Mr Holland bows out

After a five-year-long association, the iconic orange international trade show presence that was ‘Mr Holland’ has resigned as a meetings ambassador for The Netherlands.

The Meet Mr Holland campaign by the Netherlands Board of Tourism & Conventions (NBTC Holland Marketing) has been running since 2011, when NBTC launched its campaign to boost the number of business meetings in Holland.

NBTC wanted to showcase Holland and the mentality and way of working of the Dutch and chose a brand ambassador to symbolise all that Holland and the Dutch offer.

‘Mr Holland’ now wishes to resume his career as a pop musician and says: “The past five years were fantastic. I met many wonderful people and visited beautiful countries. It was a great privilege to acquaint the world with the versatility and strengths of Holland.”

NBTC says a new campaign to succeed the Mr Holland campaign will be presented in 2017.

Mr Holland will have one last hurrah at ibtm world in Barcelona on 30 November, during Rendezvous, a club night organised by Reed Exhibitions, the MPI Foundation and NBTC.

“During the Rendezvous event we will share what Holland is all about with the industry and we will bid Mr Holland farewell. The event is also a fundraiser with the money raised to go towards scholarships that which will allow people in the industry, like Mr Holland, to advance their careers,” says NBTC’s Eric Bakermans.

In 2015 over one million foreign travellers visited Holland to attend a meeting, convention or trade fair and they spent in excess of €1bn during these trips.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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