[C]No, we’re not talking about a football match (unfortunately).
We’re talking about a different kind of competition – the one around planning, transparency, and how a country communicates major changes in transport.On July 1, 2026, the Netherlands will implement a new road pricing system for heavy vehicles.
So far, nothing spectacular… and yet, the way public communication has been built around this project is a model of clarity and coherence.
How the Dutch did it
The Dutch government:
⚫ announced the launch date of the road tax three years in advance
⚫ created a single official hub where all information is available: who pays, on which roads, how tariffs are calculated, how EETS providers are involved, and what the implementation steps are
⚫ invited transport authorities, industry associations, and companies into dialogue and collaboration
Although financially significant, the tax was presented as a strategic national initiative, not just another fiscal obligation.
The collected funds are directed toward infrastructure and sustainability projects in transport.
It was built like a business project – with clear stages, responsibilities, and milestones. Just like in any solid project management plan: without well-defined objectives, timelines, responsibilities, and constant evaluation, any initiative risks remaining just a good idea lost along the way.
Learn from the experience of others
The system is publicly documented, transparent, and accessible to both transport companies and EETS providers.
Moreover, the Netherlands learned from other countries. For example, Denmark introduced a per-kilometer road tax system on January 1, 2025, and Dutch authorities revised certain aspects of their project in July 2025, adapting it before launch.
Clarity, long-term planning, coordinated communication between institutions, and consistent messaging-all these elements build trust.
They turn a taxation project into an infrastructure initiative with visibility, its own identity, and real impact.
And now… Romania
Romania is also planning to launch its new road pricing system, TollRO, on July 1, 2026.
A project with similar ambition – but one that equally needs coherence and communication.
How could we move closer to the Dutch model?
Where can we be more transparent, more consistent, more coordinated?
Perhaps the difference isn’t just in infrastructure.
Perhaps the difference lies in how we organize the teams that design it.
A national project of this scale requires not just political decisions, but:
- specialists who understand the entire ecosystem – from taxation and finance to infrastructure and environment
- a communication team capable of explaining clearly, not just announcing
- project managers who see the connections between institutions, companies, providers, and drivers
- and yes, branding – because an infrastructure project becomes real when people understand it, recognize it, and trust it
Instead of a conclusion…
A road pricing system can be seen either as a burden or as a modernization project.
The difference lies in how it is communicated.
Transparency, dialogue, and coherence are not just marketing attributes – they are elements of good governance.
And perhaps, before building better roads, we should start by building stronger bridges of communication between everyone who uses them.