From January 2020, the State located north of Belgium and west of Germany may not be called generically Holland, name, actually, of one of its regions. Companies, embassies, ministries and universities may only refer to the land of tulips as Netherlands.
Cosmetic surgery goes to the Hague Government for 200,000 euros, but the reason is worth it, says the Executive, because it is about doing a 'facelift' to the country for "that the foreign income capacity be as intelligent and attractive as possible. "
There is a whole strategy behind, but visibly, the change will be to modify the current international logo to combine two symbols, "NL"(the abbreviation for Netherlands in English) and a stylized orange tulip, followed by the term"Netherlands", name of the kingdom in English.
What the Netherlands Tourism and Convention Board (NBTC) now uses is the symbol of a tulip, next to the word 'Holland'(Holland, in English), which is not the official name of the entire country but of two of the 12 provinces that the Netherlands has: North Holland, which includes Amsterdam and Haarlem, and South Holland, where the Hague is, Rotterdam and Leiden, among others.
25 years ago, the tourism industry decided to promote the country as "Holland", but, adds a Foreign spokesman, we want to present the commerce, science and politics of the whole country, so "it is a bit strange that only one small part of the Netherlands abroad, that is, only Holland. "
The new logoIn eight different language versions, it must be used as of January by, among others, ministries, embassies, universities, colleges, municipalities and organizations that officially collaborate on a project with the Government.
East makeover It also has behind a whole renewal of tourism strategy to end the massive, cheap and air tourism that goes, especially, to Amsterdam, which has suffocated the authorities and residents, who have been demanding the commitment to sustainable tourism in recent years. Respectful with the city.
The Minister of Foreign Trade, Sigrid Kaag, explained that this new style will show "more clearly" what Netherlands It has to offer newcomers, whether they come to live, work or are just passing through.
"It was time for modernize and a clearly international logo is positive for exports and for attracting investors and talent. The new logo can be used in high technology, food, sports and culture. It will be used in all trade missions because it identifies a country, "he added, in a statement.
Economy Minister Eric Wiebes also defended the need to show Dutch strengths and recalled that, according to the World Economic Forum, the Netherlands has "the more competitive economy from Europe and the fourth worldwide, "and frequently presents innovative solutions to technical and social challenges.
In addition, the NBTC will close its spring 2020 offices in Spain, Italy and Japan, giving up marketing among its tourists, and betting on the countries that emit the most recurring visitors, tourists and businessmen.
In other words, Germany, Belgium, the United Kingdom and France (due to the proximity and mobility by train), and the United States and Canada, due to commercial relations.
In a statement, the NBTC He stressed that we live in "a world in which change is the only constant" and said that consumers rely on digital applications to be inspired and informed, which makes "influencers the new source of information."
The official agency expects the number of international visitors to reach 30 million people in 2030, which increases "the pressure on the quality of life and the environment" and makes it necessary not only to promote the country, but also to " emphasize a broad and sustainable development "of the Netherlands.
The goal is to "increase the added value" of the Netherlands, but also ensure that the interests of residents, visitors and businesses are balanced, something that does not happen today in Amsterdam, where locals shy away from tourists because they cause discomfort, noise, dirt and keep the city overcrowded.