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 Vakantiebeurs with more focus and experience
Vakantiebeurs 2026 responds to a dynamic travel market. For professionals, these days are the Travel Trade Days: the platform to share knowledge, explore trends such as AI and sustainability and work together to create a future-proof sector. For visitors, it's all about experience and inspiration: a complete world trip in one location, full of authentic experiences and ideas for meaningful travel. Jeroen van Hooff: "Vakantiebeurs offers more depth for professionals and more experience for visitors. From AI to sustainability: together we are building a travel industry with impact."
Utrecht as host city: innovation, art and tourism
The opening of Vakantiebeurs with the ambassadors' breakfast embedded in the Van Gogh experience highlights how art, technology and meeting reinforce each other. 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 today is the start of the Vakantiebeurs, but also because painters are known as avid travellers. And rightly so, because travel inspires. And... travelling is fun. Just the anticipation alone can make you very happy. In that respect, the Holiday Fair is a destination not to be missed."
Safe and prepared travel: cooperation as a constant
During Vakantiebeurs, safe and well-prepared travel is also central. Jeroen Roodenburg of the Ministry of Foreign Affairs: "Recent years have proven how essential cooperation is in times of crisis. Our consular dialogue always continues, even when geopolitical relations are under pressure. Together, we ensure that travel remains safe. That starts with good preparation and information."
About Vakantiebeurs
Vakantiebeurs has been kicking off the tourism season in the Netherlands for 55 editions, connecting travel professionals, destinations and travellers around sustainable, innovative and meaningful travel experiences.
