This article examines the role of illustrated lantern lectures in promoting Belgian cities and towns during the early twentieth century. Drawing on two original databases of lantern slides and a database of lantern lectures, it demonstrates how these lectures served not only tourism, but also broader social, political and cultural agendas. The projection lantern functioned as a powerful medium within an emerging circuit of education and entertainment, offering audiences an immersive experience. While previous scholarship has largely focused on colonial or exotic representations, this article highlights how familiar, domestic places in Belgium were also visually constructed and promoted. Through an analysis of content, context and the actors involved, the article reveals how lantern lectures contributed to shaping urban imagery, fostering civic pride and constructing local, regional and national identities. In doing so, it repositions the lantern as a key medium in the history of place representation and visual communication.