Dutch Investors Join Forces To Launch Tristate City, A Powerful City Marketing Network

A consortium of investors in the Netherlands have joined together to form a powerful marketing network of city-states, named Tristate City covering the whole of the Netherlands and parts of Belgium and Germany.

Traffic Interchange

Traffic Interchange

Urban power house

The project, supported by Dutch employers organisation VNO-NCW and real estate developer CBRE say the region’s population of 30 million people creates a ‘sustainable urban power house’. The project’s sponsors include property developers and pension funds as well as Utrecht’s economic board.

Dutch cities, the organisation says, are too small to compete in what it calls the ‘battle of the titans’, in which mega cities compete for investment and talent.

Promoting the Netherlands’ sustainable urban delta with its 17 million inhabitants, the project’s supporters say they are creating a powerful urban power centre in this ‘battle of the titans.’

Competing interests

‘Our city marketing is too fragmented and inefficient,’ says the project website. ‘In practice, the Dutch cities compete with each other abroad.’ Amsterdam Metropool, Brainport Eindhoven, Twentestad, Ede Food Valley, Regio Groningen Assen and Dairy Delta are just some of the names Dutch regions use when marketing themselves abroad.

Level playing field

The Netherlands must present itself as one of the ‘most powerful and sustainable city networks in the world,’ the project’s backers say.

‘It is about how Dutch companies present themselves to companies such as Apple or big Chinese firms,’ Prologis Benelux director Bram Verhoeven told the Financieele Dagblad.

Amsterdam, Rotterdam, Utrecht and The Hague are also part of another project known as the Holland Metropole in which the big four cities present themselves as single urban area with four centres each with their own speciality.