Our organisation
NBTC is the national destination management agency for the Netherlands. Since 1968, it has been our mission to promote tourism to the Netherlands and to position our country in the international conventions and meetings market. Over the years, our structure and focus have evolved in step with what Destination Netherlands calls for.
NBTC employs around 60 professionals in the Netherlands and abroad. Our headquarters are in the Hague, but we also have an international network with representatives in Europe, North America and Asia.
Board & Leadership Team
NBTC is an independent foundation led by managing director Yvonne Nassar, who forms the board alongside Director of Operations Shurjen Dielingen. Together, they are responsible for the day-to-day running of the organisation, working closely with the other members of the Leadership Team: the managers of the four work domains and the Corporate Affairs manager.
Supervisory Board
Legal oversight of NBTC is in the hands to the Supervisory Board, made up of a chair, a vice-chair, and members from the business community, public administration, academia, and technology who share their knowledge and expertise in a wide range of subjects. In addition to their supervisory role, they provide strategic guidance and serve as the employer of the managing director. The board also serves as a sounding board on long-term strategy and the future development of the destination Netherlands.
Our teams
Our organisation works across four domains: Intel & Insights, Strategy & Innovation, Destination Development and Marketing. Apart from that, we also have Corporate Affairs and Operations departments. Each team brings its own expertise and actively contributes to strengthening the Netherlands as an appealing destination for visitors, businesses and residents.
Intel & Insights
Knowledge and data are foundations for developing destination Netherlands. Intel & Insights identifies relevant trends and developments and provides valuable insights into country of origin markets and visitor groups. The team conducts its own research, but NBTC also contributes to joint initiatives such as the National Data Alliance.
Strategy & Innovation
This team develops strategy across a range of themes and stimulates innovation within the sector. Its work spans broad strategies and visions, such as Perspective 2030, as well as honing in on more granular topics such as sustainability.
Strategy & Innovation also advises cities and regions on tourism and recreation policy. Its small team of strategists anticipates societal and technological developments relevant to destination Netherlands.
Destination Development
This team drives and supports the creation of relevant tourist experiences across the country. Destination Development identifies opportunities, inspires stakeholders, and connects partners, coordinating collaboration and ensuring that knowledge and best practices are shared widely.
Marketing
Our marketing and communication activities are targeted at both consumer and business audiences. Guided by Perspective 2030 , the vision for the entire country, the team promotes a broader range of places to new, welcomed visitor groups. This helps distribute visitor flows more evenly across time and space.
Business
Operations forms the organisational heart of NBTC by ensuring that internal processes run smoothly. The department supports daily operations in the areas of Human Resources Development, Finance & Control, and Facilities, enabling all teams to contribute effectively to our shared ambition: the sustainable development of destination Netherlands.
Corporate Affairs
Corporate Affairs ensures that NBTC and the work we do are highly visible to stakeholders, whether they are policymakers, journalists, entrepreneurs, or marketers. The team tells NBTC’s story and strengthens engagement around our activities for destination Netherlands.
Want more information about opportunities for collaboration and support from the different teams?
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Info about the experts and contacts
Our international network
Our international network is a vital part of the organisation and essential for achieving our ambitions and those of our partners. As a national destination management organisation, we are active on international platforms and collaborate closely with partners and stakeholders abroad. We maintain strong ties with European and global tourism organisations as well as the private sector.
Our network of foreign branches and contacts in core markets allows us to respond swiftly and insightfully to trends and opportunities, helping us gather market intelligence, build visibility, and encourage high-quality visitor flows that align with the long-term goals for destination Netherlands.
NBTC has representatives in five foreign markets: Germany, Belgium, the United Kingdom, the United States and China. Other relevant markets such as Switzerland and Spain, are monitored in order to identify relevant developments and collect market information.