Destination Netherlands - NBTC

Destination Netherlands

Perspective Destination Netherlands 2030 is the national vision for tourism in the Netherlands and our guideline for the sustainable and future-proof development of the Netherlands as a destination. The starting premise is that tourism can and must contribute to our economy and society. Improving the quality of life in cities and rural areas. Creating a destination where tourism contributes to the prosperity and well-being of all Dutch people.

Because tourism benefits us in several ways. In 2019, the tourism industry was worth € 91.2 billion (4.4% of our GDP). In 2019, the travel and tourism industry accounted for 813,000 jobs, or 7.5% of people employed in our country (CBS 2019). At societal level, the travel and tourism industry also generates a lot of value. According to a study into the social value of tourism by CELTH and Gastvrij Nederland, tourism makes a substantial contribution to the psychological well-being of people in addition to having a positive influence on the quality of public spaces, infrastructure and mobility. This is consistent with the conclusion of the Dutch Council for the Environment and Infrastructure that tourism contributes to the quality of amenities.

Thanks to Perspective 2030 we can now maximise this value. By starting to work on the sustainable development of the Netherlands as a travel destination today. Prioritising the common interests of businesses, visitors and local residents.

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Perspective Destination Netherlands 2030

Perspective 2030 is the national vision for tourism in the Netherlands and our guideline for the sustainable development of the Netherlands as a destination.

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The Dutch DNA

The Netherlands is a strong brand that helps us present our country to international visitors as a destination and that effectively distinguishes us from competing destinations. The brand is driven by our typical Dutch DNA and what we call the NL Passions.

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