Our vision

Tourism is rewarding

Tourism and recreation make a significant contribution to the Dutch economy. Each year inbound and domestic tourism generates revenues of around 37 billion euros and the sector provides almost 400,000 jobs – more than 4% of all employment opportunities. Tourism offers relaxation, helps prevent rural depopulation and is instrumental in ensuring a healthy population, greater social cohesion and integration. In short, tourism is rewarding!

Competitive position of the Netherlands

More than 10 million foreign travellers and 17.4 million Dutch citizens visited somewhere in the Netherlands in 2008. Global prospects for tourism look good. But competition is fierce and the Netherlands’ market position is under pressure. So effective promotion will remain a must in the coming years.

Cooperation is rewarding

We need to combine forces to ensure that Dutch people continue holidaying in their own country and that the number of foreign visitors to the Netherlands continues to rise. By clustering the varied tourism offering of our country we provide a stepping-stone for growing the market. This requires a joint effort by public and private parties. Cooperation opens the door to a bigger budget and more effective marketing and prevents fragmentation of the Holland propositions. Let’s work together on the optimum mix of accessibility, affordability, availability and awareness of the Netherlands - because everybody stands to benefit.

More about NBTC

Who we are
Organisation NBTC
Our working method