Netherlands: attractive everywhere
To keep the Netherlands attractive and maintain it’s good quality of life, we’re working on a healthy balance between visitors, residents and destinations. There are times when some places are too crowded, while others would love to welcome more visitors. That’s why we focus on the desired visitor, at the desired place, at the desired time. We increase the positive impact of tourism by better distributing the growing flow of visitors over the best times and destinations. This enables tourist visits to contribute positively to societal challenges, such as preserving cultural heritage and amenities in rural areas.
Destination Development
The proper distribution of visitors starts with the (continued) development of relevant, attractive and liveable offerings in lesser-known locations. NBTC supports the hospitality sector with knowledge transfer and innovations to better align what's on offer with the wishes of visitors and the particular needs of the destinations. A greater diversity in tourism products will also entice visitors to explore other places and regions.
Strengthen agritourism offerings, such as farm shops, nature excursions or small-scale accommodation. Agrotourism helps visitors better understand where our food comes from, provides an additional revenue model for farmers, and maintains amenities for local residents. This is how we work together to create and maintain a vibrant rural region. Anouk van Eekelen, Manager Destination Development NBTC
Destination Management
To achieve the goals of Perspective 2030 and ensure that everyone can benefit from tourism, the Netherlands needs a comprehensive, integrated tourism and recreation policy. NBTC supports governments in this with expertise, data and insights. This is how we work together to ensure that tourism adds value to the local community.
Campaigns
With campaigns focusing on the proper distribution of tourist visits, we deliberately encourage visitors to travel outside the well-known hotspots, during less busy periods and to undiscovered regions. We never do this alone: it's precisely by cooperating with partners that we increase our collective impact and achieve more effective campaigns.
Joining forces creates more visibility, a greater reach among an impact-conscious target group, and therefore a better distribution of suitable tourist visits. Charel van Dam, Manager Marketing NBTC
Welcome to the Slowlands
The international campaign Welcome to the Slowlands is our approach to highlight lesser-known provinces and slow travel experiences. Slow travel - travelling mindfully by slowing down - is how we appeal to impact-conscious visitors: travellers interested in local culture, hospitality and nature. The campaign reached over 18 million potential visitors in 2024.
Travel Trade
The Netherlands has a strong position as a destination internationally, but that position requires ongoing commitment and cooperation. Within the professional travel industry, there is often still a limited picture of what the Netherlands has to offer and a lack of up-to-date knowledge and inspiration. Our own Travel Trade Event is the ideal time for Dutch partners to connect with leading tour operators from Germany, Belgium and the UK. Personal one-on-one conversations are an important part of the event and provide unique networking opportunities.
Aftermovie Travel Trade Event
Travel Trade
Find out how we provide tour operators, travel agents and other Travel Trade professionals with information about the Netherlands.
Travel Trade Event
Netherlands Board of Tourisme & Conventions (NBTC) is organising the yearly business and LIVE Networking Event for the travel industry!
International events
NBTC participates in various international events, culminating in its annual participation at ITB Berlin. Working with our partners, we represent the Netherlands and present the latest developments in the travel trade. This is how we showcase all that the Netherlands has to offer and generate enthusiasm within the international industry for the Netherlands as an attractive and future-proof tourist destination.
Aftermovie TB Berlin
Our experts on
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contact Charel van Dam
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contact Anouk van Eekelen