Holland branding

Holland as a master brand

As part of its marketing strategy, NBTC uses its brands 'Holland' and ‘Lekker weg in eigen land’ (taking a break in your own country). Both are deployed as master brands in our promotion of the Netherlands as a travel destination (including for business travellers). Under the Holland brand we maximise the presentation of 'stand-alone' propositions in the tourism offering. This enables us to convey all marketing activities, including those for sub-areas or sub-products of the Netherlands, under one recognisable banner. This creates:

• trust

• standing

• heightened awareness

International: 'Holland'

NBTC uses the Holland brand to promote tourism internationally. Holland is the name used by many foreign travellers when referring to the country that is officially called ‘the Netherlands’. Holland is an internationally known, popular and appealing name for our country. Holland is synonymous with all the attributes of our country, or the reasons why foreign tourists and businesspeople like visiting us. Holland has a softer ring than the official-sounding 'the Netherlands'.

Domestic: 'Lekker weg in eigen land'

The Dutch associate ‘Holland’ predominantly with the western part of the country. So when promoting tourism and recreation in the domestic market we employ the ‘Lekker weg in eigen land’ brand. We want to encourage as many Dutch people as possible to discover their own country!

NBTC puts both brands firmly on the map, by bringing the Product-Markt-Partner-Combinations (PMPCs) to the attention of relevant target groups.

More about our marketing strategy

Seven Holland experiences
Visitor profiles
Use of Holland logo