What Leiden&Partners does

Leiden&Partners is the official city marketing organization (citymarketingorganisatie) for the municipality of Leiden in the Netherlands, founded in 2009 and operating as a non-profit entity under Gemeente Leiden with approximately 25 employees. The organization is responsible for positioning Leiden as a destination across five audiences: visitors, congresses, students, talents, and businesses, with the stated objective of driving sustainable growth in those flows and creating broad-based prosperity for residents of the city and surrounding region.

The organization executes its mandate through five specialized divisions: Leiden Convention Bureau (LCB) for conferences and meetings, Leiden International Centre (LIC) for international talent and student attraction, VVV Leiden as the official tourist information service, Stad van Ontdekkingen (SvO) for the 'City of Discoveries' cultural and science brand, and Streek van Verrassingen (SvV) for regional marketing. Service delivery is structured around four strategic roles — image building (imago laden), reputation management (reputatie managen), network organization (netwerkorganisatie), and business development — codified in a proprietary Citymarketing Model. There is no commercial technology platform; the underlying infrastructure consists of a content-managed website (visitleiden.nl) on the Plaece CMS, five social media channels, an email newsletter, press/media relations, partner coordination, and physical city dressing activations.

The business model is non-commercial: Leiden&Partners is funded primarily by the municipality of Leiden with supplementary partner contributions, and operates without a product/service pricing structure or ARR. Distribution combines a self-serve digital portal for general visitors with direct engagement through its five divisions for enterprise and institutional audiences, supplemented by a formal partner network of local businesses and cultural institutions.

Name

Leiden&Partners

Legal name

Leiden&Partners

Website

https://leidenenpartners.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Leiden&Partners is the municipally-funded city marketing organization for Leiden, Netherlands, operating five divisions to attract visitors, congresses, students, talent, and businesses under the 'Stad van Ontdekkingen' brand.

Ownership category

akta.pro rank

Product category

Destination Marketing

NAICS

Convention and Trade Show Organizers (56192), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sponsorship, Exhibitor & Partnership Management Services (THAHACAK)

Keywords

• City marketing services
• Destination marketing
• Convention bureau services
• Talent attraction programs
• Tourist information services

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Distribution channels3 records

Marketing channels9 records

Core offering

Leiden&Partners is the official city marketing organization (CMO) for the city of Leiden, Netherlands. It markets Leiden as a destination across five target audiences — visitors, congresses, students, international talent, and businesses — operating through five divisions: Leiden Convention Bureau (LCB), Leiden International Centre (LIC), VVV Leiden (tourist information), Stad van Ontdekkingen (SvO), and Streek van Verrassingen (SvV). Core activities include image building, reputation management, network organization, business development support, and visitor/convention/student/talent attraction for Leiden and its surrounding region.

Product overview

Leiden&Partners is a city marketing organization for the city of Leiden, operating as a single unified organization with five distinct divisions: Leiden Convention Bureau (LCB), Leiden International Centre (LIC), VVV Leiden, Stad van Ontdekkingen (SvO), and Streek van Verrassingen (SvV). The organization provides city marketing services including image building, reputation management, network organization, and business development to promote sustainable growth in visitors, congresses, students, talents, and businesses for Leiden and the surrounding region.

Differentiator

Problem solved

Functional benefit

Products and services

• Leiden Convention Bureau (LCB) Division of Leiden&Partners dedicated to attracting, supporting, and organizing conferences, conventions, and corporate meetings in Leiden — providing venue sourcing, accommodation coordination, and local supplier introductions to congress organizers.
• Leiden International Centre (LIC) Division of Leiden&Partners supporting internationalization for the city and region, focused on attracting and retaining international students, knowledge workers, and their families to Leiden.
• VVV Leiden Official tourist information office for Leiden, providing visitor guidance, itinerary support, and information about attractions, accommodations, and activities to leisure visitors and tourists.
• Stad van Ontdekkingen (SvO) Division of Leiden&Partners marketing Leiden as the "City of Discoveries" — combining culture, science, and the Rembrandt heritage into a unified destination brand and campaigns.
• Streek van Verrassingen (SvV) Division of Leiden&Partners marketing the Leiden region (Regio Leiden) and its surrounding attractions, hospitality, and outdoor activities to extend visitor stay and economic impact beyond the city core.
• Visit Leiden digital platform (visitleiden.nl) Official city tourism and city-marketing portal operated by Leiden&Partners, providing an agenda, cultural and science information, activities, visitor planning, accommodation listings, and partner resources accessible to all target audiences.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/StadvanOntdekkingen
• Facebookfacebook.com/stadvanontdekkingen
• Instagraminstagram.com/stadvanontdekkingen
• TikToktiktok.com/@stadvanontdekkingen
• Pinterestnl.pinterest.com/stadvanontdekkingen
• LinkedInlinkedin.com/company/leidenenpartners

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leiden&Partners