International perception survey Maastricht Region

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The labour market in South Limburg is under pressure. The region faces a structural shortage of talent, both practically and theoretically skilled. Due to an ageing population and changes in the labour market, this shortage will further increase in the coming years. A threat to the economic and social vitality of Maastricht and the region.

To better understand this challenge and address it in a targeted way, the municipalities of Maastricht, Sittard-Geleen and Heerlen jointly commissioned a perception study within the Welcome to Maastricht Region programme. Maastricht Marketing has been involved in this programme to position the region since last year, in close cooperation with Sittard-Geleen and Heerlen.

  • Woman and man with bicycle in Sittard, Limburg

What does the research show?

The perception survey was conducted by Nicole van Haelst in collaboration with Future Place Leadership. More than 2,000 respondents from different European countries participated. The main conclusions:

  • Low familiarity: Only 19% of respondents are familiar with Maastricht Region or can correctly place the region. More than half barely know the region or only by name.
  • High willingness to move: 71% of respondents expect to move for work in the next few years. The survey brings into sharp focus which profiles the region needs, where these talents are located and what their motivations are for moving.
  • Working and living environment: Working environment slightly outweighs living environment (57/43). As respondents get older, the importance of the living environment increases. A good work-life balance appears to be an important factor when choosing a location for business.
  • Associations with the region: Maastricht Region is strongly associated with quality of life, but hardly with career opportunities. At the same time, it is precisely work, career prospects and job availability that prove decisive in international relocation decisions.
  • Potential is there: international talent that does know the region rates the Maastricht Region positively as a place to live and work. The region receives an average rating of 7.1.

Shared starting point

The perception survey provides a shared starting point for governments, educational institutions, employers and marketing partners in the region. We know which talents we are looking for, where they are located and what might convince them to relocate. The challenge is clear: the region must become more internationally visible as a place where career opportunities and quality of life come together.

In the coming period, the partners within Welcome to Maastricht Region will continue their joint efforts to spread this story further, both within the Netherlands and internationally. Among other things, this will be done through campaigns around Brightlands Limburg, national programmes to position the Netherlands abroad as an innovative destination, cooperation with knowledge institutions and city marketing activities that highlight the attractiveness of Maastricht and the region to the target group 25 to 45 years of age.

If you are an employer in Maastricht Region and would like to join, check here for more information about Welcome to Maastricht Region.

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