Twelve concerts and 150,000 visitors are a huge economic boost for the city of Maastricht. Hotels, restaurants, tour operators, and taxi drivers benefit from André Rieu, who will be giving his final performances on the Vrijthof this coming Sunday. No one knows exactly how big the spin-off of the Vrijthof concerts is. Research by Zuyd University of Applied Sciences from 2019 showed that the concert series gives the provincial capital more than thirty million euros annually. More important than carnival But Rieu's reach extends further, as Berry Kuzelj, owner of several restaurants and bars on the Vrijthof square, notes: "People book hotels as far away as Eindhoven to travel from there to Maastricht. The effect is enormous. It's unbelievable. This is number one for the city's economy, even more important than four days of Carnival." Chocolate Violin The small entrepreneurs in the center of Maastricht also earn a lot from the Rieu fans who come from 100 different countries. Jos Abbing, chocolatier at the Vrijthof. "I have recreated Rieu's violin out of chocolate. People come in, see boxes of small violins, and want one. That definitely generates extra income." A big tip It's incredibly busy for the city guides in the city center. City guide Karen Hofland has noticed that Rieu attracts many extra tourists. "All the guides are booked. There are colleagues who give four tours a day. Rieu's guests can spend quite a bit. At the end, they often give us a good tip."

Algemeen Dagblad (AD), by Sander van Mersbergen Friday July 18, 2025 Translated by Diana D. Le How long will 'Rieuconomie' live? Maastricht has no plan B if the orchestra leader stops Can Maastricht survive without André Rieu? While the city benefits from the tens of thousands of tourists who come to Limburg to see him, the world-famous orchestra leader (75) also gets a day older. That leads to concern. "People act as if he is always going on, but at some point, he stops." André Rieu is God and Maastricht is his temple. You get that feeling this month when you visit the Limburg capital. And to extend the biblical metaphor: the Vrijthof is the Holy of Holies. The city center has been completely taken over by the man with his violin. The Vrijthof has been surrounded with fences since the end of June. These fences obscure the thousands of chairs where Rieu's worshippers sit night after night. Only after Sunday, when he gives his last concert of the summer, will the area be reopened. Until then, city buses will be diverted, and bicycles will be removed from the sidewalk. The Absolute World Star At concert nights, you can't even come close without a ticket. “The Vrijthof, that is "our square," says SP council member Jack van Geloven. “But we can’t even walk in July.” He does not want to be negative, he emphasizes. Rieu is an absolute world star, and especially a child of Maastricht, where he earned his first musical spurs in the local theaters. Van Geloven already saw him perform as "little man". He also understands that the city is getting better economically from the Viennese waltz evenings. Spread over three weekends and twelve open-air concerts, Rieu attracts nearly 150,000 people to Maastricht and South Limburg, from all over the world. Everyone takes their own piece of it. The hotels and restaurants of course, with their special André Rieu packages and menus. But this also has been around it in recent decades – the violinist has been playing at the Vrijthof since 2005 – a complete "Rieuconomie". Truly everywhere in Maastricht, the musician smiles at you from photos, often with a violin pressed against his chin. In bookstores, along the street, in cafes and restaurants. On banners, tarpaulins, bags, books, CDs, flags, keychains, lanyards: you name it. It's unbelievable. Walking tour of his old house Since last year, there is even a real André Rieu walking tour. It takes you not only past the house of his youth, a stone's throw from the historic city walls, but also along the Ezelmarkt, where André and his wife once wanted to start a pizzeria. The walk also passes by La Bonbonnière, the city theatre where Rieu gave his first concerts with a salon orchestra. Van Geloven remembers it well. "That wasn't oompah music. You could tell right away that it was different from what we were used to in Maastricht. That man played waltzes." Unfortunately for the enthusiastic hiker, La Bonbonnière is empty. Peeking inside the halls where Rieu, as a novice, played the strings, as tourists might well wish, is impossible. It would be nice, says Kitty Nuyts, if that changed. She is a city councilor for a local party, and wants the city to think better about its heritage and future. Rieu also plays an important role in this discussion.

Out of respect for the orchestra leader, of course, and because of the vitality and energy with which he still performs on stage. Nevertheless, the discussion deserves attention. Because, unlike God, Rieu unfortunately doesn't have eternal life. He himself occasionally flirts with that idea, incidentally. The subject fascinates him immensely. He always says he wants to live to be 140. When he heard aging expert Andrea Maier talk about her field on Zomergasten (tv-program), he immediately contacted her. "I want to see my grandchildren and great- grandchildren grow up and, above all, play a lot. I love life so much." Nuyts, however, believes that the city should also take into account a scenario in which the violinist unexpectedly turns out to be immortal, or simply chooses to retire after all. D66 councilor Thomas Gardien agrees with her. “Our local entrepreneurs are very focused on it, so without Rieu, we have something to think about.” However, a plan B is still far away for the time being. Last year, the city council cautiously floated the idea of such a vision for the future. However, a suggestion to go on a working visit abroad to gain inspiration for alternatives for summer evenings on the Vrijthof square was rejected. Costs are not included in revenue The municipality seems to be betting that the success will continue unhindered for as long as possible, and that's not surprising. The Vrijthof concerts generate an estimated €30 million per year for the city and region. In comparison, the costs for the municipality (€90,000) are negligible. And then Rieu also pays €60,000 in municipal taxes. The city council refuses to speculate publicly about the future. In a statement, a spokesperson said they "are not anticipating André Rieu's retirement as an artist." "The discussions we're having with Rieu also provide no reason to have a ready-made scenario," a spokesperson emailed. Pierre Rieu, speaking on behalf of his father, says the family is aware of the debate in the city, but that it's actually quite simple. "After André's eventual retirement, the concerts on the Vrijthof square will cease. Is that a bad thing? There was a life before Rieu, so there's also a life after Rieu." The city's business owners have "started to live by it a bit," says Rieu Jr. "It will be a shame for them if it stops. But there are also plenty of people who don't care about it; they'll be happy to be able to walk across the Vrijthof square again in July. We understand that completely. We could perhaps sell out 25 concerts, but we're deliberately limiting it to twelve." But those concerts will continue in the coming years, if the maestro himself has his way. The first eight concerts for next year went on sale last week. They're already – how could they be otherwise – completely sold out. Alternatives to the Vrijthof? Behind the scenes, there's some secret thought going into acts that could make people forget about André Rieu after his career and continue to attract people to Maastricht. They see potential in piano brothers Lucas and Arthur Jussen, who have roots in Limburg. Later this year, they'll be performing four nights at the MECC events center. The city is also going all out next year with a musical (the Bokkenrijders) and a metal event (South of Heaven). While entertaining, they certainly don't come close to Rieu's stature.

The Kuzelj family is no stranger to Maastricht's hospitality industry. They also own Aux Pays Bas and Hotel Brasserie Britannique, also located on Vrijthof square, and Brasserie Amadeus on Dominicanerkerkstraat. Their son, Mano, and his partner, Elena, will run the restaurant, supported by his parents, Georgette and Berry.

Article from Misset Horeca, a magazine for hospitality entrepreneurs and professionals July 18, 2025 By Chris Ververs Translated by Diana D. Le The André Rieu effect: How Maastricht entrepreneur benefits from concerts When the first notes of André Rieu's violin resound across the Vrijthof square in the summer, the heart of Maastricht transforms into a bustling open-air concert hall. But behind the scenes of Rieu's waltzing violins and romantically lit squares, another, equally impressive mechanism operates: that of the local hospitality industry. A Godsend Tom Hamaekers, owner of restaurant Basilica on the Vrijthof square [Vrijthof 15A], knows better than anyone what the annual concert spectacle means for his business. "It's a Godsend," he says without hesitation. "We're full twelve evenings, with two hundred guests each. Do the math." Whereas the summer holidays used to be accompanied by quiet, often somewhat slumping sales, Rieu has brought about a complete turnaround. "Years ago, July just flowed along," says Hamaekers. "People left, went on vacation. But now we're making extra revenue. And a substantial one at that." Package For three weekends in July, from Thursday through Sunday, Basilica transforms into a full-fledged concert restaurant. Guests pay an average of €115 per person for a package. This includes a three-course meal, excluding drinks. Hamaekers keeps €110 of this amount, after deducting a €4.50 booking fee for ticketing through the Rieu covenant. The collaboration between the hospitality industry and the organization behind Rieu is tightly regulated. There are clear price agreements: participating establishments can offer their packages within a price range of €95 to €145 per person, depending on location and view of the stage. Hamaekers explains: "We sit at the side. My guests don't see the stage, but they are immersed in the atmosphere. Everything is broadcast on large screens." To distinguish itself, Basilica offers a set menu, unlike most of its counterparts, which serve a fixed menu. "Guests can choose between fish or meat for their starter and main course. Dessert is the same for everyone. That works, and that's precisely why people make reservations with us." During the concert, strict service rules apply. "We're allowed to serve drinks until the concert begins. But once André starts, it's over. We're not allowed to walk around anymore, so as not to distract the audience," says Hamaekers. Guests can still help themselves to drinks, but table service is prohibited. "That's the agreement, and we respect it." After the intermission, usually around 10:00 PM, there's a short restart: a house bitterbal (typical Dutch snack) and another drink. "That completes the experience." Asking price The Rieu effect isn't limited to the terraces on the Vrijthof square. According to Hamaekers, the impact is felt throughout the city. "A hotel in Wyck (a neighborhood near Maastricht's city center, ed.) that normally charges €115 per night easily charges €400 during Rieu," he says. "Campsites are full of campers. Guests grab their bikes and ride to the concert." Retailers are also benefiting. "I order flowers for all the tables. The florist is happy, the butcher, the wine merchant: everyone benefits. It's truly become a local ecosystem." Top Revenue In addition to the summer concert series, Rieu is also organizing a series of winter concerts in December at the MECC conference and exhibition center. These are just as valuable for the city, although the effects on the hospitality industry are more widespread. "We're feeling that too," says Hamaekers. "Hotels are full, restaurants are making top revenue." Rieu is 75 now, and he no longer performs outside Europe, so he's concentrating on Maastricht. Of the 75 concerts a year [in 2025], he now plays 18 here. And that's the easiest way for him and us to make a profit. Ticket sales for the following year are often completed as soon as the last concert ends. "Reservations for next year are already pouring in," says Hamaekers. "I'm putting that money in a separate account that I don't touch all year. A nice buffer." The entrepreneurs have also agreed to donate a portion of ticket proceeds to a shared fund. "Should a business go bankrupt, we'll ensure that guest still receives their package. We owe that to each other and to the guests." For Hamaekers and his colleagues, it's now unthinkable that a summer in Maastricht would take place without Rieu's concerts. The effect is deep-rooted and structural. "It's more than a cultural event," says Hamaekers. "It's a complete economic engine. And we're running at full speed."

The team of Restaurant Basilica Vrijthof 15 A , serving dinner arrangements during the 12 André Rieu Vrijthof concerts in July. Owner: Tom Hamaekers

Dutch “bitterballs”, with mustard for dipping

The empty Bonbonnière theatre

What should Maastricht do when the great helmsman lays down his violin? "I'm thrilled with André Rieu and the spin-off for the city, but at some point, it all stops. People act like it's going to go on forever, but I think we have at most ten years left." “People don’t dare to talk about it.” Nuyts touches on a topic that's a broader issue, but one that many Maastricht residents discuss only in very vague terms. "People don't really dare to think about it, nor do they dare to really talk about it," observes council member Van Geloven.

In 2010 it was a Grand Café

The Rieus are co-thinkers in finding a solution for the Maastricht problem: what if...... Song by Punk Band “Zjwieg” from the Limburg town of Sittard This is soooo funny!!! https://www.instagram.com/p/DMBc7PiNzUM/ One day we looked out of our hotel window and we saw this on the big screen at lunch time. We had read about the stickers on cars in March 2025 and Pierre’s reaction. It had to do with the song title of a certain local punk band. The slogan “André Rieu is unne wiekser” is the title of one of their songs and and as far as we can understand, it is actually rude or insulting to André..., but the Rieus reacted with humor, as usual. It is Limburg dialect and the rest of our country does not know this word, so we had to google the meaning. This is the result: "Unne wiekser" is a Limburgish dialect expression that can mean "a weekly magazine" or "weekly," depending on the context. It can also be used as a swear word, similar to "idiot" or "wanker." The expression became popular thanks to the Limburg punk band Zjwieg, which released the song "André Rieu is unne wiekser," which, despite its potential negative connotation, was not considered offensive by André Rieu and his family”. We wondered what this band was doing on André’s stage at lunchtime! It seemed that Pierre had invited the punk band to play on the Vrijthof stage. Referring to the debates by the city council about "what if Rieu..... (ever stops)". Piere says "We got an idea".... So hilarious!!

Limburger, July 12, by Peter Beeker Photo: Peter Beeker Punk band recording on André Rieu's stage: guitars instead of violins The music video recording for punk band Zjwieg from Sittard was halted earlier than planned due to noise complaints. The party was already in full swing. At André Rieu's invitation, the punk rockers were allowed to film music videos on his stage. Early in the afternoon, guitars, drums, and punk lyrics blared across the empty concert grounds at the Vrijthof square in Maastricht. André Rieu has graciously lent his stage to punk band Zjwieg. "This is fantastic, and my father thinks so too," says Pierre Rieu, André Rieu's son. Wiekser Zjwieg and André Rieu share a special bond. One of the Limburg punk band's first singles is called "André Rieu is unne Wiekser." It might not sound very flattering, but the song's title didn't rub Rieu and his entourage the wrong way. The stickers the band had made with the song title didn't either. Pierre Rieu: "We never took it as insulting, otherwise we wouldn't be here now. It's a tribute to my father, in the Zjwieg way." A bit of a shock The band posted on social media asking if 'anyone' had a tip for a good location to shoot a music video. Pierre Rieu, who was working on his father's Vrijthof concert series, responded immediately. It was a bit of a shock for the band. Kris Riem of Zjwieg: "Amazing, isn't it! We only heard about it the day before, and now we're here. A dream come true." Noise After a while, the music video recordings, at full volume, finally came to an end. Complaints from the Vrijthof area reach Rieu's production team. Some say the band Zjwieg is making too much noise. For the band members, this is the icing on the cake and completely in line with their punk ethos: "That's how it should be."

RTV Maastricht, Sunday July 20, 2025 By author and city photographer Laurens Bouvrie Everyone has a role to play during André Rieu concert evenings on the Vrijthof The Vrijthof concerts by André Rieu and his Johann Strauss Orchestra in 2025 are almost over. Twelve times, I, city photographer Laurens Bouvrie, saw, heard, and felt how the Vrijthof became a temporary enclave of a spectacle in which everyone present plays their own role. It's an experience I've been capturing in words and images for years. On the last day of this edition, I'll try to describe how every evening, thousands of people, without even realizing it, make their own contribution to Maastricht's Rieu evenings. I find it particularly fascinating; a Maastricht resident I spoke to during one of the evenings described it as: "It's a miracle how this, year after year, leads to such an atmosphere and enthusiasm”. Overwhelmed It's Saturday morning during the final Rieu on the Vrijthof weekend. About ten members of a family from Twente (region in the Netherlands) are seated on a terrace. The evening before, the group was at Ristorante Gio's on the west side of the square. When asked if they had enjoyed the evening, Ruth, who runs a dairy farm with her husband Gert, says: "We had imagined all sorts of things from an evening with Rieu in Maastricht. The whole evening, whether you're talking about the atmosphere, the hospitality industry, those thousands of happy and cheerful people, or the concert itself. It overwhelmed us." When asked if they weren't exaggerating a bit, Grandma Ria says firmly: "If I were to say that, then I understand the question. If my grandchildren say they enjoyed this evening as much as the Zwarte Cross Festival in the Achterhoek region, then you can be assured there's no exaggeration." Each with their own role The Twente reaction is typical of just about every Rieu evening over the past 20 years. I've been walking my laps around Rieu Square for quite a few years now. I especially feast my eyes and ears in the hours leading up to the concert. When the gates of the Vrijthof square open just before seven o'clock in the evening, something resembling a minor miracle happens. Rieu and his entourage are nowhere to be seen. Hundreds of Maastricht residents, playing supporting roles in the spectacle, captivate the spectators and patrons of the bars and restaurants, immersing them in an unprecedentedly pleasant atmosphere. From the bar staff to members of the Trekkers, from the volunteers manning the bars to the security guards; from the Royal Sainte Cécile Marching Band from Eijsden to the Greune vaan Wolder (Harmony with green uniforms from a neighboring village), and so on; everyone plays a role in a Rieu evening. A show unfolds not only on the stage, where Rieu and his musicians perform their repertoire. From the beginning of the evening until the finale, everyone plays their own role. That's what makes these evenings, as the Maastricht native described it, a miracle of enthusiasm, enjoyment, and also harmonious togetherness. Birds of Paradise While most of the audience are primarily looking forward to playing extras, among the more than thirteen thousand people that evening, there are more than enough birds of paradise to be found. Often premeditated, for example, by attending in full waltz attire. But just as much enjoyment can be had from individuals who deserve to be considered special. Strolling And when, around eight o'clock, a little over an hour before the concert begins, the members of the Johann Strauss Orchestra one by one take the stage of the Theater aan het Vrijthof, everyone knows that the maestro himself will soon appear on stage. Meanwhile, someone on a terrace is always celebrating a birthday, the orchestra on duty has already worked up a storm of enthusiasm, and the chefs and their colleagues receive a thunderous applause from the guests. And then the hour approaches. Anyone who has ever attended a Rieu concert on the Vrijthof can attest to this. The moment the famous son of Maastricht takes his stroll around the Vrijthof, an unprecedented release takes place. A section of the Strauss Orchestra walks in his wake; alongside the Groote Sociëteit and Gios, the three singers who form the company's Platin Tenors steal the show; and let's not forget Gio's right hand, the incomparable hostess Lenie. Along with a young waitress, she accompanies the tenors to their Vrijthof, year after year. No exaggeration All these moments together, even after all these years, make the Rieu concerts a unique spectacle. Moreover, for all those involved professionally or as volunteers, as well as the thousands of visitors who have attended countless times, an evening with Rieu is always a special experience. Or as a hospitality worker who has been part of the event for years put it: “I don't care much about it and I can dream every minute of the program, but if all those people are so happy and excited, then all I can say is: this is only possible in Maastricht." Confronted with that statement, Ruth from Twente responds: "That's not an exaggeration."

Special confetti for today

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Milestone André Rieu has completed his 150th concert at the Vrijthof. The world-famous 75-year-old violinist reflects on this milestone. The floral arrangement was presented to him by one of his granddaughters. "It feels truly amazing. I'm so proud of everyone who contributed. I realize not everyone is a fan of what we do, but the support we receive year after year in our hometown is simply overwhelming." The final concert of this series will be played on Sunday, July 20, 2025. Next year's concerts have already been announced.

Article from L1 Nieuws, by Jos van den Broek Friday July 18, 2025 Translated by Diana D. Le André Rieu's concerts are a goldmine for Maastricht and the surrounding area

Make a wish RTV Vechtdal, July 22, 2025, By Joke Polet Source: Wish Ambulance Hardenberg A wish to attend an André Rieu concert came true. Vroomshoop (town in het province of Overijssel) Last week we received a request for a special occasion, asking if the couple could visit Andre Rieu together. Of course, the Stichting Wensambulance Hardenberg (Wish Ambulance Foundation Hardenberg) did everything possible to make this wish come true, and it was wonderful. The lady was already dressed in a beautiful dress that had been hanging there for months, ready to wear for this special occasion. Makeup done, beautiful jewelry on, completely ready for the day. Family and friends were present to wave the couple goodbye. Around 1:45 PM, we left for Urmond (town in Limburg) for a bite to eat. The journey went smoothly, considering it was quite a long one. We had some lovely and special conversations along the way, with plenty of humor. What a lovely, open, and sociable couple! Off to the Vrijthof square, Andre Rieu... Upon arrival at the Vrijthof square, we were warmly welcomed by colleagues from the Wens(wish)ambulance Limburg, who took care of everything from start to finish. What a beautiful location they had chosen for this evening. The wish applicant and her husband thoroughly enjoyed the evening. Beautiful clothes, lovely music, dancers, fireworks, and much more. After midnight, it was time to begin the return journey. It would be early morning before anyone got home. The couple said they looked back on a wonderful day. A day without worries... They also wrote a lovely wish for the organizers: “How wonderful that you are a ray of light in difficult times. And thank you so much for fulfilling our wish with so much love and patience. Once again, what an incredibly wonderful day to look back on, so here's something to show our appreciation. Enjoy the afterglow together and continue refreshed tomorrow after this beautiful day. May you fulfill many more wishes. Special thanks to Van der Valk Hotel Stein-Urmond for their hospitality, to the colleagues at Wensambulance Limburg for the excellent collaboration and coordination of this wish, and to everyone who, each in their own way, made this day so wonderful and successful. Thank you a thousand times over.

RTV Maastricht, July 23, 2025, by Susan Sosef English Rieu-goers issue appeal after lost camera Great sadness for the English Johnson family, who attended the André Rieu concert last Sunday. The family forgot their camera on the taxi ride back to the hotel. A tremendous loss, as the camera contained a huge series of photos of a special gathering, attended by three different generations of the family, after the festive evening. Kevin Johnson is therefore issuing a desperate appeal. "We got in a taxi at one o'clock in the morning to the Dormio Resort," Johnson says. "I don't know exactly which taxi company it was, but I do remember it was a black Skoda. Upon arriving at the hotel, we discovered we'd left our Nikon camera in the car. It was simply terrible, as we'd taken so many photos. There were three generations of us, and a moment like last weekend will never be repeated." Now, after three days, the camera is still missing. Johnson is not concerned about the value of the Nikon. "I don't care about the camera; they can keep it as far as I'm concerned. As long as I get the memory card back. So that the memory of this wonderful event with us—three generations together on such a wonderful evening—is not lost. I really hope that you (RTV Maastricht), as a broadcaster, can help us." Anyone who knows anything or may have found the camera can email info@rtvmaastricht.nl or call 043 - 32 33 210.

Dear Kevin, we hope for a good outcome!

Kevin Johnson on Facebook: July 25, 2025 Fantastic news! Thanks to RTV Maastricht the taxi driver saw news and contacted them. He called me and today Rob was reunited with his camera. Thank you Levien Bolwerk of Taxi Quick Maastricht for being so honest and returning!