Key Points
- Trade Collaboration: The Netherlands Board of Tourism & Conventions (NBTC) has partnered with tour operator easyJet holidays to launch an exclusive trade competition for travel agents.
- Prize Package: One winning travel agent will receive a two-night trip to the Netherlands for two people, complete with return easyJet flights and VIP airport transfers to and from Amsterdam Airport Schiphol.
- Destination Options: The winner can choose between a stay at the Leonardo Royal Den Haag Promenade Hotel in The Hague or the Leonardo Royal Amsterdam Hotel in Amsterdam East.
- Strategic Objective: The initiative aims to enhance travel agents’ product knowledge and direct British holidaymakers beyond congested tourist hotspots like central Amsterdam.
- Educational Content: The promotion is tied to a new “In the Spotlight” educational video featuring insights from NBTC UK Director Sandra Ishmael and TTG Partner Content Editor Jessica Reid.
- Product Inventory: easyJet holidays currently offers packages across the Netherlands featuring over 200 hotel properties across major urban destinations.
Amsterdam Times News (ATN) October 14, 2026 – The Netherlands Board of Tourism & Conventions (NBTC) has teamed up with tour operator easyJet holidays to launch an educational trade campaign and travel incentive designed to broaden UK travel agents’ destination knowledge beyond traditional Dutch tourist hubs.
As reported by Jessica Reid of Travel Trade Gazette (TTG), the promotional drive includes an online competition offering one travel agent a two-night break for two people to the Netherlands, inclusive of return easyJet flights and VIP transfers at Amsterdam Airport Schiphol.
While many travel agents selling the Netherlands are accustomed to booking traditional itineraries focused on central Amsterdam, the Keukenhof tulip gardens, and the Zaanse Schans windmill park, the national tourism organization and its trade partners are working to redistribute tourist traffic. While acknowledging that these classic sight-seeing locations remain popular destinations for visitors, regional tourism representatives noted that high visitor concentration can cause overcrowding during peak travel periods.
To address these spatial pressures, the NBTC and easyJet holidays are encouraging British agents to present alternative Dutch destinations where holidaymakers can experience traditional attractions—such as windmills, canals, tulip displays, and historic Dutch Masters artworks—in less congested environments.
As detailed by Sandra Ishmael, UK Director at the NBTC, in a joint interview with TTG Partner Content Editor Jessica Reid, a foundational element of the tourism strategy involves educating the trade on regional geography and terminology. As reported by Jessica Reid of TTG, Sandra Ishmael stated that “the Netherlands is made up of 12 different regions or provinces, and Holland represents only two of these regions, which is North Holland where the capital city is, Amsterdam, and South Holland which has cities such as Rotterdam and The Hague”. Ishmael explained that using the term ‘Holland’ incorrectly excludes most of the country, emphasizing that the board’s mission is “to try to ensure that tourism has a positive impact on local residents” by promoting the nation by its correct name globally.
To assist agents in expanding their commercial portfolio, the partners have released an educational video titled Netherlands In the Spotlight. The video outlines how the nation’s major regional cities offer distinct cultural experiences despite being located within short transit distances of each other—typically 30 minutes to one hour by train. The campaign emphasizes that holidaymakers can use regional cities as convenient base locations, taking direct day trips into Amsterdam via the integrated rail network accessible directly beneath Amsterdam Airport Schiphol.
According to product details published by easyJet holidays, the operator currently manages a portfolio of package holidays featuring more than 200 hotel options spread across Amsterdam, Rotterdam, The Hague, and Utrecht.
As reported by Jessica Reid of TTG, Sandra Ishmael stated that for first-time visitors who naturally want to see the capital, the NBTC has been collaborating with easyJet holidays “to encourage people to book hotels outside of the canal ring, outside of Museum Square into other neighbourhoods, which are very close by walking, tram, or train to the city centre,” adding that the strategy is yielding “really good results”.
Under the terms of the trade incentive, the competition winner can select one of two tailored itinerary options:
- Option A: A stay in the coastal city of The Hague at the Leonardo Royal Den Haag Promenade Hotel. Situated 30 minutes by train from Schiphol Airport, the coastal city features long beaches, seafood dining, and major cultural sites such as the Mauritshuis museum, home to Johannes Vermeer’s painting Girl with a Pearl Earring.
- Option B: A stay in the Amsterdam East district at the Leonardo Royal Amsterdam Hotel, offering access to local markets, dining establishments, and green spaces away from the main canal belt.
To participate in the trade giveaway, qualified UK travel agents must watch the In the Spotlight video and complete an online entry form answering a destination question regarding easyJet holidays’ airport departures.
What Is the Strategic Background Behind the NBTC and easyJet Holidays Campaign?
The joint initiative between the Netherlands Board of Tourism & Conventions (NBTC) and easyJet holidays forms part of a longer-term destination management framework designed to manage spread and sustainability in Dutch tourism. Over the past decade, high concentrations of international visitors in central Amsterdam have placed operational strains on municipal infrastructure and local communities during peak travel seasons.
In response, Dutch tourism authorities transitioned from pure destination promotion to active destination management. By coordinating with major travel operators like easyJet holidays, the NBTC is attempting to balance tourism flows geographically across all 12 provinces. Promoting well-connected hubs such as Utrecht, Rotterdam, The Hague, and Eindhoven allows the tourist board to maintain overall visitor volume while reducing localized overcrowding in urban centers.
How Will This Development Affect Travel Agents and the UK Outbound Travel Industry?
This development directly impacts UK travel agents, tour operators, and outbound holidaymakers by shifting how Dutch travel products are packaged and retailed.
For travel agents, the campaign provides practical tools to diversify their sales pitch. By leveraging alternative city stays and highlighting direct rail connectivity from Schiphol Airport, agents can offer competitive package options at varied price points. This trade-focused approach reduces agent reliance on standard central Amsterdam hotel inventory, which frequently experiences high room rates and limited capacity during busy periods.
For British consumers, the push toward regional hubs offers a broader variety of urban and coastal break options. Holidaymakers gain access to authentic cultural environments with lower visitor density while retaining direct rail access to iconic heritage sights. Over time, this strategy is expected to foster a more sustainable model for UK tourism into Western Europe.
