The Maastricht brand

Maastricht's identity is not a choice. We are who we are: an internationally oriented city characterised by its history, central location and the joie de vivre of its inhabitants. The Maastricht brand is a choice. It is a communicatively attractive summary of the (most beautiful) distinctive things our city has to offer. We use the brand as a means to present the city and region to different target groups and to attract new (temporary) Maastricht residents: residents, students, visitors, companies, institutions, knowledge and skills workers.

Maastricht and the region stand for the good life. In everything. For centuries, we have been building a culture, architecture, rituals and businesses that allow people to enjoy, work, do business and live at a different pace, with greater care and love. Our leisure economy is built on this foundation, and we are known for it around the world. It is what makes Maastricht the capital of the good life. Many stakeholders have been involved in shaping the future of the brand in various ways—working together to define what (new) values it can bring to different sectors and to society as a whole.

Research shows that Maastricht is the strongest city brand in the Netherlands (Hendrik Beerda, 2025), but that it is too one-sided - from a tourism perspective - loaded. Because it is such a strong and well-known brand, it can actually be used for much broader purposes. That's why Maastricht Marketing focuses on visitors and residents and businesses and brains (the 4 B's).

Maastricht's story is inextricably linked to its region. The brand is intended as a tool for partners in the city and region, but also to showcase the unique identity and potential of Maastricht and the region nationally and internationally. In this way, we can collectively tell an unambiguous story that helps align and strengthen our communications. With the aim of strengthening Maastricht's reputation as a great place to live, work, study and invest.

" In Maastricht and the region, we combine innovation and career opportunities with a high quality of life. Perfectly balanced. "
Brand promise

The brand - like our city - is never finished and grows with the challenges ahead. We hope you, as part of many communities and link to the city and region, will help promote the Maastricht brand. We all have a voice and a stake in the decisions that affect our city and region. We all tell stories that shape public perception. And we all create meaningful experiences that make Maastricht what it is. This is how we continue to build the Maastricht brand together.

The Maastricht brand

Global appeal - and local pride

You build a city brand together

A common story

Brandfilter

You too make Maastricht. Together we carry it out.