Marketing Drenthe

What Marketing Drenthe does

Marketing Drenthe is the destination marketing organization (DMO) for the province of Drenthe in the Netherlands, headquartered in Dwingeloo. It is funded primarily by the Province of Drenthe (Provincie Drenthe), with its multi-year plan 2025-2028 aligned to the provincial Agenda Recreatie en Toerisme and the broader Perspectief op Bestemming Drenthe 2030 framework. The organization operates as a small, specialized team that promotes Drenthe as the 'Oerprovincie van Nederland' (Primeval Province of the Netherlands) through marketing campaigns, heritage projects, and tools for tourism businesses and visitors. It serves two principal audiences: (1) Dutch and German visitors (with the German focus concentrated in Nordrhein-Westfalen and Niedersachsen border regions for season extension), and (2) local tourism SMBs (accommodations, restaurants, attractions, recreation businesses) that receive free marketing resources, training, and promotional support.

The organization's portfolio includes the consumer-facing Drenthe.nl tourism website, the year-round 'Kracht van Oer' campaign (Dutch and German markets), the 'Buiten Bereik' walking route campaign with four new hiking routes, the Van Gogh Drenthe heritage project (cycling routes, exhibitions, EU-funded cultural activities), the Koloniën van Weldadigheid heritage project, the Leefstijlvinder lifestyle segmentation tool, downloadable toolkits for tourism entrepreneurs, an image bank with brand guidelines (beeldbank/merkgids), a monthly newsletter (Oerkreet), and a podcast series (Verhalen van Drenthe). The proprietary technology footprint is minimal: no app, no API, no SDK, no proprietary AI/ML — the platform is a content, campaign, and stakeholder-coordination operation rather than a technology product.

Commercially, Marketing Drenthe is a non-profit, government-funded entity. It does not sell to its SMB partners (services and resources are provided free of charge) and does not generate revenue from visitors. All funding flows from the provincial government plus regional/EU co-funding sources (Regio Deal Zuid- en Oost-Drenthe II, LEADER Zuidwest Drenthe). Its GTM is content-led and event-driven: multi-channel campaigns spanning content marketing, social media (LinkedIn, Facebook, Instagram, YouTube), email newsletters, digital advertising, radio, print, and out-of-home (bus shelters), complemented by nature-organization co-branded awareness campaigns with Staatsbosbeheer, Het Drentse Landschap, Natuurmonumenten, and IVN. The customer base is therefore more accurately described as 'beneficiaries' (tourism businesses and visitors) than as revenue-paying customers.

Name

Marketing Drenthe

Legal name

Marketing Drenthe

Website

https://marketingdrenthe.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Marketing Drenthe is the government-funded destination marketing organization for the Province of Drenthe in the Netherlands. It promotes tourism through campaigns like Kracht van Oer and Buiten Bereik, heritage projects, and free resources for tourism SMBs, targeting Dutch and German visitors.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Nature Parks and Other Similar Institutions (71219), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

akta.pro secondary industries

Eco-Tours & Sustainable Nature Travel (THAJAIAD), Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• Destination marketing
• Tourism promotion
• Regional marketing
• Leisure tourism
• Heritage tourism

Headquarters

HQ city

Dwingeloo

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. Provincial Funding: Marketing Drenthe is funded by the Province of Drenthe (Provincie Drenthe). Their multi-year plan 2025-2028 and annual plans align with the Agenda Recreatie en Toerisme of the Province of Drenthe.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Marketing Drenthe is the destination marketing organization for the Province of Drenthe in the Netherlands. It promotes tourism and recreation in the province through multi-channel marketing campaigns, heritage projects (Van Gogh Drenthe, Koloniën van Weldadigheid), curated hiking and cycling routes, and a portfolio of free resources including a lifestyle segmentation tool, downloadable toolkits, a photo library, and an email newsletter for local tourism entrepreneurs.

Product overview

Marketing Drenthe is a tourism marketing organization for the Drenthe province in the Netherlands, operating as a single unified offering rather than a platform-plus-modules architecture. Its portfolio includes the main Drenthe.nl tourism website, marketing campaigns (Kracht van Oer, Buiten Bereik), heritage projects (Van Gogh Drenthe, Koloniën van Weldadigheid), the Leefstijlvinder lifestyle analysis tool, downloadable toolkits for entrepreneurs, a monthly newsletter (Oerkreet), an image bank with brand guidelines, a podcast series, and Van Gogh-themed product catalog. The organization also manages hiking routes and cycling routes as physical tourism products.

Differentiator

Problem solved

Functional benefit

Brands

• Oerdrenthe: Brand identity and marketing campaign theme positioning Drenthe as the Oerprovincie (primeval province) of the Netherlands
• Buiten Bereik
• De Kracht van Oer
• Van Gogh Drenthe

Products and services

• Drenthe.nl Tourism Website Primary digital platform for tourism marketing of Drenthe province, providing information about destinations, accommodations, activities, and travel inspiration for visitors to the Oerprovincie (primeval province) of the Netherlands.
• Kracht van Oer Campaign Year-round tourism marketing campaign targeting Dutch and German visitors, positioning Drenthe as the Oerprovincie (primeval province) of the Netherlands, with focus on nature, relaxation, and off-season travel.
• Buiten Bereik Wandelroutes Four offline hiking routes designed to encourage visitors to disconnect from the digital world and experience Drenthe's nature mindfully through slow walking and sensory activation.
• Van Gogh Drenthe Project Cultural heritage project making Vincent van Gogh's legacy in Drenthe visible and experienceable, including cycling routes, local initiative funding, and collaboration with the Van Gogh Europa network.
• Van Gogh Drenthe Fietsroutes Cycling routes themed around Vincent van Gogh's time in Drenthe, recognized as Cycling Route of the Year 2024 and best cycling route in Europe at the Fiets- en wandelbeurs Utrecht.
• Koloniën van Weldadigheid Project Heritage project making the history of the Colonies of Benevolence (UNESCO heritage) in Drenthe visible and accessible to visitors and residents.
• Leefstijlvinder Tool Lifestyle finder tool that helps tourism entrepreneurs understand visitor segments based on seven leisure lifestyles (rustzoeker, harmoniezoeker, inzichtzoeker, avontuurzoeker, etc.) and their geographic distribution in the Netherlands.
• Oerkreet Nieuwsbrief Monthly newsletter providing insights, figures, and tips about tourism marketing in Drenthe for tourism entrepreneurs and stakeholders.
• Verhalen van Drenthe Podcast Podcast series hosted by Ellen ten Damme exploring stories of Drenthe including prehistoric times, peatlands, Colonies of Benevolence, and nature, along with a children's audio story.

Quantifiable outcome

• 2 million+ visitors annually choose Drenthe for relaxation
• +2 more outcomes

Named customers1 record

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

14 partnerships are on record, tiered core and minor.

• Provincie Drenthe (Province of Drenthe)coreOthers · 1 January 2025Primary funding source for Marketing Drenthe. The organization's multi-year strategy 2025-2028 and annual plans align with the Agenda Recreatie en Toerisme of the Province of Drenthe. The province provides core funding that enables all marketing activities.
• Regio Deal Zuid- en Oost-Drenthe IIcoreStrategic or Co-development Partner · 1 January 2025Regional deal providing funding for implementation of Van Gogh Drenthe projects. The collaboration focuses on increasing visibility among visitors while strengthening pride and wellbeing among Drenthe residents.
• Van Gogh EuropacoreStrategic or Co-development Partner · 1 January 2022Marketing Drenthe became a member of Van Gogh Europa in 2022, joining the Drents Museum and Van Gogh Huis Nieuw Amsterdam/Veenoord. The partnership aims to make Van Gogh's cultural heritage accessible to a broad audience to inspire, unite, and engage current and future generations.
• Van Gogh BrabantcoreStrategic or Co-development Partner · 1 January 2022Collaboration to develop 'Het landelijke Van Gogh' (The National Van Gogh) connecting Van Gogh heritage in both Drenthe and Noord-Brabant provinces, working with NBTC to create sustainable tourist offerings.
• VisitBrabantcoreStrategic or Co-development Partner · 1 January 2022Partner in the national Van Gogh collaboration together with Van Gogh Brabant, Marketing Drenthe, and NBTC to link Van Gogh heritage across Dutch provinces.
• NBTC (Nederlands Bureau voor Toerisme & Congressen)coreStrategic or Co-development Partner · 1 January 2022National tourism board working with Van Gogh Brabant, Marketing Drenthe, and VisitBrabant to better make cultural heritage visible, bookable, and experienceable, and to attract valuable regional visitors.
• Recreatieschap DrenthecoreStrategic or Co-development PartnerPartner in Van Gogh Drenthe project and other recreation initiatives. Collaborates with Marketing Drenthe, municipalities, and entrepreneurs to make cultural stories accessible to residents and visitors.
• Gemeenten Coevorden, Emmen, HoogeveencoreStrategic or Co-development PartnerMunicipal partners in Van Gogh Drenthe project, working with the province, Recreatieschap Drenthe, and Marketing Drenthe to make Van Gogh's story accessible.
• Drents MuseumcoreStrategic or Co-development PartnerPartner in Van Gogh Drenthe project. Hosted Van Gogh exhibition in 2023 (140th anniversary of Van Gogh's arrival in Drenthe).
• LEADER Zuidwest DrentheminorOthersEuropean rural development subsidy funding the project 'Drenthe inspires Van Gogh...Van Gogh inspires Drenthe with cultural-historical activities.' Marketing Drenthe collaborates with Stichting Drentse Praam and Stichting Levende Geschiedenis Drenthe.
• StaatsbosbeheercoreStrategic or Co-development PartnerNature organization collaborating on awareness campaigns. Co-sender of the 'In Drenthe kom je op adem. Gun je de natuur hetzelfde?' campaign message about nature conservation.
• Het Drentse LandschapcoreStrategic or Co-development PartnerNature organization collaborating on awareness campaigns and representing nature/milieu organizations in the Marketingadviesraad (Marketing Advisory Board).
• NatuurmonumentencoreStrategic or Co-development PartnerNature organization consulted for campaign planning to identify less-visited nature areas and support visitor distribution goals.
• IVN NatuureducatiecoreStrategic or Co-development PartnerNature education organization consulted for campaign advice and featured in the podcast series discussing the Drentsche Aa national park.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visit Limburg (Limburg Marketing): Regional DMO for the Limburg province in the Netherlands. Comparable Dutch provincial DMO with similar mandate to promote nature, culture, and cycling tourism to Dutch, Belgian, and German audiences.
• VisitDenmark: National tourism organization of Denmark promoting nature-based and coastal tourism to German and Dutch visitors. Comparable as a national DMO with similar lifestyle segmentation, multi-channel marketing, and German cross-border outreach.
• VisitBrabant: Destination marketing organization for the Brabant region in the Netherlands. Comparable as a peer DMO and explicit partner in the Van Gogh Europa collaboration, with overlapping Dutch visitor targets and similar SME support models.
• Marketing Zeeland: Regional DMO for the Zeeland province in the Netherlands. Comparable as a Dutch provincial DMO with similar mandate to promote recreation and tourism, support SMEs, and run seasonal campaigns.
• Marketing Friesland: Regional DMO for the Friesland province in the Netherlands. Directly comparable Dutch provincial DMO promoting nature, culture, and cycling/walking tourism to Dutch and (partly) German audiences.
• Tourismus Tirol (Tirol Werbung): Austrian regional DMO for the Tirol region. Comparable as a regional DMO with strong cycling/hiking product portfolio, multi-channel campaigns, German-language market focus, and SME support infrastructure.
• MarketingOost: Regional destination marketing organization for eastern Netherlands (Overijssel, Gelderland). Directly comparable as a Dutch provincial-level DMO running multi-channel tourism campaigns, lifestyle segmentation, and SME support; also referenced as a previous employer of Marketing Drenthe staff.

Regional players

• Tourismus Marketing GmbH Baden-Württemberg: Regional tourism board for the German state of Baden-Württemberg. Comparable as a regional DMO adjacent to Drenthe's German target market, focusing on nature, hiking, and cultural tourism for the DACH region.
• Visit Flanders (Toerisme Vlaanderen): Regional tourism organization for Flanders, Belgium. Comparable as a Benelux DMO promoting nature, culture, and cycling experiences to Dutch, German, and international visitors with similar campaign structures.

Broad incumbents

• NBTC Holland Marketing: National tourism board for the Netherlands and explicit partner of Marketing Drenthe. Broader scope covering the entire country, with overlapping campaigns and shared market-research initiatives (Vakantieonderzoek).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC0yXmDNy1BBgADTfPo4L-Dw
• Facebookfacebook.com/marketingdrenthe
• LinkedInlinkedin.com/company/marketing-drenthe
• Instagraminstagram.com/oerdrenthe
• Xx.com/marketingdrenth

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Marketing Drenthe