Travel Trade Holland

What Travel Trade Holland does

Travel Trade Holland (Stichting Travel Trade Holland) is an independent Dutch foundation, founded in 2012 and headquartered in Zaandam, Noord Holland. It operates a B2B information and networking platform that connects international travel trade professionals — tour operators, cruise operators, online travel agencies, wholesalers, and travel agents — with Dutch tourism suppliers. Its core products include a searchable Partner Directory, a geographic Partners Map, an organized FAM (familiarization) trip program, a partner portal section, and a newsletter subscription service. The organization serves as a central reference point for international buyers sourcing Dutch itineraries, attractions, museums, hotels, restaurants, and transportation.

The foundation generates revenue through a B2B membership/information services model with subscription-style recurring streams, though pricing is not publicly disclosed. Its go-to-market is sales-led and event-driven, relying on direct relationships with international travel trade professionals and on organized sales events and FAM trips that allow international operators to experience Dutch destinations firsthand. The organization maintains an extensive partner ecosystem spanning marquee Dutch attractions (Efteling, Keukenhof, Heineken Experience, Johan Cruijff Arena), national museums (Rijksmuseum, Van Gogh Museum, Mauritshuis, Kröller-Müller), hotel groups (WestCord, BW Hotel), DMOs (Visit Friesland, Visit Groningen, The Hague & Partners), transportation providers (Stromma, Royal Oostenrijk Group, MAX|DMC), and major ticketing platforms (Tiqets, GetYourGuide, Best of Tickets, Prioticket).

The foundation is a non-profit entity (stichting) governed by a board structure, with no parent company or institutional investors identified. With 8 employees, it operates as a lean organization whose scale is measured by the depth of its partner network and its international reach into the global travel trade community rather than by headcount. The technology stack is minimal: the core delivery is a website and partner directory rather than a proprietary technology platform.

Name

Travel Trade Holland

Legal name

Stichting Travel Trade Holland

Website

https://traveltradeholland.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Travel Trade Holland is an independent Dutch foundation operating a B2B platform that connects international travel trade professionals — tour operators, cruise operators, OTAs, wholesalers, and travel agents — with Dutch tourism suppliers through a partner directory, FAM trips, and sales events.

Ownership category

akta.pro rank

Product category

Tourism Information Services

NAICS

Tour Operators (56152), Tour Operators (561520)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industries

Fee-Based/Independent Trip Planners (No Booking) (THAKAOAA), Cultural, Heritage & Arts Travel Agencies (THAKAFAK)

Keywords

• Travel trade services
• Tourism information platform
• FAM trip organization
• Destination marketing services
• B2B travel network

Headquarters

HQ city

Netherlands

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. B2B Membership/Information Services: Provides travel trade professionals (tour operators, cruise operators, OTAs, wholesalers, travel agents) with information about the Dutch tourism industry, including partner directory, FAM trip opportunities, and sales events.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Travel Trade Holland is an independent Dutch foundation that provides international travel trade professionals with curated information about the Dutch tourism industry. It maintains a partner directory and geographic map of Dutch tourism suppliers (museums, attractions, hotels, restaurants, transportation, DMOs, ticketing platforms), organises familiarisation (FAM) trips and sales events for international buyers, and distributes destination updates via newsletter and social media.

Product overview

Travel Trade Holland is an independent foundation serving as a B2B platform for the Dutch tourism industry. The company operates a unified platform consisting of a partner directory with geographic mapping, organizes familiarization trips for international travel professionals, and provides a newsletter subscription service. The platform connects travel agents, tour operators, wholesalers, cruise operators, and OTAs with Dutch tourism partners across categories including museums, attractions, hotels, restaurants, shopping, transportation, and destination management companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Tourism Partner Directory A searchable B2B directory listing Dutch tourism partners across categories (museums, attractions, hotels, restaurants, shopping venues, transportation providers, DMOs, OTAs, and ticketing/IT services) for international travel trade professionals.
• Partners Map A geographic mapping tool displaying the locations of Dutch tourism partners across the Netherlands, supporting visual discovery of suppliers.
• FAM Trip Organization Familiarisation trips organised for international tour operators, travel agents, and wholesalers to experience Dutch tourism destinations and attractions firsthand.
• Newsletter Subscription Email newsletter providing travel trade professionals with updates about Holland as a travel destination and announcements of upcoming FAM trips organised by Travel Trade Holland.
• Partner Section A dedicated portal section providing Dutch tourism partners with exclusive information and resources.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

33 partnerships are on record, tiered core and minor.

• KLM Royal Dutch AirlinescoreStrategic or Co-development PartnerKLM is mentioned as the royal national airline flying non-stop to Amsterdam from over 150 destinations, positioning the Netherlands as an accessible travel destination for international visitors.
• Dutch Tourism Suppliers NetworkcoreStrategic or Co-development PartnerComprehensive network of Dutch tourism partners including: Attractions (Efteling, Heineken Experience, Johan Cruijff Arena, Monkey Town, Aqualiner, Remastered, Tulip Experience Amsterdam), Museums (Rijksmuseum, Van Gogh Museum, Mauritshuis, Kröller-Müller Museum, Escher in Het Paleis, STRAAT Museum, Fabrique des Lumières, Zuiderzee Museum, Paleis Het Loo), Hotels (WestCord Hotels, BW Hotel Group, Avifauna), Restaurants, DMOs (Visit Friesland, Visit Flevoland, Visit Groningen, Visit Brabant, The Hague & Partners), Transportation (Royal Oostenrijk Group, SnelleVliet, Maaskant, Holland Palette, Cruise Tours BeNeLux), and ticketing platforms (Tiqets, GetYourGuide, Best of Tickets, Prioticket).
• Holland IncomingcoreStrategic or Co-development PartnerFamily-owned company founded in 1984 with extensive network of hotels, restaurants, guides and other suppliers in Holland and Belgium. Offers competitive rates and high-quality services for assembling itineraries.
• Blue Boat CompanyminorStrategic or Co-development PartnerCanal cruise company offering Amsterdam canal experiences for tour groups.
• Royal Oostenrijk GroupcoreStrategic or Co-development PartnerFamily business since 1922, providing touringcar transport with over 40 coaches and business travel services with Mercedes-Benz vehicles. Parent company of MAX | DMC.
• StrommacoreStrategic or Co-development PartnerSwedish-owned Netherlands operation part of Stromma Group. Sails Amsterdam canals since 1912 with diverse sustainable fleet serving 1.5 million guests annually. Offers excursions, souvenirs and special group arrangements.
• WestCord HotelscoreStrategic or Co-development PartnerDutch owned and operated family business with 16 WestCord Hotels throughout the Netherlands including properties on Wadden Islands, Rotterdam (Hotel New York) and various locations.
• EftelingcoreStrategic or Co-development PartnerEurope's most fairytale theme park, World of Wonders offering 365 enchanting days a year. Perfect destination for young and old with unique hotels and holiday houses.
• The RijksmuseumcoreStrategic or Co-development PartnerWorld-class national museum with Dutch masterpieces including Vermeer, Van Gogh, and world's biggest Rembrandt collection. Located on Museumplein in Amsterdam with 80 rooms showing 8000 objects.
• Kröller-Müller MuseumcoreStrategic or Co-development PartnerWorld's finest Van Gogh collection and second largest globally. Features modern masters like Monet, Seurat, Picasso, Mondriaan. Located in Veluwe with sculpture garden combining art and nature.
• Royal DelftcoreStrategic or Co-development PartnerHome for Delft Blue ceramics made since 1653. Factory and museum where ceramics are handmade, featuring master painters and explaining how Delft Blue became famous worldwide.
• Batavia Stad Fashion OutletminorStrategic or Co-development PartnerFirst fashion outlet center in the Netherlands (opened 2001) in Lelystad with 250 fashion brands offering 30-70% savings. Located near Nieuw Land National Park.
• The MauritshuiscoreStrategic or Co-development PartnerWorld-class museum in The Hague with Dutch and Flemish paintings from 16th-17th century. Houses Vermeer's Girl with a Pearl Earring and 11 Rembrandts.
• Fabrique des LumièrescoreStrategic or Co-development PartnerLargest digital art centre in the Netherlands, located in Westerpark Amsterdam. Features lifelike projections on walls up to 17-meters high with advanced light, video and sound technology.
• STRAAT MuseumcoreStrategic or Co-development PartnerMuseum for street art and graffiti with 150+ works by 130+ international artists in a historic ship shed on NDSM Square. Largest street art museum in the world.
• Tulip Experience AmsterdamcoreStrategic or Co-development PartnerTulip museum and show garden with 4 million tulips in 700 varieties. Located in Noordwijkerhout in the Flower Bulb Region, open March-May annually.
• Johan Cruijff ArenacoreStrategic or Co-development PartnerHome of AFC Ajax and Dutch National Team. One of Europe's most modern stadiums welcoming over one million visitors annually. Offers behind-the-scenes stadium tours.
• Heineken ExperiencecoreStrategic or Co-development PartnerBrand experience in Heineken's oldest brewery in Amsterdam. 1.5-hour tour includes 2 beers, heritage, brewing process, and best way to taste Heineken.
• Aqualiner/WaterShuttleminorStrategic or Co-development PartnerFast water shuttle connecting Rotterdam to UNESCO World Heritage site Kinderdijk in 30 minutes. Ideal for tourists, families and groups.
• Merlin EntertainmentscoreStrategic or Co-development PartnerGlobal leader in location-based family entertainment. Amsterdam attractions include Madame Tussauds, The Amsterdam Dungeon, and This Is Holland.
• TiqetscoreChannel Partner/ Reseller/ DistributorLeading online booking platform for museums and attractions in 60+ countries, 1000+ cities, 17 languages. Mission to help millions of travelers find culture.
• GetYourGuidecoreChannel Partner/ Reseller/ DistributorWorld's leading OTA for tours and activities where travelers can discover unforgettable experiences.
• Best of TicketscoreChannel Partner/ Reseller/ DistributorLeading online B2B platform connecting global group tour operators with Europe's top attractions, museums, venues and experiences. Enables itinerary building and booking management.
• PrioticketcoreChannel Partner/ Reseller/ DistributorSAAS ticketing infrastructure enabling suppliers to accept bookings via single interface. Connected to over 100 online distribution channels as one of leading marketplaces for tours and activities worldwide.
• MAX | DMCcoreStrategic or Co-development PartnerPrivately-owned destination company part of Royal Oostenrijk Group established 1922. Creates experiences for group & FIT trips, incentives, transportation, cruise services, meetings and events.
• KeukenhofcoreStrategic or Co-development PartnerMost beautiful spring garden in the world with millions of flowering tulips, daffodils and bulb flowers. Unique setting for photos with spectacular flower shows.
• AvifaunaminorStrategic or Co-development PartnerBird park with four-star hotel, large playground, restaurants near Amsterdam, The Hague, Utrecht, Rotterdam. 30 minutes from major cities, 20 minutes from Schiphol Airport.
• MadurodamcoreStrategic or Co-development PartnerDiscover Dutch highlights in one day - Peace Palace, tulip fields, cheese market, Rijksmuseum in miniature. Experience interactive activities and indoor attractions at scale 1:25.
• Cruise Tours BeNeLuxcoreStrategic or Co-development PartnerOne-stop shop for destination management needs. Founded 2019 with experienced team from Cruise and Meetings industries. Tailor-made solutions for BeNeLux destinations.
• Henri Willig CheesecoreStrategic or Co-development PartnerFamily cheese maker since 1974 on own farm. Nearly 50 years of artisanal cheese production with nearly 35 stores in Netherlands, Germany and Austria. Cheese experiences at Katwoude, Zaanse Schans, Volendam and Edam.
• Visit FlevolandcoreStrategic or Co-development PartnerDestination marketing organization for largest man-made land on planet reclaimed from sea. Features modern polder cities, Nieuw Land National Park, land art, and tulip fields.
• Visit GroningencoreStrategic or Co-development PartnerDMO for vigorous, authentic city with undiscovered gems. City energy meets countryside with UNESCO World Heritage site border. Seven regions each with unique character.
• RemasteredminorStrategic or Co-development PartnerDigital art experience reimagining Dutch Masters by new digital artists. 60-minute journey featuring Jeroen Bosch creatures, Van Gogh scenes, Mondrian's Victory Boogie Woogie with interactive elements.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Brand USA: The destination marketing organization for the United States, with a substantial international travel-trade program (IPW, trade missions, FAM trips) connecting global tour operators with US suppliers. Same destination-marketing trade-promotion mission, at much larger scale and budget.
• Tourism Ireland: The national tourism development authority for Ireland, operating a dedicated B2B travel-trade function (Trade Ireland) that connects international tour operators with Irish suppliers. Closely comparable as a country-level non-commercial trade-promotion body serving tour operators, wholesalers, and OTAs.
• Switzerland Tourism: Switzerland's national tourism organization with a dedicated trade portal connecting international tour operators with Swiss suppliers (hotels, attractions, transport). Closely mirrors TTH's directory-plus-FAM-trip-plus-event model in another small, high-density European destination.
• ENIT (Italian National Tourist Board): Italy's national tourism body running B2B trade programs, FAM trips, and supplier information services for international tour operators selling Italian cultural and heritage tourism. Comparable mix of cultural-tourism curation and trade-event activation in another European market.
• Destination Canada: Canada's national tourism agency operating a trade-marketing division that supports international tour operators, cruise lines, and OTAs selling Canadian product through FAM trips, trade shows, and supplier directories. Directly comparable model in another Western market.
• VisitBritain: The UK national tourism agency that runs a B2B travel-trade program (UKinbound-style trade events, FAM trips, supplier directories). Directly comparable model: government-backed DMO running international trade events and curated supplier content for tour operators and cruise operators.
• NBTC Holland Marketing: The official Dutch national tourism board, headquartered in The Hague, that promotes the Netherlands to international travel trade audiences. Direct peer in destination: TTH targets the same international tour operators, cruise lines, and OTAs with the same Dutch tourism content, often via FAM trips and B2B sales missions.
• Austrian National Tourist Office: Operates Austria's national tourism trade function, running FAM trips, sales events, and trade marketing for international tour operators and travel agents across multiple European origin markets. Same model as TTH but positioned around Austrian cultural/heritage tourism suppliers.

Broad incumbents

• GetYourGuide: World-leading B2B2C tours and activities OTA connecting international travel agents, OTAs, and end consumers directly with Dutch and European attractions. A current TTH distribution partner that operates at substantially greater scale than the foundation, representing both a channel and a potential disintermediation risk.
• Tourism Australia: Australia's national tourism body that runs an extensive international B2B trade program (including Australian Tourism Exchange) and supplies tour-operator content on Australia. Same destination trade-promotion thesis as TTH but operating at materially larger scale and budget across multiple origin markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/traveltradeholland

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 Travel Trade Holland