| | Tourism and business travel to and within our country is under pressure. The international traveller has increasingly more alternatives, competition is fierce and national governments of other countries launch costly campaigns to win the favours of the international traveller. The destination Holland operates in a very competitive market. The Dutch tourism product, therefore, has a need for a solid and sound international image and promotion.
Within our country possibly even more changes have affected the market. Tourism and recreation is integrating more and more often with other types of leisure activities. The many initiatives in the market, and those launched by the numerous cities, regions and provinces, have resulted in a non-transparent overall picture. The growing number of suppliers and the incessant flows of information make it increasingly more difficult for the consumer to choose.
SHORTER HOLIDAYS, MORE FREQUENTLY
Because of increasing individualism, the predictability of the consumer has been decreasing significantly. This makes it more and more difficult for suppliers to launch successful new initiatives, if they do not have the right knowledge and contacts. It is obvious that the consumer of the future is becoming ever more demanding with regards to how he spends his leisure time. His holidays are becoming shorter, however, he will go away more frequently. Even during the shorter breaks the consumer wants it all and new transportation options facilitate his wishes.
INTERNET
In the near future the Internet will be the medium par excellence to give tourists and business travellers access to the tourism and business travel product. This medium can offer distinguishing and tailor-made combinations of transportation, accommodations and entertainment, at reasonable prices. And the consumer benefits from this. He has more choice, the product is more flexible, and, also important: the consumer now has the opportunity to personally choose the components which make up his holiday. Thanks to the Internet the consumer has all the information he needs on how to spend an active, personal and intensive short break within easy reach.
The main players in the sector make clever use of these advantages and expand their influence both horizontally and vertically. They offer a wide range of relatively low priced products and transportation, accommodation and entertainment combinations. The small suppliers highlight their specialisms and search for ways to have their products booked via virtual tourism and business travel platforms.
COMBINATIONS WITH POTENTIAL
There is increasingly more demand for a one-stop-shopping place for the domestic and international visitor. A place which makes the Dutch product and potential national and international visitors transparent and which brings these two together efficiently. NBTC aims to be this one-stop-shopping place for Holland's trade, tourist information offices, umbrella organisations, the Ministry of Economic Affairs and other government authorities. A place where market knowledge, promotion and information come together. A place where combinations of products, markets and partners with high potential are the basis for successful promotional activities and campaigns. With the ultimate objective, of course, of stimulating visits to our country and thus of improving the international competitive position of Holland.
|
| |
Top