed by Snowy plush toys and Tintin & Snowy key rings. Smurf memorabilia—plush figures, magnets, and key rings—also feature prominently in the top ten non-edible items.
Brussels Airport as Belgium’s Showcase
More than a transit hub, Brussels Airport integrates “Belgitude” throughout its terminals. Interactive panels at security lanes spotlight famous Belgians in music, sport, and fashion, while photo installations celebrate the nation’s scenic cities and landmarks. Patrons can sample nearly 3,000 glasses of Belgian beer daily and explore distinctly local outlets—Le Pain Quotidien, Exki, Panos, Belle & Belge, Belgorama, and Java. In Pier A, “The Wave” boutique highlights Belgian designers; Pier B’s “The View” lounge dazzles with an Art Deco stained‑glass ceiling; and a full‑size replica of Tintin’s red-and-white rocket from “Destination Moon” adds a playful touch.
Media contact:
media@brusselsairport.be.
Phone number for journalists only: +32 (0)2 753 53 53.
