With the completion of the new convention center, Maastricht Convention Bureau and MECC Maastricht are launching an international campaign to attract large-scale conventions. With the campaign called ‘Maastricht: where heart meets matter’, which starts today, Maastricht is positioning itself as an exciting convention city where science, history, and innovation come together. Research has shown that multiday international conventions have an impactful, long-term spin-off and strengthen a city’s economic and social position. This is partly why investments were made not only in a completely renovated convention center, but now also in a large-scale campaign that will put Maastricht and the region on the international map as an alluring convention destination.

The unique combination of leading scientific institutes such as Brightlands, MUMC+, and Maastricht University, the compact and historic city center, and MECC Maastricht’s state-of-the-art convention center make Maastricht the perfect destination for organising multiday, international conventions. This message is presented via the campaign ‘Maastricht: where heart meets matter’, a joint initiative of the Maastricht Convention Bureau and MECC Maastricht, in collaboration with Maastricht Marketing. In a fully digitised bid book and using five videos starring Dutch cabaret artist, singer, and actress Yvonne van den Eerenbeemt, the international business market is introduced to Maastricht: a historic city with international allure, in the middle of Europe, where innovation and science flourish.

The focus is often on what a convention generates in overnight stays and spending. While this economic contribution is very important, there are other reasons, from a social perspective, which make conventions valuable. This was concluded by a study commissioned by NBTC that looked at the impact of several major conventions. This long-term impact is also known as ‘legacy’. By thinking about legacy in advance, a convention creates added value not only for the organiser, but also for the entrepreneurs and residents of a city.

Jurgen Moors, managing director of the Maastricht Convention Bureau: “Maastricht is a unique destination in the heart of Europe, the city of ‘the good life.’ The place where a rich international culture and history merge with an innovative knowledge ecosystem. The synergy between science, entrepreneurship, and successful conventions in the brand-new MECC Maastricht convention center is what makes Maastricht unique. The ‘legacy’ of major international conventions in turn contributes to the business climate. With this campaign – aimed at convincing organisers to hold conventions in our region – we are betting on both the short- and long-term development of the region.”

Dr. Bas Bekkers (VP of the Department of Cardiology at MUMC+): “The great thing about Maastricht as a conference destination is that it’s a very compact and well-arranged city with an extremely friendly atmosphere. From the convention center, you can easily walk to the city center along the river Maas. Besides that, Maastricht is a very un-Dutch city with good restaurants, bars, and there’s also a lot to experience in the surrounding region. I will never become a true Maastrichtian, but I feel more at home here than anywhere else. These videos help you understand why.”