How Rotterdam’s bold bet on women’s cycling became a triumph of inclusion, ambition and international impact.

In the summer of 2024, something extraordinary happened on the streets of Rotterdam. The city, long known for its bold architecture and global port, became the starting line for one of the world’s most iconic sporting events: the Tour de France Femmes. This Grand Départ was historic, not only because it marked the first time the women’s Tour began outside France, but because it showed what happens when a city dreams big, commits early and places values like inclusivity, innovation and cross-city collaboration at the core of its sports strategy.

When reflecting, Peter Blangé, former Olympic volleyball player and now director at Rotterdam Topsport, shares a story behind a succesfull approach. The journey didn’t begin with women’s cycling. In fact, Rotterdam initially set its sights on hosting the men’s Tour de France. When that bid didn’t materialize, the city pivoted. Not by giving up, but by doubling down on opportunity. The result was a partnership between Rotterdam Topsport, the municipalities of The Hague and Dordrecht and the event owners at ASO (Amaury Sport Organisation) that brought the world’s most elite female cyclists to the Netherlands.

The timing was symbolic. The Tour de France Femmes took place in August 2024, directly following the Olympic Games in Paris. They questioned themselves if Rotterdam was ready for more sports. It became a celebration of women’s sport, of European cooperation and of cycling as a tool for sustainability, health and city branding. Across three intense days, over 400.000 spectators lined the routes, watched from balconies and gathered in city squares to cheer the athletes on.

But it wasn’t just the size of the crowds that impressed. It was the experience they had. With a visitor satisfaction rating of 8.9 out of 10, it became the highest-rated major sporting event ever hosted in Rotterdam. From start to finish, the city prioritized accessibility and inclusion. One standout feature was audio description services for visually impaired viewers, an element rarely seen in large-scale cycling events. It was a clear reminder that elite sport belongs to everyone.

The global reach was equally staggering. The race was broadcast to 190 countries, with an estimated 550 million viewers tuning in. Many discovering Rotterdam’s skyline, culture and energy for the first time. That exposure had immediate impact. The local economy saw a surge of € 12.5 million in tourism spending, fueled by overnight stays, restaurants and retail. ASO alone booked 1.500 hotel nights just for staff and logistics. Even more telling: 85% of attendees expressed their desire to return to Rotterdam, proving that a single weekend of sport can leave a lasting impression.

Behind the scenes, however, the road to success was anything but easy. Peter candidly acknowledged the complexity of organizing a cross-city event of this magnitude. While Rotterdam Topsport played a leading role, it was the municipality itself that assumed financial risk, knowing that the scale exceeded what a sports foundation could manage alone. Months of intensive safety planning were required to secure routes and manage the hundreds of thousands who would gather to watch. Unique solutions were developed like mobile roadblocks that reopened roads just 30 minutes after riders passed, reducing city disruption and maintaining daily life.