The Netherlands is well known, has a positive image and distinguishes itself with values such as openness, accessibility and hospitality. Tolerance and cooperation in particular are mentioned as strong points. At the same time, the report shows that inventiveness and innovation are less often attributed to the Netherlands. This is evident from the annual Nation Brands Index (NBI) that the NBTC recently published.
Foreign visitors associate the Netherlands with Amsterdam, tulips, cheese and bicycles. The Dutch also often mention water.
Tourist image
The image research not only looks at the tourist image but also at other aspects such as business. Tourism is the weakest part of the image of the Netherlands, according to the NBI. The benchmark countries Germany, the United Kingdom and France have a better image in this area and this also applies to the actual position. Within the tourist themes, the image of dynamic cities is the strongest aspect for the Netherlands. Although the image is lower than that of Germany, France and the United Kingdom, which corresponds to the actual position.
Both the image and the actual position in the field of culture and nature are not very strong for the Netherlands. But there are promising aspects that make the Netherlands distinctive and that are seen as reasons for a visit. In the field of nature this is mainly the water-rich landscape, while in the cultural field the museums, regional products and festivals are important attractions. However, cycling is the strongest theme for the Netherlands, both in supply and image. It is an important reason for visitors to visit the Netherlands.
The Netherlands scores higher than other countries in terms of good facilities, public transport, sustainable supply, historical city centres and modern cities. Modern cities, cycling and shopping are often mentioned as strong reasons to visit the Netherlands.
Day recreation as a 'reason to visit'?
From the perspective of Pretwerk.nl we were also curious to what extent the supply of tourist recreational companies contributes to 'the reason for a visit.' Charel van Dam, who supervised the research on behalf of NBTC, explains: "Within the theme of tourism we also included the "tourist supply", and the focus was limited to day tourism. In doing so, we mainly looked at the themes that are current, such as the theme of food, cycling and sustainability. So it has not become an exhaustive list.
We have mainly concentrated on whether people find the themes fit (the image of) the Netherlands, whether they consider the Netherlands for that reason and whether it can be a reason for a visit. So it was not an open question, and also not a complete list of reasons. Other offers, such as amusement parks, zoos and campsites can indeed be a reason for a visit, but they were not measured in this image research.”
Charel further explains that the image research does not mean that tourists are not interested in day attractions. This is also investigated in another report: “From the research 'international visit in image' we do have some more information about this: https://www.nbtc.nl/nl/site/kennisbank/cijfers-statistieken/internationaal-bezoek-in-beeld-2
Not so much whether it is a reason to visit, but rather which activities were undertaken (see page 73) during a day visit. Here we see that 10% of Germans visit an amusement park, 8% a zoo. For Belgium these are respectively 8% and 5%. For total residential visits (p 163) we see 14% for amusement parks and 13% for zoos. For 2% to 3% this is the most important activity for the visit and therefore rightly a reason to visit.”
More information: www.nbtc.nl