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

	Aurora Galderisi, Project Manager Marketing
Contact LinkedIn	+31 (0)6 43 82 70 86 aurora.galderisi@switzerland.com https://www.linkedin.com/in/aurora-galderisi

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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	Kate Gausi, Trainee ST BeNeLux
Contact	+31 (0)20 670 43 33 kate.gausi@switzerland.com

• ST market research page –– here
• ST Research Report 2025 –– Download here
• ST TMS 2023 –– Download here

The year 2025 was less successful for Swiss tourism than previous years. While overnight stays from the Netherlands stabilised at the previous year’s level, Belgium recorded a decline of 6.1%. Positive impulses came from the UEFA Women’s EURO and the Eurovision Song Contest, which led to increased overnight stays particularly in Basel and other Swiss cities. Panoramic train journeys, however, recorded a decline. This was mainly due to very high demand combined with limited availability, which also had a dampening effect on overnight stays in certain destinations, such as Zermatt.

In the Netherlands, purchasing power increased over the past year. Real wages rose as wage growth clearly exceeded the lower inflation rate. As a result, real disposable income increased by just over 3%, strengthening private consumption and generally supporting higher holiday spending. Nevertheless, consumer sentiment remains cautious. Despite an improved personal financial situation, economic and geopolitical uncertainties persist. Travellers have more budget available but continue to make spending decisions very consciously and in a highly price-sensitive manner.

Inflation continued to decline in 2025 and stood at 2.4% in January 2026. In Belgium, inflation is also expected to be lower in 2026, at around 1.8%. However, the still very strong Swiss franc is likely to continue dampening travel sentiment and demand for Switzerland in the coming months.

Despite the economic uncertainties, Switzerland remains a highly attractive destination for BeNeLux travellers. Travel within Europe, safety and quality continue to be key decision factors, while nature-based and sustainable travel experiences are at the top of the wish list for many guests from the BeNeLux countries.

Overall, forecasts for the 2026 travel year remain cautious. High price sensitivity, the strong Swiss franc and ongoing uncertainties are expected to significantly shape tourism development in 2026.

The Dutch economy is expected to remain resilient in 2026, with forecast growth of around 1.3%. Key drivers include private consumption, public investment and robust exports. Despite global uncertainties, growth is therefore above the EU average. Inflation remains elevated, however, and is expected to stay at around 2.3% to 2.5% in the coming years. A still strong labour market supports domestic demand, with the unemployment rate remaining low at around 4%.

Belgium’s economy is forecast to grow moderately in 2026, by approximately 1%. Growth is supported by a slight recovery in domestic demand. Despite significantly lower inflation (around 1.1% in January 2026), the economic situation remains tense. High public budget deficits (forecast at 5.3% of GDP) and structural challenges continue to weigh on development. Households and businesses remain cautious, keeping growth at a low level. The unemployment rate in 2026 is estimated at around 6.1%.

After a period of weakness, Luxembourg’s economy is expected to be on a solid recovery path in 2026. GDP growth is forecast at around 1.7% to 2.0%, driven in particular by a revival of the financial sector and renewed investment activity. Inflation is expected to fall to around 1.4% to 1.5%, while the labour market shows signs of slight recovery.

Travel and Booking Behaviour – Netherlands

Holiday participation among the Dutch reached a record level in 2025, and forecasts for 2026 remain very positive. Thanks to increased purchasing power, travel demand remains high despite economic uncertainties and still elevated inflation. At the same time, travellers are becoming increasingly price-conscious: holiday apartments are more often preferred over hotels, and cheaper hotel categories are chosen more frequently.

Rising flight costs – particularly from Schiphol Airport – are further influencing travel behaviour. Travellers are increasingly using airports in Germany, and short-haul destinations such as Switzerland are also likely to benefit. However, tour operators report a cautious and wait-and-see booking behaviour for the summer at the beginning of the year. This also affects providers of rail travel to Switzerland, where significantly fewer bookings have been recorded compared to previous years.

Price Development and VAT

As of 1 January 2026, the Dutch government significantly increased VAT on hotel overnight stays and holiday accommodation from 9% to 21%. The aim is to generate additional tax revenue and curb overtourism, particularly in Amsterdam. Campsites are exempt from the increase. As a result, price differences compared to Swiss hotels are narrowing noticeably – a development that is likely to be clearly perceived by price-sensitive Dutch travellers.

Sustainability and Decision Factors

The travel trade continues to invest in increasing the visibility of sustainable initiatives in order to offer travellers more attractive sustainable travel and holiday alternatives. With Swisstainable and the very popular panoramic trains, Switzerland is in an extremely favourable starting position and is seeing corresponding interest and demand.

Nevertheless, price and destination attractiveness remain the most important decision factors for Dutch travellers. At the same time, more than 40% of holidaymakers state that sustainability is important to them when travelling. Younger and higher-educated target groups in particular attach great importance to this aspect. In addition, more than 40% of respondents appreciate transparent communication about the sustainability of travel offers. The large majority of Dutch travellers (74%) are willing to make their holidays more sustainable in the coming years. Of the 14 most popular European holiday destinations, Norway is perceived as the most sustainable, followed by Switzerland.

Booking Channels and Rail Connections

With regard to booking behaviour, the BeNeLux countries remain direct-booking markets for Switzerland, with only a small proportion of guests booking via tour operators. This applies in particular to scenic rail journeys.

In terms of rail connections, European Sleeper will introduce three weekly night train services from Amsterdam and Brussels to Milan, stopping in Bern, from June 2026. This new service represents an attractive addition and opens up further opportunities to attract new guest segments to Switzerland.

Preferences of BeNeLux Guests

BeNeLux guests particularly value Switzerland’s nature and mountain landscapes. According to the latest TMS report, 27% of BeNeLux guests cite the mountains as their main travel motivation – 8 percentage points higher than in other international markets. “Enjoyment-oriented summer holidays” with a focus on relaxation, recreation and nature represent the most important holiday category within this target group, accounting for 22% (+9 percentage points compared to other foreign markets).

More active holiday types such as hiking, cycling and winter sports also remain very popular and are a key travel motivation for 20% of all BeNeLux travellers. At the same time, Swiss cities continue to enjoy strong demand.

Mobility and New Target Groups

Fast rail connections and night trains from the Netherlands to Basel and Zurich are operating very successfully. They create new opportunities, particularly to attract a younger and more climate-conscious audience to Switzerland.

Seasonal Shifts and Sustainability

Travel behaviour is increasingly changing in terms of travel seasonality. Growing demand is being recorded outside the traditional high season. More and more companies offer flexible working models and no longer close completely during the summer months, making it easier to travel outside school holiday periods – especially for people without children. As a result, September and October are becoming increasingly important travel months.

At the same time, the desire for more sustainable forms of travel is growing. Rail travel is increasing, and travellers are increasingly willing to accept longer travel times in favour of more climate-friendly mobility. In addition, many travellers are actively seeking destinations away from the crowds, preferring lesser-known places and nature-oriented regions. Switzerland is very well positioned in this respect.

Booking Behaviour and Market Potential

Travel forecasts for the Netherlands indicate average annual growth of 1.2% until 2030. Current TMS data also show that 55% of the target group plan their trips well in advance, 60% book accommodation directly, and 84% belong to the mid or high price 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)