Maja Christina Steenwijk-Groot is a prominent Dutch businesswoman celebrated for her exceptional networking skills and her ability to bring people together through innovative and memorable events. Her career, spanning decades, has been marked by a dedication to building connections between Dutch business professionals and the diplomatic corps, as well as advocating for meaningful social causes.
The Amstel Awards and Amstel Concerts
Ms. Steenwijk-Groot’s most notable contributions include founding the prestigious Amstel Awards and the Amstel Concerts, held at the iconic InterContinental Amstel Hotel in Amsterdam. These events were designed to unite Dutch business leaders with diplomats in an elegant and engaging setting. Although changing priorities among hotel management led to the conclusion of these events, their legacy lives on in the many fond memories and kind letters of gratitude from numerous ambassadors who attended.
Before the Amstel Awards and Concerts she launched the Spring and Autumn Concerts at Kijkduin Hotel. These gatherings continued her tradition of offering diplomats and business professionals opportunities to connect. “I have so many nice memories, photos, and very kind letters of gratitude from numerous ambassadors posted in the Netherlands,” she recalls.
Philosophy of Event Organization
For Ms. Steenwijk-Groot, events are more than just occasions; they are platforms for building relationships and creating opportunities. “It is easier for Dutch people to connect with an ambassador after an event like a concert,” she explains. Her goal has always been to facilitate connections that benefit not just individuals but also the countries they represent. “At least that is what I hope,” she adds.
Advocating for Veterans: The Witte Anjer Prijs
Maja Steenwijk established the tradition of inaugurating numerous white carnation gardens across the Netherlands to honor the nation’s veterans. A symbolic and powerful celebration often accompanies these unveilings, with veterans who served in Sarajevo, Mali, Kabul, and other missions in attendance. The tradition includes placing white carnations in the coats of those who dedicated their time to serving their country. Dutch citizens are also encouraged to plant white carnations in their own gardens as a tribute.
Ms. Steenwijk-Groot’s efforts to promote the opening of white carnation gardens involved garnering support from mayors across the Netherlands. “The goal was a white carnation bed in every city or village for the veterans,” she explains. To date, she has contributed to the creation of approximately 120 such gardens, including unveilings in Rotterdam, Bloemendaal, and Wassenaar. “The nomination was not that important to me,” she says of her recognition for the Witte Anjer Prijs. “It was all about honoring the veterans.”
Unique Diplomatic Experiences
Ms. Steenwijk-Groot’s extensive network and creative energy have allowed her to organize unique and unforgettable experiences for diplomats. From visits to a sauerkraut factory and the Heineken brewery to perfume workshops where participants could create their own scents. Her dedication extends to both ambassadors and their staff, exemplified by organizing a special diamond factory tour exclusively for secretaries.
“Since I have a huge network in all fields, I am always happy to bring people together,” she says. “Someone once told me, ‘You are a people pleaser,’ and I think that’s true.” Beyond these events, she has often been called upon to handle sensitive matters for members of the diplomatic corps, offering her assistance with the utmost discretion and empathy.
Parliamentary Agenda 2025
The 39th edition of Maja Steenwijk-Groot’s Parliamentary Agenda is a luxury Dutch-English publication that will be distributed to key figures, including all members of the Royal Family, the Prime Minister, Ministers, Secretaries of State, the President and Members of the House of Representatives, the President and Members of the Dutch Senate, Secretaries-General and executives of the Ministries, King’s Commissioners, Mayors of provincial capitals and larger cities, Ambassadors of foreign embassies and consulates in the Netherlands, Councillors and Attorneys General of the Supreme Council of the Netherlands, members of the State Council, chairpersons and staff members of consultative bodies, as well as top business executives and leading industry figures.
The agenda will also highlight the NATO Summit 2025, which will take place in The Hague on June 24 and 25 at the World Forum. Marking 125 years of The Hague as the city of peace and justice, the summit aligns with NATO’s core mission to guarantee the freedom and security of its members through political and military means. With topics such as collective defense, the transatlantic link, and the 2022 Strategic Concept, the summit underscores NATO’s commitment to democratic values, crisis management, and cooperative security.
Looking Ahead
While Ms. Steenwijk-Groot currently has no specific events planned, she remains open to new opportunities. Whether sourcing gifts for a tennis tournament hosted by the Ministry of Foreign Affairs and the Canadian Embassy or organizing a memorable visit for foreign dignitaries, she continues to embrace challenges with enthusiasm.
One of her most rewarding experiences was organizing a visit to an Amsterdam factory that repurposes demolished materials for airport runways. The event’s success led to a repeat visit for Algeria’s Minister of Industry and his delegation. “This was a great success to organize,” she says.
A Legacy of Connection
From hosting concerts to advocating for veterans, Maja Steenwijk-Groot’s career reflects her ability to bring people together and create meaningful experiences. Her work showcases her creativity, compassion, and commitment to making a difference both locally and globally.
