Benelux Market Overview

Benelux Inbound Tourism Snapshot - Growth Market

The USA is the top long-haul destination for the Benelux market. Four 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. 81% of the population goes on vacation at least once a year. 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 nine bank holidays per year. The average number of days spent on an intercontinental vacation is 18 days.



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 25 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.

Target Travel Marketing
Bisonspoor 7006A
3605 LW Maarssen
T: +31 30 69 11654
[email protected]

Hanny Fluit, General Manager/CMO - [email protected]
Iris Buskermolen, Account Marketing - [email protected]



Visits to the Travel South USA region 2010 - 2020(f)



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 monthly trend reports, and a comprehensive tour operator analysis is provided to state tourism offices participating in the Global Partner Program via Bordpaq.

Travel trade strategies include 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. For states that have been involved in the Benelux program Target Travel, we will look to amplify already known overall products while diving deeper into specifics of the destination. For those states new to the program, Target Travel will enhance agent/
tour operator training to help build product and awareness. Also, we will continue developing the Travel South’s TravEcademy landing page, which host a series of e-learning programs developed and launched each month through 2020 highlighting each GPP partner.

Earned, owned and paid media strategies and tactics include hosting visiting journalists, FAM Tours, social media campaigns and cooperative advertising efforts B2C. In FY 2019/20, Travel South USA will continue working with America Magazine for exclusive coverage opportunities, highlighting each GPP participant.