Spreading tourism

More and more foreign tourists are visiting the Netherlands. That creates jobs and income, but can also cause problems locally. So the government wants to spread tourism more throughout the country, and attract more business tourists.

More and more tourists in the Netherlands

In 2017, a record number of foreigners visited the Netherlands: 17.6 million tourists and business people. This number is expected to increase even more, perhaps to 24.6 million by 2030. The UN expects the number of travellers worldwide to reach 1.8 billion by that year.

Tourism creates jobs and income

In 2017, foreign tourists spent over €20 billion. In 2016, holidaymakers and day trippers spent €75.7 billion. Around 641,000 people work in the tourism sector, making it a major employer.

But it’s also causing a nuisance

The main sights are being overrun by tourists. Especially in Amsterdam, where streets and parks are often full, and there are long queues outside tourist attractions. As a result, local people feel their city has been taken over. The fact that more and more private apartments are being rented out to tourists is making the problem worse.

Spreading tourism more

The government wants to persuade tourists to come to the Netherlands during the off-peak season and to go to less-visited regions. This should help solve the problem. As well as allow other parts of the Netherlands to profit from the increasing numbers of visitors. So at the request of the government, NBTC Holland Marketing has designed the HollandCity strategy.

The HollandCity strategy includes the following:

  • Promoting the Netherlands by means of cultural and regional themes. In 2018, there will be an extra focus on Leeuwarden, which has been designated European Capital of Culture 2018 .
  • Making ‘Rembrandt and the Dutch Golden Age’ the theme of 2019.
  • Using storylines to tempt tourists to go to different places in the Netherlands. In 2018, a flower-themed storyline was launched , centering on Keukenhof, various bulbfields and the international flower trade.
  • Letting foreign tourists know that in the Netherlands you don’t have to travel very far to see the different sights. So that they don’t just go to Amsterdam, but visit other places too.