Apeldoorn is set to gain economically, socially and in terms of long-term city promotion as it prepares to host the European Athletics Indoor Championships.
With all hotels fully booked and thousands of visitors expected daily, the event is providing a unique opportunity for the city to showcase itself as a prime destination for sports and tourism, while reinforcing community engagement initiatives that have been in place in the lead-up to the championships.
The slogan for the 2025 European Athletics Indoor Championships in Apeldoorn is “Moving People”. This motto reflects the ambition of the event and the city to inspire and engage individuals of all ages and backgrounds, promoting the dynamic nature of athletics and encouraging active participation.
President of European Athletics Dobromir Karamarinov said: "At European Athletics, we believe in creating a championship city, not just hosting a championship in a city. Apeldoorn has fully embraced this vision, enhancing the use of its excellent facilities and extending the event’s impact far beyond the arena.
“Through strong local business engagement, unprecedented community involvement and an innovative promotion plan, this championship will leave a lasting legacy. By prioritising social and economic sustainability, Apeldoorn sets an example of how major sporting events can strengthen communities and reinforce the values of athletics."
Economic and Business Growth
The championship is already proving to be a major economic driver for Apeldoorn. The city’s hotels are at full capacity and local businesses have been actively engaged in preparing for side-events through coordinated efforts led by Apeldoorn’s city marketing organisation.
In the build-up to the championships, initiatives like De Night Run through the city centre demonstrated the potential economic impact—businesses kept their doors open for the event, creating a vibrant atmosphere that attracted large crowds. The hope is that similar opportunities during the championships will encourage visitors to explore Apeldoorn and spend locally.
Nick Derks, Alderman of the municipality of Apeldoorn, said: “The European Athletics Indoor Championships bring top-level sports to Apeldoorn while strengthening our community and inspiring more people to get moving. This event is not just about competition; it’s about creating a lasting impact that encourages participation in sports and showcases our green and royal city to a wider audience.”
Showcasing Apeldoorn to a Wider Audience
Beyond the immediate economic benefits, the event is a key part of Apeldoorn’s city marketing strategy, which aims to leave a lasting impression on visitors. A carefully crafted campaign is in place, including a promotional movie showcasing the city’s highlights and a photo booth featuring the landscapes of the Veluwe national park, allowing visitors to take pictures with one of the region’s most iconic natural backdrops.
A major feature of the championships will be Magic Lights, a custom-designed light show at Apeldoorn Omnisport, created specifically for the event. The goal is to ensure that spectators leave with a memorable experience and an appreciation of Apeldoorn as more than just the host city.
Engaging the Community
Community involvement has been a central pillar of Apeldoorn’s approach to the championships. In the months leading up to the event, an activation programme was implemented to encourage sports participation and social interaction. Events such as a kids’ day at the market square, which attracted twice the expected number of participants, demonstrated strong local enthusiasm. De Night Run, which also featured an inclusive experience where runners could simulate running with visual impairments, further highlighted the city’s commitment to accessibility in sport.
While these events have already taken place, the championship itself is expected to build on this momentum and further inspire long-term participation in athletics and physical activity among residents.
Legacy and Knowledge Sharing
Unlike some major sporting events that require extensive new infrastructure, Apeldoorn benefits from already having Omnisport Apeldoorn, a venue specifically designed to handle international competitions of this scale. The city’s focus is not on physical construction but on ensuring the event’s impact lasts beyond the championships.
To measure and maximise this impact, Apeldoorn is working with HAN University to analyse the event’s effectiveness. Previous championships have provided valuable lessons, leading to a more targeted approach—focusing on fewer but higher-quality side events and placing a greater emphasis on direct tourism promotion during the event itself to encourage return visits.
As the European Athletics Indoor Championships draw near, Apeldoorn is well prepared to capitalise on this opportunity. From economic gains to a strengthened community and a carefully curated city marketing campaign, the city’s strategic planning aims to ensure that the event’s benefits extend well beyond the competition itself.
"The European Athletics Indoor Championships in Apeldoorn is a fantastic opportunity to showcase the city and its world-class indoor athletics venue to a wider audience,” said Christian Milz, CEO of European Athletics.
“With the Dutch team enjoying great success, the event benefits from a strong market for television, providing an excellent platform to elevate the image of athletics, European Athletics and our partners' brands. The combination of top-tier infrastructure, passionate fans and a dynamic media landscape ensures that this championship will be a milestone in the promotion of our sport," he added.