The Hague, June 24, 2025 – The Hague is under the spell of the NATO summit. Flags are flying everywhere, police officers are guarding strategic points, and dozens of languages can be heard on the streets.
The World Forum is the epicenter of international politics, but behind the scenes, a digital revolution is unfolding that is setting not only diplomats and security experts in motion, but also marketers, entrepreneurs, and startups. This is the story of the NATO summit as a catalyst fordigital innovation and economic growth.
The City as a world stage
The Hague is, at least for a while, the center of the world. More than 8,000 international guests—from government leaders to journalists—gather at the World Forum for the NATO summit. The atmosphere is electric. The streets are filled with delegations, camera crews, and security personnel. Local entrepreneurs see their shops and restaurants filling up, while hotels are fully booked weeks in advance.
"The event really puts the Netherlands on the map," says political scientist Ikani in an interview with EenVandaag. "It's the first time in decades that the Netherlands has hosted the NATO summit . You could say it was about time."
Millions in investments and Economic Dynamics
The NATO summit is not only a diplomatic spectacle, but also an economic boost for the city and the country. The total costs for organization, security, and infrastructure amount to more than €183 million, largely financed by the Dutch government. By way of comparison, previous international summits in cities such as Chicago generated up to $120 million in additional revenue for local businesses.
The economic impact is noticeable in the hospitality, retail, and service industries. Hotels are reporting record bookings, restaurants are fully booked, and local shops are benefiting from the influx of international guests. But perhaps the biggest winners are the digital market and the startup sector.
Digital Marketing and E-commerce in the Spotlight
The NATO summit is causing an unprecedented spike in online activity. Digital agencies and e-commerce companies are seeing their campaigns reach unprecedented heights. Targeted ads on LinkedIn, X (Twitter), and Google are specifically tailored to diplomats, journalists, and entrepreneurs who populate the city. Content marketers produce daily blogs, videos, and social media posts about the event, while influencers and thought leaders report live on developments.
The e-commerce sector is clearly benefiting. Online bookings for hotels and restaurants have doubled, and local shops are reporting a sharp increase in orders. "Now is the time for companies to raise their international profile," says a local entrepreneur. "The world's attention is focused here."
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Technology, AI, and Cybersecurity: Innovation in the Spotlight
The security requirements surrounding the NATO summit are extremely high. This translates into unprecedented demand for digital security and IT services. Dutch IT companies and startups are presenting their innovations in the fields of AI, data analysis, and cybersecurity. Real-time monitoring of social media, crowd management, and threat analysis are the order of the day.
"The top brass is calling for innovative solutions," says security expert Glenn Schoen. "We are seeing a surge in demand for AI, data analysis, and digital security." Cloud solutions and network capacity are being expanded to maintain the digital infrastructure.
Advertising Expenditure, Earned Media Value and Startups
Digital advertising spend surrounding the NATO summit runs into the millions. Companies are investing heavily in online campaigns to bring their brand to the attention of the international target group. The earned media value is equally impressive: thousands of articles, social posts, and live streams generate tens of millions of euros in media attention worldwide.
For startups, the NATO summit is a unique platform. During the NATO Summit Defense Industry Forum, young companies present their innovations to investors, entrepreneurs, and policymakers. Dutch and international startups close deals and establish contacts that accelerate their growth. "This is the moment to show your solutions to the world," says a startup founder.
World leaders and International Context
The NATO summit brings world leaders together at a time of geopolitical tensions. "We live in a more dangerous world, and this is a critical moment for our security," says NATO Secretary General Mark Rutte. "Allies are coming together to reinforce their cooperation and the allies' commitment to NATO."
Diplomatic sources report that NATO countries have agreed to increase their defense spending to 5% of GDP by 2035. The summit in The Hague is seen as an important moment for transatlantic cooperation and innovation.
Which of these tips will you apply first to strengthen your digital strategy? Share your plans in the comments below!
Frequently asked questions questions
Here are some frequently asked questions about the NATO Summit in The Hague.
The NATO summit will cost more than €183 million, mainly for security, organization, and infrastructure.
The Dutch government pays the largest share, while NATO contributes to its own expenses, such as hotel costs and security for meeting rooms.
The summit provides extra online visibility, higher conversions, and opportunities for targeted campaigns and international cooperation.
Startups will be given a platform at the NATO Summit Defense Industry Forum, where they can present their innovations and strike deals with international investors.
