In Conversation: A Partnership Built on Shared Values and Shared Ambition
In conversation with Gönül Serbest
Commissioner for Victoria to Europe, the Middle East, Türkiye and Africa
Series introduction
In Conversation: Leaders Shaping Victorian–Dutch Trade is an editorial series by the Netherlands Chamber of Commerce Australia (NCCA) exploring how the economic relationship between Victoria and the Netherlands is evolving in a changing global context. Through reflections from diplomats, government representatives, trade commissioners and industry leaders, the series examines where collaboration is deepening, how partnerships are being shaped, and what this means for businesses operating across both markets.
This second article in the series features reflections from Gönül Serbest, Commissioner for Victoria to Europe, the Middle East, Türkiye and Africa. Speaking from her base in Paris, Gönül shares her perspective on the breadth of the Victoria-Netherlands relationship, the trade and investment momentum she is seeing on the ground, and the areas where she believes the partnership has the most still to give.
Gönül Serbest at the official opening of the NBSO Melbourne, in partnership with the NCCA
About Gönül Serbest
Gönül Serbest is the Commissioner for Victoria to Europe, the Middle East, Türkiye and Africa, based in Paris. Through Global Victoria, the Victorian Government’s international trade and investment agency, she leads efforts to grow trade, attract investment and strengthen relationships across one of the world’s most diverse and strategically important regions. Her role brings together commercial, diplomatic and cultural engagement across more than 100 countries, with a particular focus on identifying opportunities for Victorian businesses to expand internationally and for European, Middle Eastern and African partners to invest in Victoria. Gönül works closely with chambers of commerce, including the NCCA, to ensure Victorian and Dutch business communities are well connected to one another.
Victoria and the Netherlands: deepening a dynamic partnership
The relationship between Victoria and the Netherlands is one that continues to grow across trade, investment, innovation and people-to-people connections.
Today, the Netherlands is Victoria’s third largest export market within the European Union after Germany and Belgium. Two-way trade reached AUD 1.23 billion in 2024–25, reflecting the strength and diversity of the relationship between our economies.
We are also seeing strong momentum on the investment front. Over the past five years, Dutch investment in Victoria has reached almost AUD 1 billion, supporting around 1,500 jobs across 16 projects. Dutch companies have a long-standing presence in Victoria, including Shell Australia, Nyrstar Australia and Photon Energy. At the same time, newer investors such as NewCold, Ebusco and TOPdesk are bringing fresh energy and innovation to our business ecosystem.
A great example of this growing partnership is the recent AUD 300 million investment by Farm Frites in a new Asia-Pacific headquarters and manufacturing facility in Victoria. It is a fantastic illustration of why international companies choose Victoria as a base: proximity to fast-growing Asian markets, a strong agrifood ecosystem and a supportive investment environment.
Dutch food giant Farm Frites to invest $300 million in Victoria for new APAC headquarters and manufacturing facility →Link
More than trade statistics
But what makes this partnership particularly meaningful is that it goes well beyond trade and investment statistics.
Victoria is home to the largest Netherlands-born community in Australia, and interest in travel between our regions continues to grow. In 2024, around 24,000 Dutch visitors travelled to Victoria, a 20 per cent increase on the previous year. These strong people-to-people connections create a natural foundation for deeper business and institutional collaboration.
This shared love for tourism and travel is set to grow even stronger following the recent acquisition of Dutch travel company Sawadee by Victorian-based Intrepid Travel. The partnership brings together two organisations that share a strong commitment to responsible tourism, and further strengthens the ties between our travel industries.
Sport is another passion our regions clearly share. Each year, Melbourne turns a little bit orange when Dutch fans arrive for the season-opening Australian Grand Prix of Formula One. Much of that excitement, of course, follows Dutch champion Max Verstappen, who seems to feel quite at home in Melbourne, having put together an impressive streak of wins at Albert Park. It is a fun reminder that the Victoria-Netherlands connection can sometimes be measured not only in trade statistics, but also in lap times.
“It is a fun reminder that the Victoria-Netherlands connection can sometimes be measured not only in trade statistics, but also in lap times.”
During a recent visit to Amsterdam, I was delighted to stumble across a store from MAAP, a Melbourne-born cycling brand that has mastered products with aesthetic and technical detail to enhance performance, style, durability and fit. It was a small but striking reminder that our regions share not only a passion for sport, but also a similar appreciation for design and lifestyle.
This shared passion for sport also creates opportunities for collaboration. Victoria will once again host the global sports innovation conference SportNXT, which will take place in Melbourne from 7 to 9 September 2026. The event brings together international leaders from sport, technology, media and business to explore the future of the global sports industry. We would warmly welcome Dutch organisations and innovators to visit Victoria and join us for this exciting gathering.
photo credit: screenshot/maap.cc+MAAP
Future opportunities for collaboration
As Australia’s leading food-producing state, agrifood is one area where I believe Victoria and the Netherlands can do even more together. Both regions are global leaders in agricultural innovation, sustainability and food technology. By bringing together Dutch expertise in agri-tech and horticulture with Victoria’s strong research institutions and export capabilities, there is enormous potential to build a more productive and sustainable food system.
Another promising area of collaboration is artificial intelligence and digital infrastructure. In September, Melbourne will host the Melbourne AI and Data Centre Summit, bringing together global leaders in AI, cloud computing and data centre development. The Netherlands has developed a strong reputation in digital infrastructure and data connectivity in Europe, and there are clear opportunities to exchange expertise and explore partnerships. We would be delighted to welcome Dutch companies and innovators to Victoria to participate in this event and connect with our growing tech ecosystem.
We are also delighted to see the Netherlands deepen its presence in Australia with the opening of the Netherlands Business Support Office in Melbourne earlier this year. This will help strengthen the connection between our business communities and support Dutch companies looking to expand in the Australian market.
Looking ahead
Looking ahead, there are many opportunities to deepen the partnership. Progress on the EU–Australia Free Trade Agreement would provide an important boost for trade and investment between our regions.
I am also looking forward to visiting the Netherlands with members of our Europe office later next month as part of an official visit across the country, reconnecting with long-standing partners, meeting new investors and buyers, and continuing to showcase the many opportunities Victoria offers. On this occasion, we will partner with Australia Business in Europe – Netherlands Chamber to ensure we reach as many stakeholders as possible.
At its core, the Victoria-Netherlands relationship is built on shared values: innovation, openness to trade, and a commitment to building sustainable industries for the future. And I believe the best chapters of this partnership are still ahead of us
This article forms part of the NCCA’sIn Conversation: Leaders Shaping Victorian–Dutch Tradeseries, highlighting the perspectives of those shaping the future of trade, investment and collaboration between Victoria and the Netherlands.
