Culinary Netherlands, a new travel segment for the future

Gastronomic holidays in the Netherlands? You can count on it. The time that some condescendingly talked about the culinary experiences in the Netherlands has already passed. With 110 starred restaurants you have a lot of kitchen talent. Gault & Millau also has an extensive guide with lots of Haute-Cuisine in les Pays-Bas. It is high time to highlight this among Belgian holiday makers. The objective? To create a new travel segment with focus on repeat visits.

The Dutch Office for Tourism and Congresses will work closely with KonsulTra on this during a campaign that will run until the beginning of 2021. From research, to product development, strengthening the quality image of the destination and launching an extensive communication campaign. In the coming 12 months this will be a spearhead in the promotion of our northern neighbors in Flanders.

The elements of this campaign are ready to be rolled out:

  • Research and data enrichment
  • Product development at the level of the local offer and at the level of the Belgian travel market
  • Sharing knowledge about the Belgian quality traveler with the Dutch travel companies
  • Traditional PR with press trips and press releases, but also extensive collaboration with bloggers
  • B2B and B2C newsletters
  • Video stories and a broad online marketing campaign, from prospecting to retargeting

Central to this campaign is the collaboration with Gault & Millau who will present the new guide in November 2020 with the Netherlands as a host region including all the strengths of the country in the culinary and tourist field.

In the coming year, Belgian holiday makers will be plunged into a land full of flavors.

Kris Van den Broeck


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