Tilburg does things its own way. Often regarded as a ‘hidden gem,’ the city is gaining recognition for its unique character. Once known as a modern industrial hub, thanks to its strategic location and excellent transport connections, Tilburg has since evolved into a city of social innovation. This transformation is driven by its creative education institutions, renowned university, and the enterprising spirit of its residents. Here, innovation thrives, especially when it serves human behavior and society, with a strong belief in learning by doing.

Tilburg is a diverse and ever-evolving city, offering a living environment that’s both dynamic and inviting. Its distinct neighborhoods each offer something special, encouraging visitors to explore and stay. Spoorzone Tilburg, the city center’s shopping district, and the redeveloped Piushaven waterfront are just a few examples. Piushaven, North Brabant's largest city harbor, invites visitors to stroll along the water, enjoy a meal at one of the many terraces, or even dine on a boat. Remarkably, this serene setting is just a short walk from the bustling city center.

The Museum Quarter, home to the Textile Museum and Museum De Pont, is another area undergoing transformation. Here, artists, makers, and creatives collaborate in studios and labs, with ample room for experimentation and growth.

As the official place branding organisation, Tilburg Marketing plays a pivotal role in positioning the city both nationally and internationally. Since its establishment in 2015, the organisation has grown into a professional, dynamic team that shines a spotlight on the city and its surrounding villages every day. In the summer of 2024, Tilburg Marketing took a new step forward, launching a refreshed city brand, two new platforms, and a dedicated tourist information point.

Marc Meeuwis, Director of Tilburg Marketing, explains:

'Tilburg is diverse and versatile, which makes it easy for many people to feel at home here. But what truly defines Tilburg? We believe it’s the unique mentality of the city that makes it so attractive, bringing people together and connecting them. In Tilburg, you are free to be your authentic self. We are an inclusive city, and we naturally form connections with others. By working together, we achieve great things, turning small efforts into significant results. It feels like a village where everyone knows each other, yet constantly surprises with innovation. We are a city of makers—creating not only with our hands, but also with our knowledge and ideas. We transform the city with impactful concepts that address tomorrow's social challenges. In Tilburg, ordinary people achieve extraordinary things.'

The city marketing organisation is shifting from operational tasks to a more strategic role, acting as a proactive partner that sets the agenda and connects key players. With Tilburg’s DNA as a foundation, the focus is on ensuring all partners strengthen and promote the brand consistently.

Tilburg is undergoing major transformations, attracting attention from other cities both in the Netherlands and abroad. One of the country's largest inner-city redevelopments took place here, with significant investments in the city centre shopping area. According to Marc Meeuwis, Tilburg’s mentality plays a key role in its success. Collaboration between the municipality, entrepreneurs, and other partners has built confidence in the future, ensuring that sustainable, innovative solutions are always at the forefront.

Two examples of the boldness of government, entrepreneurs and residents are the Spoorzone Tilburg area development and the largest citizen initiative in the Benelux, the Spoorpark.