Case Study: Netherlands Board of Tourism and Conventions boosts conversions to 4.5% and gains visitor insights with GX Software

NBTC optimizes customer experience at Holland.com

The Netherlands Board of Tourism and Conventions (NBTC) faced reduced government funding and a strategic shift toward online marketing to attract, capture and convert visitors into real-life Holland tourists. To support performance-based partnerships and deliver personalized travel experiences, NBTC worked with GX Software and implemented the BlueConic customer data platform to better understand anonymous visitors and guide them to relevant destination offers.

GX Software’s BlueConic solution captured visitor characteristics and interests, segmented audiences by country, group composition and activities, and served deep‑linked banners to match offers. The approach lifted conversion rates to 4.5% (well above the typical 0.15–0.25% travel-banner range), increased bookings, and delivered actionable insights into visitor profiles that NBTC is now using to expand performance-based campaigns and tailor travel services.

Netherlands Board of Tourism and Conventions

Natasja Fortuin

Head Global Digital Marketing