The Dutch government will stop using the moniker Holland in favour of its official name the Netherlands.

From January, companies, embassies, ministries and universities will only be able to refer to the state using its legitimate title.

The 200,000-euro ($A300,000) rebrand is part of an update of the country’s international image.

It will also include a logo that combines the initials NL with an orange tulip, the Netherlands’ national flower.

The Netherlands Board of Tourism and Conventions previously used the symbol of a tulip and the word Holland.

Holland is not the official name of the entire country and refers to two of the 12 provinces, North Holland, which includes Amsterdam and Haarlem, and South Holland, where The Hague, Rotterdam and Leiden are situated.

The tourism industry started promoting the nation using the nickname 25 years ago but now wants to present the commerce, science and politics of the whole country.


An unnamed spokesman for the foreign ministry told Efe: “It is a little strange to promote only a small part of the Netherlands abroad, that is, only Holland.”

The change of image was part of a renewed tourism strategy that aims to put an end to large numbers of visitors on cheap flights, particularly to Amsterdam, and promote more sustainable and respectful travel.

Minister for Foreign Trade Sigrid Kaag said the new style will help show what the Netherlands has to offer visitors, whether they come to live, work or holiday.

She added that it can be used in different industries “from high tech to agrifood and from sport to culture”.

Minister of Economic Affairs Eric Wiebes said the Netherlands has the most competitive economy in Europe and the fourth in the world and frequently presents innovative solutions to technical and social challenges.

The tourism board will also close its offices in Spain, Italy and Japan in the spring of 2020 in favour of countries that send larger numbers of recurring visitors, tourists and business travellers.


It said it expects the number of international visitors to reach 30 million in 2030, which will increase the pressure on the quality of life and the environment, and makes it necessary not only to promote the country, but also to emphasise a broad and sustainable development of the Netherlands.

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