This page is intended for anyone organizing a business meeting in Utrecht. The information about Utrecht’s positioning and the tools provided here can be used to present an up-to-date and accurate image of Utrecht to visitors.

Business meetings – such as conferences, congresses, meetings, seminars, workshops and trade fair presentations – organized in or from Utrecht contribute to the image and reputation of the city and region. This page has been compiled by the Municipality of Utrecht, the Utrecht Convention Bureau, and Utrecht Marketing.

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Brand Utrecht

Utrecht has a strong and recognizable profile that is promoted jointly. The more parties tell the same story of Utrecht, the greater the impact. The core values we emphasize are: connection, innovation, and personal. Our shared vision is: healthy and sustainable urban living for everyone.

A consistent profile provides meaning and depth. It fosters pride among residents and strengthens our competitive position. For more information, see the Utrecht brand profile (in Dutch).

Why use the Utrecht brand?

The Utrecht brand and its associated visual identity enhance the appeal and impact of your conference or business meeting. Benefits include:

  • A professional and recognizable appearance through city branding
  • Increased (inter)national attractiveness of your meeting
  • Connection with the unique identity and story of the city
  • A sustainable link between your conference and the city for lasting impact
  • Additional visibility and support from local partners and stakeholders

In Utrecht, the Utrecht brand (with its own logo and style) is used for communications in which multiple Utrecht partners collaborate — including the branding, design, and presentation of business meetings. In addition to the city brand, there is the more business-oriented and regional proposition “Utrecht, Heart of Health.”

For business and international audiences, it is preferable to combine the Utrecht brand with the proposition “Utrecht, Heart of Health.” However, in some cases it makes more sense to use only the main Utrecht brand without the “Heart of Health” addition.

Need advice?
If you need support in using the Utrecht brand or “Utrecht, Heart of Health,” please feel free to contact us.

Content connections

In addition to using logos or visual identity, you can also connect your business meeting to Utrecht in terms of content by:

  • Starting the event with a link between the meeting’s theme and the overarching story of the city and region
  • Selecting program elements or excursions that match the profiling of Utrecht
  • Reflecting Utrecht’s collective story in texts and visual expressions (e.g., speeches, presentations)
  • Choosing Utrecht-based speakers

View an example of how the Utrecht brand has been applied.

Videos about Utrecht

Would you like to use a short introduction video about Utrecht in the invitation or opening of your business meeting? That is possible. Several types of videos are available.

Utrecht welcomes you
Sender: Utrecht Convention Bureau | 2022. Message: Utrecht is the ideal destination for your conference or meeting. Length: 1 min, 50 sec. Available at Utrecht Media Library.

English spoken. No subtitles. English spoken. English subtitles.

If I could show you my Utrecht
Sender: Utrecht (city branding) | 2022. Produced by: Utrecht Marketing. Content: Residents about what there is to discover in Utrecht. Length: 2 min 21 sec. Available at Utrecht Media Library.

Dutch spoken. English subtitles.

Utrecht, Heart of Health
Sender: Utrecht, Heart of Health | 2025. Content: Business video about Utrecht as the region in which we work together on a healthier, more sustainable world of tomorrow. Produced by Utrecht Marketing. Length: 1 min 16 sec. Available at Utrecht Media Library.

Dutch spoken. English subtitles. English voice-over. English subtitles.

City of Utrecht: introducing Utrecht
Sender: Municipality of Utrecht | 2025. Content: History and facts and figures of Utrecht. Message: Come work at the Municipality of Utrecht. No spoken text, English text over the video.

Support for Conferences and Business Events in Utrecht

Are you organizing a conference, meeting, or business event in Utrecht? Then there are various practical tools and partners that can support you – from advice and venues to visual materials and tourist information. Below you will find a convenient overview.

Advice & Support

Utrecht Convention Bureau (UCB)
Are you organizing a conference from a trade association or scientific society? The Utrecht Convention Bureau can advise on:

  • bid procedures
  • venue selection
  • program composition.
Utrecht Convention Bureau

Venues

Venuefinder
Are you looking for a unique or inspiring venue? Discover what the Utrecht region has to offer through the Venuefinder:

  • meetings in green surroundings
  • business events with modern facilities.
Venuefinder

Visual Material & Video

Utrecht Media Library
Use royalty-free visual material (photography and video) for the website of your business meeting (provided it is not for commercial purposes).

  • Photos and videos of Utrecht.
  • Video fragments you can use in your own promotional video.
Utrecht Media Bank

Tourist Information

Discover Utrecht (multilingual)
For tourist information you can place on your conference website:

Discover Utrecht Group activities Endecke Utrecht Grup­pen­aus­flü­ge

UIT-agenda
Current information about cultural activities and events in Utrecht.

UIT-agenda Utrecht

Gifts & Souvenirs

Utrecht Store
Looking for an original gift or souvenir? Visit the Utrecht Store.

Utrecht Store (in Dutch)

Utrecht Congress Alliance

Since 2024, the Utrecht Congress Alliance (UCA) has been committed to positioning Utrecht as the leading city and region for international top conferences. The focus is on conferences that fit the Utrecht, Heart of Health positioning and connect with the region’s key themes:

  • Life Sciences & Health
  • New Digital Society
  • Smart Sustainability

The Utrecht Congress Alliance is a collaboration between public and private partners such as the Municipality of Utrecht, Province of Utrecht, ROM Utrecht Region, HOST (association of Utrecht hoteliers), Utrecht University, Royal Jaarbeurs, and Utrecht Marketing (with its Utrecht Convention Bureau).

Contact

Would you like to know more or discuss the possibilities for your conference or business meeting in Utrecht? Please feel free to contact:

Utrecht Convention Bureau