Nationaal Congres Citymarketing 2026

The theme of this edition of the National City Marketing Congress is Identity and City Pride. The identity of a city or region consists of multiple layers. City Pride arises when residents recognize themselves in that identity and feel connected to it. This City Marketing congress focuses on city marketing, reputation management, and strategy, and offers in-depth learning for destination professionals who wish to strengthen the profile of their city or region.

Identity and City Pride

The identity of a city or region therefore consists of multiple layers. It concerns the physical environment (space, functions, location), the social layer (people and how they use the city), and the mental layer: culture, stories, and values. Together, they form the DNA and uniqueness of a place, often rooted in history and landscape.

Identity is not the same as image. Image is the external perception; identity lives from within. That identity arises from the meaning people attach to places and can change over time. Growth, spatial development, safety, or major events can have an influence. Identity cannot be fully engineered, but it can be influenced.

City pride arises when residents recognize that identity and feel connected to it. The city influences how people see themselves: who am I here, do I belong? In small communities, this is often different than in large cities. But everywhere it holds true: the people who live there make the city. That sense of belonging is the core of city pride.

City marketing conference in The Hague

The National City Marketing Congress 2026 brings together professionals working on the profiling of cities and regions. In The Hague, city marketers, communication professionals, and policymakers share knowledge on positioning, reputation management, and place branding. The congress focuses on practice. Speakers bring concrete examples from various cities in the Netherlands.

Strategy and reputation management at the center

City marketing requires decisive choices in strategy and communication. This conference addresses the connection between marketing strategy, policy, and governance. Professional sessions provide professionals with new insights into urban profiling. The program aligns with current issues regarding identity, image, and the role of city marketing within municipalities.

For city marketing professionals

This marketing conference is aimed at professionals active in city marketing, destination marketing, and cultural marketing. Communication consultants, policymakers, and administrators in the public sector will also find relevant professional content here. The conference supports professional development and provides opportunities for knowledge sharing with peers from across the Netherlands.

Deepen your craftsmanship in The Hague

Anyone looking to further develop as a city or destination marketer will find striking examples and new insights at this conference in The Hague. View the full program and discover what this conference means for your professional development.

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