75% of Dutch still intend to holiday in the years to come 

Long-term perspective Dutch holiday market remains positive

In the coming years the Dutch holiday market will suffer from the corona crisis. Assuming that the crisis will not last too long and be too deep, the market will possibly recover modestly. The Dutch are likely to go on a holiday in a more responsible way. More attention will be paid to issues such as health, meaning and sustainability. In addition, a revival of domestic holidays is expected. These are some findings out of the Future Vision of the Dutch Holiday Market 2030 from Dutch research company Trends & Tourism.

Modest grow of the holiday market
The holiday market is currently in an unprecedented uncertainty due to the corona crisis. Many companies are struggling and consumers are reluctant to book (foreign) holidays. However, a recent survey by Trends & Tourism shows that holidays are still considered important. A large majority of the population (75%) still want to go on vacation in the years to come. Assuming the crisis will not be too long and deep, the market may well be able to recover  starting with nearby destinations, then the rest of Europe and then long-haul destinations. The consumer lacks confidence and goes for security and flexibility in choosing his holiday. After recovery, the travel industry may see a modest growth in the number of holidays of about 0.5 to 1% per year. A growth that matches the development phase of the holiday market. This modest growth perspective does not mean that nothing has changed. The holiday market is in full swing.

Trends that will determine the holiday market in the coming decade
Partly due to the need to get out and about regularly, the coming decade the number of short breaks will certainly continue to rise. In addition, the number of holidays by senior citizens will continue increase, in particular those of people aged 65 or over.

The need for comfort and luxury will increase, partly due to the aging of the population. With regard to the organization of the holiday, the Dutch, with the help of technology, will want to put together their own holiday even more. The smartphone will become an indispensable device in all phases of the travel process. Holidaymakers will want go on holiday in a more responsible way in the years to come. There will be more attention to sustainability (including a more conscious choice of the mode of transportation). The holiday too will become more and more a tool for self-development and search for meaning. Healthy living is also becoming more important, this is reflected in food, but also in the activities that are being undertaken (being more sporty / active). And in response to overtourism, the  go off the beaten track and look for more unknown places.

Revival of domestic holidays
The number of domestic holidays has stabilized in recent decades, growth has been especially strong in foreign holidays (especially long journeys). It is expected that interior tourism will continue in the coming years is expected to regain popularity. This was a trend that started before the corona crisis to come up; the corona crisis actually only reinforces this. The growth of domestic holidays can be explained, among other things, by a rapidly growing number of seniors, more attention to sustainability (domestic holidays have a lower footprint), a greater chance of beautiful summer weather in their own country and in general a more positive image of the Netherlands as holiday destination.

→ Trends & Tourism is a Dutch reseach company headed by Kees van der Most, formerly employed by NBTC-Nipo,  a full-service research company in the field of holiday, recreation and business travel. Early January 2020 it developed a future vision 2030 on the Dutch travel industry but because of Covid-19 it was decided to introduce an amended version of the report.