In today’s episode of China Tourism Tuesday, we sit down with Charel van Dam, Marketing Director of the Netherlands Board of Tourism and Conventions (NBTC).

We explore the past, present, and future of promoting European destinations, through the lens of the Netherlands’ tourism strategy. From what has worked before and which benchmarks have already been met, to today’s best practices and the “low-hanging fruit” still available to European tourism marketers.

The conversation places Europe squarely between China and the United States, unpacking how European destinations can position themselves in 2026’s uncertain geopolitical and economic environment; and what smart, pragmatic marketing looks like right now.