Maastricht has long held a reputation as one of Europe’s most welcoming and intellectually charged meeting destinations. But from 2025 onward, its role has expanded well beyond city boundaries. The Maastricht Convention Bureau now operates as a regional bureau for the whole province of Limburg, which internationally positions itself under the name Brightlands Limburg, the innovative, cross-border and open knowledge region of the Netherlands - moving towards a unified approach to attracting international, knowledge-based conferences.