Key figures 2012 Leisure and tourism economy
Economic value tourism and recreation Expenditure and employment* in tourism and recreation in the Netherlands in 2011** Inbound Domestic Outbound Total travel tourism tourism Leisure (x billion euro) Business (x billion euro) Expenditure outbound tourism that remains in the Netherlands (x billion euro) Total (x billion euro) Acquisition of recreational consumer durables (x billion euro) Government grants (x billion euro) Total economic value tourism & recreation (x billion euro) Share of Gross National Product Total number of touristic jobs Percentage of total number of jobs in the Netherlands Leisure workforce (FTEs) Percentage of total Dutch workforce (FTEs) in the Netherlands 6.4 17.8 1.3 3.0 4.4 7.7 20.7 4.4 32.9 2.5 1.9 37.3 2.8% 412,000 4.5% 255,000 3.8% Source: CBS (Tourism Satellite Account) * Provisional figures ** The Tourism Satellite Account (TSA) uses a rigid definition of the leisure economy. The following are not included in the TSA figures: - expenditure on leisure activities of less than two hours duration - some relevant categories, e.g. fun shopping - indirect expenditure, such as payments to suppliers Development total expenditure tourism and recreation in the Netherlands (x billion euros) 40 35 30 29.7 30.7 30.4 31 32.2 34 35.9 37.1 35.1 36 37.3 25 20 15 10 5 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011* Source: CBS (Tourism Satellite Account) * Provisional figures Inbound travel Development inbound travel to the Netherlands (arrivals, both leisure and business, x 1,000) 11,500 Rembrandt 400 11,000 10,500 10,000 Floriade 9,500 9,000 9/11 Flight tax, economic crisis 8,500 8,000 SARS, Iraq war 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: CBS
Inbound travel (arrivals, both leisure and business) in the Netherlands by source country (x 1,000) 2007 2008 2009 2010 2011 cf. 11/ 10 Germany 2,833 2,669 2,744 2,848 2,978 5% Great Britain 1,902 1,639 1,409 1,555 1,508-3% Belgium 1,101 1,109 1,172 1,257 1,345 7% France 613 575 574 669 666 0% Italy 398 370 369 443 438-1% Spain 436 368 351 440 425-3% Switzerland 177 151 164 181 202 11% Denmark 163 148 135 150 137-9% Russia 95 107 101 122 146 20% Sweden 116 112 100 114 125 10% Norway 92 93 91 102 110 8% Finland 54 54 46 52 66 27% Rest of Europe 924 890 890 855 869 2% USA 991 800 767 900 952 6% Canada 126 116 104 128 132 3% Brazil 60 61 60 85 102 20% Rest of America 96 91 86 110 133 21% Japan 130 116 100 120 112-7% China (incl. Hongkong) 125 129 147 126 157 25% India 42 51 50 64 68 6% Rest of Asia 321 260 267 313 354 13% Australia 121 112 109 147 159 8% Africa 92 84 84 103 115 11% Total 11,008 10,104 9,921 10,883 11,299 4% Source: CBS, analysis NBTC Inbound travel (arrivals, both leisure and business) in the Netherlands by destination (x 1,000) 2007 2008 2009 2010 2011 cf. 11/ 10 Four large cities 4,789 4,330 4,391 4,922 5,107 4% North Sea coast 1,426 1,343 1,374 1,492 1,491 0% West/Central Brabant 663 596 561 683 685 0% East Brabant, North/Central 532 491 467 465 493 6% Limburg, Rijk v. Nijmegen IJsselmeer coast 307 287 343 298 276-8% South Limburg 342 348 283 316 323 2% Delta area 275 244 220 228 276 21% Wadden Islands 204 199 208 202 230 14% Veluwe 234 215 202 204 214 5% Sandy areas Friesland, 153 137 162 146 139-5% Groningen, Drenthe Twente, Salland, 208 229 161 184 184 0% Vechtstreek Utrechtse heuvelrug, 147 119 124 147 149 1% Het Gooi Lakes Friesland, Groningen, 86 71 75 74 95 28% NW-Overijssel Lakes in western 67 58 57 50 64 28% provinces Achterhoek 45 58 45 45 68 50% River area Gelderland 37 31 20 29 22-24% Rest of the Netherlands 1,495 1,351 1,228 1,399 1,485 6% Total 11,008 10,104 9,921 10,883 11,299 4% Source: CBS Inbound travel (arrivals in hotels, both leisure and business) in the Netherlands by city (x 1,000) Amsterdam 4,330 The Hague Rotterdam Utrecht 173 293 288 0 1,000 2,000 3,000 4,000 5,000 Source: CBS 2007 2008 2009 2010 2011
Inbound travel (arrivals, both leisure and business) in the Netherlands by type of accommodation (x 1,000) 2007 2008 2009 2010 2011 cf. 11/ 10 Hotel 8,713 8,035 7,754 8,727 9,027 3% Holiday villages 1,346 1,282 1,290 1,323 1,437 9% Campsites 867 682 756 734 746 2% Group accommodations 82 106 121 99 91-9% Source: CBS Reason inbound guests to visit the Netherlands in 2011 (arrivals x 1,000) 5% 26% 70% Holiday; 7,848 guests Business; 2,910 guests Other; 542 guests Source: NBTC, inbound tourism survey 2009, analysis NBTC 2011 Top 5 international visitors to the Netherlands for business reasons in 2011 (x 1,000) 1 Brits (485) 2 Americans (310) 3 Belgians (274) 4 Germans (251) 5 French (204) Source: NBTC, inbound tourism survey 2009, analysis NBTC 2011 Number of international conventions per country ICCA* UIA** Ranking Country 2010 2011 Country 2010 2011 1 USA 623 759 Singapore 835 1,011 2 Germany 542 577 USA 944 752 3 Spain 451 463 France 774 626 4 UK 399 434 Japan 748 609 5 France 371 428 P.R. of Korea 512 553 6 Italy 341 363 Belgium 611 546 7 Brazil 275 304 Austria 412 442 8 P.R. of China 282 302 Germany 529 440 9 Netherlands 219 291 Spain 613 430 10 Austria 212 267 Australia 375 346 11 Canada 229 255 Netherlands 350 323 12 Switzerland 244 240 UK 383 295 13 Japan 305 233 Italy 360 270 14 Portugal 194 228 Hungary 188 231 15 P.R. of Korea 186 207 Switzerland 325 220 Total 9,120 10,070 Total 12,054 10,743 Source: ICCA * Criteria international convention (associations): minimum of 50 participants, held regularly, must be held in at least three countries Source: UIA ** Criteria international convention: minimum of 250 participants of which at least 40% from abroad, with a minimum of five nationalities. Minimum duration two days, non-corporate market (associations and governmental conventions) Spend by inbound guests in the Netherlands in 2011 by reason for visit (in euros) 3.000 2,835 2.500 2.000 1.500 1,480 1.000 500 361 129 509 316 0 holiday business Total spend (x million) Source: NBTC, inbound tourism survey 2009, analysis NBTC 2011 Spend per person per stay Spend per person per day
International tourism Number and share of international arrivals by region in 2011* Europe 504 million arrivals America 156 million arrivals Middle East 55 million arrivals 16% 51% 6% 22% 5% Africa 50 million arrivals Asia/Pacific 217 million arrivals Source: UNWTO Total world: 983 million arrivals * Provisional figures Domestic tourism Domestic holidays by the Dutch by length of stay (x million) 2007 2008 2009 2010 2011 cf. 11/ 10 2-4 days 9.1 8.9 9.3 9.2 9.5 3% 5-8 days 5.8 5.9 6.0 5.7 5.6-1% 9 days and more 2.7 2.6 2.7 2.8 2.6-6% Total domestic 17.6 17.4 18.0 17.7 17.7 0% Source: NBTC-NIPO Research, ContinuVakantieOnderzoek (CVO) Domestic holidays by the Dutch by destination (x 1,000) North Sea coast 2,137 Sandy areas Friesland, Groningen, Drenthe Veluwe 2,075 1,916 East Brabant, North/Central Limburg, Rijk v. Nijmegen West/Central Brabant 1,775 1,684 Twente, Salland, Vechtstreek 1,342 South Limburg 1,123 IJsselmeer coast 989 Wadden Islands 938 Delta area 615 Achterhoek 569 Lakes Friesland, Groningen, NW-Overijssel Amsterdam, Rotterdam, The Hague, Utrecht Utrechtse Heuvelrug, Het Gooi River area Gelderland Lakes in western provinces Rest of the Netherlands 150 102 502 389 332 1,105 2011 2010 2009 2008 0 250 500 750 1,000 1,250 1,500 1,750 2,000 2,250
Domestic holidays by the Dutch by type of accommodation (x million) 2007 2008 2009 2010 2011 cf. 11/ 10 Holiday cottage 5.5 5.4 5.7 5.4 5.7 6% Hotel, guest house 3.3 3.2 3.4 3.6 3.6 1% Campsite 2.8 2.7 2.8 2.7 2.7 0% Other 2.2 2.3 2.0 2.3 2.0-13% Total, excl. holidays 13.8 13.6 13.9 14.0 14.1 1% in own accommodation Holidays in own 3.8 3.8 4.0 3.7 3.7-1% accommodation* * Holidays in own accommodation: holidays spent in second homes, on own boats, in own on-site caravans Spend by the Dutch on domestic holidays (x billion euros) 3.00 2.70 2.70 2.77 2.78 2.75 2.50 2.00 1.50 1.00 0.50 0.00 2007 2008 2009 2010 2011 Domestic business trips (with at least 1 overnight) by the Dutch in 2011 Participation 520,000 travelers per quarter Frequency 2.2 times per quarter Volume Trips 4.55 million trips per year Nights 7.6 million nights per year Economic value 1.45 billion euro Source: NBTC-NIPO Research, ContinuZakenreisOnderzoek (CZO) Outbound tourism Outbound holidays by the Dutch (x million) 2007 2008 2009 2010 2011 cf. 11/ 10 2-4 days 3.7 3.4 3.8 3.6 3.7 2% 5-8 days 5.1 5.6 5.6 5.6 5.8 4% 9 days and more 8.8 9.5 9.0 9.3 9.1-2% Total outbound 17.6 18.5 18.4 18.4 18.6 1% Outbound holidays by the Dutch by destination (x 1,000) Germany France 2,951 3,325 2011 2010 2009 2008 2007 Belgium 1,972 Spain 1,773 Austria 1,176 Rest of Europe 4,645 2,717 Intercontinental 0 1,000 2,000 3,000 4,000 5,000 6,000
Outbound holidays by the Dutch by type of accommodation (x million) 2007 2008 2009 2010 2011 cf. 11/ 10 Hotel, B&B 7.4 7.7 7.7 7.8 7.8 0% Campsite 2.9 3.0 3.1 3.1 3.0-3% Holiday cottage 2.6 2.7 2.8 2.7 3.1 15% Apartment 1.9 2.0 2.1 2.0 2.0 0% Other 2.8 3.0 2.7 2.9 2.6-10% Organised outbound holidays by the Dutch in 2011 25% 23% 14% 28% 10% Package tours Tailor-made Transport organised only Accommodation organised only Fully self-organised Total number of outbound trips by the Dutch, organised by ANVR-affiliates Summer 2011 + winter 2011/2012 Share 2011 Compared with 2010 By air 60% 8% By own transport 31% -3% By coach 4% -9% By train 1% -14% Cruise 1% 12% Other 3% -13% Total 100% 3% Source: ANVR-Gfk travelscan Dutch expenditure on outbound holidays (x billion euros) 14.00 12.00 10.00 11.11 12.56 12.32 12.21 12.40 8.00 6.00 4.00 2.00 0.00 2007 2008 2009 2010 2011 Outbound business trips (duration: 1 day or longer) in 2011 Participation 540,000 travelers per quarter Frequency 2.4 times per quarter Volume Trips 5.11 million trips per year Nights 16.3 million nights per year Economic value 3.8 billion euro Source: NBTC-NIPO Research, CZO
1 Inspiration/ orientation 2 Book 3 Transport 4 Accommodation 5 Activities 6 Rating Use of information sources by the Dutch for a domestic day trip/short break Websites 80% Family, friends, relatives 43% ANWB (Royal Dutch Touring Club) 39% VVV (Tourist Information Centre) 37% Travel guides 27% Magazines 17% Newspapers 15% Television 7% Social media 6% Radio 2% Other 3% None of the above 3% Source: Blauw Research, for VVV Nederland, 2011 Information sources used by foreigners for a holiday in the Netherlands in 2009 Internet (including reviews) Family, friends, relatives Travel books Brochures Travel agencies/touroperators Travel suppl./art. mag./paper Travel programmes television Adv. magazines/newspapers Other radio/television Travel fair Other No sources used 31% 26% 18% 15% 11% 6% 4% 2% 1% 7% 15% 85% Source: NBTC, Inbound Tourism Survey 0% 20% 40% 60% 80% 100% Top 5 most often used applications during domestic holidays in 2010 Weather/shower forecasts 51% News 39% GPS/navigation/map 27% Route/travelplanner Social network (Facebook, Twitter etc.) 22% 21% 0% 10% 20% 30% 40% 50% 60% Source: NBTC-NIPO Research, Mobile internet, social media and holidays study Base: Dutch who own a smart phone and/or a tablet 2 1 3 4 5 6 Inspiration/ orientation Book Transport Accommodation Activities Rating Organised domestic holidays in the Netherlands in 2011 0% 1% 1% Package tours Tailor-made 43% 54% Transport booked only Accommodation booked only Fully self-organised
Organised holidays by foreigners in the Netherlands in 2009 9% 2% 5% 41% 44% Transport booked only Accommodation booked only Transport and accommodation booked No transport/accommodation booked Do not know Source: NBTC, Inbound Tourism Survey Way of booking domestic holidays by the Dutch in 2011 4% 3% 3% Way of booking inbound holidays in the Netherlands in 2009 7% 3% 4% 20% 17% 70% 68% Internet Telephone Personal Other Do not know Source: NBTC, Inbound Tourism Survey 3 1 2 4 5 6 Inspiration/ orientation Book Transport Accommodation Activities Rating Type of transport to travel the longest distance of the trip in 2011 (x 1,000) Domestic holidays Inbound travel to the Netherlands Car 16,238 3,920 Plane 0 2,527 Train 847 541 Coach 86 342 Boat: own or rented/ferry 151 218 Bicycle 218 68 On foot 27 0 Other 175 230 Source: domestic holidays: NBTC-NIPO Research, CVO Source: inbound holidays: NBTC, Inbound Tourism Survey 2009, analysis NBTC 2011 Leisure activities* by the Dutch by type of transport in 2010 (x million) 219 237 Car 642 1,439 Train Bicycle Coach On foot 11 Undertaken directly from home Other 806 Source: NBTC-NIPO Research, ContinuVrijeTijdsOnderzoek (CVTO) 64 * Leisure activity: day-activity (recreational) that is undertaken outside the home, with a minimum duration of one hour
4 1 2 3 5 6 Inspiration/ orientation Book Transport Accommodation Activities Rating Development number of accommodations in the Netherlands by type of accommodation 3,500 3,000 2,500 2,000 1,500 1,000 500 0 3,102 Sources: CBS and Bedrijfschap Horeca en Catering 2,214 2007 2009 2011 Hotels Campsites Holiday villages 2008 2010 856 Development number of hotels by stars 1,000 900 800 700 600 500 400 300 200 100 0 221 Source: Bedrijfschap Horeca en Catering 443 1 star 2 stars 3 stars 4 stars 5 stars 980 524 2007 2009 2011 2008 2010 24 Number of guests by source country and type of accommodation in 2011 Total domestic (the Netherlands) Total inbound Hotels 10,849 9,027 Campsites 2,676 746 Holiday villages 4,696 1,437 Top 5 source countries Germany GB America Belgium France Hotels 1,562 1,433 1,311 808 584 Campsites 468 35 4 101 46 Holiday villages 880 37 4 422 35 Source: CBS Spend by inbound leisure guests in the Netherlands by type of accommodation in 2011 (in euros) 500 450 438 400 350 300 250 200 160 159 150 119 100 50 43 35 0 Hotel Holiday villages Campsites Totale spend 2,502 million 207 million 85 million Source: NBTC, inbound tourism survey 2009, analysis NBTC 2011 Spend per person per stay Spend per person per day Spend by Dutch tourists in the Netherlands by type of accommodation in 2011 (in euros) 200 184 186 180 160 156 140 120 100 80 60 52 40 30 19 20 0 Hotels Holiday villages Campsites Totale spend 667 million 1,061 million 430 million Spend per person per stay Spend per person per day
Holidays by the Dutch with cabin boats in 2009 Own cabin boat Cabin boat not owned Number of holidays 576,000 94,000 Number of days 4,600,000 500,000 Total spend (excl. fixed costs) 76 miljoen euro 20.5 miljoen euro Source: NBTC-NIPO Research, boat panel 2009 Destination province/provinces for holidays with: Cabin boat FRL 35% 200,000 Cabin boat not owned FRL 44% 37,000 GR 7% 42,000 GR 8% 7,000 NH 31% 177,000 DRE 3% 16,000 NH 24% 21,000 DRE 5% 4,000 FLE 13% 72,000 ZH 27% 157,000 OVR 10% 59,000 GLD 11% 60,000 FLE 10% 8,000 ZH 14% 12,000 OVR 9% 8,000 GLD 5% 4,000 UTR 11% 64,000 UTR 7% 6,000 ZLD 13% 73,000 BRA 13% 72,000 LIM 2% 13,000 ZLD 11% 10,000 BRA 8% 7,000 LIM 4% 3,000 0-4% 5-9% 10-15% 25-30% >30% 0-5% 6-9% 10-15% 20-25% >30% Source: NBTC-NIPO Research, boat panel 2009 Base: boat holidays in the Netherlands through the province concerned 5 1 2 3 4 6 Inspiration/ orientation Book Transport Accommodation Activities Rating Activities undertaken by inbound leisure travellers in the Netherlands in 2009 Hiking 61% Visit historic sites, places of interest 59% Visit bar/café 59% Shopping 55% Fine dining 49% Visit museum 47% Visit beach for walking 39% Canal cruise 35% Visit area of scenic beauty, forest 31% Red light district Amsterdam 29% Biking 29% Visit beach for sunbathing 19% Clubbing 17% Visit coffee shop/smart shop 16% Visit family/friends 13% Visit Zaansche Schans/Volendam/Marken 13% Source: NBTC, Inbound Tourism Survey Activities undertaken by the Dutch during domestic holidays in 2011 Dining out 63% Car trips 54% Hiking 54% Shopping 38% Swimming 36% Visit national park/nature reserve 28% Bike trips 27% Visit places of interest 23% Visit beach 19% Visit museum 12% Visit amusement park 10% Clubbing 10% Visit zoos, safari park, dolfinarium 8% Sunbathing 7% Trips by bus or train 6%
Leisure activities* undertaken by the Dutch in 2010 (x million) Outdoor recreation Sports Fun shopping Other hobbies/ clubs/courses Clubbing 380 422 553 535 841 Visit attractions Water recreation, watersports Culture Visit events Visit sport matches Wellness/beauty/relaxation 206 155 107 92 67 60 0 250 500 750 1.000 Source: NBTC-NIPO Research, CVTO * Leisure activity: day-activity (recreational) that is undertaken outside the home, with a minimum duration of one hour Cultural activities undertaken by the Dutch in 2010 6% 5% 5% 3% 2% 1% 40% Visit cinema Visit museum Visit monument/attraction Visit concert (pop/jazz/blues/rock) Visit theatrical performance 6% 7% 9% 16% Source: NBTC-NIPO Research, CVTO Visit cabaret performance Visit musical Visit classical concert/opera Visit gallery/studio Visit ballet/dance performance Visit archaeological objects Events visited by the Dutch in 2010 (x 1,000) Music event/festival Annual fair/parade 23,000 22,500 Cultural event/festival Fair/exhibition/show 19,500 18,500 Christmas market 9,200 0 5,000 10,000 15,000 20,000 25,000 Source: NBTC-NIPO Research, CVTO Top 10 most visited Dutch amusement parks, zoos and museums (x 1,000) 2009 2010 2011 1. De Efteling 4,000 3,900 4,125 2. Van Gogh Museum 1,451 1,430 1,600 3. Burgers Zoo 1,525 1,470 1,505 4. Diergaarde Blijdorp (Rotterdam Zoo) 1,562 1,552 1,503 5. Slagharen Theme Park & Resort 1,572 1,469 1,450 6. Amusement Park Duinrell (incl. Tikibad) 1,349 1,358 1,362 7. Natura Artis Magistra 1,208 1,135 1,261 8. Anne Frank House 986 1,050 1,104 9. Rijksmuseum Amsterdam 876 893 1,000 10. Ouwehands Zoo Rhenen 930 905 935 Source: Respons NBTC, Top 50 attractions Top 10 most visited Dutch museums (x 1,000) 2010 2011 1. Van Gogh Museum 1,430 1,600 2. Anne Frank House 1,050 1,104 3. Rijksmuseum Amsterdam 893 1,000 4. Sexmuseum Amsterdam Venustempel 510 510 5. Science Centre NEMO 509 503 6. Netherlands Open Air Museum 437 462 7. The Railway Museum 354 336 8. Hermitage Amsterdam 650 335 9. Paleis Het Loo 323 323 10. Kröller-Müller Museum 281 302 Source: Respons NBTC, Top 50 attractions
Bars/restaurant-visitors 2011 by quarter (% of Dutch population) 60% 55% 51% 50% 47% 45% 45% 41% 40% 35% 36% 36% 35% 33% 30% 28% 28% 28% 25% 25% 20% Quarter 1 Quarter 2 Quarter 3 Quarter 4 Source: Bedrijfschap Horeca en Catering Fast service Restaurants Bars, cafés, pubs Average spend in bars/restaurants per visit (in euros) 2007 2008 2009 2010 2011 Bars, cafés, pubs 11.1 11.1 10.6 11.2 11.3 Fast service 5.0 5.2 5.2 5.5 5.6 Restaurants 17.1 17.9 18.2 19.2 19.4 Source: Bedrijfschap Horeca en Catering 6 1 2 3 4 5 Inspiration/ orientation Book Transport Accommodation Activities Rating General rating domestic holidays by the Dutch in 2011 General opinion 8.1 Quality accommodation 7.8 Quality service 7.7 Price level bars/pubs/ 7.1 restaurants 0 1 2 3 4 5 6 7 8 9 10 Rating of inbound holidays by leisure visitors to the Netherlands by foreign guests in 2009 Excellent 35% Very good 48% Good 15% Poor Bad 0% 2% 0% 10% 20% 30% 40% 50% 60% 70% Source: NBTC, Inbound Tourism Survey Image of Holland as a leisure destination among visitors in 2008 Country for short breaks 100% Tulips, mills, wooden shoes Hospitable destination Much in short distance Architecture and design Art and culture 80% 60% 40% 20% Expensive Well accessible Surprising destination Improved culinary offer Easy going More than Amsterdam Traditional Diversity Good quality Good service Innovative Family-friendly Source: NBTC, Holland-image research France Belgium Germany Great Britain USA
Members of Gastvrij Nederland Gastvrij Nederland www.gastvrij-nederland.nl Nederlands Bureau voor Toerisme & Congressen (NBTC) www.nbtc.nl RECRON www.recron.nl Koninklijke Horeca Nederland (KHN) www.khn.nl HISWA Vereniging www.hiswa.nl Algemene Nederlandse Vereniging van Reisondernemingen (ANVR) www.anvr.nl VVV Nederland www.vvvnederland.nl ANWB www.anwb.nl Nederlandse Museumvereniging www.museumvereniging.nl Koninklijk Nederlands Vervoer www.knv.nl Nederlandse Vereniging van Dierentuinen www.nvddierentuinen.nl Vereniging Van EvenementenMakers www.vvem.nl Club van Elf www.clubvanelf.nl Vereniging Nederlandse Poppodia en -Festivals www.vnpf.nl Vereniging van Schouwburg- en Concertgebouwdirecties www.vscd.nl Amsterdam Airport Schiphol www.schiphol.nl CLC-VECTA www.clcvecta.nl