Cooperation: it pays!

Together we can achieve more

How do we sustain the growth of visits to the Netherlands by people from other countries? How do we make sure that the Dutch continue taking holidays in their own country? These are issues that require a joint effort. NBTC's cooperation with relevant (business) tourism partners has numerous advantages:

• bigger budget
• unified proposition
• greater responsiveness
• more prominence

We will use our central government funding combined with contributions from partners to undertake joint marketing activities. This public-private funding benefits everybody. A bigger budget means more responsiveness and more visibility in a densely-populated media landscape. It also allows us to create more unity in the Holland proposition and accompanying message. This cohesion lies in a recognisable messenger - the 'Holland' or 'Lekker weg in eigen land' brands - and in bringing together parties within one and the same theme. It is an approach that will drive a single major marketing movement for the Netherlands, with a greater, more focused and more effective reach.

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