NBTC: Netherlands most popular congress destination in Northern Europe

The Netherlands is once again the most popular congress destination in Northern Europe, according to NBTC. In 2026, the country will host more international congresses than Denmark, Sweden and Finland combined.

Context

The NBTC ranking is based on the number of international congresses with more than 50 foreign delegates. Amsterdam and Rotterdam lead the list. Den Haag is growing on the strength of its international legal institutions.

Industry response

Copenhagen, Stockholm and Helsinki are formidable competitors. The fact that the Netherlands outperforms them is by no means a given. It requires continuous investment in quality and promotion.

Broader perspective

The position has been earned, but it remains fragile. Rising costs and accessibility issues could undermine it. Emerging destinations such as Vienna and Lisbon are actively competing for business.

Being number one is an achievement. Staying number one takes work. The industry would do well to celebrate its success while taking its vulnerabilities seriously.