BeNe: The Netherlands & Belgium
The Netherlands and Belgium market remains on track to deliver more 300,000 visitors to the island of Ireland this year. Following a year of good growth in 2018, and based on arrivals up to September, visitor numbers from the Netherlands and Belgium will be broadly in line with last year’s numbers.
Direct Air Access
Ireland enjoys very good air connectivity with the Netherlands and Belgium, with good regional spread; more than 24,000 one-way seats in the summer and the winter.
KLM, Aer Lingus, Ryanair operate from Amsterdam airport to Dublin, Cork and Belfast, delivering good year-round connectivity. Ryanair also have a daily flight from Eindhoven to Dublin. Aer Lingus and Ryanair have a daily service from Brussels to Dublin. Direct connectivity to several of our regional airports, Cork and Belfast (city & International) sees our Dutch visitors having the option of arriving directly onto the Wild Atlantic Way as well as Dublin and Belfast.
Why should you target this market?
The typical BeNe visitor is well-educated, progressively minded, a sophisticated traveller and are happy to speak in English. They are digitally savvy and know how to shop online for the best deals.
They are mainly 45+ and likely to travel as a couple without kids or with other adult friends. More than average will they travel in shoulder or off-season period and over one in three of these BeNe holidaymakers are return visitors. Exploring our history and culture along with walking and hiking and being in the landscape, are the most popular activities for both Dutch and Belgian visitors. Enjoying excellent gourmet food is particularly of interest to our Belgian visitors whereas Dutch seek authentic experiences with Irish places and people and love going ‘off the beaten track’
With plenty of affordable and easy access options, Ireland can be a short- or longer-holiday option for this group who, especially in the Dutch market, take multiple holidays during the year.
Visitors from the Netherlands spend €494 per person while here, stay on average between 4-7 nights on average. Dutch and Belgian’s favour B&Bs and hotels and love exploring the island by car and take in as many regions as possible, particularly the south West and the West, as well as Dublin. The Dutch and Belgian visitors to Ireland have proven both resilient in times of tourism downturns and tend to recover quickly in the economic upswing. Visitors from the Netherland and Belgium will continue to come here in good times and in bad
How to work with this market
Tourism Ireland in BeNe offers the full range of industry opportunities to any Irish industry who wish to access the Dutch or Belgian market. Our Trade Account Manager can put you in front of key Dutch and Belgian buyers and our Publicity Team can ensure that key Dutch and Belgian media know what you have to offer the Dutch or Belgian holiday-maker. The very experienced and well-resourced Consumer Marketing Team in Amsterdam is ‘always on’ with activity across multiple media channels across the year, showcasing Ireland in a way which touches the passion-points of BeNe holiday-makers encouraging them to choose Ireland over competing destinations.
Tourism Ireland’s BeNe team has a full programme of activity already planned for 2020, aimed at the travel trade and consumer alike.
- Our ‘Car touring around Ireland’ main theme campaign which will commence in January will then continue into March. this will be supported by digital and social media, including Facebook, Instagram and email marketing. More than 2m potential holidaymakers will see these campaigns.
- St. Patrick’s Day will see us deliver significant local media coverage on the back of the ‘Global Greening’ campaign, supported also by a major sales push.
- Later in the Spring, the Dutch and Belgian travel trade will attend both Meitheal and the Meet The Buyer workshops in Ireland.
- During the Spring and Autumn, we will undertake a wide range of co-operative marketing campaigns with Dutch, Belgian and Irish partners including tour operators, Irish airports and other regional stakeholders.
- In September, Tourism Ireland BeNe, will be organising a roadshow across Belgium and the Netherlands offering Irish Industry to meet face-to-face with Key Dutch and Belgian Tour Operators.
- In addition to our paid advertising activity, Tourism Ireland aims to bring up to 100 Dutch and Belgian journalists (print, online, broadcast and social media) to the island of Ireland next year. The publicity arising from these visits generates coverage across all media with an equivalent advertising value of around €8m annually.
- Building on past successes with brands such as “As Adventure” and “Dubarry”, we will be identifying and working with new partners from outside the travel trade again in 2020. For this and all other aspects of our marketing programme, we welcome and value your observations.
to view our BeNe market profile or here
to view our 2020 marketing opportunities.
Market contact: Karen van der Horst