The Netherlands to drop moniker ‘Holland’ as part of rebranding

The rebranding campaign is aiming at modifying the Netherlands' international image

The Netherlands to drop moniker ‘Holland’ as part of rebranding Amsterdam is one of the most popular tourist destinations in the world | Pixabay

Come January, the Netherlands will officially stop using the moniker Holland in an effort to modify its international image as part of a rebranding campaign. Holland is not the official name of the country but takes the name from two provinces―North Holland, where Amsterdam is situated, and South Holland, which includes the Hague and Rotterdam.

The Dutch government, as part of the 200,000 euro rebrand, wants companies, universities, embassies and ministries to use the official title while referring to the country.

The government is also unveiling a logo with a stylised NL along with a tulip, the Netherlands' national flower.

The word Holland and the symbol of a tulip were used 25 years ago to promote tourism in the country by the Netherlands Board of Tourism and Conventions.

The move is to promote the country as a whole on the international arena and not just a small part―Holland―of the Netherlands. It is also part of a tourism strategy to inform tourists of other lesser known provinces.

The Netherlands received over 18 million visitors in 2018, according to reports, and is looking for ways to divert people to other places in the country to reduce the influx of visitors to a particular city or region, such as Amsterdam. By 2030, the number of visitors is expected to go over 30 million, choking the more touristy parts of the nation thereby affecting the quality of life and environment.