The purpose of world exhibitions has been shifting in recent years. Where it began as an opportunity to showcase the current state of industrial and scientific progress, the focus is now increasingly on branding countries and impressing and entertaining visitors. Nowadays, it is equally important to present all parts of Belgium as a country and uphold its image as an ideal partner on several fronts.
A world fair attracts a very wide audience from tourist visitors, to families, business people and many more. Each of those visitors is looking for something different:emotions, excitement, information, making connections, networking, and so on. Each participating country does its utmost to give visitors exactly that in their own pavilion.
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