The importance of Holland Marketing

International destination promotion is an important tool for putting ‘Holland’ as a destination on the international and national map. This allows us to inspire potential visitors to visit our country and spend their money. But why is tourism promotion so important?

International destination promotion is an important tool for putting ‘Holland’ as a destination on the international and national map. This allows us to inspire potential visitors to visit our country and spend their money. But why is tourism promotion so important?

The competitive position of the Netherlands is under pressure

The Netherlands is not the only holiday destination in the world. In fact, the number of fascinating destinations is increasing each year. The Netherlands' market share is also under pressure in Europe. International competition is fierce and continues to grow, particularly in the segments of importance to us: urban and coastal visits and business meetings and conferences. All of our competitors receive government subsidies that significantly increase their tourism budget. It's important that our own government creates a level playing field for Holland as a destination. Investing in the attractiveness of the Netherlands as a destination is incredibly important, especially these days.

Holland promotion allows for destination selection

Promoting destinations is crucial, as visitors first select a country before settling on a hotel, amusement park, museum, or restaurant. The recreational tourism options on offer in the Netherlands are fragmented and often involve SMEs. Many of these small business owners are not capable of positioning themselves at an international level. A promotional umbrella system helps NBTC market Holland as a destination to potential visitors. An additional advantage is that we can present ourselves as a unified Holland. This allows us to improve the effectiveness of Holland as a destination.

Conclusion: tourism is important

With 18.1 million visitors, the Netherlands is also a popular destination among Dutch people. In addition, some 11.7 million international tourists visited our country for a short holiday or a business trip in 2012. These visits significantly boost the Dutch economy: tourism and recreation account for more than 37 billion euros in annual revenues. Furthermore, this sector helps some 50,000 companies offer jobs to more than 400,000 people. These jobs are country-specific and provide an above-average contribution to the employability of young people, less educated people, and part-time workers. Tourism also contributes to the quality of our society (relaxation and pleasure) and to solving social issues such as population decline in rural areas, a healthy population, and social cohesion. In short: it's important to make sure our country remains attractive to national and international visitors.

  • Reaching your target group

    Our partnerships always focus on our partners’ marketing objectives and target groups. These determine the starting principles and approach of the partnership.

    Read More
  • How to get involved

    Putting the Netherlands on the map as an attractive destination for holidays and business meetings. This is our core business.

    Read More