Benelux Market Overview

Netherlands Inbound Tourism Snapshot – Growth Market

Travel is deeply embedded in the Benelux lifestyle. With generous vacation allowances and additional travel funds such as the Dutch “vacation money,” residents of the region have both the time and means to prioritize international holidays.

Booking behavior has shifted significantly since the pandemic. Where travelers once planned a year in advance, many now book much closer to departure, often within weeks. Flexibility in booking conditions has therefore become a key expectation.

Looking ahead, specialized travel offerings are gaining ground — particularly in sustainable, authentic, luxury, and off-the-beaten-path experiences. At the same time, single-purpose business travel and ultra-long-haul trips are expected to decline.

The United States remains a highly attractive destination for Benelux visitors. Pre-pandemic, around one million travelers visited annually, with recovery progressing steadily toward those levels. A typical U.S. trip lasts 18–20 days, includes visits to multiple states, and averages more than $3,500 in spend. Most travelers explore independently by car or RV, seeking nature, outdoor activities, cultural immersion, music, food, and a taste of the American lifestyle.

Current trends show Benelux travelers want more personalized and connected journeys. They favor cultural cities, outdoor adventures, wellness escapes, and even TV-inspired destinations, while also placing a growing emphasis on sustainability. Technology plays a key role in shaping seamless, personalized travel experiences — from booking to on-the-ground support — helping transform trips into meaningful memories.

In-Market Representatives 

Target Travel Marketing
Bisonspoor 3002-A701
3605 LT Maarssenm, The Netherlands
t: +31 30 67 707 57

Marjolein Fraanje, Chief Operating Officer, [email protected]

Rianne Vera Van der Veer, Account & Marketing Executive, [email protected]

Public Relations 

GPP Netherlands Coverage – FY 25/26

Marketing & Sales Activities 

Travel South USA maintains a year-round investment in travel trade strategies, supported by earned, owned, and paid media to strengthen market presence. Monthly trend reports and comprehensive tour operator analyses are provided to state tourism offices participating in the Global Partner Program via Bordpaq.

Trade strategies include e-learnings, tour operator and agent activations, newsletters, workshops, regional trainings, trade shows, roadshows, cooperative event marketing with Brand USA, and the recruitment of top tour operators to the Travel South USA International Showcase and Super FAM Tours. For destinations already established in the Dutch market, efforts focus on amplifying existing products while showcasing unique experiences. For states newer to the program, Target Travel enhances training and product development to build awareness and exposure. Travel South also continues to invest in its renewed XXXL Course, providing fresh e-learning opportunities each month to highlight Global Partner Program participants.

Media strategies span earned, owned, and paid channels. Tactics include hosting journalists during the Global Media Summit, running social media campaigns, and implementing cooperative B2C advertising. These efforts build on past successes and ensure Travel South USA destinations remain visible, competitive, and top-of-mind in key markets.

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