Utrecht has taken on an increasingly prominent role as a conference city in recent years and is alive with knowledge, innovation and meetings. This transformation has not happened by chance: the Utrecht Convention Bureau (UCB) and Royal Jaarbeurs have worked hard to put Utrecht on the international map since 2010. The end of September 2025 saw the UCB celebrating its 15th anniversary, and Jaarbeurs has been present from the outset. Together, we have a great story to tell: Utrecht is a fine conference city where know-how, culture and hospitality go hand in hand.
When UCB was founded in 2010, Monique André de la Porte started out as the only account manager with a small support team. Today, it has grown into a fully-fledged bureau with multiple account managers, communication staff and dedicated project support. “We’ve grown tremendously,” says Monique. “Both UCB as an organisation and Utrecht as a conference city. It has been wonderful to see how – together with Jaarbeurs – we have worked tirelessly to achieve this. The key has been to never lose focus and carefully select the right conferences for Utrecht. At all times we ask ourselves: what truly adds value for the city and its residents?”
One story, two voices
The Utrecht Convention Bureau and Jaarbeurs have been partners since UCB was founded, as Jannemarije Spruitenburg, Key Account Manager at Jaarbeurs, explains: “We reinforce each other. While we at Jaarbeurs can show organisers how well our venue meets their needs or how flexible we are, they first need to see Utrecht’s strengths.” That’s why UCB and Jaarbeurs often attend international trade shows together. “Sometimes I share Utrecht’s story and Monique adds Jaarbeurs’ perspective, at other times we switch it around. This approach works so well because we know each other’s roles and strengths inside out. It’s a complementary process: Jaarbeurs can’t do without UCB, and UCB can’t do without Jaarbeurs.”
The partnership has delivered exceptional results of which both parties are justifiably proud. It has meant that international event organisers who might initially think of Amsterdam or Rotterdam end up discovering Utrecht’s unique charm. “Visiting Utrecht, they’re often pleasantly surprised,” adds Monique. “And after strolling along the canals and stepping inside Jaarbeurs, they’re sold.”
Content pillars as common thread
The city positions itself as Utrecht, Heart of Health: a region where the health of people and their living environment take centre stage. The strategy is shaped by three pillars: Life Sciences & Health, Smart Sustainability and a New Digital Society. Monique is keen to emphasise that these pillars are not abstract themes: “They are topics that Utrecht is busy with each and every day. From scientists at UMC Utrecht to startups at Utrecht Science Park, the knowledge is here and our role is to ensure it is put to good use.” UCB focuses on conferences that truly fit these themes with Jaarbeurs providing the spaces where expertise and people come together.
Rewarding conferences
Utrecht continues to welcome ever-more impressive gatherings that are having a major impact. Monique: “Although the list of conferences of which I’m proud is already quite long, push me to name a few and I’d go for the International Forum on Quality & Safety in Healthcare, the European Microwave Week, Future Green City, the IUS Conference, and the upcoming SMFM High Care Pregnancy Conference. These are all events that truly contribute to Life Sciences & Health, Smart Sustainability and a New Digital Society. It feels so rewarding to host them here in Utrecht!”
Sustainable conference city
Sustainability has become a key aspect of almost every conference. “The vast majority now include a section on this issue,” Jannemarije notes. “Organisers are looking for ways to make their conference CO₂-neutral and, being a leader in this field, Jaarbeurs can make a big difference. We showcase our own initiatives and advise on how best to make an event more sustainable.” Monique agrees that this requires joint efforts: “We have a strong focus on mobility and cooperation with hotels and other venues. By measuring the steps taken together on everything from travel movements to waste reduction, it’s possible to create a genuinely sustainable conference.”
Looking ahead
Fifteen years of close collaboration on achieving the same goal has led Utrecht to where it is today: a firmly established and truly unique conference city. The story is far from over, however, concludes Monique: “We aim to strengthen our partnership even further over the next 15 years and that will involve everyone in Utrecht. So, if you’re part of a committee or association and would like to bring a conference to our city, please get in touch: We are ready and willing to help in every conceivable way.”
