Reflections 2025
Projects and campaigns
In 2025, we will use various projects and campaigns to strengthen Maastricht as an attractive destination. We focus on longer stays, spreading visitors and attracting specific target groups. Through events, culture, knowledge and targeted marketing activities, we contribute to positioning the city and increasing its (inter)national appeal.
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Longer stays
We focused on extending the length of stay, with an emphasis on weekday visits among specific target groups.
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Magical Maastricht
Magical Maastricht is a large-scale winter event where we focus on multi-day stays, weekday visits and spreading visitors, with a reinforced digital strategy.
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André Rieu
In 2025, André Rieu's concert series were again a fixture, where we contributed to ticket sales and targeted promotion.
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Knowledge and innovation city
We strengthened Maastricht's profile as a knowledge and innovation city through campaigns, collaborations and projects around innovation, education and talent.
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Culture
With the 'Maastricht, city of performing arts' campaign, we aim to stimulate multi-night stays among national art and culture lovers and strengthen Maastricht's positioning as a city of culture.
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TEFAF
For TEFAF 2025, we developed a city programme with partners to strengthen the connection between the fair, the city and the cultural offer.
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Heiligdomsvaart
The Heiligdomsvaart is a seven-yearly event for which we handled communications in 2025.
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Carmina Burana
For the Jussen brothers' concert series, we ran a campaign via paid, owned and earned media.
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And more
Besides the larger campaigns, in 2025 we worked on projects that contribute to experience, distribution and a future-proof city.