The King’s Day celebrations in 2025 attracted significantly more visitors than in 2024. Analysis from the Nationale Bezoekers Index shows that total attendance increased by 14.8% compared to last year. Amsterdam and Utrecht in particular drew many visitors from outside their own province, underscoring that King’s Day celebrations in these cities have nationwide appeal.
Risers and fallers
The largest relative increase in visitor numbers was measured in Voorhout, Heemstede, and Delfzijl. Among the six largest cities in the Netherlands, The Hague showed the biggest increase in attendance compared to 2024. On the other hand, there are also municipalities where fewer people were out and about on King’s Day. In Middelharnis, Heerhugowaard, Steenwijk, and Weesp, among others, attendance was lower than in 2024. No further research has been conducted into the causes or underlying factors of these increases and decreases.
Nationwide appeal: Amsterdam and Utrecht stand out
A striking finding is the origin of visitors in the larger cities. In Amsterdam, 69% of visitors came from outside the province of Noord-Holland. Utrecht also attracted an above-average national audience, with 60% of visitors coming from outside its own province. In contrast, The Hague and Eindhoven mainly attract a regional audience: only 35% and 36% of visitors respectively came from outside the province.
On average across the six largest cities, 49% of King’s Day visitors came from other provinces, versus 51% from the home province. These figures underline the nationwide appeal of King’s Day. This was also evident from the fact that several cities called on people not to come as early as the afternoon and even closed off areas due to crowding.
About the Nationale Bezoekers Index
The Nationale Bezoekers Index is an initiative by Resono and Argaleo that offers data-driven insights into visitor flows within the Netherlands. Through advanced analytical techniques, the Index helps cities and organizations gain better understanding of visitor economics, 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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