Domain name extensions for cities and regions: the best opportunities
SIDN study provides valuable pointers
A further opportunity to create new domain name extensions is planned for 2026. Corporations and governments will be able to apply to ICANN to set up extensions matching their own names. In the Netherlands, the only governmental entities that currently have their own extensions are the City of Amsterdam (.amsterdam) and the Province of Friesland (.frl). Amsterdam's city domain has been active since 2014, and is one of the most successful domains of its kind in the world. So, could other Dutch cities and regions benefit from having their own domain name extensions? Is there demand for a .rotterdam domain, for example? Or a special domain for the Province of Twente? And what about extensions for large corporations?
Market research
In search of answers to those and other questions, SIDN commissioned the market research bureau Markteffect to find out what Dutch internet users think of domain name extensions for cities, regions and corporations. More than 1,000 people were surveyed, yielding a wealth of valuable intelligence for organisations in the Netherlands that are considering asking ICANN for their own extensions. The key finding is that a significant proportion of the Dutch public like the idea of using special regional or city extensions for websites.
Respondents positive about local domains
In a series of multiple-choice questions, survey respondents were asked which of various extensions they thought were most appropriate for a city, region or organisation. The options they could choose from included extensions that don't yet exist, and established extensions, such as .nl and .com. The suggested .rotterdam extension proved particularly popular.
Which name do you think would be most appropriate for the City of Rotterdam's website? (Markteffect, n=1015)
rotterdam.nl | 62% |
gemeente.rotterdam | 23% |
rotterdam.com | 9% |
rotterdam.holland | 3% |
rotterdam.eu | 3% |
Most older people back local domains
Strikingly, it was older people who were most positive about alternative extensions such as .rotterdam. That may indicate growing demand from older people for locally tailored electronic services.
Tourism opportunities for regions
Along with .rotterdam, the suggested .zeeland extension was particularly well liked by respondents, indicating that provincial domains could prosper. The .twente extension scored well with respondents for tourist sites, suggesting that it has potential for raising the profile of the region’s tourist attractions and facilities. A dedicated domain name extension could help businesses and organisations in the leisure sector reinforce their online presence and boost their distinctiveness in a crowded marketplace.
How appropriate do you think the following domain names are for the corresponding organisation, municipality or region? (Markteffect, n=1015)
Total | |
https://provincie.zeeland | 90% |
https://gemeente.utrecht | 89% |
https://toerisme.twente | 85% |
https://gegevens.kadaster | 78% |
https://betalen.rabobank | 77% |
Not all possible extensions look promising
On the other hand, the survey showed that the public isn't very enthusiastic about the idea of a .holland extension. There are various possible explanations for that. It could be down to the geographical extent of the Holland region, for example, or the existence of other extensions with similar associations. The overlap with .nl might also be a factor. Domain name extensions for particular organisations, such as .kadaster, had little support from respondents either. However, there were considerable differences between organisations.
Conclusions and recommendations
Our survey shows that there is a market for special domain name extensions linked to Dutch cities and regions. Those most likely to benefit from having their own geo-extensions are the larger cities and regions with strong local identities.
Any place that's considering applying for a dedicated extension is advised to address the following points:
Target audience:
define the target audience for your extension, and identify the audience's needs.
Marketing:
develop an effective marketing strategy for generating awareness of the new extension.
Collaboration:
work with local businesses and organisations to promote the new extension.
With those critical aspects all covered, a city or region-specific domain name extension can be a real success.
More information
Want to know more about having your own domain name extension? Take a look at sidn.nl.