International Campaign - Netherlands

Key Facts:

  • The Netherlands is Britain’s 6th most important market for visits (8th for spend)
  • It is York’s 5th largest international market, (9%), entering the top five for the first time in number of years. Traditionally has featurs in the lower half of the top 10.
  • 12% of Dutch visits were bought as part of a package or an all-inclusive tour, twice the all-market averageMore than three quarters of visitors are making a repeat trip to Britain, with two thirds flying into the UK and a quarter crossing the channel (by sea or tunnel)
  • 87% of visitors in general are Dutch while 20% of those visiting friends or relatives are British Expats.
  • Most visitors live in Noord Holland (capital Amsterdam), Zuid Holland (capital The Hague, and also where Rotterdam is located) and Utrect, contributing 79% of all visitors to the UK between the three regions.
  • Buzzseekers and Explorers are VisitBritain’s priority segments
  • The top influences in a visiting Britain are word of mouth, information on search engines and accommodation providers’ own websites, with the top motivations being cultural attractions and vibrant cities
  • The Dutch rate Britain highly for 'contemporary culture', 'sport', 'historic buildings' and 'cultural heritage' out of 50 countries in 2018
  • There is an overall preference for small-scale (family run) hotels with character and traditional decoration and furniture, preferably in a nice countryside village
  • British gastropubs are a good option for the Dutch as they enjoy the atmosphere of a traditional pub and food is good value for money
  • Having a traditional afternoon tea is often high on the wish list while visiting Britain
  • Many Dutch holiday visitors tend to start thinking about their trip early with about one in three doing this as early as half a year or more in advance, but more than half of Dutch bookings happened within two months before the trip.


Partner content will be featured in a Dutch version of the A5 travel trade guide.

These to be distributed at Vakantiebeurs via House of Britain.

Fam trips:

Joint fam trip for coach and tour operators in partnership with House of Britain and P&O Ferries.

Working with carriers:

P&O Ferries – Continued campaign with P&O Ferries to ensure York is front of mind.

Ongoing Leeds Bradford International airport / Jet2 liaison for campaign activity in key Dutch cities.


Feeding through to VB Dutch trade e-news and ongoing VY e-news x 2 per annum.

VB are now promoting a new York and Leeds itinerary to their travel trade contacts.

For more information on our marketing activity in the Netherlands, contact Elaine Moss, Trade Manager, Email:, Tel: 01904 554471.