There are good opportunities for tourism businesses in low- and middle-income countries that want to reach the Dutch outbound travel market. It is important to understand Dutch travellers, where they travel, what motivates them and which tourism products have the most potential. Local tour operators should be well prepared for the market. They should also have a good understanding of sustainability, pricing, online presence and product development.
Dutch travellers are experienced, well informed and independent. They still book through tour operators for security, comfort and access to well organised trips, but they want free time, authentic experiences, nature, culture and opportunities to discover something new.
Jorieke Graven, Impact Coordinator at Sawadee
Pricing is very important, especially today when inflation is growing. But be always clear about prices, terms of communication, and product quality to avoid misunderstandings. When someone pays, they must know exactly what they are paying for and what they will get, so customer care is very, very important!
Jasna Šestak, Tour Guide at With Locals
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The Netherlands is an important European outbound tourism market. Dutch travellers have a high interest in visiting low- and middle-income destinations. They speak very good English and are keen on good value, sustainable tourism products. Adventure, cycling, sun and beach, culture, nature, city breaks and round trips are their most favoured tourism products. Dutch nationals of all ages travel, but their needs and budgets vary. Their choice of destination may be affected by climate issues, safety and other risk factors.
Dutch travellers choose destinations that offer authentic, high-quality experiences, with strong nature, outdoor activities, local connections, flexibility and a clear sense that the trip is genuinely responsible. Their decision is also shaped by safety, destination reputation, value for money and clear explanations of why slower travel or longer stays make the experience better.
Elise Gelderloos, Product Manager and Business Analyst at Better Places
Dutch travellers increasingly seek active, authentic experiences rather than luxury. They want to explore beyond the main tourist routes, stay in small-scale accommodation and travel at their own pace. Interest in holidays that create a positive social impact is also growing. For local tour operators, the biggest opportunity is to offer original experiences, communicate clearly and build trusted partnerships with Dutch buyers.
Kim Nooyens, Chair of the VVKR (Association of Small Scale Travel Organisations)
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There are good opportunities for tourism businesses in low- and middle-income countries that want to reach the Dutch outbound travel market. It is important to understand Dutch travellers, where they travel, what motivates them and which tourism products have the most potential.
Fresh oranges are a large and competitive product in the European citrus market. Spain supplies most oranges during the European season. Imports from outside Europe become more important when Spanish supply falls. The main overseas suppliers are South Africa and Egypt, followed by Zimbabwe, Morocco, Argentina, Uruguay, Türkiye and Peru. For exporters from low- and middle-income countries, the best sales window is usually June–October.
We work only with organic produce, but we also look for sustainability impact beyond the certification. A good example is our rain-fed Valencia oranges from Peru: they are grown mainly on rainfall, without large-scale irrigation, which helps lower the water impact compared to irrigated systems.
Peke van Beek, product manager at Eosta
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The European markets with the most potential for fresh orange exports are the Netherlands, the UK, Spain, Portugal, Italy and France. These countries offer different types of opportunities. The Netherlands is mainly a logistics and re-export centre. The UK and France are more consumption-driven end markets. Spain, Portugal and Italy are producer markets where imports are more linked to supply gaps, late-season needs and price opportunities.
Fruit producers face growing pressure to deliver high-quality products at low prices and with short lead times. In producing countries, this increases reliance on cheap labour, often under insecure conditions such as informal contracts, limited legal protection and low wages. It also creates environmental risks, including biodiversity loss and agro-ecosystem degradation. Fairtrade calls for stronger cooperation between buyers, suppliers, governments and civil society to address both risks and root causes.
Karen Bouwsma, senior policy advisor at Fairtrade Nederland
Consumers still see oranges as healthy, but health alone is not enough. The product also needs good taste, easy use and a price that fits the current market.
Anonymous European fresh produce importer
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Fresh oranges are a high-volume citrus product in Europe. The market is supplied mainly by European producers during the main season, but it still needs large import volumes from outside Europe. The Netherlands is the main entry point, while the United Kingdom and France are important end markets. Spain, Portugal and Italy also offer opportunities, but mainly when local production is lower or when specific varieties are needed.
The Netherlands is a relatively small country in Western Europe, bordering Germany and Belgium. It is home to the largest seaport in Europe (Rotterdam) and plays a big role in European trade. The positives of doing business in the Netherlands include the its EU membership, high living standards, the culture of direct communication and English as a commonly spoken second language.
Breaking into the European market can be difficult. Your product has to be either really special, or your price has to be really low. Never forget however that apparel is a peoples business. Be unique, be open and communicate on a personal level. Try to build a network. That is how you get a place at the table.
Edwin van den Broek, Fashion sourcing expert
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