INTERVIEW: NETHERLANDS
A conversation with... Sandra Ishmael
Director, UK & Ireland, Netherlands Board of Tourism and Conventions
“We invested a lot of time
working with the travel trade and updating them so we know that the foundation is there”
DESCRIBE YOUR ROLE AND MAIN RESPONSIBILITIES AS THE NEW HEAD OF THE TOURISM BOARD? My job spec is quite diverse, which makes it all the more interesting! One day I can be working with my team on marketing and PR campaigns to promote Holland to the British consumer and the next I am working more on the personnel side of things, such as conducting appraisals and motivating the team. Our core business model is
centred around partnership marketing, so part of my role involves regularly reviewing existing UK partnerships and developing new ones, to ensure that we maximise UK visitor numbers to Holland, communicate our destination message and branding and utilise the most relevant and effective Marketing and PR tools.
WHY IS HOLLAND SO ENDURINGLY POPULAR AS A SHORT BREAK DESTINATION FOR BRITS? On the whole, British people that I've spoken to, including family and friends, always say that the Dutch are fun, friendly and very laid-back. This has also been revealed through research that we've conducted in the past. When Brits go to Holland, they know that they will be welcomed with open arms and that they can leave all the stress behind them and enjoy a nice, relaxing break. It also helps that most Dutch people speak good English!
HOW WELL DO YOU FEEL THE TRADE, PARTICULARLY TRAVEL AGENTS, KNOW HOLLAND’S TOURISM PRODUCTS, BEYOND AMSTERDAM? Before our
reorganisation, we invested a lot of time working with the travel trade and updating them on both our established and new attractions, as well as hotels, events and the different regions and cities in Holland, so we know that the foundation is there. Also, the travel trade is familiar with our website
Holland.com, where they can always fi nd fully updated and relevant information on toursim, should they need it.
THE RENOVATED VAN GOGH MUSEUM REOPENS ON MAY 1 – HOW BIG A BOOST WILL THIS PROVIDE FOR TOURISM TO HOLLAND? The museums in Holland are defi nitely one of the fi rst things that UK visitors want to experience. The Van Gogh Museum has always been a popular choice for the Brits and the reopening
“The museums in Holland are defi nitely one of
the fi rst things that UK visitors want to experience. The
Van Gogh Museum is always popular"
is greatly anticipated. The fact that the museum has been fully renovated is a big incentive for both previous and new visitors to explore it all over again. The developments that have been made will allow the museum to accommodate a greater number of visitors, so even more people can enjoy the works of this hugely popular and infl uential Dutch painter.
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WHAT OTHER OPENINGS, OR MAJOR EVENTS, IN HOLLAND THIS YEAR SHOULD AGENTS BE AWARE OF? Well, on April 30 2013, Holland will be celebrating the inauguration of the new king, Willem Alexander. He will be the fi rst king for 123 years, so a very signifi cant moment in Dutch history. It is also a big year for Amsterdam, with many milestones being reached, such as 400 years of the Canal Ring, the opening of the renovated Rijksmuseum, the 125th anniversary of The Concertgebouw (prestigious concert hall) and 40 years of the Van Gogh Museum. Plus, the city of Utrecht will host a number of special cultural events in honour of the (Peace) Treaty of Utrecht, which concluded in 1713. Rotterdam welcomes the fi rst-ever
World Food Festival, which is a huge consumer show, in September/ October 2013 and The Hague is hosting an exhibition dedicated to the world-famous artist M.C. Escher. The collection can be found in the former Winter Palace of Queen Mother Emma of the Netherlands.
WHAT’S YOUR OWN IDEA OF THE PERFECT HOLIDAY? My ideal holiday is anywhere with my children, but preferably somewhere with t-shirt and shorts weather, plenty to keep the kids occupied and also a bit of pampering for the grown-ups. I love the Algarve.
Top: archetypal Holland – windmills and wooden clogs. Left: tulip season is a big draw for tourists to Holland.
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