Maastricht officially the strongest city brand in the Netherlands
Maastricht can proudly call itself the strongest city brand in the Netherlands. This is according to the independent Cities & Regions Brand Research, conducted by Hendrik Beerda Brand Consultancy. In this large-scale analysis, for which the brand strength of all 342 Dutch municipalities was measured, Maastricht finishes at the top for the first time.
The researchers note that Maastricht excels in appreciation, bonding and familiarity, and also scores remarkably well in brand personality. Terms like 'likeable', 'unique', 'gentle' and 'cheerful' are invariably associated with Maastricht by the Dutch. Not only visitors, but also its own inhabitants rate Maastricht above average in terms of pride and connectedness.
According to Mayor Wim Hillenaar, this result is mainly due to the strength and uniqueness of the Maastricht community: "This first place confirms what we as Maastricht people have long felt: our city is unique. A city that people are proud of, whether they live, work or visit here. This recognition is a compliment to our residents, whose warmth and individuality make Maastricht special every day."
Alderman John Aarts emphasises the structural construction of the Maastricht brand: "The success of Maastricht as a brand is no coincidence. Behind this top position lies years of consistent work by many parties in the city - from entrepreneurs and cultural institutions to the deployment of Maastricht Marketing as brand director. A strong brand has an impact, both on the appeal for visitors and businesses and on the economic vitality of the city and region."
Maastricht Marketing has played a key role in developing the Maastricht brand for years. Using a strategic approach, it has consistently built on visibility, positioning and, in recent years, broadening the brand to multiple target groups - both nationally and internationally. That the brand efforts work is not only demonstrated by the city's first position obtained by this survey, but also by the stable appreciation and bonding among residents, which are above average in 2025.
