Key Facts
- The Netherlands is Britain's 8th most important market for visits (9th for spend)
- York's 11th largest international market (2%). Traditionally has featured in our top 10 over the last 10 years.
- 12% of holiday visitors are travelling as part of a tour group.
- Three quarters of visitors are making a repeat trip to Britain. 30% bring their own vehicle which is high.
- 85% of visitors are Dutch while 7% are Britons
- Most visitors live in Amsterdam, Rotterdam or The Hague
- Dutch visitors are more likely to stay overnight than the average overseas visitor - 74% stay at least one night in York, compared to 62% on average
Marketing activity targeting the Dutch market includes:
Working with House of Britain:
- Dedicated Dutch travel trade fam trip date TBC
- Six dedicated York eNewsletters to House of Britain database (18,000 contacts)
- Close user partners KPN (Dutch Telecom) and Post.nl (Dutch Post). In total 120,000 employees and families. In total 4 x eNewsletters
- Special brochure on Vakantie 2018 and Salon des Vacances 2018
- Prominence for two months on House of Britain (HOB) home page with York packages
(+2000 unique visits per day)
- Affiliate campaign with Tradetracker for a Yorkbanner on 70,000 affiliate websites
- Two groups mailings to database for groups (2000 contacts) for clubs/coach operators
On Territory Activity
Vakantiebeurs January 2018
- Attended the trade day at Vakantiebeurs
Working with carriers:
- P&O Ferries - continued campaign with P&O Ferries
- Leeds Bradford International Airport / Jet2 liaison for campaign activity in key German and Dutch cities
Online Activity
- York content included in VB Dutch Trade eNews
- Agent North training programme in Dutch
For more information on our marketing activity in the Netherlands, contact Elaine Moss, Trade Manager, Email: elaine.moss@makeityork.com, Tel: 01904 554471.
