Culture, 365 days a year
Culture thrives throughout the city. In theatres, you can enjoy music or drama; in museums, admire historical or contemporary art; and in the historic districts, discover monuments and centuries-old heritage. The city’s cultural offerings are exceptionally rich, diverse, and refined. Maastricht is culture. 365 days a year.
The value of culture
Maastricht Marketing is structurally focused on positioning Maastricht as a city of art and culture, with the aim of boosting the visitor economy and enhancing the city’s attractiveness for residents and businesses. Culture makes a significant contribution to Maastricht’s image as an appealing place to live, work, study, and visit for multiple days. Cities with a strong cultural foundation grow faster, flourish more broadly, and attract talent, visitors, and residents.
Research by Hendrik Beerda shows that every euro invested in culture generates an average return of €2.50. However, the true value of culture extends beyond economic benefits. Culture connects people. It inspires, provides relaxation, promotes emancipation, and helps integrate different communities. In doing so, it contributes to social cohesion and the livability of the city and its neighbourhoods. Moreover, culture is an important source of creativity and gives people a sense of pride and community. A WHO study underlines that art and culture stimulate positive (mental) health in various ways (source: LKCA, 2019).
Maastricht is Culture
In addition to its cultural programmes, Maastricht has a unique and diverse theatre, music and dance offer and we like to promote this. In our activities, we ensure that the city and its cultural wealth are constantly in the picture. Not just as an event, but as an essential part of life here. We target both residents and visitors, telling stories that resonate locally and stand out internationally. Cultural institutions, makers, residents and entrepreneurs are involved as ambassadors of culture and of the city of Maastricht. The culture platform www.maastrichtisculture.com within the Visit Maastricht website is an online landing place where we introduce visitors and residents to the complete annual cultural programme, the Uitagenda, blogs, routes, location and additional stories that make the cultural wealth visible.
Read the Story of Culture
Culture campaign 2025
Ongoing attention to culture strengthens the network among cultural institutions. It brings parties together and encourages new initiatives, connections, and collaborations, while raising awareness among residents and visitors of the city’s extensive cultural offerings. Through our annual campaigns, such as the 2025, we contribute to a consistent brand narrative where culture, economy, and quality of life intersect, giving culture a prominent platform. The campaign was developed in collaboration with the Municipality of Maastricht and over 15 cultural institutions. Together, we have made culture more accessible and visible to both residents and visitors.
