Holland enhances position in China

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Category: Latest news Visit Holland

In october 2015, NBTC Holland Marketing will sign a strategic partnership with Alibaba, in the presence of Holland’s King Willem-Alexander and Queen Máxima, Jack Ma, owner of Alibaba, and Pieter Elbers, CEO of KLM. The objective of the cooperation is to create more brand awareness on Alitrip for the destination Holland and to encourage Chinese tourists and business visitors to visit Holland.

First European destination with strategic cooperation on Alitrip

Andrew van der Feltz, Business Development & Operations Director NBTC says: "We are very pleased to introduce Holland as the first European destination on Alitrip, one of China’s biggest digital travel platforms. We consider this a unique opportunity to reach millions of Chinese, taking advantage of each other’s strong brand names. The Chinese increasingly more often search for travel inspiration online and book their trips individually. Together with our partners, we will promote Holland to the Chinese  people who are fond of travelling on holland.alitrip.com. This allows us to enhance our position in China and to further our Holland branding and marketing strategies which aim to entice visitors to also visit lesser known parts of our country."

Promotional activities

NBTC and Alibaba will execute joint marketing campaigns on Alitrip to position Holland as a must-see destination. The promotional campaign will start on 11 November 2015, the date of an online shopping festival in China. On that date we will offer 10,000 travel packages to Holland at huge discounts.

Key growth market

China is the ninth-largest source country for Holland, with some 250,000 arrivals. This is still modest in terms of absolute numbers, however, the growth percentages make this a interesting growth market. The Chinese are also big spenders. They spend above-average amounts on their visit in Holland; well over EUR 1,250 per person per stay, compared with the average spend of approximately EUR 720. In the next ten years the number of Chinese visitors is expected to increase to over 800,000, which is more than triple the number in 2014. China is expected to have moved up to the top 5 of main source countries by then.

Chinese travel market

China is one of the fastest growing travel markets, and is the number one on the world ranking with respect to tourism spend. In 2014, 107 million Chinese people travelled  abroad (+19%) and they spent EUR 165 billion (+28%).
 

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