It is becoming increasingly crucial for countries to position themselves clearly and to define a tourism policy for the upcoming years which should take into account the strengths of their territories. This is also called destination branding. A destination brand is part of the overall fire nation. The core values of the destination Netherlands were defined by the national government as the same as those of the brand Holland. The distinctiveness of a destination lies in both tangible and intangible elements. The distinctiveness of the Netherlands as a destination product is mainly found in the Dutch icons, the cities with their diverse cultural offerings, coastal and wetland landscape back. Furthermore cycling in Netherlands unique compared to competing destinations.
In the future trends for adventure tourism, it is clear that the Netherlands will be mainly focus on strengthening its key aspects