Managing cross-cultural diversity in Rotterdam: an exploration of how cultural venues engage with highly diverse international audiences

Rotterdam, as one of the Europe's busiest ports over the past century, has attracted a highly diverse population, shaping the city into an international oriented and culturally vibrant urban space. Many of the city's cultural venues not only reflect the multi-cultural demographics of Rotterdam, but also play a significant role in fostering intercultural conversation, mutual understanding and network creation through the development of diverse programming. Furthermore, as liminal spaces, they often provide individuals mental support, a sense of belonging, and the opportunity to express themselves freely. However, diversity and inclusion research in the Netherlands has primarily focused on the largest ethnic minorities for decades, while relatively little attention has been paid to international students and expatriates. Yet, as the number and diversity of international residences continue to grow, their contribution to the diverse and multicultural dynamic of Rotterdam and other major Dutch cities becomes increasingly significant. Hence, this study explored how cultural venues in Rotterdam engage with this highly diverse audience, particularly expatriates. The study adopted a qualitative research design, specifically semi-structured in-depth interviews, followed by thematic analysis to examine how professionals in cultural venues perceive and approach engagement with Rotterdam's international residents. All nine cultural practitioners emphasized the significant role of cultural venues in fostering diversity and inclusion within the city, showcasing the impact they can have on creating a more inclusive urban environment. However, several challenges emerged for venues to maintain diverse programs. The dispersed nature of international audiences requires venues to constantly invest efforts, time, and resources to draw the audience's attention. Additionally, insufficient funding and resources often constrain the implementation of comprehensive inclusion strategies, affecting the long-term sustainability of the venues. However, despite these challenges, the interviews revealed several extensive strategies grounded in the practitioners' extensive experience in navigating Rotterdam's diverse urban environment. These strategies include, for example, flexible use of language, co-creation with international communities, and the formation of diverse teams representing a variety of backgrounds. Such approaches not only introduce new perspectives but also create an environment rooted in and striving for genuine diversity and inclusion.