We want Rotterdam to be known worldwide as one of the most attractive European cities in which to set up business, visit as a tourist, organise a congress or any other business event or deploy your talent. Once businesses, visitors and residents have settled in Rotterdam, they invariably embrace the city and become its loyal ambassadors. We want everyone to recognise Rotterdam as a bold city of trendsetters; a city that is diverse in all conceivable aspects. We want Rotterdam to be famous as a living lab brimming with innovation, experiments and new entrepreneurship, and also as a socially resilient city. In years to come, this image will draw growing numbers of international businesses, congresses and tourists to Rotterdam, all of them attracted by the identity of the city. In this way, the growth of Rotterdam will contribute to a lively and liveable city for residents, as well as promoting the economic transition of the city.