How one city uses the power of sport to transform lives, connect communities and build a healthier society.
In the heart of the Netherlands, a city known for its resilience, innovation and striking skyline is working toward a powerful goal: becoming a World Sports City by 2030. Rotterdam’s ambition isn’t just a statement of pride, it’s a clear, integrated vision for the future. During the ESWAM visit, this vision came to life with clarity, urgency and inspiration.
Despite Rotterdam’s strong reputation for sport and culture, one in four residents still does not participate in any form of sport or physical activity. As of April 2024, 26% of the population remains inactive, a figure that highlights deeper issues related to inequality. Sport participation in the city is unevenly distributed, with disparities along the lines of gender, age, education level and socio-economic background. The city acknowledges that for its vision to succeed, these gaps must be addressed head-on.
Rotterdam has chosen a data-informed and people-first approach. It conducts in-depth surveys that go beyond simple statistics. These surveys look at the motivations behind participation, the barriers people face and the life events such as marriage, childbirth, retirement or illness, that influence active behaviour. In addition, sports participation of various target groups is measured twice a year in accordance with the national guidelines. By analyzing these patterns, the city can identify key focus groups that need targeted support, such as teenagers, older adults, people with disabilities and vulnerable residents.
To ensure objectivity and quality, the city collaborates with national organizations like NOC*NSF, comparing its local data with national trends. This benchmarking helps Rotterdam stay on track and continuously refine its strategy. Interestingly, while many residents gravitate towards individual sports like fitness training and swimming, there's still much potential to create stronger communities around group activities. This insight is shaping the city’s efforts to offer both personal and social ways of getting involved.
Just like in the rest of the Netherlands, sports clubs are mainly run by volunteers. Clubs are a crucial part of the sports ecosystem. This is where residents meet each other, play sports and acquire skills. Think of dealing with winning and losing, working together and managing a club. In order to enable clubs to function well and fulfil this role for the residents, Rotterdam has set up a support structure. Because without healthy sports organisations, there is no healthy future for sports in Rotterdam. This is an important part of Rotterdam's sports policy.
Sport in Rotterdam is more than physical movement, it’s a tool for connection, emotion and urban identity. The city is known for hosting world-class events, and this plays a key role in its broader strategy. Every year, Rotterdam stages major recurring events such as the renowned marathon and the ATP tennis tournament. But it doesn’t stop there. The city is also preparing to host prestigious championships in women’s handball and artistic gymnastics, and continues to bid for other large-scale events like beach volleyball and men’s basketball in the years ahead. Each event is seen not just as a spectacle, but as a platform for lasting societal impact. Side events, educational programs and community initiatives are intentionally integrated into every major happening, ensuring the entire city can benefit from the energy and visibility these moments bring.
Beyond events, Rotterdam is reimagining its urban environment. Recognizing the growing pressure on space in the city, the municipality has introduced a visionary solution: a legally protected ‘sports circle’ surrounding the city center. This protected zone ensures that sport and recreation remain a permanent part of the urban landscape, regardless of future housing or commercial developments. Many of the city’s existing facilities, built between the 1950s and 1970s, are now outdated and in need of renewal. With a long-term investment of over €100 million, Rotterdam is transforming these spaces into modern, sustainable and inclusive facilities. The focus is on creating multifunctional environments that serve various groups and allow different organizations to share resources. Accessibility and environmental impact are central to every upgrade.
“Rotterdam is steadily evolving into a city where movement is not just encouraged, ...”
A key milestone in this transformation journey is the Global Active City certification. This internationally recognized label is awarded to cities that embed physical activity into all aspects of daily life and urban policy. Rotterdam is actively pursuing this certification with the goal of securing it by the end of 2025. But more than a badge of honor, the label represents a framework for change. The city’s strategy is built around the integration of physical activity in four major areas: active public spaces, health and inclusion, workplace vitality and the social impact of elite sport. These pillars guide the city's efforts to engage both the individual and the collective, making sure that sport touches lives at home, at work and in public.
To deliver on these ambitions, Rotterdam works with three core implementation partners. Sportbedrijf Rotterdam manages the city’s facilities and ensures operational excellence. Rotterdam Sportsupport focuses on community engagement, volunteerism and strengthening local sports clubs. And Rotterdam Topsport brings international events and elite athletes into the fold, amplifying both prestige and impact.
During the recent presentation, the city made it clear: this vision will only succeed through collaboration. Everyone has a role to play, residents, businesses, schools, sports clubs and policymakers. It’s a call to action that invites the entire ecosystem to co-create a vibrant sports culture. Whether you’re cycling to work, walking with neighbors, playing in a local club or attending a world championship event, your contribution matters. The city is already in motion, and it’s inviting all Rotterdammers to move with it.
Looking ahead, several key milestones are already underway. The Global Active City certification process is in full swing. A new Sports Memorandum will be drafted to guide the post-2026 era. Major events are in preparation and bids for future championships are well underway. But perhaps more importantly, the cultural shift is happening. Rotterdam is steadily evolving into a city where movement is not just encouraged, it’s embedded in daily life.
Rotterdam’s story is not just about sport, it’s about what sport enables. It’s about health, happiness, resilience and connection. By putting physical activity at the heart of its urban strategy, the city is creating more than facilities and events. It is creating a shared experience, a new way of living and a model that cities around the world will soon look to for inspiration.
2030 is approaching fast. But if Rotterdam keeps this pace, the city might just cross the finish line ahead of schedule: stronger, healthier and more united than ever before.
Wendeline van Lier strategic policy advisor @ City of Rotterdam