The Netherlands Decides on a Unified Name
Now you never have to wonder if you’re traveling to Holland or the Netherlands, because the country has settled on an official name.
According to Matador Network, the Netherlands has officially decided it will only be called the Netherlands. In the past, the country’s name was interchangeable with calling it Holland, which led to considerable confusion for tourists.
Technically, Holland specifically refers to two of the 12 provinces found in the Netherlands: North Holland and South Holland.
The decision was made to rebrand the Netherlands’ international reputation and manage an overflow of tourists who come to the country predominantly to visit Amsterdam, yet overlook other stunning areas, as reported by Forbes. People can’t get enough of quaint windmills, tulips, and biking along the canals.
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Historically, branding like Visit Holland largely promoted cities in North and South Holland, including Amsterdam, Rotterdam, and The Hague. By eliminating the name Holland, the Board of Tourism hopes to encourage visitors to explore less-visited regions of the Netherlands. For instance, if you desire the charm of city canals, Utrecht is a wonderful choice. Alternatively, if you’re searching for a perfect cycling destination, consider visiting Giethoorn.
Furthermore, the Board of Tourism stated, “To control visitor flow and leverage the opportunities that tourism brings with it, we must act now. Instead of destination promotion, it is now time for destination management,” highlighting a shift in focus.
Moreover, the new rebranding campaign required an investment of $319,000, as reported by Matador Network. This included updating the country’s logo from a picture of an orange tulip, which symbolizes the nation, with the name “Holland,” to one featuring the tulip with the initials “NL.”
As a result, all businesses, universities, embassies, and other governments will refer to the country (as a whole) as the Netherlands going forward, marking a significant change in branding strategy.
