Rotterdam’s Film Festival: Lights, Camera, Revenue!

IFFR Statue in Rotterdam © Simas Ciplinskas

The International Film Festival Rotterdam (IFFR) has long been a cultural cornerstone of the eponymous city, but beyond the cinema screens and red carpets, it plays a crucial role in 

driving economic activity. As the festival enters its 54th edition from 30 January to 9 February, businesses across Rotterdam are reaping the benefits of increased tourism, international exposure, and expanded collaboration. 

Past editions of IFFR have significantly contributed to Rotterdam’s economy. A PwC study on IFFR 2020 found that the festival generated an additional €9.8 million to €16.1 million for Rotterdam, with total spending reaching up to €17.3 million when factoring in visitors’ expenditures. 

This year is no exception, as around 275,000 visitors and 2,000 industry workers from over 100 countries are coming to Rotterdam to attend and participate in the festival. Cultural hubs and local businesses such as De Doelen, Kino, Cinemaatjes, as well as other bars around the city are adapting to this in many ways. 

They are extending their business hours, incorporating IFFR-themed events, and hiring more staff to accommodate the large flow of people expected during the festival.

Kaapse Brouwers, a local beer brewery, is one of the businesses collaborating with IFFR. Kaapse Maria, one of four Kaapse Brouwers bars in Rotterdam, is offering exclusive IFFR lunch deals, movie screenings, and extended opening hours throughout the duration of the festival. 

Jelena Gortan, the manager of Kaapse Maria, says that the restaurant is expecting many people to visit in the upcoming weeks and that the restaurant is preparing accordingly. “We are employing more people and setting up equipment to screen short films in the bar. There is a lot of buzz happening,” she told The Glass Room. 

©Justīne Kozlovska

IFFR, one of the most significant events in the city, is a great opportunity to boost revenue for local businesses. Jelena says that IFFR week has consistently been the best week of the year in terms of revenue. “We are open every day and longer. It wouldn't really be of profit to us in any other time of the year to do that, so we would actually be losing money if we did that any time of the year, other than for IFFR,” she says. 

Even the businesses not collaborating directly with IFFR benefit significantly from the influx of customers. Hotels, bars and restaurants experience a surge in visitors, with occupancy rates at top hotels increasing by up to 30% compared to non-festival periods. “IFFR is one of the busiest times of the year. And we don’t even do anything special for the event,” says Gvidas, who works at BUN, a lunch café in Rotterdam. 

However, financial gain is not the only value IFFR brings to Rotterdam. A 2020 survey found that 93% of attendees believed the festival positively impacted the city’s image, and nearly half of non-resident visitors planned a return trip - factors that contribute to sustained economic benefits beyond the festival itself. 

Jelena finds that the festival and IFFR-themed events make a visit to Rotterdam ever more memorable.