The Dutch Tourism Board has announced that it will stop advertising the Netherlands as a tourist destination due to the growing threat of over tourism. Of particular concern is tourism in Amsterdam, as travel to and within the Netherlands remains heavily reliant on the city.
OTAs saw strong growth over the review period, with this expected to continue over the forecast period. Consumers are becoming increasingly internet-savvy and are embracing new technology, with both younger and older consumers keen to take advantage of the ease of booking travel themselves.
Sustainability and circularity are increasingly important issues in terms of hotel branding, with operators keen to promote and improve their green credentials. Many are also eager to outshine Airbnb by appealing to young, trendy, environmentally-conscious travellers.
Major international players are becoming more significant within the Dutch travel arena as smaller companies find it difficult to compete. In lodging, for example, Airbnb led the category in 2019 and was able to further grow its value share despite stricter regulations being introduced to try and stop its expansion.
Over the forecast period, the travel industry in the Netherlands is likely to see positive growth due to both domestic and international economic growth. Demand for lodgings and airline tickets are both set to rise due to increasing overall interest in travelling and higher disposable incomes.
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