Benelux Market Overview

Netherlands Inbound Tourism Snapshot - Growth Market

The Netherlands continues to be a stable and high potential market. The economy is healthy, and a lot of the extra savings made in the past two years are budgeted for a vacation. The USA is the top long-haul destination for the Dutch market. Especially in the coming year as there is less competition from other long-haul destinations such as South Africa, Australia, or South America. The travel hunger is enormous. Four out of every 100 citizens visit the USA. In the Dutch 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 The Netherlands, 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. People tend to visit two to three states in one vacation. They are looking for outdoor activities, contact with locals, and “detour” vacations. They want to come home with a story, they are looking for unique hotspots to add to the vacation experience. Sustainability is becoming more important and there will be more demand for safety, health, and hygienic measures. Social distancing and privacy are also requested. The expectation is that people will book late, as they want to be sure they can enjoy the vacation they’ve booked for.

 

In-Market Representatives 

Target Travel Marketing
Bisonspoor 3002 – A701
3605 LT Maarssen
Netherlands
T: +31 30 67 70 757
[email protected]

Hanny Fluit, General Manager/CMO - [email protected] 
Vera Van de Veer, Account & Marketing Executive - [email protected] 
Rianne van der Linden, Account & Marketing Exectuive – [email protected] 
 

Research 

The Netherlands Landscape Report 

 

Public Relations 

GPP Netherlands Coverage - FY 21/22

Marketing & Sales Activities 

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 e-learnings, tour operator and agent activations, trade newsletters, workshops/regional trainings, trade- and 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 Dutch program of 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 2021/22, Travel South USA will continue benefiting from the earlier publications of America Magazine including exclusive coverage opportunities, highlighting each GPP participant.

 Travecademy Courses