New Dutch: stage for innovation and work-life balance
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The city of Maastricht is often associated with Burgundian charm, André Rieu and flan. All valuable elements deeply rooted in our DNA, but they only tell one side of the story. The other side, that of knowledge, innovation and progress, often remains underexposed. Positioning Maastricht as a knowledge and innovation city is one of our pillars. We do this partly through New Dutch, a movement that casts a different perspective on the Netherlands; modern and innovative. In this way, we further charge the Maastricht brand with a clear substantive focus on developments and innovations taking place here.
Innovation strength
The Netherlands was once known worldwide as a cradle of innovation and progress. Over the years, that image has faded somewhat, while now our innovative strength is greater than ever. From the brand promise 'In Maastricht and the region, we combine innovation and career opportunities with a high quality of life. Perfectly balanced', Maastricht Marketing and Brightlands join forces with New Dutch - a national movement that positions the Netherlands internationally as a land of pioneering innovation, renewal, creativity and collaboration. By telling groundbreaking stories about the best innovations, New Dutch aims to paint a new picture for the modern, inclusive and innovative country that is the Netherlands. New Dutch is an initiative of Rijksdienst voor Ondernemend Nederland (RVO), Netherlands Board of Tourism (NBTC). A total of 16 regions in the Netherlands are affiliated.
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Through New Dutch, we are not only building international visibility, but also fostering a stronger sense of pride within our own city.
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Dewi Andoetoe, Maastricht Marketing
Storytelling and press trip
As a partner within this movement, Maastricht Marketing forms the connecting link between national positioning and regional innovative strength. Together with Brightlands, we show how innovation and quality of life go hand in hand. We give innovation a face through storytelling and international media attention, such as cases about the Tear Doctor, Mosa Meat, Einstein Telescope and the Future Materials Lab on the New Dutch website. We also organised a press trip in October 2025 in cooperation with Brightlands and the NBTC to introduce international trade journalists to the innovations and quality of life in the region.
Tradition and future-reinforce each other
We present innovation as an integral part of Maastricht's lifestyle, identity and appeal. With New Dutch, Maastricht shows how tradition and future can reinforce each other and how it is precisely here, in the south of the Netherlands, that the balance between living, learning and innovation is the engine for sustainable growth. Dewi Andoetoe, project manager Maastricht Marketing: "Our city and region are bursting with ideas, innovations and collaborations that often remain invisible to the outside world. By joining forces with New Dutch, this innovative power is given a stage. It's about cross-pollination: working together with other regions, strengthening each other and thinking together about the image of the Netherlands as an innovative country. In this way, we not only build international visibility, but also a stronger sense of pride within our own city."
A place where residents and visitors really experience Maastricht. With the Maastricht Store, we created an environment where culture, crafts and local makers come together.
