Tourism industry
The economic importance of tourism to Rotterdam is ever increasing. In the face of this, Rotterdam Marketing has a proactive approach, which is divided into themes. Together with other partners in the city, Rotterdam Marketing initiated marketing activities based on seven different pillars:

• Architecture;
• Festivals and (Sporting) events;
• Arts and Culture;
• Top Attractions;
• Nightlife;
• Shopping;
• Water.

In conjunction with the Rotterdam Festivals Foundation, Rotterdam Topsport Foundation and other partners, Rotterdam Marketing markets the best that these organisations have to offer locally, regionally, nationally but also internationally. The target market for this is broad: from young to old, from families with young children to trendsetters, cosmopolitan people, innovators and early adaptors.

Business market (MICE)
Brand communication for business tourism products rests on the following four pillars:

• Infrastructure
• Level of Service
• Present expertise and knowledge (top specialisations from trauma surgery to harbour  related industry)
• Draw cards

Rotterdam is first and foremost an exceptional location for congresses, meetings, shows and other business events. Besides this, the incentive market has significant potential.