My name is Aaron Hoyles, I’m from the United States, originally from Upstate New York. I’ve lived in Michigan and Chicago, which I still consider home.
I moved to Europe in 2015 to do an MBA at EM Lyon Business School in France. After that, I lived in Paris and later Brussels, where I worked for three years as an executive at a Belgian start-up in healthcare and pharmaceuticals
During the pandemic, I returned to the US for a while and later moved to Lviv, Ukraine, before settling in the Netherlands in April 2022 under the Dutch-American Friendship Treaty visa. I now run a consulting company called Global Approach Advising, focused on international strategy, leadership, and professional development.
How has your experience in the Netherlands been so far?
My experience here has been very positive. Everything works efficiently, and Dutch society feels organized, tolerant, and safe.
Because my work is international, I travel often and don’t interact locally as much as I did when I lived in France or Belgium. That’s one reason I joined the Buddy System—to connect more with the local community.
Limburg was new to me before moving here, but I’ve really come to appreciate its beauty and calm atmosphere.
Was there anything difficult to get used to when you first arrived?
I’d say the food culture took some getting used to. After living in France and Belgium, I was used to long, rich lunches with wine and dessert. In the Netherlands, lunch is often just a sandwich with cheese.
That said, I’ve discovered great local options here, especially the Indonesian ready meals at Albert Heijn and Asian or Moroccan grocery stores in Sittard. It’s nice to see that kind of diversity in a small city.
How do you find the Dutch language and culture?
I’m learning Dutch now, though I also speak German, which can get confusing. My goal is to reach A2 level soon to apply for permanent residency.
Dutch culture feels balanced and fair, but relationships take time to build. It reminds me of what we call “coconut cultures” in cross-cultural studies—people may seem closed at first, but once you’re in, friendships run deep.
Have you made friends here?
Yes, a few. I’ve met people casually around town and through the Sittard-Heerlen expat group. I also volunteer in Maastricht through Serve the City, which helps me meet more locals and feel part of the community.
Do you think volunteering helps you connect more with locals?
Absolutely. I didn’t want to live here as an outsider. Volunteering helps me stay connected and do something meaningful.
In the US, volunteering is deeply embedded in the culture—companies even organize volunteer days. I wanted to find similar opportunities here, and volunteering in Maastricht has been a great experience.
What advice would you give to newcomers in Sittard-Geleen?
Learn at least some basic Dutch—it really helps with daily life and integration.
Also, explore the region. Limburg is surprisingly international and offers plenty of ways to meet people—through the Buddy System, meet-ups, tours, or language cafés. There’s something for everyone.
What could help internationals integrate better here?
I think there could be more coordination of expat and integration activities in Sittard and Heerlen.
For example, a central space—like a library or information desk—where newcomers can easily find practical information about recycling, healthcare, or public transport. Many people don’t know where to start when they first arrive, so that kind of resource would really help.
What’s your favorite Dutch food or habit?
I love oliebollen during the holidays and, of course, cheese—I probably eat more of it than most Dutch people.
As for habits, I really like the practicality of the Tikkie culture. It reflects the Dutch sense of fairness and equality. I also find it funny how open Dutch people keep their windows—it feels symbolic of the transparency in their society.
Any final thoughts about life in Limburg?
I ended up in Sittard by chance when I found my apartment, but it turned out to be a great choice. It’s peaceful, friendly, and very livable.
Through initiatives like the Buddy System, I’ve met people and connected with the community. I think that’s what makes this region special—the effort to make everyone, local or international, feel at home.
