The Vakantiebeurs 2025, which will take place from 9 to 12 January at the Jaarbeurs in Utrecht, is known as the place where travel organisations and holidaymakers meet.
This year, however, a shadow hangs over the event. Major travel organizations are pulling out, and new competitors are putting pressure on the organization. Nevertheless, the fair remains a source of inspiration for many. More and more established travel organisations have decided to no longer participate in the Vakantiebeurs. This is a trend that has been going on for several years, and this year seems to have reached a low point.
Big names in the travel industry no longer see the added value of a physical trade fair. This is not surprising: more and more holidaymakers are looking online for information and inspiration, where platforms such as Instagram, Pinterest and travel blogs flourish. For many organisations, an expensive trade fair stand has become less attractive now that they can reach their target groups directly via digital channels.
competitors on the horizon
The withdrawal of large parties is not the only problem that the organization of the Vakantiebeurs has to deal with. The arrival of the so-called 'Vakantie Festival', which will open its doors next year, provides extra competition. This event promises to offer an interactive experience that goes a step further than the traditional fair, with music, workshops and a more festival-like atmosphere. It is a direct attack on the position of the Vakantiebeurs as the most important source of inspiration for holidaymakers.
Vakantie Festival is a new three-day public event that will be held in the Brabanthallen in Den Bosch for three consecutive years from 2026. According to the initiators, it is time for an alternative to the traditional fairs for travel enthusiasts.
Nevertheless, the fair remains unique because of the opportunity to come into direct contact with travel experts and representatives of various destinations. Visitors appreciate the personal nature of the conversations and the fact that they can get detailed information that is not always available online. The fair responds to trends, such as the growing popularity of nature holidays and outdoor activities. "We see that people are increasingly looking for peace and adventure in nature," says a spokesperson for the organization. "At the fair we offer a lot of inspiration for this."
To remain relevant, the Vakantiebeurs must adapt to the new reality. Innovation seems to be the key. The organization is working on a hybrid approach that combines physical and digital experiences. An example of this is the launch of an interactive app that allows visitors to plan their route in advance and search for specific stands. There is also more attention for sustainable travel options, a theme that is becoming increasingly important for Dutch holidaymakers.
Yet the future remains uncertain. Without the big names, the appeal of the fair may decrease, both for visitors and for smaller exhibitors. The challenge is to attract new parties and make the fair more attractive to a broad audience. This requires not only creative ideas, but also a solid financial basis.
information for visitors
For those unfamiliar with Vakantiebeurs, the event takes place at the Koninklijke Jaarbeurs, at Jaarbeursplein 6 in Utrecht. The venue is easily accessible by both public transport and car, with Utrecht Central Station just a five-minute walk away. Tickets are available via the website, with early bookers receiving a discount. Opening hours vary per day, but doors open daily at 09:30.
Although the Vakantiebeurs 2025 faces major challenges, the event remains a valuable platform for many visitors. The direct contact with travel experts and the ability to discover new destinations remain strong points. But if the fair wants to maintain its position, it must respond to the changing preferences of travellers and continue to innovate. This is the only way to ensure that the tradition of the Vakantiebeurs lives on in an increasingly digital world.
