NBTC is the Netherlands’ national destination management organisation. We work for and with partners in different industries on our country’s positioning, development and marketing. Together we work towards turning the Netherlands into a liveable, popular and valuable destination, for residents, visitors and businesses.

Inspire, connect and collaborate

We are responsible for developing a national vision on tourism and putting it into practice. We inspire, connect and facilitate cities, regions and other parties with knowledge and data. We provide support for questions relating to positioning, destination development and marketing activities. We work with the tourism industry, regional and local destination management organisations, provinces and ministries, devising great initiatives that attract visitors for holidays or business meetings in the Netherlands.


The NBTC team consists of approximately 70 professionals, working in our head office and in our international offices. Our head office is in The Hague. We also have an international network of offices in Europe, North America and Asia.

NBTC is an independent foundation with a supervisory board. The board consists of five members, including the chairperson. Its main duty is the legal supervision of the organisation. The members of the supervisory board: Han Polman (chairman), Walter Drenth, Paul Geraeds, Désirée van Gorp, Harm Kreulen, Angelique Lombarts and Sybrand Buma.

What we do

Our organisation has four key areas of expertise: Intell & Insights, Strategy & Innovation, Destination Development and Marketing & Branding. Our teams all work to transform the Netherlands into an attractive destination for visitors, businesses and local residents – each contributing their own expertise and enthusiasm.

Intell & Insights

Knowledge and data are used as a basis for the development of the Netherlands as a travel destination. Intell & Insights identifies relevant trends and developments and provides insights into our main origin markets and visitor groups The team conducts its own research, which are used to prepare our MarketScans. In addition, the NBTC also participates in different joint research initiatives.

Strategy & Innovation

This team develops a clear differentiation and positioning for the Netherlands as a travel destination, to attract valuable visitors. Strategy & Innovation facilitates and advises cities and regions on their tourism policy. The team also provides support to them, helping them to develop their own distinctive profile, which is aimed at visitors that match the profile of the region or city.

Destination Development

This team stimulates and facilitates the development of a relevant tourist offering in our country. Destination Development identifies opportunities, inspires stakeholders and brings cooperation partners together. They coordinate and facilitate these collaborations, ensuring that the acquired knowledge is shared and disseminated.

Marketing & Branding

Our marketing and communication activities target both the consumer and corporate markets. Using Perspective 2030 as a starting premise, this team focuses on promoting other places to other welcome visitors, helping to spread out visitors in time and space.

Do you want to find out more about the possibilities for cooperation and support from the different teams? Get in touch!