Bureau Toerisme

What Bureau Toerisme does

Stichting Bureau Toerisme is a non-profit foundation that operates as the independent Destination Management Organisation (DMO) for the Rivierenland region in the Netherlands. Founded in 2004 and headquartered in Ommeren, the foundation coordinates regional tourism marketing on behalf of eight municipalities (West Betuwe, Tiel, Neder-Betuwe, Culemborg, Buren, Zaltbommel, Maasdriel, West Maas en Waal, and Druten), serving recreation and hospitality entrepreneurs, the Tourism Alliance, and end visitors. Its core products include six seasonal thematic campaigns (e.g., So Much Blossom, May Cycling Month, The Most Beautiful Waters, Taste the Sweet Harvest) generating more than 11 million annual reach, the 150+ story Waalverhalen interactive map, the 50,000+ circulation Rivierengebied Magazine, an Interactive Digital Recreation Map with GPS, the Branded Coach with Krol Reizen, Megaletters, a Webshop, and 17 Tourist Transfer Points plus 30+ information points across the region.

The underlying technology stack centers on the ontdekrivierengebied.nl website (rebuilt in 2026 with AI applications), the Interactive Digital Recreation Map, the Blossom Alert app, the Travelbase booking integration for accommodation listings, and a ChatSimple AI chatbot for visitor interaction. Core digital infrastructure supports 300,000+ annual website visitors and 26,000+ newsletter subscribers.

The revenue model combines approximately 28.4% basic financing from eight municipalities and subsidies, 71.6% self-generated project revenue (more than 65% of the budget is organized independently), an annual SMB partnership at €200 excluding VAT (providing profile pages, campaign participation, and 2026 inclusion on the interactive experience map), magazine and promotional material sales via the webshop, and project-based consulting. The 2021 renewed cooperation agreement with the eight municipalities underpins the long-term financial base, and the 2024 Tourism Alliance formation signals deepening collaboration with sector stakeholders including Landal, van der Valk, and HISWA RECRON.

Name

Bureau Toerisme

Legal name

Stichting Bureau Toerisme

Website

https://bureautoerisme.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Stichting Bureau Toerisme is a non-profit Destination Management Organisation (DMO) coordinating regional tourism marketing across eight Rivierenland municipalities in the Netherlands, serving recreation and hospitality entrepreneurs, Tourism Alliance members, and visitors through seasonal campaigns, an interactive digital recreation map, and a 50,000+ circulation magazine.

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)

Keywords

• Destination management services
• Regional tourism marketing
• Tourism promotion campaigns
• Destination marketing organization
• Tourism development consulting

Headquarters

HQ city

Ommeren

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. Municipal Contributions: Core financing from eight municipalities in Rivierenland region forming essential basic contribution. Based on 2025 budget, municipal contribution represents 28.4% of financing.
2. Subsidy Contributions: Subsidies, donations and partner contributions form part of financing. Project subsidy contributions represent 28.4% of budget.
3. Project Revenue: Income from specific projects and activities. Project revenue represents 71.6% of total financing based on 2025 budget.
4. Annual Partnership Fees: Entrepreneurs pay €200 per year (excl. VAT) for participation in joint promotion with visibility benefits, networking, and access to tools and products.
5. Magazine and Promotional Materials: Rivierengebied Magazine (formerly Uit in de regio) with minimum 50,000 circulation distributed free via information points, hospitality, accommodations. Promotional materials available via webshop.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Bureau Toerisme operates as an independent regional Destination Management Organisation (DMO) for the Rivierenland region in the Netherlands. The foundation develops and coordinates regional tourism marketing, seasonal thematic campaigns, routes, magazines, digital platforms, and promotional tools. It serves local entrepreneurs (hospitality, recreation, attractions) and eight municipalities through partnership models, while driving visitor engagement toward regional tourism businesses.

Product overview

Bureau Toerisme operates as a Destination Management Organisation (DMO) for the Rivierenland region, offering a portfolio of interconnected marketing and tourism promotion services. The core offerings include the annual Rivierengebied Magazine (50,000+ copies), the Interactive Digital Recreation Map with GPS functionality, and Thematic Campaigns generating 11+ million annual reach. Supporting services include Event Support with promotional materials, Megaletters for locations, the Webshop for ordering promotional items, Tourist Information Infrastructure (TOPs, information points, service points), Business Advice, and Regional Promotion for sub-brands like Betuwe, Bommelerwaard, and Land van Maas en Waal. Notable campaigns include the Terrace Election, Waalverhalen, and seasonal campaigns from blossom through harvest. The organization also provides a participant network with profile pages on ontdekrivierengebied.nl and access to the Media Bank.

Differentiator

Problem solved

Functional benefit

Brands

• Thematic Campaigns (So Much Blossom, May Cycling Month, Ferry Days, The Most Beautiful Waters, Taste the Sweet Harvest, Rich in Stories): Seasonal thematic marketing campaigns with annual reach of over 11 million people
• Terrace Election (Terrasverkiezing)
• Waalverhalen
• Rivierengebied Magazine
• Megaletters

Products and services

• Rivierengebied Magazine Annual flagship leisure magazine of the Rivierengebied region, published with minimum 50,000 copies and distributed free at 100+ locations including hospitality businesses, accommodations, information points, trade fairs, and via webshop. Features editorial content showcasing regional attractions, activities, routes, and seasonal events.
• Interactive Digital Recreation Map Interactive digital map for visitors showing attractions, routes, themes, tips, and seasonal offerings across the Rivierengebied region. Uses GPS to display the user's current location and surfaces nearby experiences; also enables participant businesses to be listed on the experience map.
• Thematic Seasonal Campaigns

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Krol ReizencoreStrategic or Co-development Partner · 1 January 2024Collaboration for branded touring coach used during Opening of Tourist Season and promotional campaigns. Coach styled in campaign branding serves as mobile eye-catcher promoting the region.
• Event Organizations (Appelpop, Fruit Corso, Betuwe Cycling Four-Day, etc.)coreGTM or Marketing PartnerStructural collaboration with 15+ events including Appelpop, Fruit Corso, Betuwe Cycling Four-Day Event, Ferry Days, Hanse Weekend Maasbommel. Bureau provides marketing support, promotional materials, and regional promotion.
• Tourism Alliance MemberscoreStrategic or Co-development PartnerTourism Alliance launched Sept 2024 brings together 20+ entrepreneurs and organizations in recreation, tourism and culture. Members include Landal, van der Valk, HISWA RECRON, Royal Dutch Catering Association, museums and estates. Goal is to represent sector interests and influence government policy.
• Waalverhalen Collaboration PartnersflagshipStrategic or Co-development PartnerCross-municipal and cross-organizational collaboration including Lingewaard, Neder-Betuwe, Nijmegen, Overbetuwe, Tiel, West Betuwe municipalities, Province of Gelderland, Waterschap Rivierenland, Tourism Veluwe Arnhem Nijmegen. Collects and shares 150+ stories along Waal river via interactive map and Waal pillars.
• Vestingdriehoek CollaborationcoreStrategic or Co-development PartnerThree-province collaboration connecting Biesboschlinie, Mooi Gorinchem, and Rivierengebied. Supported by municipalities of Altena, Gorinchem, West Betuwe, and Zaltbommel. Joint inspiration map featuring nearly 60 locations across Gelderland, South Holland, and North Brabant.
• BRC Imagination ArtsminorImplementation/ SI/ Consulting PartnerConcept development partner for Fruitrijk area development project, sourced from Burbank, USA. BRC developed the blueprint for area-based tourism initiative.
• Eight Municipalities of RivierenlandflagshipStrategic or Co-development PartnerCooperation agreement since 2004 (renewed June 2021) with West Betuwe, Tiel, Neder-Betuwe, Culemborg, Buren, Zaltbommel, Maasdriel, West Maas en Waal, Druten. Municipalities provide basic financing and jointly develop annual program implemented by Bureau Toerisme.
• Province of GelderlandcoreStrategic or Co-development PartnerCo-financing partner and collaboration in Gelderland delivers beautiful regions campaign alongside Tourism Veluwe Arnhem Nijmegen and Achterhoek Toerisme. Provincial Recreation and Tourism Strategy 2025-2050 provides framework.
• Biesboschlinie and Mooi GorinchemcoreGTM or Marketing PartnerCross-regional partners in Vestingdriehoek collaboration launching joint inspiration map connecting water-based tourism destinations.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Visit Berlin: City-level DMO operating with comparable mix of thematic campaigns, content marketing, and partnership models; relevant benchmark for how DMOs structure participant networks and commercialize marketing reach.
• NBTC Holland Marketing: National DMO for the Netherlands operating 'Holland' brand internationally; comparable as a higher-tier destination marketing organization that Bureau Toerisme's regional efforts feed into, with overlapping functions around international promotion.
• Visit Flanders: Regional tourism authority for Flanders, Belgium; relevant as one of the three geographic markets Bureau Toerisme explicitly targets (alongside Netherlands and Germany), with comparable DMO structure and thematic campaign approach.
• Tourism Australia: National DMO with world-renowned thematic campaigns (e.g., 'There's Nothing Like Australia', 'Come and Say G'day'); relevant as a benchmark for scaling DMO marketing campaigns and the international visitor economy positioning Bureau Toerisme aspires to.

Direct peers

• Visit Brabant: Provincial DMO for North Brabant; directly comparable as a Dutch regional DMO and partner in the Vestingdriehoek cross-provincial collaboration alongside Bureau Toerisme.
• Achterhoek Toerisme: Regional DMO for the Achterhoek area, also in Gelderland; directly comparable as a sister DMO participating in the same provincial tourism strategy and cross-regional campaigns alongside Bureau Toerisme.
• Marketing Manchester: UK regional DMO with comparable mandate to promote a specific region through campaigns, partnerships with local businesses, and events; similar public-private hybrid model and similar scale of operations to Bureau Toerisme.
• Toerisme Veluwe Arnhem Nijmegen: Regional DMO covering Veluwe and Arnhem Nijmegen in Gelderland province; directly comparable as another Dutch regional DMO collaborating with Bureau Toerisme in joint provincial campaigns like 'Gelderland delivers beautiful regions'.
• Visit Zuid-Holland: Provincial DMO for South Holland; directly comparable as a Dutch regional DMO participating in cross-regional collaborations like the Vestingdriehoek/Biesboschlinie partnerships that Bureau Toerisme is involved in.
• Beleef Bommelerwaard: Sub-regional tourism platform for Bommelerwaard, one of the sub-regions explicitly marketed through Bureau Toerisme's ontdekrivierengebied.nl platform; comparable as a hyper-local tourism marketing entity with overlapping promotional function.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BureauToerisme
• Facebookfacebook.com/bureautoerisme
• Instagraminstagram.com/bureautoerisme
• Xx.com/bureautoerisme
• LinkedInlinkedin.com/company/bureautoerisme

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bureau Toerisme