Last updated: 11:23 AM ET, Mon April 27 2015

NBTC Review Shows Biz Travelers Helping Dutch Tourism Flourish

Business Travel | Patrick Clarke | April 27, 2015

NBTC Review Shows Biz Travelers Helping Dutch Tourism Flourish

PHOTO: Amsterdam, via ThinkStock.

The Netherlands welcomed 14 million international visitors in 2014, including 9.6 million tourists, signalling a 40 percent surge in tourism growth going back less than two decades, according to a review conducted by the Netherlands Board of Tourism & Conventions (NBTC).

In wake of the increase, the NBTC expects as many as 16 million visitors by the year 2020.

Last year, those 14 million visitors, roughly one-quarter of which were business travelers, combined to spend roughly €10.2 billion ($11 billion), with the average tourist paying €600 ($650) for his or her vacation to Holland.

According to the NBTC's research, a majority of those travelers considered their trips to be relatively short but "very good" nonetheless, with 55 percent of visitors staying less than three nights and as many as 85 percent describing their stay as "excellent" or "very good."

That data is based on the survey results of 4,300 international visitors. 

"The research results provide important input for our marketing policy for the coming years. Our strategy focuses on sustainable and smart growth through tourism diversification, said NBTC CEO Jos Vranken in a statement

"Besides the already popular sites, we also bring the lesser known regions and sites to the attention of the tourist. This helps us to ensure that the Netherlands in the future will continue to benefit from the growth of inbound tourism," added Vranken.

The Netherlands' capital and largest city, Amsterdam is what most people tend to think of when they think Holland as it's one of the most popular tourist destinations in all of Europe. And while it draws well over four million international visitors annually, Europe's largest port, the Port of Rotterdam is another highlight which welcomes countless cruise passengers on a yearly basis. 

According to this week's report, the NBTC typically conducts reviews like this one every four to five years.

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