NBTC Holland Marketing is the organization responsible for branding and marketing the Netherlands nationally and internationally. Using the ‘Holland’ brand, NBTC puts the Netherlands on the map as an attractive destination for holidays, business meetings and conferences.
Europe, America, and Asia
In total, the NBTC Foundation employs approximately 70 people, including 30 at offices and Holland Alliances in other countries. Together with Holland partners, NBTC cultivates the countries and regions that generate the most visitors and highest spending for the Netherlands. Based on this concept NBTC is active in the Netherlands, Scandinavia, Germany, the United Kingdom, Belgium, France, Spain, Italy, North America, Japan, China, Russia, and Brazil.
Holland marketing strategy
In 2012 NBTC established a clear and recognizable brand identity for the Netherlands (nation branding). The identity centers on positioning the Netherlands as ‘The open-minded country’. The core values chosen for the tourism sector are welcoming, enterprising, inventive, and colorful.
The Holland brand translates into appealing narratives and experiences (brand experiences) rooted in the DNA or identity of the Netherlands. The brand experiences bring together the interests of the target groups and the Dutch tourism offering. In turn, the brand experiences reinforce the overall positioning of the Netherlands internationally. The brand experiences are:
• Holland Highlights (the well-known Dutch icons)
• Creative City
• Beach Life
• Holland Naturally
• Inspirational meeting
Cooperation & responsiveness
NBTC markets ‘Holland’ by means of a cooperation model that unites public and private partners. NBTC receives a government grant from the Ministry of Economic Affairs and works intensively with relevant parties within and outside the hospitality sector. This joint effort allows NBTC to secure visitors and spending in the Netherlands. This is a common goal. At the same time, this approach enables the Netherlands to be more responsive in its marketing efforts.
Importance of tourism and education
Marketing the Netherlands as a destination contributes significantly to attracting tourists and business visitors to the country: in 2016 alone they numbered almost 14.7 million. Leadership is key to guide this sector and the education opportunities in The Netherlands are plentiful. This is an important input into the Dutch economy. In its totality, the hospitality sector represents an economic value of 37 billion euro and provides work and income for more than 400,000 people.