Dear Patrick,
This concept was developed by Rickard Beskow, Eva Wallmark & Michal Sitkiewicz at the Berghs School of Communication in Stockholm, Sweden as a campaign to promote Japan. In the past one would offer free WIFI to attract people, tomorrow one will offer free WIFI in order to get (media) coverage. So content is the new currency.
I guess  this could be valuable for a city like Antwerp as well.

Visit Japan – Post from Japan from Michal Sitkiewicz on Vimeo.