The Hague does not fall short of other cities

Hofstad must become more attractive to tourists and business owners alike

Unlike European cities such as London, Barcelona and Paris, which are flooded with tourists on a daily basis and where the pressure on locals is increasing, The Hague actually needs extra efforts to make the city more attractive for both visitors and entrepreneurs, according to the new board of the Haags Hotel Overleg (HHO). According to them, the city offers plenty of opportunities for festivals and international conferences. "This special city by the sea has so much more to offer."

For eight months, the Haags Hotel Overleg (HHO) has been represented by a largely new board consisting of young, innovative members. The platform focuses primarily on informing its members about developments in the Hague region, with a special focus on the business, tourism and hotel sector.

The new board is full of energy and ideas to, as they say themselves, liberate 'their' The Hague from the dusty image of 'civil servants' city'. The six board members are unanimous that The Hague, with its rich culture and centuries-old history, can rival Amsterdam and other major cities in the Netherlands. The aim is to position The Hague as a destination where tourists, entrepreneurs and corporates alike like to stay and return.

More cooperation is crucial

"It is time to take action," states the HHO board, which has set itself a clear mission. The commitment of all parties involved is essential here, especially that of the Hague municipality. Confidence in successful cooperation is growing.

On average, the HHO board meets once a month. At these meetings, members recognise that their main goal is to jointly stand up for the hotels' interests to various bodies and authorities. More cooperation, seeking each other out and acting as a unit is crucial; at the end of the day, everyone wants the best for the city and the hotel industry. In doing so, there is also the ambition to organise social events in the future in which everyone can participate.

All of The Hague benefits

The 35 member hotels are facing underutilisation this year. The city's visibility must therefore be increased, for which all stakeholders are needed. The Hague is not aiming for mass tourism like Amsterdam, but it is unjustified that the city has low profile outside its borders. This has negative consequences for the tourism industry. To really get to know The Hague, you need several days, and you need to know what the city has to offer. More tourists staying longer means more bookings for hotels, which benefits not only the hotel industry, but also the hospitality industry, museums, palaces and other sectors. The Municipality of The Hague also benefits. This is the core focus of the HHO.

The HHO not only represents the interests of its member hotels, but has a broader objective: to strengthen the entire market, raise the city's profile and ensure a healthy economic climate that contributes to a strong labour market.

International conferences

The HHO board and members face a major challenge. Cooperation with the Municipality of The Hague, The Hague & Partners (responsible for marketing and acquisition) and Koninklijke Horeca Nederland must be strengthened. Themes such as sustainability and greenery also play an important role in the HHO's plans.

Besides tourists spending a few days in the city, the HHO also sees opportunities to improve the business climate for entrepreneurs and attract international conferences to The Hague. With the NATO summit taking place at the World Forum from 24 to 26 June next year, an important opportunity already presents itself to show the city to the world in all its splendour and richness.