named programs · 3 · from sources
What they call their work
Newsletter
Irregular newsletter providing subscribers with press releases and inspirational content about travel destinations in the Netherlands.
Social Media Campaigns
Marketing initiatives using user-generated content from Instagram and other platforms to promote tourism through authentic visual storytelling.
holland.com
Official travel website offering destination guides, travel inspiration, and practical information for visitors to the Netherlands, featuring over 10,000 articles.
activities · 3 groups
What they do
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Visitor Information and Trip Planning Services 2 activities
- Provides comprehensive informational resources for travelersOffers extensive online content including over 10,000 articles about tourist destinations, public transport, cycling, farm stays, national parks, and cultural heritage to support trip planning and promote diverse travel experiences across the Netherlands.
- Supports tour operators with travel planning resourcesProvides tour operators with up-to-date information, visual materials, marketing tools, event dates, statistics, and contacts to support the development of travel itineraries to the Netherlands. This includes collaboration on themed itineraries such as cycling, cultural tours, and modern architecture.
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Regional Tourism Promotion 1 activity
- Promotes tourism and business travel to the NetherlandsMarkets and promotes the Netherlands as a destination for tourism and business travel, emphasizing cultural, natural, and architectural attractions. This includes city trips, regional exploration, and sustainable travel modes such as cycling and train travel.
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Uncategorized 3 activities
- Facilitates event planning in the NetherlandsAccepts requests for proposals to support the planning and execution of events in the Netherlands, serving as a resource for organizers seeking to host gatherings in the country.
- Operates digital engagement platforms for tourism promotionManages an email newsletter featuring press releases and inspirational content for subscribers and uses analytics tools to monitor user behavior and improve the website experience for visitors seeking travel information about the Netherlands.
- Produces and distributes multimedia content about the NetherlandsCreates and shares stories, podcasts, and thematic content highlighting Dutch cultural heritage, natural landscapes, innovation, design, and travel experiences to promote tourism. Content includes curated articles, stories on water management, tulip fields, and contemporary Dutch creativity.
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financials · form 990 · fy2025
revenue
Total revenue$425K
Contributions & grants$00%
Program service revenue$425K100%
Investment income$00%
Other revenue$0
expenses
Total expenses$548K
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits$314K
Grants paid out$0
Largest expense lineCompensation
balance sheet
Total assets$48K
Cash$48K
Investments$0
Liabilities$115K
Net assets$-67K
Liquid reserves1.0 mo
6 years on record · 2020–2025 · YoY revenue -7.6%
leadership · form 990 part vii · fy2025
Who runs it
paid leadership · 1
| Name | Title | Hours/wk | Compensation |
|---|---|---|---|
| JEN GREGORY | DIRECTOR, NORTH AMERICA | 40 | $134K |
relationships · 36
Who they work with
- Alkmaar Partner — Featured city in tourism promotion efforts
- Almere Partner — Featured city in tourism promotion efforts
- Amersfoort Partner — Featured city in tourism promotion efforts
- Amsterdam Partner — Featured city in tourism promotion efforts
- Arnhem Partner — Featured city in tourism promotion efforts
- Breda Partner — Featured city in tourism promotion efforts
- Cloudflare Partner — Collaborates with Cloudflare to identify trusted web traffic and support website functionality.
- CrowdRiff Partner — Marketing partner based in Canada used for marketing purposes with adequate data protection safeguards.
- Den Bosch Partner — Featured city in tourism promotion efforts
- Dordrecht Partner — Featured city in tourism promotion efforts
- Dutch Design Week Partner — Features content from Dutch Design Week to highlight creative design in the Netherlands.
- ECT Travel Ltd Partner — Works with NBTC in travel trade outreach, with its CEO providing promotional destination recommendations.
- Eindhoven Partner — Featured city in tourism promotion efforts
- Ernst Wagensveld Partner — Photographer credited for images used in promotional content about the Netherlands.
- Google LLC Partner — Collaborates with Google for analytics (Google Analytics), advertising (DoubleClick), video hosting (YouTube), and security (ReCaptcha) services.
- Gouda Partner — Featured city in tourism promotion efforts
- Groningen Partner — Featured city in tourism promotion efforts
- Hotjar Partner — Partners with Hotjar to collect user behavior data and improve website experience.
- IBTM Partner — Engages with IBTM, a major events industry trade show, to promote the Netherlands as a meeting destination.
- Jan Bijl Partner — Photographer credited for images of cycling in the Netherlands.
- Leeuwarden Partner — Featured city in tourism promotion efforts
- Leiden Partner — Featured city in tourism promotion efforts
- LinkedIn Partner — Utilizes LinkedIn Insight for targeted advertising and tracking website visits from LinkedIn users.
- Maastricht Partner — Featured city in tourism promotion efforts
- Meta Platforms Partner — Uses Facebook Connect for targeted advertising and user recognition through Meta platforms.
- NS (Dutch Railways) Partner — Promotes train travel in partnership with the national rail operator to facilitate easy access between Dutch cities.
- Piwik PRO Partner — Uses Piwik PRO for analytical insights into visitor behavior and website improvement.
- Rotterdam Partner — Featured city in tourism promotion efforts
- Sjoerd Bracke & Cuno de Bruin Partner — Photographers credited for images of Tulip Island used in promotional content.
- The Albatross Group Partner — Collaborates with NBTC in travel trade promotion, with a representative featured sharing destination insights.
+ 6 more
strategies · 5
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Co-Creation with Travel Partnersmethodology: co_creation_with_travel_partnersBy collaborating with tour operators to co-create customized itineraries, the organization ensures market-relevant offerings that increase engagement and visitation, because locally-informed, segment-specific travel experiences are more appealing and effective in attracting diverse traveler profiles.
- Destination Diversification and Regional Explorationmethodology: destination_diversificationBy promoting travel beyond Amsterdam to highlight the geographic and cultural diversity of Dutch regions, the organization spreads tourism benefits more evenly and enriches visitor experiences, because compact accessibility allows for varied experiences within a small area, increasing perceived value and length of stay.
- Integrated Heritage and Innovation Narrativemethodology: heritage_future_linkageBy framing the Netherlands as a balance of tradition and modernity—linking cultural heritage with contemporary innovation—the organization attracts interest from culturally motivated travelers, because this narrative positions the country as both authentic and forward-thinking, enhancing its appeal across generations and interests.
- Sustainable Mobility as a Tourism Strategymethodology: sustainable_mobility_promotionBy promoting train travel as a convenient and eco-friendly way to explore multiple cities, the organization supports sustainable tourism development, because emphasizing low-impact transportation aligns with traveler values and enhances access to diverse regional offerings.
- Tourism Promotion for Economic Growthmethodology: tourism_promotionBy promoting tourism and business travel, the Netherlands Board of Tourism and Conventions increases visitation and stimulates regional economic activity, because attracting visitors directly contributes to local economies through spending and event hosting.