Launch multi-year strategy

2026-2030

Stichting Bureau Toerisme Laag Holland Holland (BTLH) presents its new long-term strategy. With this course, the organisation strengthens its role as Destination Management Organisation (DMO) and lays the foundation for sustainable development of the recreational and tourism sector in the coming years.

Since its establishment in 2010, Bureau Toerisme Laag Holland has developed from a promotional organisation to a strategic partner in the development of the region. With the new strategy, the foundation emphatically focuses on cooperation, quality and destination development.

"We believe that recreation and tourism make a positive contribution to a vital region. By working together with governments, entrepreneurs and organisations, we can ensure that Laag Holland remains a valuable place to live and visit for future generations as well," said Shirley Benoit (Director-Director)

Five strategic pillars

BTLH's multi-year strategy rests on five pillars that together set the course for the coming years:

Hospitality & Information - professionalising hospitality and reliable information for visitors and residents.
Marketing & Communication - strengthening the region's recognisable identity and spreading visitors across the region.
Product & Destination Development - stimulating offerings that fit Laag Holland's identity and target groups.
Cooperation & Partners - further expand the network of governments, entrepreneurs and organisations.
Knowledge & Data - collecting and sharing insights for sustainable growth and policy support.

The story of Laag Holland

Central to the strategy is the brand story of Laag Holland: "the real, timeless Holland." A region of vast polders, historic villages and the constant interplay between man and water. Here, nature and culture go hand in hand, and craftsmanship is combined with down-to-earth entrepreneurship.

"Laag Holland is authentic and future-oriented at the same time. We cherish our heritage, but also advocate in innovation and experience. That makes this region unique and its role necessary." says Nienke Zetzema (director Jachthaven Waterland and chairman of the Supervisory Board, Bureau Toerisme Laag Holland).

Strong together for the region

BTLH works on behalf of the municipalities of Edam-Volendam, Landsmeer, Oostzaan, Purmerend and Waterland, and in cooperation with more than 100 entrepreneurs and organisations from the region. Since 2025, entrepreneurs can actively join the Laag Holland network, contributing to joint marketing, hospitality and development of the area.

With this multi-year strategy, BTLH invites partners to continue building together on a future-proof destination that residents are proud of and visitors love to return to.