Focus on Germany

Throughout 2015 and 2016, the focus of the Dutch creative industry – one of the top nine sectors in the Dutch economy – is on Germany. A full programme is already planned for 2016 in which The Netherlands will be guest of honour at three international events. Dutch creative entrepreneurs from the fashion, gaming, advertising, design, digital, music, film, photography and architecture sectors are combining forces and presenting themselves as one in Germany.

The German market is renowned for its growth potential. Research shows that the combination of strong, concept-driven Dutch creativity, and technologically strong German design, is a successful one. In social development fields such as aging, sustainability and digitisation, there is an ever-increasing need for creative solutions. Collaboration and the ability to create ‘crossovers’ with other sectors seem to be key to success in these areas.

The Germany programme is a combined initiative by the Topteam Creative Industry, the Creative Council, the Dutch Federation of Creative Industries, The New Institute and the Pop Coalition. The programme comprises activities and events organised and funded by the Dutch sector and is supported by the government. An overarching PR campaign ensures extra visibility within the German market. The ‘Creative Holland’ web portal provides support for Dutch creative entrepreneurs.





Activities 2016

In 2016, the Netherlands will be partner country at three large and a number of smaller events: Munich Creative Business Week (MCBW) from 20-28 February in Munich, the Reeperbahn music festival in Hamburg from 21-24 September and the Frankfurt Book Fair from 19-23 October. Read on for a more detailed overview.

  • 20-28 February 2016, Munich
    Munich Creative Business Week (MCBW): As a partner country during the MCBW, the Netherlands will focus on the interactions between the design industry (design, fashion and architecture), research and politics. These interactions can lead to innovations that meet the social, economic and environmental issues of our time.
  • 17-21 August 2016, Cologne
    Gamescom: As in previous years, the Dutch Game Association (DGA) will participate once again with a large delegation at the Holland Pavilion. This massive interactive games-fair attracts 335,000 visitors each year.
  • 21-24 September 2016, Hamburg
    Reeperbahn Festival: In the last ten years, this German version of South-by-South West (SXSW) has grown into a huge music and culture festival with as many as 250 acts performing on 20 stages, a comprehensive conference programme, films and exhibitions. The Netherlands is the focus country for the 11th Edition, providing opportunities for many Dutch bands and artists to present themselves.
  • 19-23 October 2016, Frankfurt
    Frankfurt Book Fair: As 2016 Guests of Honour, the Netherlands and Flanders will jointly present themselves at the most important international publishing business fair. The Dutch Foundation for Literature and the Flemish Literature Fund will undertake the practical organisation of the guest of honour’s presentation. With 7,300 exhibitors from more than 100 countries, more than 9,000 journalists and 275,000 visitors, the Frankfurt Book Fair is the largest and most important book fair in the world.


For more information please contact: Floor Oudshoorn, mobile +31 6 16452848 ar email fkoudshoorn[at]