Utrecht, 8 January 2026 - The 55th edition of Vakantiebeurs was festively opened today at Royal Jaarbeurs. During the traditional Ambassadors' Breakfast, this year in the impressive setting of Van Gogh: The Immersive Experience, Mayor Sharon Dijksma, Jeroen Roodenburg (Ministry of Foreign Affairs) and Jeroen van Hooff (CEO Royal Jaarbeurs) kicked off a new tourism season in the presence of more than a hundred international ambassadors, hundreds of journalists and thousands of trade professionals. Vakantiebeurs takes place from Thursday 8 January to Sunday 11 January in Jaarbeurs.
A Holiday Fair with greater focus and immersion
The 2026 Holiday Fair responds to a dynamic travel market. For professionals, the Travel Trade Days are taking place over these days: the premier platform for sharing knowledge, exploring trends such as AI and sustainability, and collaborating on a future-proof sector. For visitors, it’s all about the experience and inspiration: a complete trip around the world in one location, full of authentic experiences and ideas for meaningful travel. Jeroen van Hooff: “The Holiday Fair offers greater depth for professionals and a richer experience for visitors. From AI to sustainability: together, we’re building a travel industry that makes a difference.”
Utrecht as host city: innovation, art and tourism
The opening of the Holiday Fair, with the ambassadors’ breakfast integrated into the Van Gogh experience, highlights how art, technology and social interaction reinforce one another. Mayor Sharon Dijksma: “A journey through the colourful world of Vincent van Gogh. My choice of the word ‘journey’ is for obvious reasons. Not only because the Holiday Fair kicks off today, but also because painters are known to be keen travellers. And rightly so, because travelling inspires. And… travelling is fun. The sheer anticipation alone can make you very happy. In that respect, the Holiday Fair is a destination not to be missed.”
Travelling safely and being well prepared: cooperation as a constant
Safeand well-prepared travelis also a key focus at the Holiday Fair. Jeroen Roodenburg from the Ministry of Foreign Affairs: “Recent years have demonstrated just how essential cooperation is in times of crisis. Our consular dialogue continues at all times, even when geopolitical relations are under strain. Together, we ensure that travel remains safe. That starts with good preparation and information.”
About the Holiday Fair
For 55 editions now, the Holiday Fair has marked the start of the tourist season in the Netherlands and brings together travel professionals, destinations and travellers to promote sustainable, innovative and meaningful travel experiences.
