MJ
Maya JANSSEN
I AMSTERDAM - AMSTERDAM&PARTNERS
Managing Director Insights & Marketing Strategy
Description
Maya has a strong track record in developing strategies and frameworks for sustainable destination marketing and urban development. Working at the intersection of public and private sectors, she designs innovative and effective solutions to complex challenges in dynamic environments, with a focus on building long-term, value-driven partnerships.
She has a background in leisure, tourism, hospitality, international business, the meetings industry, and destination marketing, with extensive expertise in research, branding, marketing, data, and technology.
At amsterdam&partners, she plays an active role in connecting and guiding the organization, its partners, and its wider community towards a more sustainable and inclusive city and metropolitan region. She contributes to the long-term vision “Redesign the Visitor Economy 2025” (https://www.iamsterdam.com/en/amsterdam-and-partners/sustainable-visitor-economy), a strategy aimed at building a regenerative visitor economy that balances social, ecological, and economic priorities. This approach promotes a city where visitors, businesses, conferences, and talent are welcome when they add value and respect the quality of life of residents.
She is currently working on the implementation of this regenerative framework through several programmes targeting residents, businesses, and visitors in Amsterdam and the Metropolitan Area. These initiatives include reshaping the city’s narrative through co-creation with stakeholders, improving residents’ quality of life, fostering regenerative thinking among businesses, and encouraging more sustainable consumer choices.
She represents the City of Amsterdam on the board of the City Destinations Alliance, a European knowledge-sharing network for cities and urban regions, bringing together tourist boards, convention bureaux, and city marketing organisations. She is also active in several other national and international knowledge networks.
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