Reflections 2025
Projects and campaigns

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And what else

Besides the larger campaigns, in 2025 we worked on additional projects that contribute to experience, distribution and innovation. With these initiatives, we strengthen the offer and respond to a future-proof city for visitors and residents.

Slowlands

Since September 2025, Maastricht has joined NBTC's national campaign 'Welcome to the Slowlands'. This campaign highlights slow travel destinations in the Netherlands. Maastricht is all about enjoying culture, history, hospitality and its rich surroundings; exactly the essence of slow travel. On the campaign page (in four languages), we present the diverse offerings for the slow traveller: from nature and regional products to culture and special accommodation. The aim is to entice visitors to leave the beaten track and really experience Maastricht and its surroundings, coupled with a longer stay. The three-week social media campaign generated 6,728 clicks to the website. In 2026, we will follow up this campaign in cooperation with Visit Zuid-Limburg.

Launch of digital twin

Maastricht took an important step in the digitalisation of city management and visitor management with the introduction of a 'Digital Twin', developed by Argaleo. Launched by Centrummanagement Maastricht (CMM), Vereniging Eigenaren Binnenstad Maastricht and Maastricht Marketing, this innovative platform provides insight into visitor flows and crowds at various locations in the city. This allows us to respond to the needs of different target groups and spread crowds better.

Knots Walking

There will be a whole new walking network for South Limburg. This involves a total of 16 municipalities, of which Maastricht is one. Visit Zuid-Limburg and Routepunt Visit Zuid-Limburg took the initiative to develop a number of new routes along the nodes in each municipality. In cooperation with the Municipality of Maastricht, we gave substance to the routes for Maastricht.

We developed six routes:

  1. Frontenpark
  2. Wyck & Céramique
  3. Borgharen & Itteren
  4. Maastricht city tour
  5. Cannerbos & Jekerdal
  6. Estates and castles
View the walking maps

With the various themed routes, we combine city and nature and show the diversity of Maastricht. By doing so, we also steer towards spreading out over the different city districts. The routes serve to promote the new junction network. The flyers and brochure will be available in the Maastricht Store from March 2026.

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