. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Strategy and value creation

STRATEGY

The strategy for the period from 2019 to 2022 was formulated in 2018. The strategy has six pillars and aims to strengthen the core business and create an optimal balance between social benefits and costs. It identifies issues and goals for each calendar year up to and including 2022.

OUR BRAND

The RAI Roadmap gives direction to our brand and the implementation of the strategy.

ambition: inspiring people

Mission

We aim to contribute to the sustainable development of people, markets and the local neighbourhood. We implement this mission by:

Organising and facilitating high-quality events which bring together, connect and inspire people and communities. Being an ideal, attractive meeting place for everyone. Conducting business in a socially responsible manner and creating both economic and social value.

strengthening core business & social balance

Strategy

The strategic objectives help us attain our ambition. Until 2022 we will:

Strengthen our core business by helping events and communities grow. We will become more future-proof by anticipating changing client needs and investing in even greater flexibility and cost control. In doing so we will create an optimal balance of social costs and benefits in the framework of our business activities, increasing our social value. We will continue to integrate corporate socially responsibility (CSR) within our operations, stay in constant contact with our stakeholders, remain valuable and indispensable for the city of Amsterdam, and make a substantial contribution (relative to our size) to the UN’s Sustainable Development Goals.

policy for surviving the COVID-19 crisis

no essential strategy changes due to COVID

improving the connection to the city We have defined six pillars to help us achieve strong, stable results within a social balance of costs and benefits.

Client solutions: We provide our clients with an even better service by constantly expanding our service portfolio. Portfolio development: we work on the (continued) development, purchasing and acquisition of (new) titles, focusing on business-to-business events both in Amsterdam and abroad; Data & digitalisation: we apply technological developments to create value for our clients and work more efficiently. We also use it to develop new business models. Multifunctional area development: we are a meeting place for everyone. We want to facilitate business meetings and spontaneous encounters at our unique location in the heart of Amsterdam. RAI Amsterdam should be an attractive environment, before, during and after events. Building & infrastructure: we offer an accessible and safe place for valuable meetings. We increase the available square metres of exhibition space within the existing options and substantially improve logistics and traffic management. The location is fully equipped for business and leisure purposes. A learning organisation: we challenge ourselves to constantly work in smarter ways and ensure an optimal working environment for our employees.

A four-track policy was implemented in April 2020 to help RAI Amsterdam to withstand the effects of the COVID-19 crisis. The policy was compared to and aligned with the starting points of the aforementioned strategic pillars. The foreword and the Executive Board report describe which initiatives resulted from the four-track policy and which activities were performed in 2020.

Taking into account a full event calendar from mid-2021 for the years to come, our starting point is that no essential changes will be needed to our strategy. We are and will continue to be an event business and a valuable meeting place for everyone. As an essential aspect for future activities, the ‘Client solutions’ pillar was extended with making events in the RAI ‘COVID-proof’. In addition, the focus of the ‘Learning organisation’ pillar has shifted toward the further development of leadership and competence management.

RAI Vision 2030

To many (inter)national visitors, RAI Amsterdam one of the main central meeting places and business cards of the city of Amsterdam. We plan to improve our connections with the city. More so than is currently the case, we aim to be a place where the people of Amsterdam eat, play sports and take part in cultural activities. The idea is to better serve visitors to and residents of Amsterdam and to improve the overall quality of life in our neighbourhood.

One part of the transition plan is to adapt the logistics involved in supplying our location, including the construction of a tunnel under part of the RAI complex. The idea is for emission-free vehicles to enter the tunnel on the side of the A10 ring road, while the actual deliveries are made to transfer centres outside the city. In addition, we wish to add public functions to our site in order to create

the RAI is there for everyone

comprehensive service solutions

spurring sustainable innovation

creating the right conditions for success

sticking to deals

connected to our society more urban space for restaurants, sport centres and cultural experiences. The plans also envisage much more public green spaces for cyclists and pedestrians. The facilities of the RAI are already being widely used due to the social sponsoring policy. We remain open to the social needs of the city and want to stay connected to current developments and demands.

Partly due to the COVID crisis, our meetings with the city council about these plans intensified throughout 2020. The lack of events has only underlined the importance of creating a high-quality multifunctional meeting space. We aim to enhance our position and the added value for our local surroundings by being a place where Amsterdam and the rest of the world come together, now and in the future. Social, ecological and economic value creation have been major aspects of our meetings with the council.

Brand values

RAI Amsterdam has the following six brand values.

Hospitable

At RAI Amsterdam you will be received personally, professionally and, above all, with a warm welcome. Our doors are always open, whoever you may be and whatever drives you. The RAI is for everyone.

Customer-oriented

RAI Amsterdam appreciates who you are and what you need. We think along with you, look ahead and are dedicated to being of service so that you feel supported.

Innovative

RAI Amsterdam is a stage for creativity and innovation. We can push the window of innovation in a significant way because our applications are widely applicable. This ensures that you get ahead.

Enterprising

The quality of our location, concepts, products, facilities, services and people ensures that you find all the elements for success at RAI Amsterdam. We are ready to make the most of every opportunity, working together as partners and making an active contribution to your success.

Professional

RAI Amsterdam understands well that the quality of an event depends on solid preparation and sticking to agreements. We carefully manage expectations and offer you peace of mind.

Involved

We are embedded in the community and committed to sustainability. We take seriously our responsibilities towards people, our city and the world.

reducing negative impact, increasing social value

Sustainable business

Corporate social responsibility (CSR) is an integral part of our strategy and we always aim to perform our activities in a socially responsible way. We work with our clients and suppliers to integrate CSR within our business on a daily basis.

We are proud that many of our activities make a genuine contribution to society. At the same time, we also realise that our activities consume natural resources, take up space, produce sound and have other impacts on people. We are working to minimise these aspects and continue to search for ways to increase our social value. Our efforts are focused on four main aspects:

The venue In the maintenance and development of the building, we constantly seek options for making it fully climate-neutral. We increase the sustainability of our facilities, products, services and operational processes, and focus on the reduction and management of logistical movements in and around the RAI.

The business We actively stimulate the sustainable development of the sector related to each event that takes place in the RAI. This is achieved by highlighting social challenges, often linked to the Sustainable Development Goals of the United Nations, on the exhibition floor.

Society We connect the demands of society to what we can provide through our everyday activities, and search for ways to add social value to any (unused) value of the business. We refer to this process as social matchmaking.

The organisation Our employees are challenged to perform their tasks in a socially responsible way and provided with opportunities to use their knowledge, expertise, time and skills for the greater good. We have a socially responsible and sustainable HR policy that focuses on inclusivity, wellbeing, vitality and a healthy lifestyle among employees.

The related efforts made in 2020 are described in the Executive Board report and on rai.nl/mvo.

Contributions to the Sustainable Development Goals

The 17 development goals set by the United Nations are the international reference point for sustainable development for all countries in the world. As an organisation that aims to be at the heart of society, we are also committed to these SDGs. The overview below explains our contribution.

SDGs (Sustainable Development Goals)

Worldwide objectives of the United Nations to which the RAI contributes

SDG RAI strategy

8 Work and economic growth We stimulate business and create spinoffs via the growth of our core activities 9 Industry, innovation and infrastructure Our events and operational management provide a platform for industry, innovation and infrastructure 11 Sustainable cities and communities We create value for the city of Amsterdam and the Netherlands 12 Responsible consumption and production As an early adopter of proven technology/processes, we help build a circular economy and climate action

13 Climate action See 12

17 Partnerships Meetings in the RAI contribute to partnerships to achieve the SDGs. . In addition, RAI Amsterdam establishes partnerships that contribute to these goals via social matchmaking.

Value creation

The diagram on the next page indicates how we create value for our stakeholders.