Holland

What Holland does

Holland, formally Stichting Nederlands Bureau voor Toerisme & Congressen (Netherlands Board of Tourism & Conventions, NBTC), is a Dutch government-affiliated foundation operating under the Ministry of Economic Affairs and Climate Policy. Its mandate is to promote the Netherlands as a tourist and meetings destination nationally and internationally. The organization runs holland.com, the official Netherlands tourism portal, which contains more than 10,000 articles covering destinations, cities (Amsterdam, Rotterdam, The Hague, Utrecht, Eindhoven, Groningen, Amersfoort), regions, activities, accommodations, and travel planning, available in Dutch, English, French, and German. Beyond the consumer portal, NBTC operates dedicated channels for distinct audiences: a Press Portal for journalists, a Meetings Platform with venue search and RFP submission for MICE planners, and a Travel Trade Portal for international tour operators, supplemented by an annual "Perspective The Netherlands" networking event co-hosted with Rotterdam Partners.

The platform ecosystem spans top-of-funnel inspiration content (website, social media on Facebook/Instagram/YouTube, the Orange Horizons podcast, a media image bank) and mid-funnel B2B engagement (email newsletters, travel trade events, press relations). Regional PR managers are deployed in North America, UK & Ireland, Belgium, and Germany, with named B2B contacts managing press and MICE relationships. NBTC supports tour operators in Germany, Belgium, and the UK with visual materials, statistics, marketing tools, and direct contacts to Dutch tourism suppliers, cities, regions, hotels, museums, and attractions. All services are provided free of charge, with no commercial pricing model disclosed.

The revenue model is government appropriation rather than commercial sales; NBTC is a non-profit foundation (Stichting) and does not generate commercial revenue from its destination marketing activities. The core technology stack comprises standard third-party tools (Google Analytics, YouTube, Facebook, LinkedIn, Hotjar, Cloudflare, Piwik PRO) for analytics, content delivery, and GDPR-compliant data processing. There is no proprietary technology platform, no app, no API, and no disclosed AI/ML capability. The digital team is small (approximately six named members covering product ownership, content management, and web management), supplemented by regional PR managers and MICE account leads operating from the headquarters in The Hague.

Name

Holland

Legal name

Stichting Nederlands Bureau voor Toerisme & Congressen

Website

https://holland.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Holland (NBTC) is a Dutch government-affiliated foundation operating holland.com, the official Netherlands tourism portal with 10,000+ articles, serving international tourists, tour operators, journalists, and MICE planners through free B2B and consumer channels.

Ownership category

akta.pro rank

Product category

National Tourism Promotion / Destination Marketing

NAICS

Convention and Visitors Bureaus (561591), Travel Agencies (561510)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE), Fee-Based/Independent Trip Planners (No Booking) (THAKAOAA)

Keywords

• Destination marketing services
• National tourism promotion
• Travel trade support
• Convention bureau services
• Visitor information portal

Headquarters

HQ city

The Hague

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Government-funded tourism promotion: NBTC is a foundation (Stichting Nederlands Bureau voor Toerisme & Congressen) funded by the Dutch government to promote the Netherlands as a tourist and meetings destination nationally and internationally. The organization does not generate commercial revenue.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

NBTC operates Holland.com, the official government-backed tourism portal for the Netherlands, offering destination content, travel inspiration, and practical information for leisure travelers. The organization additionally provides B2B travel trade resources for tour operators, MICE venue-planning tools for meeting organizers, and press/media support services to promote the Netherlands as an international tourist and conventions destination.

Product overview

Holland.com is a multi-channel digital tourism platform managed by the Netherlands Board of Tourism & Conventions (NBTC). The platform operates across four main channels: the core Tourism Portal (holland.com) offering comprehensive travel inspiration and planning information; the Press Portal for media professionals seeking story leads and assets; the Meetings Platform for MICE event planning with RFP submission capabilities; and the Travel Trade Portal providing B2B resources for tour operators. The ecosystem also includes the annual 'Perspective The Netherlands' networking event connecting Dutch suppliers with international tour operators. The platform is available in multiple languages (Dutch, English, French, German) and serves leisure travelers, media professionals, and travel trade professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Holland.com Tourism Portal The official government-backed tourism portal for the Netherlands, offering over 10,000 articles with information about cities, regions, attractions, cycling routes, museums, cultural themes, and practical travel planning resources for international tourists in Dutch, English, French, and German.
• Press Portal A dedicated press section on Holland.com providing journalists, influencers, and media professionals with news, story leads, visual assets via the Media Image Bank, press information, and direct contacts to NBTC's regional PR managers for editorial coverage of the Netherlands.
• Meetings Platform (MICE) A B2B platform for meeting, incentive, conference, and event (MICE) planners, providing Netherlands venue search, RFP submission, and on-the-ground support from NBTC's regional MICE managers to facilitate event organization across the country.
• Travel Trade Portal A B2B portal for tour operators, travel agents, and incoming agencies, providing destination information, marketing tools, statistics, visual materials, and direct contacts to Dutch tourism suppliers including cities (CMOs), regions (DMOs), hotels, museums, and attractions for assembling Netherlands travel packages.
• Perspective The Netherlands Travel Trade Event An annual travel trade business and networking event organized by NBTC in partnership with Rotterdam Partners, bringing together Dutch tourism suppliers with international tour operators from Germany, Belgium, and the UK for one-to-one meetings, destination presentations, and contracting for upcoming travel seasons.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Rotterdam PartnerscoreStrategic or Co-development Partner · 10 September 2026Annual collaboration for the 'Perspective The Netherlands' Travel Trade Networking Event. Rotterdam Partners co-hosts the event with NBTC, bringing together Dutch tourism suppliers and international tour operators for one-to-one meetings and networking.
• Tour Operators (Germany, Belgium, UK)coreChannel Partner/ Reseller/ DistributorInternational tour operators who create and sell travel packages to the Netherlands. NBTC supports them with visual materials, marketing tools, statistics, and direct contacts to Dutch tourism suppliers including cities (CMOs), regions (DMOs), hotels, museums, and attractions.
• Regional Convention BureauscoreChannel Partner/ Reseller/ DistributorRegional Convention Bureaus across Dutch cities (Amsterdam, Rotterdam, The Hague, Maastricht, etc.) that support meeting and event planners in venue selection and event organization.
• Incoming Tour OperatorsminorChannel Partner/ Reseller/ DistributorDutch incoming tour operators that work directly with international travel agencies to provide local tourism services and experiences.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Atout France: France's national tourism development agency, operating under the French government with a mandate to promote inbound tourism, support travel trade, and run convention bureau services. Closely matches NBTC's mix of consumer marketing, B2B trade support, and MICE.
• Visit Sweden: Swedish national tourism board promoting Sweden as a destination through content-driven storytelling, social media, and travel trade engagement. Comparable to NBTC in leveraging narrative themes (nature, culture, design) and digital-first content marketing.
• VisitBritain: The British national tourism agency, structurally identical to NBTC: government-funded body promoting the UK as a destination through a national portal, travel trade support, and international PR offices. Directly comparable in mandate, channels, and funding model.
• Brand USA: USA's national destination marketing organization, public-private funded, promoting international inbound travel to the United States. Comparable in mission, scale of content library, and reliance on partnerships with travel trade and media.
• Deutsche Zentrale für Tourismus (DZT): Germany's national tourism board, funded by the federal government to promote Germany as a travel destination internationally. Comparable in scope (national portal, trade events, international PR) and in operating a German-language home market plus multilingual global content.
• Switzerland Tourism: Switzerland's national tourism marketing organization, government-mandated to promote inbound travel. Comparable in operating model, multi-language consumer portal, MICE services, and strong trade partnerships, though with a significantly larger annual budget.
• Tourism Australia: Australian government's tourism marketing agency operating the australia.com portal and global PR/trade network. Comparable in content-led consumer marketing and trade engagement model, though with a larger international footprint and budget.
• VisitDenmark: Denmark's national tourism organization, similarly government-affiliated, promoting inbound tourism through a national portal, content marketing, and trade support. Highly comparable as a small Northern European destination with strong cycling/sustainability narratives.
• Tourism Ireland: All-island tourism marketing body for Ireland, jointly funded by Irish and Northern Irish governments. Matches NBTC's role in destination promotion, international PR representation, and trade engagement across key European and North American source markets.

Regional players

• Visit Flanders: Regional tourism body for Flanders (Belgium), operating with a similar mandate to NBTC at a sub-national level. Comparable in channels (consumer portal, trade support, MICE) and in competing with NBTC for share of Low Countries visitor flow.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/visita_holanda
• YouTubeyoutube.com/visitholland
• Facebookfacebook.com/visitholland
• Instagraminstagram.com/visitnetherlands

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Holland