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Location
The 2025 edition of the International XRM conference will be hosted at Maastricht University’s School of Business and Economics as well as Hogeschool Zuyd, both in Maastricht, The Netherlands. Keep reading to learn more about the city, school, and organizing departments.
The City of Maastricht
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Maastricht is encircled by medieval walls that encompass a church over a thousand years old and 1,677 national heritage buildings. Originating as a Roman settlement, its strategic position along the Maas River has made it one of the oldest cities in The Netherlands.
Innovation thrives throughout the city, with robots now operating in classrooms and restaurants.
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Maastricht is also celebrated as the cradle of the European Union and the Euro currency, having hosted the Treaty of Maastricht in 1992.
About Maastricht University
School of Business and Economics
Located in the heart of Europe, Maastricht University (UM), with its nearly 22,000 students and 4,400 employees, is​ renowned as the European University of the Netherlands. UM is a pioneer in the unique, innovative, problem-based learning system, characterized by a small-scale and student-oriented approach.​​ Research at UM is characterized by a multidisciplinary approach to four overarching research themes: Quality of Life, Learning and Innovation, Europe in a Globalising World en Sustainability and Circularity.
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The School of Business and Economics (SBE) has a distinctive, Triple Crown accredited, international profile, providing high-quality education and excellent research focused on creating close collaborations between academia and societal stakeholders, businesses and organisations. The Department of Marketing & Supply Chain Management (MSCM) is a vibrant international group of academics dedicated to high-quality research and education with a strong drive for societal relevance, publishing in all major business research journals. The Department consists of 50 professors (assistant, associate and full), lecturers and project managers, over 20 PhD students, and a secretariat.
About Zuyd University of Applied Sciences
Zuyd is an ambitious university of applied sciences located in the heart of Europe, focusing on three core activities: education for students, research for companies and institutes, and training courses and study programmes for professionals. With 14,600 students, 12 sites in three cities, 29 research centres, an average of 7,000 internships and 2,500 graduation projects per year, and with a history stretching back more than 100 years, Zuyd is strongly anchored in Limburg and the Euregio Meuse-Rhine, making an important contribution to the economic and social development agenda of this region.
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The Hotel Management School Maastricht (HMSM) is internationally recognized as one of the leading institutes in the field of higher hotel management. With its motto of ‘The next step in hospitality’ it is an institution that is recognized for its unique perspective on how changes in the industry can be put to business advantage, focusing the energies and talents of staff and students to transform academic insight into daily practice and to contribute to the future of the hospitality business.
About the DEXLab &
Food Experience Lab
The Digital Experience Lab (DEXLab) at Maastricht University School of Business and Economics is the hub for digital research and technology-enhanced learning (TEL) and education. DEXLab's mission is to cultivate a thriving ecosystem where research on emerging technologies and innovation in education converge, providing a dynamic space for the exchange of knowledge centered on digital experiences in business settings.
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The Food Experience Lab (FXL) at Zuyd's Hotel Management School Maastricht is an environment that brings people together to explore the next step in food experiences. It embodies a playground for innovation. We embrace technology such as immersive technologies, 3D food printers, and physiological measurement devices, to imagine, prototype and test future food experiences that are sustainable and valuable for directly or indirectly impacted stakeholders.
