Going on holiday remains popular among the Dutch. Two-thirds of Dutch people would like to go on holiday more often. For seven out of ten, vacations are the main spending goal if they had more money. This is evident from consumer research conducted by Trends & Tourism for an update of the Future Vision for the Dutch Holiday Market 2030. The positive sentiment around holidays will translate into further growth in the holiday market in the coming years, says Kees van der Most, research director of Trends & Tourism. ‘However, time and money constraints mean that growth will be moderate.’ It is expected that from 2024 onwards, the number of holidays will grow by an average of 1 to 1.5 percent per year (= 400,000 holidays) to 40 million in 2030. In addition, there will be growth for both domestic and foreign holidays. For domestic holidays, this represents a break with the pre-corona period, when there was mainly stabilisation. The vision for the future distinguishes 15 trends that will determine the holiday market in the coming years. Mentioned: a growth of short holidays, going more off the beaten track (not following the masses) and experiencing an increasing interest in nature during holidays. In the coming years, climate change will play an increasingly important role in holiday behaviour. This translates into trends such as more sustainable travel, as well as adapting holiday behaviour (destination or period) to changing weather conditions as a result of climate change. Wishlist Almost half of the Dutch people who want to go on holiday in the coming years say they have a bucket list. The bucket list is dominated by far-flung destinations. At the top are America, Japan and Indonesia. However, the top 10 also includes some European destinations. Highest ranked European destinations are Iceland and Norway in 6th and 7th place. Photo: Kees van der Most.
