International competitiveness
The Netherlands needs a strong international position to be able to attract tourists, business visitors and people who share knowledge. But also to attract companies, talent and investment. Our core markets for tourism and business visitors - Belgium, Germany, the United Kingdom and the United States - are also the countries to which the Netherlands exports the most, where most foreign investment originates, where many multinationals are based and where a lot of international talent comes from. This page covers how we’re working to strengthen our international competitiveness.
Recognisability and meaningful visits
International branding under the name 'Visit NL' ensures recognisability and strengthens our position abroad. We do this through our own channels, media coverage and paid campaigns (owned, earned and paid media) as well as by collaborating with other NL Brand partners, including New Dutch. For tourist visits, the Netherlands is mainly positioned around three recognisable themes: Water, Cycling and New Dutch. For business visitors, the focus is on conferences and events that can contribute to the Mission-Driven Top Sectors and Innovation Policy (MTI) and the National Technology Strategy. This enables the Netherlands to demonstrate its value as an international partner in knowledge and collaboration, and we attract meaningful (business) visitors.
New Dutch
As part of the NL Brand, the New Dutch movement is putting the Netherlands’ innovative strength on the map. This inspiring initiative promotes collaboration between cities and regions, governments and businesses. New Dutch isn't just a mindset, but a platform that bundles and coordinates notable initiatives. NBTC is an active part of the network, sharing stories about design, architecture and sustainability for both business and tourist audiences.
Making New Dutch visible and experienceable
In addition to contributing to cross-domain cooperation, NBTC focuses on the 'Visit' part of New Dutch: making the Netherlands’ innovativeness visible and experienceable for an international audience. We tell the story of today's Netherlands - about design, sustainability, technology and an open society. And in a way that makes visitors want to come and experience it for themselves. One way we do this is with press and PR. We ensure that journalists, influencers and global media are introduced to new Dutch icons and innovations. Our international branches play a key role in this by establishing and maintaining these contacts in their own markets. We also create stories on Holland.com that connect to innovative, truly Dutch themes.
Business meetings
With its central location, excellent infrastructure and strong sectors, the Netherlands is the ideal destination for international conferences and business events. Discover our country as a meeting place for knowledge sharing and collaboration.
We undertake several activities to position the Netherlands as a leading conference destination. This includes joining our partners every year at the NL stand during the international IMEX trade fair in Frankfurt, Germany.
IMEX Frankfurt - NL stand 2025
Marketing of destination Netherlands
The Netherlands presents itself internationally as an open, inventive and inclusive destination. We invite visitors not just to observe and see the sights, but also to truly participate in our society. Telling stories that reflect who we are and what we stand for, helps us build a strong, recognisable and appealing image of the Netherlands.
Our expert on
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contact Charel van Dam