Belgian chocolate is a protected designation — pralines were invented in Brussels in 1912, and the maîtres chocolatiers who maintain the craft are distributed across Brussels, Bruges, and Ghent. FFGR Belgium organises private chauffeur tours with atelier access, including private demonstrations not open to the public.
The praline — a chocolate shell with a ganache, cream, or nut interior — was invented in Brussels in 1912 by Jean Neuhaus Jr. at the Galeries Royales Saint-Hubert. This origin is not disputed; it is documented and commemorated at the Neuhaus flagship in the same gallery today.
Belgian chocolate tourism, at its most sophisticated, is not about purchasing boxes in tourist shops. It is about understanding the craft, meeting the makers, and accessing private demonstrations and tastings that are arranged specifically for clients who have been introduced properly.
**Brussels**
Pierre Marcolini (Place du Grand Sablon 1 and multiple locations) is perhaps the most internationally recognised Belgian chocolatier working today — Grand Cru single-origin chocolate, seasonal collections, and limited editions. The Sablon location has a café with hot chocolate service.
Laurent Gerbaud (Rue Ravenstein 2d, near the Palais des Beaux-Arts) works in a distinctly non-traditional style — Mediterranean and Asian influences, open production visible from the shop floor, private workshops by appointment.
Wittamer (Place du Grand Sablon 12-13) has operated since 1910 and holds the Royal Warrant of the Belgian court. The pastry and chocolate selection is exceptionally high-quality; the terrace café on the Sablon square is one of Brussels's most pleasant.
**Bruges**
The Chocolate Line (Simon Stevinplein 19) is operated by Dominique Persoone, who achieved international attention with a cocaine-inspired chocolate spoon device for a Rolling Stones concert (the story is well-documented and legally unremarkable). The atelier space above the shop offers private tasting events.
**The Private Tour**
FFGR Belgium's chocolate tour itinerary combines transport between three to five artisan producers, a private atelier visit with production demonstration, and a custom selection of boxed chocolates assembled based on the client's preferences during the tour. Duration: approximately 5–6 hours Brussels-focused, or a full day including Bruges.
Vehicle: Rolls-Royce Ghost or Bentley Flying Spur.
To arrange a private Belgian chocolate tour, contact FFGR Belgium at +33 7 43 46 14 91.