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Immersive Tech Week returns in 2026 as a fixture on the Dutch tech and startup calendar. The event, held annually in Rotterdam, focuses on augmented reality (AR), virtual reality (VR), mixed reality and their intersections with artificial intelligence. For founders and investors active in these segments, it is one of the few European conferences that explicitly draws the connection between immersive media and broader AI applications.
The 2026 edition follows previous years in which the event grew into a meeting place for both established technology companies and early-stage startups. Exact dates and a full programme have not yet been publicly confirmed at the time of writing; organiser XR Netherlands has indicated that further details will be announced during the course of 2025.
For the Dutch AI and startup scene, the return is relevant because immersive technology is increasingly intertwined with generative AI, spatial computing and industrial applications, segments in which Dutch companies are also active.
Immersive Tech Week is a multi-day event that positions itself as Europe's largest immersive tech conference, although similar claims have also been made by events such as AWE Europe. The programme typically includes keynotes, panel discussions, an exhibition floor with demonstrations, and a dedicated strand aimed at investors and startups.
The organisation behind the event is XR Netherlands, a trade association representing the Dutch extended reality sector. Rotterdam is the established venue, with the Maassilo and comparable industrial spaces having served as the setting in previous editions. The combination of networking opportunities and substantive programming attracts visitors from the Netherlands and abroad each year, with a mix of developers, marketers, corporate innovators and policymakers.
The overlap between immersive technology and AI has become more tangible in recent years. Where AR and VR have traditionally relied heavily on hardware innovation, AI models now play a greater role in areas such as real-time environment recognition, generative content for virtual worlds and personalisation of user experiences. Platforms such as Apple Vision Pro and Meta Quest have made this convergence increasingly visible.
For Dutch AI startups active in computer vision, synthetic data or 3D content generation, an event like Immersive Tech Week offers a platform that aligns with their technology stack. Conversely, immersive tech companies are increasingly seeking AI partnerships to strengthen their products. This also makes the conference relevant for parties that do not primarily operate in AR or VR.
A recurring element of Immersive Tech Week is the startup programme, which gives early-stage companies the opportunity to pitch to an audience of investors and potential partners. Previous editions featured both Dutch and international startups. Which companies will be selected for 2026 and which investors will be in attendance has not yet been announced.
For founders considering participation, it is worth noting that the event has a strong focus on applied technology. Purely academic projects or products without a clear go-to-market strategy are a less natural fit for the typical attendee profile. The emphasis is on demonstrable products and concrete use cases in sectors such as healthcare, education, retail and industry.
Immersive Tech Week does not stand alone. The Dutch tech calendar for 2026 includes several moments at which AI and related technologies take centre stage, including TNW Conference in Amsterdam and various sector-specific events organised by parties such as StartupAmsterdam and the Dutch AI Coalition. Immersive Tech Week distinguishes itself through its specific focus on XR and its practical, demonstration-driven format.
Internationally, the event competes for attention with AWE USA, CES and the growing series of AI conferences organised by major tech companies. The choice of Rotterdam as a venue gives the event a distinctly European profile, which may be an draw for European startups and policymakers compared to events that are primarily oriented toward the US market.
At this point, concrete details regarding the date, venue, speakers and ticket prices for the 2026 edition are not yet available. Those interested are directed to the XR Netherlands website and the official channels of Immersive Tech Week for updates as they become available. It is customary for the organisation to release an initial programme announcement in the autumn preceding the event.
For parties considering sponsorship, exhibiting or sending a delegation, it is advisable to contact the organisation early. In previous years, a number of popular participation categories were quickly filled once the programme was made public.
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