Visits to city center areas rise by 7.3% in the first quarter of 2025 compared to 2024.
The most recent national measurements from the Nationale Bezoekers Index show that the number of visitors to Dutch city center areas increased by 7.33% in the first quarter of 2025 compared to the same period last year. The growth continues a broader trend in which city centers are gradually recovering and repositioning themselves, influenced by seasonal effects, tourism, changing shopping behavior, and the overall attractiveness of the area.
The week-by-week data provide a clear view of how visitor numbers develop in response to weather conditions, school holidays, and events. In week 10, a noticeable dip was visible across nearly the entire country. This drop coincided with the spring break in the southern region and the Carnival celebrations, a combination that annually causes atypical city center visits, as local leisure and recreation patterns temporarily displace regular visitor behavior.
Decline in city centers
The list of city center areas where visits declined is led by Houten (-19.1%), Blaricum, and Middelharnis. In Houten, the decline appears partly explained by the closure of shops in the city center area. Vacancy rates there have become a matter of municipal policy: the municipality announced earlier this year that it would invest 2 million euros in improving the experience and attractiveness of the area2.
For other city center areas experiencing a decline, no direct explanations are apparent. These kinds of deviations underscore the importance of continuous monitoring to detect signals early and analyze them further, especially where underlying causes such as accessibility, retail structure, or changing visitor motivations may play a role.
Major cities in motion
Among the major cities, it is notable that The Hague and Eindhoven, with an increase of approximately 9%, are among the strongest performers. Cities such as Utrecht and Groningen also showed modest growth. In contrast, Amsterdam and Rotterdam experienced a slight decline in the number of city center visitors compared to the same period last year.
Regional differences call for sharp local interpretation
The first quarter figures make it clear once again that city center visits are strongly influenced by local circumstances. From weather effects to vacancy rates, from tourism policy to events, each city center area develops at its own pace and within its own context.
By monitoring over 150 complete city center areas throughout the year, rather than just the main shopping streets, a current and factual picture of visitor trends in the Netherlands emerges. At the national level, but especially at the local level. This makes deviations visible early, allowing city center professionals to interpret developments when it matters most.
About Nationale Bezoekers Index
The Nationale Bezoekers Index is an initiative by Resono and Argaleo that offers data-driven insights into visitor flows across the Netherlands. Through advanced analytics, the Index helps cities and organizations gain better insight into the visitor economy, tourism, and events. Want to stay up to date with the latest developments? Subscribe to the newsletter and be the first to receive the Nationale Bezoekers Index.
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