Netherlands
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
| Measure | 2015 |
|---|---|
| International tourism expenditure (US$bn) | 18.2 |
| Global rank for international tourism expenditure | 15 |
| Number of outbound visits (m) | 30.5 |
| Most visited destination | France |
Key demographic and economic data
| Measure | 2015 |
|---|---|
| Population (m) | 16.9 |
| GDP per capita (US$) | 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
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Sample size less than 30!
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Access to Britain from the Netherlands
| Measure | 2016 |
|---|---|
| Weekly aircraft departures | 990 |
| Weekly seat capacity | 122,270 |
| Airports with direct routes in the Netherlands | 4 |
| Airports with direct routes in Britain | 28 |
| Weekly ferry crossings | 28 |
- 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
Downloads
Netherlands market profile
Read about the preferences of Europeans towards tourism. Published 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
You might be interested in this opportunity
Consumer
We are seeking a European airline partner to work with during 2017/18 to grow the inbound tourism market to Britain
Price £: GBP £500,000-£1,000,000 per partner
Status: Registration open
Exchange rate
1 GBP = 1.1348 EUR
As of 22 June 2017
Retrieved from the Bank of England
