Knowledge and data
We aim to use data-driven work to contribute to a greater net positive impact of tourism and recreation on destination Netherlands: socially, ecologically and economically. This requires a solid knowledge base. A lot of data and insights are already available. To respond agilely to changes, we need to keep this data up to date, monitor it and interpret it.
Data as a basis for policy
We collect increasingly accurate data and translate it into accessible and applicable insights. In doing so, we help the sector better understand trends and developments and properly inform policy choices. We do this together with knowledge institutions and other partners to increase the knowledge base and stimulate more data-driven work within the sector.
Research plays a key role in understanding and guiding developments in the hospitality sector. Data’s increasing availability enables improved interpretation of trends and developments and enriching it with context and analytics makes data-driven work more accessible.
Market knowledge, trends and developments
We collect and analyse data on the tourism market, constantly monitoring visitor flows and developments in supply and demand. This knowledge is necessary to respond agilely to market dynamics and inform future scenarios.
Holiday Sentiment Monitor: Insight into holiday plans
The HSM provides insight twice a year into travel companions, destinations and modes of transport.
Overnight tourism Forecast in the Netherlands
Forecast 2035 provides new insights into domestic and inbound overnight tourism through 2035.
A focus on international visits
Dive into NBTC's report on international visits to the Netherlands, merging extensive surveys to uncover visitor profiles and their impact on Dutch tourism. Essential for hospitality stakeholders.
Persuading sustainable behaviour
To persuade visitors to make more sustainable choices, we need to understand what drives them. That’s why we carry out research on travellers in and to the Netherlands and the motivations and drivers behind their travel behaviour.
Segmentation Model and Visitor Profiles
NBTC has adopted the Glocalities segmentation model, a model based on the values and lifestyles of five different types of visitors. Each type of visitor has it's own persona. The personas assist with segmentation and provide insights into the desires and needs of visitors to the Netherlands.
Insights into train travel to the Netherlands
Research into the motivations, barriers and opportunities surrounding international train travel to the Netherlands in four key source markets.
Discover Key Insights from major markets
As a knowledge partner, we support the hospitality sector with strategic advice and applicable insights. The annual Key Insights publications are an important strategic tool in this respect. They provide in-depth analyses for each market and interpret relevant trends and developments that impact inbound tourism to the Netherlands. This allows policymakers and businesses in the hospitality sector to better align their strategies with the needs, expectations and values of international visitors.
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