International events

The primary objective of an international event is to attract extra visitors to the Netherlands. A joint international marketing and promotion campaign also produces a wave of free publicity at home and abroad.

Holland Art Cities 2009 and 2010

In 2009 and 2010, NBTC will put the Netherlands on the international map by staging an international cultural event called 'Holland Art Cities'. Ten top museums in Amsterdam, Rotterdam, The Hague and Utrecht have joined forces to present an unprecedented array of art. Other art and cultural institutions in the major cities will also take part. The thrust of this market cultivation is directed towards neighbouring countries where the return on every invested euro is highest.

NBTC is conducting a cross-media campaign to promote Holland Art Cities internationally and to woo the press, travel industry and consumers. Central to the campaign is the website www.hollandartcities.com, which provides visitors with information in four languages about the extensive programme. The programme for journalists includes large international group press trips. Dutch and foreign journalists will be kept informed about the event while it is in progress.

Holland Naturally 2012

The international event for 2012 is called 'Holland Naturally 2012'. With Floriade 2012 as the showpiece, NBTC wants to widen the image of the Netherlands to include a 'green experience' of the country. We will portray the Netherlands in 2012 at home and abroad as a green, natural, sustainable and innovative destination.