HollandCity & Amsterdam
By means of the HollandCity strategy, NBTC aims to spread visitors in terms of time and space, and attract visitors who spend above average. By promoting our country abroad as one large metropolis, we ensure that our guests leave the beaten track more often and discover other, sometimes unknown, places in Holland. This is necessary as the number of visitors to our country has increased significantly in recent years and will continue to increase in the foreseeable future. Many visitors head to Amsterdam. Our capital has an unparalleled magnetism for foreign visitors. This has always been the case and will always be the case. When presenting our country, it therefore makes absolute sense to include Amsterdam.
On the one hand, we have visitors who come to Holland for a brief period and exclusively for the icons of Amsterdam. These guests are often visiting our country for the first time, making it a challenge to persuade them to visit another Dutch city instead of Amsterdam. On the other hand, there are visitors who have visited our country before and already know Amsterdam. This group is open to a new but similar travel experience.
However, they are not yet familiar with other cities. With this group, we use the appeal of Amsterdam to tempt them to visit the lesser-known places in our country. For an effective distribution of visitors in Holland, Amsterdam is therefore, above all, a means to an end, not an end in itself. This enables us to better direct the future flows of visitors. If we do not, visitors interested in Amsterdam will not look beyond the capital. NBTC does not carry out campaigns or activities that are entirely focused on Amsterdam.
In the NBTC cooperation and financing model, there is therefore no specific allocation of funds dedicated to promoting the city of Amsterdam. However, there is a collective collaboration in which several parties, including Amsterdam in relevant cases, participate in marketing activities around a common goal or interest and finance these activities together.
The success of HollandCity
An example of how we use Amsterdam to spread visitors across Holland is our campaign focused on the Golden Age. The offer in Amsterdam is linked to lesser-known cities such as Dordrecht, Enkhuizen, Hoorn and Middelburg. This is how we tempt visitors who would normally only visit the capital to also venture off the beaten track. The fact that you can persuade foreign visitors to visit destinations other than Amsterdam is also apparent from the success of the Mondriaan to Dutch Design theme year, initiated by NBTC. In 2017, the theme attracted over 600,000 visitors throughout Holland, from Drachten to Bergeijk.
Amsterdam on Holland.com
The interest in Amsterdam also plays a major role on our Holland.com website. The vast majority of visitors end up on Holland.com after searching for information via Google. The editors of Holland.com use this to indicate the information needs and interests of the person searching. By identifying these interests through search behaviour and behaviour on Holland.com, we guide visitors towards appealing alternatives outside of Amsterdam. For example, we can tempt someone who shows an interest in museums in Amsterdam on our website with content about museums outside Amsterdam. We strive to show each visitor a different version of Holland.com, based on their interest in destinations and activities, we make visitors aware of destinations and attractions outside Amsterdam. They enter the website with an interest in Amsterdam and leave the website with ideas for discovering lesser-known destinations.
Collaboration NBTC and Amsterdam Marketing
NBTC and Amsterdam Marketing naturally work closely together, for example, in the field of research & data, marketing activities for the business market and coordination with regard to the listing of Amsterdam on Holland.com. Amsterdam Marketing also takes part in the HollandCity Marketing Council, in which NBTC, together with a number of other regions and cities, is working on a Delta Plan for Holland. Finally, both parties have coordinated their strategies for diversification.