Montreal, Toronto and a growing momentum for the Netherlands in Canada

The trip started in Montreal, where I delivered training sessions and gave a presentation at the Groupe Export Summit. My core message throughout the week was clear: the Netherlands is the gateway to Europe. From our strategic location and world-class infrastructure to our extensive logistics network and favourable business climate, the Dutch proposition is a strong one — and one that consistently resonates once it is properly explained.

Later in Montreal, I joined a breakfast roundtable with several companies at Excellence Industrielle Saint-Laurent, hosted by Miranda Gimmillaro and her team. I also had the pleasure of giving a training session at the Chambre de commerce du Montréal métropolitain. On the government and institutional side, I met with Raymond Mark and his team at Investissement Québec, our Honorary Consul Marc van Oordt of Deloitte, and Martijn Kentie from Holland Canada House. These were all valuable conversations about how we can continue to strengthen the pipeline of Canadian companies looking towards Europe, and how we can work together to support them in taking that next step via the Netherlands.

My trip then continued to Toronto, after first reconnecting with Sjoerd Habing from the NFIA to discuss current developments in Canada and opportunities to further strengthen relationships with partners in the Invest in Holland network, of which HIDC is a member. In Toronto, the focus shifted to new network meetings, including conversations with Clayton Vergeer at Toronto Global, the international trade and development agency, Natalia Jankowski and Carissa Consoli at the Toronto Region Board of Trade, and several companies actively exploring European expansion. Across both cities, the common thread remained the same: explaining why the Netherlands is the natural entry point into the European market — and letting that story do the work.

Key takeaways from the trip

1. Diversification is accelerating

Canadian companies are actively diversifying their markets, and many are strengthening their ties with Europe. The Comprehensive Economic and Trade Agreement (CETA) between Canada and the European Union, combined with strong cultural and economic links, is clearly helping to drive that shift.

2. Government support is real and growing

Various branches of the Canadian government are rolling out subsidies and support programmes specifically designed to help companies make the move into Europe. That support is tangible and increasingly well organised.

3. Quebec naturally looks to France — but not exclusively

Because of language and historic ties, Quebec companies often look to France first. At the same time, I noticed that once the Dutch story is properly introduced, perceptions quickly shift. That underlines how important it is for us to keep telling our story consistently and widely.

4. Our partners are already strong advocates

The organisations we presented to and spoke with are well informed and highly supportive. Several confirmed that the Netherlands already ranks among the top three destinations in their market research recommendations — often in first place. That level of support is encouraging and creates real momentum.

5. There is strong enthusiasm to build towards our trade mission in Q1 2027

Almost every organisation and contact I spoke with expressed genuine interest in supporting our planned trade mission to Canada in the first quarter of 2027 — whether through inviting their networks, co-hosting seminars, facilitating company meetings or helping organise site visits.

All in all, it was a week that confirmed something I already believed: the Netherlands has a strong story to tell in Canada, and the appetite to hear it has rarely been greater.