MarktingOost

What MarktingOost does

MarketingOost is a Dutch destination marketing organization (DMO) operating as Stichting MarketingOost from its headquarters in Zwolle, Overijssel. It is the recognized coordinating body for the province's leisure economy, working under a quasi-public mandate with the Overijssel provincial government and municipalities, while also serving tourism and recreation entrepreneurs (hotels, campgrounds, restaurants, attractions) and end-visitors including a growing German inbound segment. Its core service offering spans four pillars: Branding (campaign development and execution across seven regional sub-brands — Hanzesteden, IJsseldelta, Salland, Twente, Vechtdal, Weerribben-Wieden, and Stad en Regio Zwolle), Smart Data (research, analytics and the KennisplatformOost knowledge portal), Destinatieontwikkeling (destination/area development consulting), and Routebureau (management of 2,000 km of walking and 1,500 km of cycling routes maintained with volunteer controllers). The technology stack is not proprietary in the SaaS sense; it consists of consumer-facing destination websites (visitoost.nl and seven regional sub-sites), an embeddable Minigids widget, a Beeldbank image library, a webshop for promotional materials, and a quarterly campaign-results reporting platform. Revenue mechanics combine government appropriations, tiered annual partner packages (€600–€4,500) sold primarily through the Das andere Holland German-market program, and transactional webshop sales of maps, brochures and merchandise. The organization is governed by a Raad van Toezicht (supervisory board) typical of Dutch foundations, has no parent company or external shareholders, and does not disclose financial figures publicly. Recent strategic activity centers on deepening cross-border (German) marketing, expanding the route product surface, and a multi-year Hanze cultural-infrastructure program running through 2030–2031.

Name

MarktingOost

Legal name

Stichting MarketingOost

Website

https://marketingoost.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Stichting MarketingOost is a Dutch destination marketing organization based in Zwolle that develops the leisure economy of Overijssel province for governments, tourism entrepreneurs, and visitors through branding, smart data, destination development, and route management.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

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

akta.pro secondary industries

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Digital Performance Marketing (SEM, Paid Social, Programmatic) (BPAFAAAD)

Keywords

• Destination marketing services
• Regional tourism development
• Leisure economy consulting
• Route management services
• Place branding services

Headquarters

HQ city

Zwolle

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

Revenue model

1. Government contracts and funding: MarketingOost operates as a regional marketing organization funded primarily through government contracts and provincial/municipal funding to develop the leisure economy in Overijssel.
2. Partner packages - Das andere Holland: Annual partner packages for businesses to participate in German market campaigns, with tiered pricing from Scale-up to Professional levels.
3. Webshop sales: Sale of promotional materials including maps, brochures, route guides, and merchandise through the MarketingOost webshop to businesses and tourists.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

MarketingOost is a regional destination marketing organization (DMO) for Overijssel province in the Netherlands, providing four core services: branding campaigns, smart data analytics, destination development consulting, and walking/cycling route management. It also operates the Das andere Holland platform targeting German visitors and runs an e-commerce webshop for promotional materials, serving governments, municipalities, and tourism entrepreneurs across the province.

Product overview

MarketingOost is a destination management organization for Overijssel province that operates a multi-brand portfolio centered around regional tourism promotion. The core offering consists of four main services: Branding (campaign development and execution), Smart Data (research and analytics), Destinatieontwikkeling (destination development consulting), and Routebureau (walking and cycling route management). The portfolio includes seven regional sub-brands (Hanzesteden, IJsseldelta, Twente, Vechtdal, Salland, Weerribben-Wieden, and Zwolle) plus thematic platforms like Das andere Holland for German market outreach and VisitOost as the main consumer-facing platform. Supporting tools include Minigids (embeddable widget), Beeldbank (image library), Webshop (promotional materials), and KennisplatformOost (research database). The organization also maintains extensive cycling and walking route networks and coordinates voluntary route controllers.

Differentiator

Problem solved

Functional benefit

Brands

• VisitOost: Overarching platform covering all regions within Overijssel.
• Hanzesteden
• IJsseldelta
• Salland
• Twente
• Vechtdal Overijssel
• Weerribben-Wieden
• Stad en Regio Zwolle
• Das andere Holland
• Visit Zwolle
• Visit Twente
• Visit Hanzesteden
• Ontdek de IJsseldelta
• Visit Weerribben-Wieden
• Verslingerd aan Salland
• Vechtdal Overijssel (marketing platform)
• Congresregio's Zwolle en Twente
• Routebureau MarketingOost

Products and services

• Branding Strategic branding service that positions Overijssel and its seven regions as attractive destinations for visitors, residents, and businesses. Includes campaign development, execution, and quarterly campaign results reporting.
• Smart Data Data analysis and research service combining extensive tourism data with regional knowledge of the Overijssel leisure economy. Provides insights for governments and entrepreneurs.
• Destinatieontwikkeling (Destination Development) Area development consulting service that advises governments on regional visions and stimulates entrepreneurs to develop tourism offerings matching visitor and resident wishes.
• Routebureau Route management and development service maintaining walking and cycling networks across Overijssel, including signposting, route planning, and coordination of voluntary route controllers. Covers 2,000 km of walking and 1,500 km of cycling routes.
• Das andere Holland Joint marketing platform promoting Eastern Netherlands to the German market as a vacation destination. Includes annual newspaper (100,000+ copies distributed), online campaigns, and tiered partner packages (Scale-up, Grow-up, Professional) for tourism businesses.
• Webshop Online e-commerce shop selling promotional materials including tourist magazines, city maps, walking and cycling maps, brochures, regional merchandise, flags, and banners to businesses and consumers across all Overijssel regions.
• VisitOost Main consumer-facing digital platform providing comprehensive visitor information about Overijssel across all regions including Hanzesteden, IJsseldelta, Salland, Twente, Vechtdal, Weerribben-Wieden, and Zwolle.
• Gastvrij Overijssel Network organization for the leisure sector in Overijssel, organizing congresses (e.g., Gastvrij Overijssel 2025 with 100+ attendees) and supporting tourism entrepreneurs with training and education programs.

Quantifiable outcome

• German overnight stays grew 14% in Overijssel in 2025, reaching 1.2+ million
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• ANWBcoreStrategic or Co-development Partner · 1 May 2026Collaboration on developing and promoting ANWB Pontjesroutes (ferry cycling routes) in IJsseldelta region. Routes launched May 2026 include three ANWB Pontjesroutes and one Pontjesroute XL, with routes published on ANWB.nl/pontjesfietsroutes.
• Gebiedscoöperatie IJsseldeltacoreStrategic or Co-development Partner · 1 May 2026Initiated development of Pontjesroutes in IJsseldelta. Gebiedscoöperatie collaborated with MarketingOost and ANWB on route development for the river landscape area.
• Toerisme Veluwe Arnhem NijmegencoreStrategic or Co-development Partner · 1 March 2026First joint publication of Das andere Holland newspaper - a 40-page magazine distributed to 100,000+ German households. Both organizations collaborate on marketing campaigns targeting the German market for Eastern Netherlands tourism. Partnership includes online and social media campaigns launched in March 2026.
• 15 Hanze cities (Deventer, Doesburg, Elburg, Harderwijk, Hasselt, Hattem, Kampen, Zutphen, Zwolle, plus new: Rijssen, Oldenzaal, Ommen, Maasbommel, Zaltbommel, Tiel)coreStrategic or Co-development Partner · 1 March 2026Extended Hanse cooperation ('Samenwerking 3.0') preparing for International Hanse Days in Zwolle (2030) and Harderwijk (2031). Collaboration includes exploration of joint National Hanse Museum.
• RTV OostcoreGTM or Marketing Partner · 1 January 2026Television collaboration for 'Het Mooiste Plekkie' series and photography competition. RTV Oost broadcasts the TV series starting April 2026 with finals at Academiehuis Grote Kerk in Zwolle.
• Beleef! MediacoreGTM or Marketing Partner · 1 January 2026Collaboration partner in 'Het Mooiste Plekkie' project producing TV series and photography competition showcasing Overijssel destinations.
• Sallandse Heuvelrug & Twents ReggedalcoreStrategic or Co-development Partner · 1 January 2026Collaboration on developing and launching seven cycling routes themed 'Het Verdwenen Landschap' (The Disappeared Landscape). Routes based on Landscape Biography of the area, launched June 2026.
• IVN NatuureducatiecoreImplementation/ SI/ Consulting Partner · 1 January 2026IVN provides training courses for hospitality and recreation entrepreneurs in IJsseldelta region, teaching landscape interpretation and storytelling skills. Courses include 'Gastheer van het Landschap' (Host of the Landscape).
• Achterhoek Toerisme and Bureau Toerisme RivierenlandcoreStrategic or Co-development Partner · 1 January 2026Long-standing Das andere Holland partnership partners who have collaborated for 10 years within the German market campaign framework.
• NOC*NSFcoreStrategic or Co-development Partner · 1 November 2025Signing of covenant for 'More Space for Outdoor Sports in Sallandse Heuvelrug & Twents Reggedal' area as part of national 'More Space for Outdoor Sports' project. Partnership includes 18 organizations working on accessibility for sports in nature.
• Talen ToolsminorGTM or Marketing Partner · 1 October 2025Company donated pruning shears and gloves to volunteer route controllers as thank-you gift during appreciation event.
• WandelnetminorStrategic or Co-development Partner · 1 January 2023Collaboration on 'Quality and Satisfaction of Walking Networks' research project in Overijssel, surveying hikers about their experiences with walking networks.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Visit Flanders: Regional/national DMO for Flanders (Belgium). Performs comparable destination branding, data analytics, route development, and entrepreneurial support functions for a comparable European regional geography.
• NBTC Holland Marketing: Dutch national destination marketing organization promoting the Netherlands internationally. Operates at country level rather than one province, but governs the national framework under which regional DMOs like MarketingOost execute their campaigns.
• VisitDenmark: National Danish DMO combining branding, data, route development, and partnerships to drive inbound tourism. Comparable in overall mandate and multi-service structure.

Regional players

• Visit Brussels & Partners: City/regional DMO for Brussels. Smaller-scale DMO with overlapping mandate (branding, leisure economy, partnership marketing), but serves an urban region rather than a multi-region province.

Direct peers

• Visit Wales: Welsh regional destination marketing organization combining branding, route management, partner programs, and international campaign work. Closely comparable in multi-region structure and route-network operations.
• Tirol Werbung: Austrian state-level destination marketing organization combining branding, data, route management, and partner networks at multi-region scale. Most direct European comparator in terms of multi-brand, multi-service structure.
• Toerisme Veluwe Arnhem Nijmegen: Dutch regional destination marketing organization for Gelderland's Veluwe and Arnhem-Nijmegen area. Co-marketing partner in Das andere Holland targeting German visitors with multi-year collaboration; closest functional and operational peer to MarketingOost.
• Tourismus Marketing GmbH Baden-Württemberg: German state tourism marketing organization managing multiple regional brands, route networks, and cross-border campaigns. Notably relevant as German-market neighbor feeding the same source-market visitor pool MarketingOost targets.
• Bureau Toerisme Rivierenland: Regional DMO for the Rivierenland area in Gelderland. Long-standing partner in Das andere Holland German-market campaign framework alongside MarketingOost; comparable in mission, funding mix, and cross-border focus.
• Achterhoek Toerisme: Regional DMO for Achterhoek (Gelderland). Ten-year partner in Das andere Holland alongside MarketingOost; sister organization with overlapping customer base of tourism entrepreneurs and municipal governments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC-1tpZty7Pl75J8fUObqfAQ/videos
• Xx.com/MarketingOost
• Facebookfacebook.com/marketingoost
• LinkedInlinkedin.com/company/marketingoost-regio--en-stadsmarketing

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 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 MarktingOost