It's easy to recognise the city ambassadors, explains Jana Kerremans of the association of Flemish Art Cities. "Each of them will have a kind of personal seal on or in his taxi, horse-drawn carriage or boat. The aim is to trigger a conversation between these ambassadors and the tourists. These may automatically start a conversation when they see the sign.
Apart from Ghent, Leuven, Antwerp, Bruges and Mechelen are also taking part in the project.