Dutch government to stop using the moniker Holland in favor of the Netherlands

Saturday, December 28, 2019

The Dutch government wouldn’t be using the moniker Holland in favor of its official name – the Netherlands.

From January, companies, embassies, ministries and universities will only be able to refer to the state using its legitimate title.

The 200,000-euro ($A300,000) rebrand is part of an update of the Netherland’s international image. It will also include a logo that combines the initials NL with an orange tulip, which is the Netherlands’ national flower.

The tourism industry started promoting the nation using the name Holland 25 years ago but now wants to present the commerce, science and politics of the entire country.

The change of image is part of a changed tourism strategy that aims to end large numbers of visitors coming on cheap flights, particularly to Amsterdam, promoting more sustainable and respectful travel.

Minister for Foreign Trade Sigrid Kaag said that the new style will help show what the Netherlands has to offer visitors, whether they come to live, work or holiday.

Minister of Economic Affairs Eric Wiebes said that the Netherlands has the most competitive economy in Europe and is the fourth in the world presenting innovative solutions to technical and social challenges.

The Netherlands expects the number of international visitors to reach 30 million in 2030.

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