Market – BeNeLux

The 9 team members based in the BeNeLux work primarily out of Amsterdam, with each a media and SCIB representative based in Brussels. 

Marketing team

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	Monica Danuser, Marketing Manager BeNeLux
Contact LinkedIn	+31 (0)20 620 26 91 monica.danuser@switzerland.com https://www.linkedin.com/in/monica-danuser-510711a8

	Yannick Wicki, Project Manager Marketing
Contact LinkedIn	+31 (0)20 675 98 93 yannick.wicki@switzerland.com https://www.linkedin.com/in/yannickwicki/

	Janine Nijlant, Project Manager Marketing & Trade
Contact LinkedIn	+31 (0)6 43 82 70 86 janine.nijlant@switzerland.com www.linkedin.com/in/janine-h-nijlant

	Orlane Johner, Projekt Manager Marketing
Contact LinkedIn	+31 (0)6 43 82 70 86 orlane.johner@switzerland.com https://www.linkedin.com/in/orlane-johner-a20627200/

Media team

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	Leonie Masselink, Media & Communications Manager Netherlands
Contact LinkedIn	+31 (0)6 21 93 26 56 leonie.masselink@switzerland.com www.linkedin.com/in/leonie-masselink/

	Jurgen Groenwals, Media & Communications Manager Belgium & Luxembourg
Contact LinkedIn	+32 (0)2 343 87 95 jurgen.groenwals@switzerland.com www.linkedin.com/in/jurgen-groenwals/

SCIB

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	Myriam Winnepenninckx, Manager Meetings & Incentives Belgium & Luxembourg
Contact LinkedIn	+32 (0)2 345 83 57 myriam.winnepenninckx@switzerland.com www.linkedin.com/in/myriam-winnepenninckx/

	Kerstin van der Veur, Manager Meetings & Incentives Netherlands
Contact LinkedIn	+31 (0)6 39 65 96 49 kerstin.vanderveur@switzerland.com www.linkedin.com/in/kerstin-van-der-veur/

Office Manager

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	Veronique Leenaers, Office Manager BeNeLux
Contact	+31 (0)20 670 43 33 veronique.leenaers@switzerland.com

Trainee ST BeNeLux

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	Aurora Galderisi, Trainee ST BeNeLux
Contact	+31 (0)20 670 43 33 aurora.galderisi@switzerland.com

• ST market research page –– here
• ST Research Report 2023 –– Download here
• ST TMS 2017 –– Download here

The year 2024 continues to show a positive trend for Swiss tourism, with overnight stays remaining at high levels and are expected to be even higher than in 2023. Switzerland remains a highly attractive destination for BeNeLux travelers, who have demonstrated strong interest in sustainable and nature-based travel experiences. Our guests are proving to be very keen travellers and are increasingly visiting closer European destinations, including Switzerland. This positive trend is likely to continue in 2025, even if there are many unknowns to be reckoned with. Inflation has fallen in 2024, but the strong Swiss franc exchange rate might dampen travel sentiment and demand for Switzerland somewhat. Uncertainties also arise due to the unstable geopolitical situation. A large proportion of BeNeLux guests will also increasingly travel to Switzerland by car despite higher energy prices (61% travel by car to Switzerland as per last TMS report). A consistently strong demand for sustainable and nature-based travel experiences, including the popular panoramic train journeys, makes us be confident for a successful travel year for Switzerland with BeNeLux guests in 2025.

The Dutch economy growth was 0,9% in 2024 and is set to grow by 1.5% in 2025 and 2026. However, global geopolitical tensions are giving rise to a great deal of uncertainty and are posing a growing threat to the economy. Inflation in the Netherlands is still too high, and will remain around 3% in the years ahead. In 2025 and 2026, private consumption is expected to pick up further as solid wage growth, falling inflation and tax cuts support households’ real disposable incomes. A still strong labour market supports the domestic demand. Unemployment rate remains low at 3.9%.

Economic growth in Belgium is expected to remain stable in 2025 with an increase of 1.2% in 2025 after an increase of 1 in 2024. The withdrawal of energy support measures was driving inflation up to 4.4% in 2024 but easing inflationary pressures over the forecast horizon are set to bring inflation down to 2.9% in 2025 and 1.9% in 2026. Private consumption is projected to rise moderately in line with the modest growth of disposable income. Unemployment rate is stable at 5,7%,

While economic growth in Luxembourg is estimated to have been modest in 2024, it is expected to stage a comeback in 2025 with GDP growth of 2.5% and 2.4% in 2026.

Dutch holiday participation showed another record year in 2024 and prediction for 2025 remain very positive. No less than 88% of Dutch people have vacation plans for 2025, marking an increase compared to last year. Despite ongoing inflation and economic pressure, Dutch travelers remain eager to explore the world. At the same time, travelers are making more conscious choices, such as avoiding overcrowded destinations. Furthermore Dutch travelers have more money available for vacations than a year ago. At the same time, 40% of Dutch travelers say that rising costs are influencing their holiday decisions. Many are opting for cheaper accommodations or traveling less frequently. Rising flight costs (mainly out of Schiphol Airport) might impact travel and possibly benefit short haul destinations including Switzerland. All the mayor Touroperators report increasing booking figures confirming the positive trend. This confirms also with luxury and high end operators reporting strong demand for travel despite economic uncertainties. Travel Trade is continuing investing in making sustainable initiatives more visible to offer the travelers more sustainable travel and holiday alternatives. With Swisstainable and the very popular panoramic trains, Switzerland has an extremely favorable starting position and there is interest and demand. Nevertheless, it must be pointed out that Switzerland is a direct booking market for the BeNeLux countries and only a small proportion of Switzerland travellers book trips via an operator. This is mostly the case for scenic train journeys.

The BeNeLux guests appreciate our nature and our mountains. As per our last TMS report 27% of the BeNeLux guests indicate the mountains as their main travel motivation (+8% compared to other foreign markets). Pleasure summer holidays (focused on rest, relaxation, and nature)“ is the most dominant category within our target group, with a share of 22% (+9% compared to other foreign markets). More active holidays including hiking, cycling and winter sports remain the very popular outdoor activities and important reasons for travelling (20% of all BeNeLux travellers). Swiss cities are also high in demand. Fast train connections and night trains from the Netherlands to Basel and Zurich are operating very successfully and offer new opportunities to attract a younger and climate-conscious audience to Switzerland. Travel behavior is changing in term of travel season. Increased demand has been registered outside the high seasons. Several industries are choosing to give more flexibility to their employees and not close their business completely during the summer months, making it easier for people without children to travel outside the high season. September and October are so becoming increasingly important travel months.  Furthermore, travelers want to travel more sustainably, but also do not want to miss out on their holidays. Holidays by train are growing and travelers do not mind a few hours of extra travel time and opt for a sustainable journey. Travelers are also searching for places where you can spend your holidays away from the crowd. This happens by looking at the less popular places and closer to nature. Switzerland is very well positioned in this regard. Travel forecast for the Netherlands foresees a yearly growth of 1,2% till 2030. The new TMS data reveals that 55% of the target group plan their trip well in advance, 60%
book accommodation directly and 84% belong to the mid or high price travel segment.

The BeNeLux market focuses primarily on the personas Lou (31%), Jo (24%), Kris (20%) and Pat (13%). Find more information about the personas here.  

(% amount representation of total target segments in the BeNeLux market)