Belgium and the Netherlands

About the Belgian and Dutch Market

Over 380,000 visitors from the BeNe (Belgium and Netherlands)  region visited the Island of Ireland in 2019.  In 2019, there were over 34 million outbound trips by Dutch tourists, with 85% of those being to other European destinations. With stable economies, Dutch and Belgium consumers are willing and able travellers and have proven both resilient in times of tourism downturns and tend to recover quickly in the economic upswing.  

Air Access 

Ireland continues to enjoy good air connectivity with the Netherlands and Belgium, offering extensive regional coverage; KLM, Aer Lingus, Easyjet and Ryanair operate from Amsterdam airport to Dublin, Cork and Belfast.

Direct links to various- regional airports like Cork and Belfast (KLM to Belfast City and EasyJet to Belfast International) provide Dutch travellers the choice to arrive directly at the Wild Atlantic Way, Dublin, or Belfast.   

Additionally, Aer Lingus and Ryanair provide services from Brussels to Dublin, while Ryanair also runs flights connecting Charleroi (BE) with Dublin and Cork.

Why should you target this market?  

The typical visitor from the Netherlands and Belgium is often highly educated,  forward-thinking, a seasoned traveller, comfortable in speaking English, and adapt with digital technology.
They are mainly 45+ and likely to travel as a couple without children or with other adult friends.  
Travellers from Belgium and Netherlands have a higher-than-average tendency to travel in the shoulder or off-season period. Additionally, over one in three holidaymakers from Belgium and Netherlands are repeat visitors.
Exploring 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 while the Dutch seek authentic experiences by interacting with locals and enjoy going ‘off the beaten track’ 
Ireland offers accessible and affordable options, making it an attractive choice for both short and extended holidays for this group, especially appealing to the Dutch market, known for taking multiple holidays in a year. 
Visitors from the Netherlands typically stay an average of 4-7 nights. Both Dutch and Belgians prefer accommodations in B&Bs and hotels, enjoying the freedom of exploring the island by car. They strive to experience as many regions as possible, with particular interest in the Southwest, the West, and Dublin.

How to work with the Belgian and Dutch market  

Tourism Ireland in BeNe continues to offer a range of industry opportunities to industry who wish to access the Dutch or Belgian market. Our Trade Team facilitates direct engagement with key buyers from the Netherlands and Belgium, while our Publicity Team ensures prominent exposure to influential media in these regions, presenting what you have to offer to potential Dutch or Belgian holidaymakers.  We are dedicated to reach and engage with potential visitors through our Fill Your Heart With Ireland Campaign, employing various platforms including online display and social media. Your offers will prominently feature as part of these campaigns. Moreover, we actively share compelling and inspiring content daily with over social media community, boosting 226,000 followers. Our digital Newsletter, reaching over 31K active contacts, is distributed weekly, further amplifying our presence and offers.  

Upcoming Activity 

Tourism Ireland’s BeNe team has a programme of activity planned for Q1 2024:

Fill Your Heart With Ireland Campaign, digital Campaign, Burst 1
St Brigid’s Day PR Event
Northern Ireland Embrace A Giant Spirit campaign in Q1 
St Patrick’s Day Festival
Cork, as the gateway to the Wild Atlantic Way and Ireland’s Ancient East campaign  
Fill Your Heart with Ireland campaign, Burst 2, promoting off season Travel
Halloween PR and Trade Events
Throughout the year: Monthly Trade newsletters and bi-monthly Trade articles offering the industry the opportunity to showcase their product to the BeNe Travel Trade 
Throughout the year: Press trips and inspirational newsletters and press releases, creating continuous exposure and interest for Ireland.

Further information about Belgium and the Netherlands

The Netherlands Market Profile 2023 PDF | 1.1MB TI Netherlands 2024 Social Media Fact Sheet PDF | 2.02MB