Interview: Visit Holland CEO on Marketing the Country as One Big City Destination
Photo Credit: Visit Holland's CEO Jos Vranken. Visit Holland
Skift Take
Holland City is one of the most clever concepts we've seen from a DMO. Tourists won't visit the other Dutch cities just because Visit Holland says they're close by but it will do a lot to build a stronger, more unified brand.
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Editor’s Note: Skift is publishing a series of interviews with CEOs of destination marketing organizations where we discuss the future of their organizations and the evolving strategies for attracting visitors. You can read all the other interviews here.
This continues our series of CEO interviews that began with online travel CEOs in Future of Travel Booking (now an e-book), and continued with hotel CEOs in the Future of the Guest Experience series (which is also an e-book).
Between Holland's iconic tulips, its well-known canals, and bicycle culture, this small European country certainly isn't unknown to international travelers.
But Visit Holland must continuously reinvent incentives in order to move tourists beyond Amsterdam's charm and out into the countryside and other cities. In 2014, the country welcomed 14 million international visitors who spent 10.2 billion euro ($11.5 billion), about 40% of which was spent in Am
