Reflections 2025
Projects and campaigns
André Rieu
Also in 2025, André Rieu's concert series were a fixture in the Maastricht events calendar. In July, Rieu returned to the Vrijthof square for his traditional summer concerts, followed by the winter concerts in MECC Maastricht in December. Through our own channels, we were again responsible for part of the ticket sales. We also supported the promotion of the concerts through targeted communication to selected target groups.
Website
Through our quadrilingual website, we facilitated part of the ticket sales. We did this in close cooperation with André Rieu Productions and André Rieu Travel. With the introduction of the renewed website, the customer journey towards ticket sales was further optimised. Besides practical information, we offered inspiring content to encourage visitors to combine their concert visit with a stay in the city. The Vrijthof Concerts pages were viewed by over 186,000 in 2025. Around the start of new ticket series and in the run-up to the summer and winter concerts, we sent multiple newsletters to a dedicated, quadrilingual database (37,775 subscribers).
Social media and online campaigns
Through Visit Maastricht's Facebook and Instagram channels, we shared content around André Rieu and his concerts throughout the year. The focus was both on ticket sales and inspiration for visiting the city. In doing so, we explicitly linked the concert visit to a multi-day stay and encouraged spreading within the city.
In January and November, we deployed additional online campaigns to support sales of the winter concerts in both the Dutch and German markets. We distributed the social advertising through Visit Maastricht's own channels to selected target groups. The social display ads were shown as banners through external media channels such as nu.nl and AD.nl. We reached a total of over 544,000 people with these campaigns.
Example of social advertising on winter concerts for the German market ↓
Social media posts
Maastricht Store and merchandise
The Maastricht Store performs an important service function during concert periods. Every day, staff answer questions about ticket sales and staying in the city via e-mail, WhatsApp and by phone. In addition, the Store sells André Rieu's official merchandise, both physically and via the webshop. In 2025, the range was expanded with the new 'Little André' line. The André Rieu magnets remained the best-selling product.
Navigate to other - projects and campaigns
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Knowledge and innovation city
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Culture
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TEFAF
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Heiligdomsvaart
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Carmina Burana
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Longer stays
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Magical Maastricht
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And more
