Entrepreneurial and innovative spirit in Amsterdam

In her new role as the country’s ‘special envoy’, she will devote the next eighteen months to establishing the Netherlands, and in particular Amsterdam, as the best place in Europe to start up a business. Minister Kamp of Economic Affairs made the appointment public trough a press release, in which he comments: “The Netherlands is one of the most enterprising countries in the world, with an increasing number of successful startups. But we have to be more ambitious. We want to attract more foreign start-ups and encourage Dutch businesses to grow into large international enterprises. Neelie Kroes's extensive experience and personality make her the ideal person to pursue and support this international ambition.” Kroes says of her new role: “'I  am looking forward to further strengthening the Dutch startup-brand with the help of startups around the world.  Startups represent the entrepreneurial and innovative spirit that knows no boundaries, nor waits for what lies ahead. Start-ups create the future themselves and thus generate new economic growth for the Netherlands.”


As a veteran diplomat, Kroes will lead the new StartupDelta initiative, a collaboration of government bodies, knowledge institutes, startups, financiers and businesses. Kroes and her team will be based in Amsterdam “to benefit from its international atmosphere, strong brand and appeal to young people and innovative businesses,” the statement of the Ministry of Economic Affairs explains.

Amsterdam as the ideal business location

Amsterdam provides the ideal business location to attract promising startups for various reasons. The city is often mentioned as one of the most attractive startup hubs in Europe. Recently, Entrepreneurial Insights published an article explaining Amsterdam’s success as a startup hub. Traits that are often mentioned are Amsterdam’s excellent physical and digital infrastructure, its superb quality of life and the international mindset of its inhabitants.