Benelux Market Overview

Benelux Inbound Tourism Snapshot - Emerging Market

The USA is the #1 long haul destination for the Benelux market; 3 out of every 100 citizens visit the USA.  In the Benelux region, traveling is not only a passion for a lot of inhabitants, but vacation is considered a right rather than a privilege. In Belgium, The Netherlands and Luxembourg, employed staff receives “vacation money,” some 8% of their annual gross income between May 1 and June 30 to subsidize summer holidays.  Additionally, everyone receives 25 vacation days and an average of 9 Bank Holidays per year.


 Travel Profile -  Benelux

 Travel South USA Region
 (12 state region)
2015 2014
Yr/Yr % Chg
 Number of Visitors 128,000 104,000 +23.1%
 Visitor Spending $80,729,600 $73,008,000 +10.6%
 Travel South Share of Market 12% 10.9% +10.1%
 Nights in Travel South USA Region 11.9 13 -8.5%
 States Visited 2.9 2.3 +26.1%
 Sources:  US Department of Commerce, Travel Market Insights


  • Off the Beaten Track - Benelux travelers want to truly experience the country and be travelers, not tourists. They are seeking authentic, up-close and personal experiences. Mass tourist attractions will be avoided, as well as unknown, unpolished destinations
  • Active travel - Benelux travelers are mostly healthy and fit and try to combine their holidays with a opportunities for activities such as boot camps, fitness programs, marathons, triathlons etc.
  • Festivals and events are becoming a very important reason to travel. Music festivals and food festivals are high on the  list of travel motivators
  • Multi-generation travel - The number of families travelling together has increased tremendously. Popular holidays are active travel, such as ranch/outdoor experiences.
  • Digital detox - Leaving the phones, tablets, and laptops behind and disconnecting from work and social obligations is highly sought after. Destinations that feature “away from it all” options are very appealing
  • Social media reigns - Facebook is the most popular social media network in the Netherlands with over 9.4 million registered Dutch accounts. Twitter has 1 million active Dutch users but its use is declining


Target Travel Marketing  

Target Travel Marketing is a full-service destination marketing and public relations company with headquarters based in the Netherlands and a subsidiary in Belgium. With over 20 years of experience in the Belgian, Dutch and Luxembourg markets, Managing Director Arjan Helle and his team of multi-lingual market experts assist destinations in the creation and/or implementation of sales, marketing and public relations efforts directed to this vital overseas market.  The characteristic, ‘white house’ of Target Travel is conveniently located in Vleuten, in the middle of the Netherlands.

Target Travel Marketing
Hof ter Weydeweg 10-b
3451 ST Vleuten
The Netherlands
T: +31 30 69 11654
Hanny Fluit -
Marjolein Fraanje -
Angela Helle -


Travel South USA has a year-round investment in travel trade strategies along with earned, owned and paid media to amplify our efforts in-market. We commission research along with monthly trend reports and a comprehensive tour operator analysis that is provided to state tourism offices participating in the Global Partner Program. Travel trade strategies include sales missions, trade shows, workshops/regional training road shows, cooperative event marketing with Brand USA and recruitment of top-notch tour operators to the Travel South USA International Showcase & Super FAM Tours. Earned, owned, and paid media strategies and tactics include hosting visiting journalists, FAM Tours, social media campaigns, and cooperative advertising efforts B2C.


 Monthly Reporting
 Tour Operator Brochure Analysis
 Tourism Economics & Travel Market Insights Commissioned Studies

small_TravelTrade.pngTravel Trade

 USA Go Wild Trade & Consumer Fair Amsterdam, Netherlands September 30-October 1, 2016
 International Showcase & Super FAMs Atlanta, GA & Region November 28-December 3, 2016
 Vakantiebeurs Trade & Consumer Fair Utrecht, Netherlands January 10-15, 2017
 Salon des Vacances Trade & Consumer Fair Brussels, Belgium February 2 - 5, 2017
 International Showcase & Super FAMs Charleston, SC & Region November 27 - December 2, 2017
 Visit USA Netherlands & Belgium Membership

small_EarnedMedia.pngEarned, Owned, & Paid Media

 Press Releases Monthly
 Hosting Visiting Journalists & FAM Tours On Approval
 Travel South USA Inspiration Guide - Queens English Version
 Produced by Brand USA / Miles Media
 Social Media Campaign on
 Post 3x per week w/ paid campaigns & contests
 Dedicated Content on travel site
 220k Dutch travelers and content by 50+ bloggers
 Outreach includes press releases, newsletters, and Google News
 TravelPRESSentation - Media Event October 28, 2016