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On behalf of the municipality of The Hague, Dialogic conducted an evaluation of The Hague & Partners (TH&P), the organization that promotes The Hague internationally as an attractive destination for tourism, conferences, and business establishments. TH&P was formed in 2020 from the merger of The Hague Marketing Bureau, The Hague Convention Bureau, and The Hague Business Agency. For the acquisition of international companies, TH&P collaborates with InnovationQuarter (IQ) and the municipality of The Hague.
The aim of the evaluation was twofold: to determine the effectiveness and efficiency of TH&P between 2020 and mid-2025, with particular focus on the collaboration with IQ and the municipality of The Hague (retrospective); and to investigate the extent to which TH&P's organizational structure aligns with future challenges (prospective).
In summary, we found that TH&P is a well-organized merger organization that is mostly successful in carrying out its tasks in a complex field. We also drew the following conclusions:
- The Business Agency of TH&P and IQ essentially perform the same task in terms of acquiring international companies. By establishing a clear division of tasks, both parties work complementarily, although this requires coordination.
- The relationship between the municipality and TH&P has significantly improved, but there is still some lack of mutual trust at all levels. Key areas for improvement include the dynamics surrounding additional assignments, the separation between strategy/policy and execution, the intelligence function of the Business Agency, and clear client ownership.
- The merger has brought tangible benefits, such as clarifying the structure, reducing costs and administrative burdens, and creating synergy effects. There are still opportunities to further enhance synergy, particularly on the B2B side.
