How collaboration is putting Utrecht on the international congress map

Utrecht is increasingly making the shortlist for international bid processes, gaining ground on cities that were long considered automatic choices. According to Kelly van der Velden, Key Account Manager Congresses at Royal Dutch Jaarbeurs – the city’s national and international exhibition and congress centre – the key lies in collaboration. It is a message she hears repeatedly in conversations with international clients. 

“Organisers are not just looking for accommodation. They are looking for a destination where their congress can succeed. Everything has to come together. It is precisely the collaboration with partners from the city, the region and sometimes even at national level that makes the difference.”  

A changing congress market

The congress market looks very different from just a few years ago. Where clients once focused primarily on hall capacity, technical facilities and logistics, the key questions have shifted. How sustainable is a destination? What expertise exists in the region? Are there enough hotels nearby? How easily can delegates travel? What does the city offer beyond the congress itself? 

Jaarbeurs therefore made a deliberate decision to look beyond its own walls. According to Head of Sales Niek Krebbers, it was a logical step. 

“We realised we needed to think much more broadly about what Jaarbeurs has to offer. If you simply say: come to our venue, it feels purely commercial. Organisers need much more than that: they want someone to guide them and show them what is possible. That requires a far broader approach.” 

Utrecht as a collective

This is precisely where Utrecht stands apart. Rather than individual organisations each telling their own story, the city increasingly presents itself as a unified whole. Jaarbeurs contributes the venue and operational expertise; Utrecht & Partners connects stakeholders and positions the city internationally; the municipality provides political or substantive support where needed; and knowledge institutions deliver expertise and ambassadors. The national convention bureau NBTC strengthens the Netherlands as a congress destination and opens doors internationally. 

Royal Dutch Jaarbeurs proves that focus, collaboration and thematic relevance carry more weight than scale alone

According to Krebbers, this makes a genuine difference in bid processes. “When you submit a bid that brings multiple partners together and showcases the combined strengths of the venue, the city and the country, you immediately stand out.” 

Van der Velden: “An organiser feels that immediately. They don’t see one party trying to sell something; they see a network saying: we are going to help you make this congress a success and achieve your goals.” 

A strategic choice for focus

Another deliberate choice was focus. Rather than pursuing every congress that comes along, Utrecht carefully targets events that align with the region’s economic and thematic strengths in areas such as life sciences & health, sustainability, digitalisation and knowledge-intensive sectors. 

Krebbers: “We have drawn up a shortlist of congresses where, as a city and region, we have the strongest chance of success because they connect with Utrecht’s core sectors. When you can tick that box, you know your chances go up significantly.”  

That focus prevents energy from being scattered, and that is essential, says Van der Velden. “You can chase a hundred opportunities, but then you never truly make an impact anywhere. By being more selective, you can advise far more effectively and submit far more compelling proposals.” 

Utrecht is standing out

For years, international organisers automatically looked to cities like London, Paris, Barcelona or Amsterdam. But that market is changing. Availability in major cities is decreasing, prices are rising and many destinations are booked up far in advance. 

This is creating space for so-called secondary cities: cities with international quality but greater flexibility and better value for money. 

Utrecht benefits directly from this shift. The city is compact, centrally located and exceptionally well connected. Jaarbeurs sits right next to Utrecht Central station, with fast connections to Schiphol Airport and the rest of Europe. Hotels, restaurants and the historic city centre are all within walking distance. “For delegates travelling by train, there is almost no better-connected venue in the world,” says Krebbers.  

Sustainability as a deciding factor

Sustainability has become a firm selection criterion for many congresses. Here, too, Utrecht has a strong story to tell. The city is renowned for its cycling infrastructure, compact layout and commitment to healthy urban development. 

Krebbers stresses that credibility is essential. “You need to be clear about the genuine strengths of your city and region and how you put them to use. For Utrecht, sustainability, health and accessibility are natural themes. You have to go all-in on them.”

Van der Velden observes that clients are scrutinising this ever more closely. “Sustainability is no longer a standalone chapter in a presentation, and it goes far beyond climate and the environment. At Jaarbeurs, we look at societal impact in the broadest sense: from diversity and inclusion to vitality, responsible employment and our role within Utrecht. A growing number of organisers want to see this reflected in practice. And we give shape to that in a variety of ways.

Concrete successes

This approach is delivering tangible results. One example is the Future Green City World Congress, an international congress on the future of buildings and sustainable building management, which took place at the Jaarbeurs. Utrecht competed against larger cities and won. 

It helped that the city offered not just a venue, but also a genuinely relevant backdrop, with real-world examples of sustainable urban development and innovative architecture. “It makes a real difference when you can show what is already happening here,” says Krebbers. “Not just inside the venue, but across the city itself.” 

Another example is EuroVelo, a congress on European cycling networks and cycling infrastructure. For Utrecht – internationally recognised as a cycling city – it was a natural fit. Van der Velden: “That kind of congress is a perfect match for Utrecht’s DNA. You don’t have to explain it; you can simply show it.” 

A compact city centre

A modern congress does not take place solely in the conference hall. Networking dinners, excursions, side events and meetings at external locations are becoming increasingly important. Here, too, Utrecht has a clear advantage. 

The city’s compact layout and short distances make it easy for delegates to move between Jaarbeurs and other venues around the city. “For delegates, a congress should feel like a complete experience,” says Van der Velden. “That means you need more than just meeting rooms. It is precisely because everything is close by and we have strong partners that you can organise that here very effectively.”  

Moving quickly

In the international congress world, opportunities can arise unexpectedly. An organiser meets representatives from several cities at a trade show, schedules site visits within the week and expects a concrete proposal without delay. Speed matters. 

That is why Jaarbeurs staff travel to international trade shows alongside their partners. Relationships are built and first pitches are made. For example, they can also be found at IMEX Frankfurt on May 19, 20, and 21. “At a trade show, you sometimes have ten minutes to make an impression,” says Van der Velden. “You have to know exactly who you are talking to, what they need and why Utrecht is the right fit.”  

Krebbers stresses that speed only works through collaboration. “You need to bring all your partners on board: hotels, restaurants, other venues, public bodies. When you can pull that together quickly, you immediately demonstrate the power of the city.” 

Confidence for the years ahead

Many international congresses are planned years in advance. Some processes currently underway will not culminate until 2028, 2029 or 2030. That demands patience, relationship management and a consistent strategy. 

Krebbers sees this as confirmation that Utrecht is on the right track. “The decision we made three or four years ago to work much more closely together in pursuing international congresses was absolutely the right one. We are now reaping the rewards.”