NBTC Holland Marketing

What NBTC Holland Marketing does

NBTC Holland Marketing, formally Stichting Nederlands Bureau voor Toerisme & Congressen, is the national destination management organization of and for the Netherlands, established in 1968 and headquartered in The Hague. The foundation develops, brands and markets the Netherlands as both a leisure tourism and business events destination, operating the international Visit NL consumer brand, the Meet NL congress and meetings brand, and the New Dutch innovation branding program. NBTC provides national tourism vision, research publications (including the Annual Forecast: Overnight Tourism, the biannual Holiday Sentiment Monitor, and market-specific insights for Germany, train travel, cycling behavior and the European meeting market), and facilitates coordination between the Ministry of Foreign Affairs, regional destination marketing organizations, NL Brand partners (NFIA, NPoE, Nuffic) and the broader Dutch tourism industry.

The organization does not sell commercial products but operates a portfolio of marketing services, knowledge publications, and stakeholder convening programs. Revenue mechanics are non-commercial: NBTC is funded primarily through Dutch government appropriations and partnership contributions from regional DMOs and tourism industry stakeholders, with distribution executed across owned channels (Holland.com, NBTC Mediabank, @visitNetherlands social accounts), earned media (PR, press trips, media events in London, Berlin, Cologne), industry events (IMEX Frankfurt, Grüne Woche Berlin), and influencer-led content. Technology is centered on tourism data collection and survey-based insight generation; the one AI initiative, the Cycling Lifestyle AI Tool, was open-sourced in January 2026 rather than scaled internally. NBTC positions the Netherlands in core markets of Germany, Belgium, the UK and the United States, and the country ranks 8th globally on the ICCA international congress ranking (held for three consecutive years) and 13th on the Anholt Nation Brands Index.

Name

NBTC Holland Marketing

Legal name

Stichting Nederlands Bureau voor Toerisme & Congressen

Website

https://nbtc.nl

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

101–250 employees

Short description

NBTC Holland Marketing is the Netherlands' national destination management organization, coordinating international leisure tourism and business events branding through the Visit NL and Meet NL programs for the Dutch government and regional DMOs.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (56192)

akta.pro primary industry

Exhibitor/Sponsor Management (Corporate Conferences) (THACAFAN)

akta.pro secondary industry

Supplier Sourcing, Negotiation & Contract Management (THAKAMAG)

Keywords

• Destination marketing
• Tourism promotion
• Travel trade marketing
• Destination branding
• Inbound tourism

Headquarters

HQ city

The Hague

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: NBTC is a foundation (Stichting) funded primarily by Dutch government resources to promote the Netherlands as a destination.
2. Partnership and Membership Services: Collaborative arrangements with regional DMOs, cities, and tourism businesses for joint marketing initiatives and knowledge sharing.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

NBTC Holland Marketing is the Netherlands' national destination management organization, operating as a foundation that markets and promotes the Netherlands as a travel and convention destination. The organization drives inbound tourism through international marketing campaigns, market research, branding initiatives, and trade promotion activities aimed at foreign visitors and the global travel trade.

Product overview

NBTC Holland Marketing (Netherlands Board of Tourism & Conventions) is the national destination management organisation for the Netherlands. The organization does not offer a unified software product but rather a portfolio of services, research publications, and marketing initiatives. Core offerings include: research publications such as the Holiday Sentiment Monitor, Annual Forecast for Overnight Tourism, and various market insights (Germany, train travel, cycling behavior, culinary tourism); strategic vision documents including Perspective Destination Netherlands 2030; and branding programs including NL Branding, Visit NL tourism marketing, and New Dutch innovation branding initiative. Additional services include the NBTC Mediabank for visual content, business events support through Meet NL, and PR/social media marketing services via @visitNetherlands channels. The organization also developed a Cycling Lifestyle AI Tool which was made open source in January 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Visit NL: The international tourism branding initiative for the Netherlands, positioning the country as an attractive tourist and business destination.
• Meet NL
• New Dutch
• NL Passions
• NL Branding

Products and services

• International Destination Marketing
• Tourism Market Research
• Holland Brand Management
• Trade Promotion Services
• Convention Bureau Services

Quantifiable outcome

• 599 publications generated in Germany in 2022 with media value of 6 million euros
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered core and minor.

• EurostarcoreStrategic or Co-development Partner · 26 May 2025Collaborated on international study exploring motivations, barriers and opportunities related to train travel to the Netherlands. Research focuses on overnight visitors from Belgium, Germany, France and UK who have recently traveled or intend to travel to the Netherlands.
• amsterdam&partnerscoreStrategic or Co-development PartnerRegional DMO partner collaborating on international train travel research and sustainable mobility initiatives for the Netherlands.
• Almere City MarketingminorStrategic or Co-development PartnerRegional partner involved in sustainable mobility research initiative.
• The Hague & PartnerscoreStrategic or Co-development PartnerRegional DMO partner for The Hague, collaborating on international train travel research.
• Utrecht MarketingcoreStrategic or Co-development PartnerRegional DMO partner for Utrecht, participating in sustainable mobility research.
• London St. Pancras HighspeedminorStrategic or Co-development PartnerChannel partner for international rail access research to the Netherlands.
• CELTHcoreStrategic or Co-development PartnerCentre of Expertise Leisure, Tourism & Hospitality. Collaboration on measuring resident benefits from tourism, including research methodology development, expert interviews, and field testing in Schouwen-Duiveland municipality.
• Hotelschool The HagueminorStrategic or Co-development PartnerAcademic partner contributing to the Guide to Measuring Resident Benefits publication.
• Eilandmarketing Schouwen-DuivelandminorStrategic or Co-development PartnerLocal tourism marketing organization that served as field test location for resident benefit measurement methodology.
• RVO (Rijksdienst voor Ondernemend Nederland)coreStrategic or Co-development PartnerNL Branding-team coordination for international positioning of the Netherlands. RVO executes NL Brand visual identity coordination under Ministry of Foreign Affairs.
• Ministry of Foreign Affairs (Ministerie van Buitenlandse Zaken)coreStrategic or Co-development PartnerGovernment body coordinating NL-logo and visual identity usage for consistent international positioning of the Netherlands.
• NFIA (Netherlands Foreign Investment Agency)coreGTM or Marketing PartnerNL Brand partner collaborating on international positioning of the Netherlands alongside NBTC.
• NPoE (Netherlands Points of Entry)coreGTM or Marketing PartnerNL Brand partner for international positioning of the Netherlands.
• NufficcoreGTM or Marketing PartnerNL Brand partner for international positioning of the Netherlands in education and student exchange.
• Destination Netherlands NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of regional DMOs and city marketing organizations collaborating on national tourism promotion under NBTC coordination.
• Community Benefits Front-Runner GroupminorStrategic or Co-development PartnerMulti-stakeholder group including sector partners, research institutions, and policymakers working to better define and measure community benefits from tourism.
• Agenda Natuurinclusief Core TeamcoreStrategic or Co-development PartnerANWB, Destination Netherlands, IVN, Molecaten Vakantieparken, Province Noord-Holland, Staatsbosbeheer, Waterrecreatie Nederland collaborating on nature-inclusive society agenda with NBTC as domain lead.
• MCI (Marketing and Communications Institute)coreStrategic or Co-development PartnerWorldwide marketing and communications agency that leads the Dutch office. Partner in congress acquisition and positioning Netherlands as leading conference destination.
• NS (Nederlandse Spoorwegen)coreStrategic or Co-development PartnerDutch national railway working with NBTC on sustainable mobility research and promoting train travel to the Netherlands.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• VisitBritain: VisitBritain is the national tourism agency of the United Kingdom, performing an equivalent national DMO function for Britain as NBTC does for the Netherlands. Both organizations are publicly funded, run international marketing campaigns in source markets, and operate under a similar B2B2C model with regional partners.
• Tourism Ireland: Tourism Ireland is the body responsible for marketing the island of Ireland overseas, operating with a similar government-mandated, publicly funded structure and a comparable focus on European and North American source markets. Both organizations coordinate regional DMOs and execute multi-channel international marketing.
• Atout France: Atout France is the national DMO of France with a comparable public-sector mandate to NBTC. Both organizations focus on international positioning, business events promotion, and coordination with regional tourism boards across their respective countries.
• Tourism New Zealand: Tourism New Zealand is the national DMO of New Zealand, operating with a comparable public mandate and recognized globally for its 100% Pure brand-led international marketing approach. Both organizations invest heavily in proprietary market research and brand storytelling.
• Tourism Australia: Tourism Australia is the national DMO of Australia with a comparable government-mandated role, although operating at larger geographic scale. Both organizations are recognized globally for sophisticated international marketing campaigns and data-driven destination strategy.
• VisitDenmark: VisitDenmark is the official national DMO for Denmark, performing a directly comparable function to NBTC with similar European market focus, government-mandated status, and emphasis on brand storytelling and data-driven destination marketing.
• Visit Sweden (Swedish Tourist Association): Visit Sweden is the national DMO for Sweden, comparable to NBTC in its public-sector mandate, Nordic/European scope, and reliance on brand-led destination storytelling. Both organizations operate research publication portfolios and target similar international source markets.
• Swiss Tourism (Switzerland Tourism): Switzerland Tourism is the national tourism organization of Switzerland with a comparable size, mandate, and publicly funded operating model to NBTC. Both organizations serve as official destination marketers with similar reliance on branded storytelling, data-led insights, and stakeholder coordination.
• Brand USA: Brand USA is the public-private partnership national DMO of the United States. It is directly comparable to NBTC in its PPP structure, government-aligned mandate, and mission to drive international inbound tourism through coordinated marketing.

Regional players

• Visit Flanders: Visit Flanders is the regional DMO for Flanders, Belgium, and a close regional peer to NBTC's work. It is a relevant comparison point as NBTC already partners with regional DMOs and the Flemish market is one of NBTC's core source markets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NBTC
• YouTubeyoutube.com/channel/UCb8CNRMb_GwW1bZIwUiAucA
• Facebookfacebook.com/visitnetherlands
• LinkedInlinkedin.com/company/netherlands-board-of-tourism-&-conventions
• Instagraminstagram.com/visitnetherlands

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 NBTC Holland Marketing