NEW YORK -- The three companies in the Netherlands responsible for
promoting tourism in that country have merged into Tourism and
Recreation Netherlands.
The three are the Netherlands Board of Tourism, which promotes
travel abroad; an association that promotes Holland locally, and
the association of local tourist information offices.
All tourist offices abroad will still be referred to as the
Netherlands Board of Tourism.
A spokeswoman for the tourism board in New York said the merger
should "result in a more efficient approach to the promotion of
tourism and leisure to and within Holland."
She said the motivation behind the move was a response to the
anticipated decrease of government support for tourism initiatives;
increasing competition, and the need to increase distribution and
information channels.
"Among the advantages: [We will] share databases, build one
strong Web site for a one-stop shopping experience and share
product development in Holland."
When asked if the merger was a cost-cutting measure, the
spokeswoman said, "The objective is not to save money but to
benefit from synergy effects and to be a stronger, more powerful
organization to better face the competition."