Visitor characteristics

  • While there are similar numbers of males and females that visit Britain for leisure, the vast majority of business visitors are male
  • 14% of holiday visitors are travelling as part of a tour group
  • The majority of visitors are making a repeat trip to Britain
  • 85% of visitors are Dutch while 8% are Britons
  • Most visitors live in Amsterdam, Rotterdam or The Hague
  • 82% are either ‘very likely’ or ‘extremely likely’ to recommend Britain for a holiday or short-break

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

International tourism expenditure (US$bn)18.2
Global rank for international tourism expenditure15
Number of outbound visits (m)30.5
Most visited destinationFrance

Key demographic and economic data

Population (m)16.9
GDP per capita (US$)44,330
Annual average GDP growth over past decade (%)1.0
Annual average GDP growth in the past year (%)2.0

Inbound visits to Britain

Note: To filter data, please use a desktop rather than mobile device
Use these filters to update the charts and tables below
Overview of UK visitor statistics in   Change from previous year
Number of visits
Total expenditure (GBP)
Total nights spent
Average length of stay (Nights)
Average spend per visit (GBP)

Seasonality (Share of visits)

  • AllMarkets
All Markets
Visits % total Visits % total

Regional spread (Share of visits)

  • AllMarkets
test link
All Markets
Visits % total Nights % total Visits % total Nights % total

Journey purpose (Share of visits)

  • AllMarkets
All Markets
Visits % total Visits % total
Sample size less than 30!
The sample for is
Therefore please treat this data with caution.
Please select at least one option
Download a CSV file containing data for Netherlands

Access to Britain from the Netherlands

Weekly aircraft departures990
Weekly seat capacity122,270
Airports with direct routes in the Netherlands4
Airports with direct routes in Britain28
Weekly ferry crossings28
  • It is straightforward to reach Britain from the Netherlands by sea, plane, coach, or with just one change, train, but the majority of visitors travel by air
  • Airline seat capacity has grown again in the last few years
  • There is excellent access to all parts of Britain from the Netherlands but the highest capacity is on routes from Amsterdam to London area airports
  • Those departing Britain by air for the Netherlands are charged £13 in Air Passenger Duty

What the Dutch think about Britain

  • For 38% the ‘cultural product or service’ that is most closely associated with Britain is museums
  • One-in-three believe that the most appropriate adjective to describe a trip to Britain would be ‘predictable’
  • The Dutch strongly associate Britain with culture and heritage attributes but to a lesser extent than Italy
  • 40% associate the statement ‘is good for High Street shopping’ with Britain whereas only 9% think that the statement ‘is a luxurious holiday’ applies
  • While 38% consider Britain is ‘rich in scenic natural beauty’ competitor destinations are far more strongly associated with this attribute
  • More than one-in-three say that the idea of going on a tour of the castles of Wales is something that appeals to them
  • The Dutch think that a week long holiday in Britain would be more expensive than would a week in leading other European destinations

Caring for visitors

  • There is an overall preference for small-scale (family run) hotels with character and traditional decoration and furniture, preferably in a nice countryside village
  • British gastropubs are a good option for the Dutch as they enjoy the atmosphere of a traditional pub and food is on a good quality/price level
  • Having a traditional afternoon tea is always high on the wish list while visiting Britain
  • Dutch consumers start thinking about their holidays as early as December/January, however they have a tendency to book very last-minute

The leisure & travel trade

  • The Dutch travel trade is made up of tour operators, coach operators and travel agents, as well group travel organisers such as schools, night schools and associations
  • Dutch consumers are very independent and Britain is a familiar country to them which means that quite a few consumers book their holidays direct
  • Sea carriers such as P&O Ferries, Stena Line and DFDS Seaways are very strong brands in the Netherlands and they also offer accommodation and short breaks usually in cooperation with a tour operator
  • The Dutch value their private life and are not very keen to go out for business dinners



Netherlands market profile

Read about the preferences of Europeans towards tourismPublished March 2015

Read our report documenting Dutch perceptions of the expense and value for money when taking a holiday in Britain. Published 2012 

Find out where visitors from France to the UK reside in their own country. Published 2014

Exchange rate

1 GBP = 1.1348 EUR

As of 22 June 2017

Retrieved from the Bank of England