It is a typically Dutch question: is the €24 million invested in the Nuclear Security Summit worth it? In some ways, it is an odd question. Much of that money goes straight to hotels, transport and services for dignitaries and their entourages. From that perspective, it is a welcome injection of government spending into the local economy.
There is also a bigger picture, which is harder to measure. Given the Netherlands’ international ambitions, hosting the NSS is a logical step. The Hague seeks a leading role in international justice and safeguarding peace. The Peace Palace was established here a century ago. Last year, we even made a video for our client that made a small contribution to the country’s profile. Today, The Hague is known worldwide as a city of peace and international justice and hosts several international organisations. The summit fits that positioning and can strengthen the city’s and country’s standing.
The Hague competed with Geneva to host an expansion of NATO activities. This weekend, it was announced that NATO would concentrate activities involving information technology, cybersecurity and missile defence in The Hague within two years. The choice clearly relates to the international security organisations already based here. The city also has a growing security and technology community, including Europol, Siemens and TNO. This, too, is an indirect result of the country’s work around peace and security.
Presidents, dignitaries, diplomats and some 3,000 journalists are spending several days in the Netherlands. Many will later move into new government or business roles. How often does a country get the chance to introduce so many influential people to it in a way that reinforces its desired identity?
Seen through that PR lens, I believe the NSS is well worth the investment.
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