Theme years
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Theme years are essentially a collection of different aspects of the Netherlands and of what the country has to offer. Compared with international events, the theme years have a lower level of ambition. The main goal is to generate free publicity and make specific target groups more aware of the Netherlands so as to persuade them to visit the country. Examples of theme years are Water in 2005, Dance & Music in 2007 and Hidden Holland in 2008.
Hidden Holland
Throughout 2008 NBTC highlighted the jewels of the Netherlands. During a theme year entitled Hidden Holland, everything revolved around Holland’s offering of unexpected and surprising places, excursions and activities. It focused on less well known places, away from the busiest locations, often unmentioned in travel guides. NBTC selected more than 120 jewels for Hidden Holland, such as a guided torchlight tour of the canals of Utrecht, a journey through the human body, a voyage of discovery through the world of jenever, sleeping in a wine cask, going out with a flock of Veluwe sheep and a visit to the museum of fake art.
