Credit: Visit Holland
THE Holland Alliance, a strategic partnership formed by NBTC (Netherlands Board of Tourism and Conventions), KLM Royal Dutch Airlines, Amsterdam Airport Schiphol and Amsterdam Marketing, has launched a new campaign in Indonesia this week.
Named Destination Holland, the campaign, targeted at middle- and up-market travellers aged between 30 to 50 years old, is a joint initiative to promote the Netherlands with programmes aimed at introducing the unique cultures of the destination to the Indonesian market.
Andrew van der Feltz, director, business development and operations at NBTC, said: “The campaign programme will focus on Dutch Heritage, flowers, cities and shopping.
“Initially we will focus on the travel trade market, (providing them with) printed (promotional material) and organise tour operator gatherings.”
Feltz noted a global decline in group travel, with tours making up only “38.5 per cent of travel to Holland.”
“On the other hand, FIT travel is growing. Therefore, we are targeting the affluent and young urban professionals in Indonesia,” he said.
The campaign launch follows the opening of a Holland Alliance representative office in Jakarta in May, where AVIAREPS was appointed as its representative in South-east Asia.
In 2014, about 42,000 Indonesians visited Holland and this year, a target of 45,000 arrivals is expected.
