NBTC handles development, branding and marketing for the Netherlands - NBTC
Photo: © Iris van den Broek

Netherlands Board of Tourism & Conventions

NBTC is all about the development, branding and marketing of the Netherlands as a destination.

As the destination management organisation of the Netherlands, NBTC provides a national vision for tourism based on relevant knowledge and insights. We use this vision to connect, facilitate and support cities, regions, business owners and other parties.

To make our country a liveable, popular and valuable destination for visitors, companies and residents.

Perspective 2030

Perspective 2030, the vision for tourism in the Netherlands, is about the changing role of tourism. Heading up to 2030, we expect a 50 percent increase in the number of international tourists. This requires a new approach that prioritises the common interests of visitors, companies and residents.


HollandCity strategy

Within the framework of Perspective 2030, we strive for the Netherlands to be a liveable, popular and valuable destination, where every Dutch person benefits from tourism. Our HollandCity strategy gives direction to the growing number of visitors, so we can disperse them over time and locations.