Netherlands Board of Tourism and Conventions

The Netherlands Board of Tourism & Conventions (NBTC) provides a national vision for tourism based on relevant knowledge and insights.  We use this vision to inspire, connect and facilitate cities, regions, business owners and other stakeholders. Through the strategy, Perspective 2030, our aim is to make the Netherlands a liveable, popular and valuable destination for residents, visitors and businesses.  Five priorities play a key role in achieving this ambition: tourism should provide more benefits than burdens; put more cities and regions ‘on the map’ as attractive destinations, year round; ensure sustainability is a focus in everything we do; innovate and develop the hospitality industry to cement the Netherlands’ reputation as a welcoming destination and ensure that the Netherlands has a strong and positive international image.

The Netherlands is comprised of 12 regions. Amsterdam, famous for its historic canal ring, is the capital city and the The Hague holds the seat of government. The Netherlands is famed for its art and culture and has the highest museum density in the world. It is renowned for cycling and boasts no less than 37,000 kilometres of dedicated cycling paths. Almost a third of the Netherlands is below sea level. The consequences of this have meant that the Netherlands has led the way in working with nature to harness the power of water and wind and is famed for its innovative approach to design and problem solving.  The Netherlands is a welcoming, open and inclusive country.

Moving forward, we aim to showcase product in the lesser-known cities and regions of the Netherlands and highlight the benefits of travelling outside of high season. Next to culture and heritage, slow and sustainable travel are high on the agenda.