Visits to downtown areas increase 7.3% in first quarter 2025 compared to 2024.
The latest national measurements from National Visitors Index show that the number of visitors to Dutch 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 where center areas are slowly recovering and repositioning themselves, influenced by seasonal influences, tourism, changing shopping behavior and area attractiveness, among other factors.
The week-to-week data provide keen insight into how visitor crowds evolve in response to weather conditions, school vacations and events. Week 10 saw a marked decline across virtually the entire country. That dip coincides with spring break in South Region and the celebration of Carnival, a combination that annually causes anomalous center visitation, with local lodging or recreation patterns temporarily supplanting regular visitation behavior.
Decline in centers
The list of center areas where visits decreased is headed by Houten (-19.1%), Blaricum and Middelharnis. In Houten, the decrease seems to be partly explained by the closing of stores in the center area. Vacancy there is now the subject of municipal policy: the municipality announced earlier this year to invest 2 million euros in improving the experience and attractiveness of the area2.
For other center areas with a decline, no direct explanations are visible. These types of deviations underscore the importance of ongoing monitoring to catch signals in time and analyze them further, especially where underlying causes such as accessibility, store structure or changing visitation motives may play a role.
Big cities on the move
Among large cities, it is notable that The Hague and Eindhoven were among the strongest risers, with an increase of about 9%. A slight growth was also visible in cities such as Utrecht and Groningen. In contrast, Amsterdam and Rotterdam experienced a slight decrease in the number of center visitors compared to the same period last year
Regional differences require sharp local interpretation
The first quarter figures again make it clear that center visitation is strongly influenced by local conditions. From weather effects to vacancy rates, tourism policies to events, each center area develops at its own pace and context.
Monitoring over 150 complete center areas throughout the year, and not just the main shopping streets, provides an up-to-date, factual picture of visitor trends in the Netherlands. On a national level, but especially also locally. This makes deviations visible at an early stage, and center professionals can interpret developments when they matter most.
About National Visitors Index
The National Visitors Index is an initiative of Resono and Argaleo and provides data-driven insights into visitor flows within the Netherlands. Using advanced analysis techniques, the Index helps cities and organizations gain better insight into visitor economy, tourism and events. Stay informed about the latest developments? Then sign up for the newsletter and be the first to receive the National Visitor Index.
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