The Hague enjoys successful Mondrian year

Published: 14 December 2017Modified: 14 December 2017

The Mondrian theme year proved to be a big success for The Hague. The many tourists and day trippers spent € 61.6 million in the city this year.

According to NBTC Holland Marketing, 295,000 people visited The Hague especially for Mondrian. Approximately 600,000 visited the entire country for Mondrian and spent about € 107 million.

According to Deputy Mayor Karsten Klein (Economic Affairs, Harbours, Welfare and Health):

‘The Mondrian year helped to make the city better known worldwide as an attractive city and an attractive tourist destination. It was an economic success. We already sensed this and the figures only confirm this feeling.’

The Mondrian theme year coloured the city red, white and blue for 1 year, hundreds of Hague businesses joined in and it garnered worldwide attention in the media. From January to August 2017 the number of overnight stays at hotels increased 10% compared to the same period in 2016. The number of international hotel guests rose 20%.

Publicity value

Internationally the Mondrian year had a high publicity value for the city. Publicity was generated by the red-white-blue city dressing project, high-profile exhibitions in the Gemeentemuseum, a million schoolchildren who were given lessons about Mondrian and De Stijl art movement, and more than 200 journalists who visited the city especially for the theme year. This resulted in publications in nearly all of the world’s big newspapers, such as The New York Times, Washington Post, Die Welt, Le Monde and Le Figaro.

'Mondrianising' the city

The theme year was prominently reflected in The Hague’s city dressing. More than shopkeepers and restaurant owners in The Hague in the coming months could use a special tool kit to create Mondrian shop windows. A number of striking locations such as City Hall and the Hofvijver as well as office buildings such as those from Deloitte, Post NL and NN Group Nationale Nederlanden were given a Mondrian look.