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1 From: OECD Tourism Trends and Policies 2014 Access the complete publication at: Netherlands Please cite this chapter as: OECD (2014), Netherlands, in OECD Tourism Trends and Policies 2014, OECD Publishing.
2 This work is published on the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of the OECD or of the governments of its member countries or those of the European Union. This document and any map included herein are without prejudice to the status of or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city or area.
3 Netherlands Tourism in the economy Tourism is an important sector of the Dutch economy, accounting for 2.9% of GDP in The tourism industry (as defined in the Tourism Satellite Account) provides jobs, 4.5% of total employment. In 2011 and 2012, inbound tourism reached a new record of 11.7 million visitors. The five leading origin markets for the Netherlands in 2012 were Germany (26% of the total), the United Kingdom (14%), Belgium (13%), the United States (8%) and France (5%). These five markets therefore contributed 66% of all international arrivals. International tourism receipts rose 4.9% in 2012 to EUR 10.7 billion. Tourism organisation and governance The Ministry of Economic Affairs is responsible for tourism policy at the national level (Figure 1). The Ministry s responsibilities include: Funding the Netherlands Bureau of Tourism and Conventions (NBTC), which is responsible for the international marketing of the Netherlands and the promotion of international conventions. Stimulating innovation, entrepreneurship and sustainability the tourism industry can make use of a range of general policy instruments available within the ministry. Stimulating the synergy between nature, recreation and entrepreneurship. Acting as the first point of contact within central government for tourism industry associations and stakeholders. Figure 1. Netherlands: Organisational chart of tourism bodies Ministry of Economic Affairs Local Governments Netherlands Board of Tourism and Conventions Local Tourist Boards Tourism Industry Source: OECD, adapted from the Ministry of Economic Affairs,
4 Regional and local authorities are responsible for tourism policy at their respective levels, and deal with tourism matters such as: Funding regional and local destination marketing organisations which are responsible for domestic and international marketing of the regional or local destination. Product development. Tourism budgets The Ministry of Economic Affairs has a tourism budget of EUR 13.3 million for The tourism budgets of the ministry is gradually being reduced to EUR 8.3 million over the period 2012 to 2015, in line with the central government s goal to reduce overall government expenditure. The Netherlands Board of Tourism and Conventions (NBTC) had a budget of approximately EUR 26.3 million for In addition to the contribution of the ministry, NBTC receives funding from industry stakeholders and local and regional authorities. The ministry s tourism budget is entirely funded out of the general state budget. In the Netherlands, specific tourism taxes are only imposed at the local level, e.g. accommodation/ bednight taxes; these can be used by local authorities for both tourism-specific and general purposes. Tourism-related policies and programmes Tourism is an integral part of enterprise policy in the Netherlands, a new version of which, To the Top, The Enterprise Policy in Actions by the Ministry of Economic Affairs was presented in 2011 (Box 1). The key elements of this policy are: Fewer subsidies in return for lower taxes. Fewer, simpler rules. Greater access to corporate financing. Better access to the knowledge infrastructure for business. Better harmonisation between the requirements of businesses and fiscal, educational and diplomatic activities. A progress report Enterprise Policy: Focus and Future was presented in April The Ministry of Economic Affairs has signed an agreement with NBTC for the Holland Marketing Strategy for the period NBTC will endeavour to attract some 3.4 million additional visitors to the Netherlands in this period, through marketing campaigns and publicity. These visitors are forecast to spend approximately EUR 1.37 billion directly in the Netherlands. NBTC will be active in the Netherlands and in the eleven source countries that are integral to tourism to the Netherlands, and/or show strong potential for future growth. NBTC is well on track in terms of reaching its target, since 1.3 million additional visitors were generated from marketing campaigns in
5 Box 1. To the Top, the Netherlands Enterprise Policy in Actions Better regulation As of January 2013, the government had abolished more than 2 million individual annual charges for registration with the Chamber of Commerce. In 2013 the government prepared a simplification of the environmental law (omgevingsrecht). A right to challenge is being introduced, whereby companies and citizens will be entitled to offer alternatives to existing rules and regulations. A pilot study is being executed for a regulation-friendly zone, which will involve research to determine how recreation companies and government can accelerate the speed of granting permits. Businesses and government bodies in, for example, the Hotel and Restaurants and the Recreation industries work together to introduce the Company Dossier (Ondernemingsdossier) in order to reduce the regulatory burden. The government works on the reduction of compliance costs for companies. Better financing for SMEs and innovative enterprise The government will make available funding of up to a maximum of EUR 400 million per annum for the new business loan guarantee scheme (garantieregeling voor ondernemingsfinanciering, GO). The ceiling for microcredit is raised from EUR to EUR Statistical profile Table 1. Netherlands: Domestic tourism Unit Total domestic trips Overnight visitors (tourists) Thousand Same-day visitors (excursionists) Trips by main purpose of visit Business and professional Holiday, leisure and recreation Nights in all means of accommodation Thousand Hotels and similar establishments Other collective establishments Domestic travel receipts
6 Table 2. Netherlands: Inbound tourism Unit Total international arrivals Thousand Overnight visitors (tourists) Same-day visitors (excursionists) Top markets Germany Thousand United Kingdom Thousand Belgium Thousand United States Thousand France Thousand Nights in all means of accommodation Hotels and similar establishments Other collective establishments Total international receipts International travel receipts Million EUR International passenger transport receipts Table 3. Netherlands: Outbound tourism Unit Total international departures Overnight visitors (tourists) Thousand Same-day visitors (excursionists) Total international expenditure International travel expenditure Million EUR International passenger transport expenditure Table 4. Netherlands: Employment in tourism Thousand jobs Total tourism employment (direct) p 255 p Tourism industries Accommodation services for visitors Hotels and similar establishments Food and beverage serving industry Passenger transport Air passenger transport Railways passenger transport Road passenger transport Water passenger transport Passenger transport supporting services Transport equipment rental Travel agencies and other reservation services industry Cultural industry Sports and recreation industry Retail trade of country-specific tourism characteristic goods Other country-specific tourism industries Other industries Gender breakdown Male (% of total tourism employment) Female (% of total tourism employment) Note: Full-time equivalent. 1. Hotels. 2. Restaurants
7 Table 5. Netherlands: Internal tourism consumption Million EUR, 2010 Domestic tourism consumption Inbound tourism consumption Internal tourism consumption Total Consumption products Tourism characteristic products Accommodation services for visitors Food and beverage serving services Passenger transport services Air passenger transport services Railways passenger transport services Road passenger transport services Water passenger transport services Passenger transport supporting services Transport equipment rental services Travel agencies and other reservation services Cultural services Sports and recreation services Country-specific tourism characteristic goods Country-specific tourism characteristic services Other consumption products Tourism connected products Non-tourism related consumption products Non-consumption products Includes Value Added Tax. 2. Includes recreation and other entertainment services. Source: Statistics Netherlands, Tourism Satellite Account Table 6. Netherlands: Key economic indicators Percentage Tourism GDP (direct) as % of total GDP p 2.9 p Total tourism employment (direct) as % of total employment p 3.8 p For more information Ministry of Economic Affairs Netherlands National Tourist Office Statistics Netherlands
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