The HollandCity strategy consists of three parts: districts, storylines and event strategy. The objective is to distribute tourism across all seasons and the entire country. With our motto 'supporting the known, introducing the new', we are presenting the Netherlands in a different way to tourists and business visitors. We will continue to promote popular destinations and cities, while highlighting lesser known sights and regions as well.

The Netherlands as a metropolis with districts

As part of the HollandCity strategy, NBTC is positioning the Netherlands as a metropolis with several attractive districts. For international visitors, distances in the Netherlands are relatively small. However, many do not realise how quick and easy it is to visit other interesting regions and cities. We highlight this by presenting the Netherlands as one large metropolis and by inspiring tourists to consider other areas that will enrich their experience in the Netherlands.

Follow your passion and enrich your experience

Storylines play an important role in the HollandCity strategy. We link various destinations within Holland using a common theme. Most tourists interested in Van Gogh tend to visit the Van Gogh museum in Amsterdam, but we want to show them that the Arnhem region and its Kröller-Müller Museum can enhance their trip, as can a visit to Brabant, where the famous painter was born and raised. Those interested in history will appreciate the storyline about the Hansa towns, which combine a visual history of trade and culture with a fun and friendly atmosphere.

Must-see events

Attractive events can help to distribute visitors throughout the country. Smart event organisation can also entice tourists to visit the Netherlands in the off season.

Conrad van Tiggelen

Director Destination Marketing

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  • Districts

    The distances in the Netherlands are small. Our country can best be seen as a metropolis divided into different districts.

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  • Storylines

    Storylines are an integral part of the HollandCity strategy and criss-cross the country like imaginary metro lines.

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