Vakantiebeurs 2027: travel inspiration in Utrecht, 7–10 January.
Dates
7–10 Jan 2027
City / country
Utrecht, Netherlands
Venue
Koninklijke Jaarbeurs
Time
10:00 AM – 5:00 PM daily
Event overview
Vakantiebeurs 2027 runs 7–10 January at Koninklijke Jaarbeurs in Utrecht, the Netherlands, bringing more than 100 travel organisations together under one roof.
The event, now branded The GetAway by Vakantiebeurs, combines destination stands with hands-on travel experiences, expert advice and a Thursday Trade Day for travel professionals.
Doors open daily from 10:00 to 17:00, and a ticket is valid for one day of choice.
TL;DR
Visitors can compare tour operators, destinations, hotels and transport in one day, ask specialists about routes and seasons, and try food, activities and cultural experiences before booking. The 2027 edition adds four themed worlds and more interactive stands, while the central Utrecht location makes a day trip easy from most of the Netherlands.
Exhibitors meet thousands of Dutch travellers who are actively planning a holiday, collect qualified consumer leads and reconnect with trade partners on the Thursday Vakdag. The show’s 50-plus-year history, 118-country exhibitor base and January timing place a stand at the start of the peak booking season.
Attendees, exhibitors & solutions
Visitor profile
Typical attendee groups you can expect to meet.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Product categories
Key solution areas showcased across the event.
Location & Facilities
Koninklijke Jaarbeurs, Jaarbeursplein 6, 3521 AL Utrecht, Netherlands
Entrances & gates
Jaarbeursplein main entrance
Main visitor entrance from Jaarbeursplein, about five minutes on foot from Utrecht Centraal via the Jaarbeurs exit.
On-site Jaarbeurs car parks P1 and P2 serve the halls; follow event signage and allow time at peak arrival.
Staffed cloakroom points are normally available near the main entrance; confirm on arrival.
Food options
Jaarbeurs catering outlets, Utrecht Centraal food hall
On-site diningParking: Park at Jaarbeurs P1 or P2; P2 is the signed build-up route via Truus van Lierlaan. Pre-book parking where possible.
Gate: Use the Jaarbeursplein entrances; the site is a five-minute walk from Utrecht Centraal via the Jaarbeurs exit.
Attend
Event days & opening times
Day ticket (advance)
Valid one day, 7–10 January 2027.
Day ticket (door)
On-site box office price.
Child 0–7
Any one day.
Child 8–14 (advance)
Any one day.
Child 8–14 (door)
On-site box office price.
Ticket info
Badge collection
Bring the ticket QR code, either printed or on a phone, for scanning at the entrance.
Ticket notes
Tickets are valid for one day of choice between 7 and 10 January 2027. Children 0–7 pay €1; children 8–14 pay €7.50 in advance or €9.50 at the door. Trade visitors register separately for the Thursday Vakdag.
Build-up & tear-down
What's on
Travel Talent Event
Student and young-professional careers event in the Croezezaal, organised with Reiswerk.
Thursday 7 January 2027, 10:00–14:00; entrance via the Kampeerterras between Sunscape and Adventure.
WebsiteHow the last edition performed
Last edition
2026
Visitors: 72,000
Exhibitors: 750
Edition #: 55
Exhibitor countries: 118
This edition
2027
Visitors: 72,000
Exhibitors: 750
Next edition
Not announced yet
Growth over time
Edition recap
The 2026 edition, the 55th, drew 72,000 visitors and more than 750 exhibitors from 118 countries to Koninklijke Jaarbeurs in Utrecht. It was the last edition before the show returns as The GetAway by Vakantiebeurs, with a new four-world format and an integrated Thursday Trade Day.
New this edition
Impact
Vakantiebeurs concentrates Dutch consumer travel demand into four January days at the start of the booking season. The 2026 edition’s 72,000 visitors and 118-country exhibitor base show its reach beyond the Netherlands, while the integrated Trade Day keeps a B2B route into the same halls.
Audience quality
The audience is predominantly Dutch leisure travellers researching and booking holidays, with a strong family and short-haul segment and a growing long-haul interest. Exhibitors can expect high-intent conversations, but lead quality varies by stand format, so qualification questions and a clear follow-up owner matter.
Exhibitor outcomes
ROI depends on stand location, pre-booked appointments and follow-up speed rather than footfall alone. Destinations and operators with a concrete 2027/28 offer, Dutch-language materials and a bookable incentive are best placed to convert visitors; trade exhibitors should use the Vakdag to secure meetings in advance.
Intelligence
Key market insights, trends, news and related events to help you understand the bigger picture.
Why it matters
The Netherlands is a wealthy, high-frequency outbound travel market, and Dutch consumers book both short European breaks and long-haul holidays. Vakantiebeurs puts destinations, operators and transport suppliers in front of 72,000 visitors at the start of the January booking window. Its Utrecht location and direct rail links make it accessible from across the Randstad and beyond.
Key trends shaping this market and its wider industry.
Experience-led travel retail
Travellers want to taste, try and feel a destination before booking. The GetAway format responds with interactive worlds, food sampling and activity zones instead of static brochure stands.
What it changes: Exhibitors need demo-friendly stands and staff who can sell an experience, not only a price.
Flexibility and clear value
Dutch households remain price-conscious while expecting free cancellation, flexible payments and transparent inclusions. Operators that explain value and booking conditions clearly win trust at the stand.
What it changes: Lead quality improves when exhibitors display concrete prices, departure dates and cancellation terms.
Long-haul and sustainable travel
Interest is shifting toward longer, more distant trips and lower-impact itineraries by rail or small-group operators. Destinations are using consumer shows to correct seasonality and promote shoulder months.
What it changes: Sustainability claims need evidence; exhibitors should prepare certifications and specific rail or offset options.
Vakantiebeurs anchors the Dutch January booking season. Buyers and destinations often pair it with German consumer shows and the spring trade calendar.
CMT Stuttgart 2027
Stuttgart, Germany
Dates are a circuit planning estimate; confirm with the organiser.
websiteITB Berlin 2027
Berlin, Germany
Dates are a circuit planning estimate; confirm with the organiser.
websiteWTM London 2027
London, United Kingdom
Dates are a circuit planning estimate; confirm with the organiser.
websiteJanuary consumer shows
Back-to-back consumer shows for Dutch and German markets.
Spring trade season
Trade follow-up after the consumer booking window.
Circuit dates are editorial estimates for planning; only Vakantiebeurs 2027 dates are confirmed from the organiser.
Plan your trip
Choose from the following airports, with convenient access to the event and venue.
Direct NS trains to Utrecht Centraal, then a five-minute walk to Jaarbeurs.
About 45 km
to venue
35–50 minutes by train
by car
Smaller airport with bus links to Eindhoven Centraal and onward trains to Utrecht.
About 90 km
to venue
75–90 minutes by train and bus
by car
A range of accommodation options near the venue and across key areas.
USD 115–145 / night
Estimates for a January midweek night; book early because the show fills central rooms.
USD 170–215 / night
Walkable to the venue; rates exclude breakfast and city tax.
USD 260–330 / night
Boutique and five-star options 10–15 minutes by taxi or tram from Jaarbeurs.
Get around the city with these convenient transport options.
Train
Frequent direct NS service; use contactless payment or an OV-chipkaart.
Walking
About five minutes via the Jaarbeurs exit; follow signs from the station concourse.
Bus/tram
Local U-OV services stop near Jaarbeursplein; a day pass is better value for multiple trips.
Plan your trip
Check the latest visa requirements and entry guidelines before travelling.
| Type | Who needs it | Fee | Processing | |
|---|---|---|---|---|
| Schengen short-stay visa | Visitors from countries without a Schengen visa waiver | $90.00 | About 15 calendar days |
EU/EEA, UK, US, Canadian, Australian, Japanese and many other passport holders can enter the Schengen area visa-free for short business visits; check the official list before booking.
An ATA Carnet can simplify temporary admission of exhibition goods and professional equipment; confirm the specific case with Dutch customs.
Official visa pageWeather
January in Utrecht is cold and changeable: daytime highs around 6°C, nights near 1°C, with a good chance of rain and wind. Snow is possible but rarely heavy.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Utrecht Centraal is a major rail hub with direct trains to Schiphol, Amsterdam, Rotterdam and The Hague. The venue is walkable from the station; contactless bank cards work on NS and local transport.
Ride-hailing
Taxis
Public transit
Car rentals
Useful information to help you have a smooth and respectful visit.
Direct communication
Dutch business culture values punctuality, plain speaking and short meetings. Confirm appointments in writing and arrive on time.
Cycling and pedestrian priority
Utrecht is a cycling city. Watch for bikes when crossing and use designated pedestrian crossings around the station and Jaarbeurs.
Practical guides
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Destination: Amsterdam Airport Schiphol (AMS)
Book January travel early; Schiphol to Utrecht Centraal is a direct 35–50 minute train ride.
Book flightsMany visitors can enter the Netherlands visa-free for short business trips; others need a Schengen short-stay visa before travel.
Estimated cost: €90 for a Schengen short-stay visa where required
Processing: About 15 calendar days
Carry a passport valid for three months beyond departure, an invitation letter and proof of accommodation.
OfficialGet to the venue and around the city with these options.
Airport → venue: Direct NS train from Schiphol to Utrecht Centraal, then a five-minute walk to Jaarbeurs.
Hotel → venue: Most central hotels are 5–20 minutes on foot or a short bus/tram ride from Jaarbeursplein.
Ride-hail: Uber and local taxi services operate in Utrecht; expect €15–25 from the old town to Jaarbeurs.
Public transit: NS trains, U-OV buses and trams serve Utrecht Centraal and Jaarbeursplein; contactless payment is accepted.
Parking: Pre-book Jaarbeurs P1 or P2. Arrive early on the opening Thursday and use the signed build-up route only if exhibiting.
Plan and pack for the event climate.
Month: January
Temperature: 1–6°C
Seasonality: Frequent rain and wind; daylight is short, with sunset before 17:00.
Packing: Bring a waterproof coat, warm layers and comfortable waterproof shoes for the walk from the station.
Plan your trip
Best day to visit: Friday 8 January 2027
Thursday is the trade-focused Vakdag and the busiest opening day; Friday keeps most exhibitors fresh while leaving room to talk, and the weekend is better for families but much busier. Choose Friday for a balanced consumer visit with time for questions.
Choose your visit day and buy a day ticket online — Advance price is €17.50 versus €19.50 at the door.
Shortlist destinations and exhibitors — Use the exhibitor directory and note stand numbers.
Book train or parking and check strike/engineering works — Utrecht Centraal is a five-minute walk from Jaarbeurs.
Download tickets and plan a meeting schedule — Save the QR code offline and share it with your group.
Pack a charged phone, power bank and waterproof coat — January weather is cold and wet.
Arrive at Utrecht Centraal and walk to Jaarbeurs
Utrecht Centraal / JaarbeurspleinCollect badge and pick up the floor plan
Main entranceDestination meetings and stand demos
Destination hallsLunch and informal networking
Venue catering areaProgramme sessions and supplier follow-ups
Themed world stagesKasteel de Haar
Half-Day Heritage Visit
About 30 minutes by bus or car from Utrecht Centraal
The largest castle in the Netherlands, with parkland and a strong day-trip story for travel buyers.
Amsterdam day trip
City Break
About 30 minutes by direct train
Easy add-on for international visitors combining the show with a Dutch city break.
Official Trade Day drinks
Trade networking
Thursday 7 January, 17:00–20:00, for travel-industry professionals.
Jaarbeursplein cafés
Informal meetings
Steps from the main entrance for a coffee or debrief after the halls close.
Consumer travel decisions often take weeks and involve comparison with online agencies. Fast, specific follow-up with a written quote keeps the exhibitor ahead of the browser tabs opened after the show.
Budget
Shell scheme
EUR 325–475 / m²
Raw space
EUR 225–350 / m²
Standard booth
9 m²
Editorial estimate for a consumer travel show at Jaarbeurs; the organiser’s 2027 exhibitor tariff has not been published.
sourceAdjust the inputs below to create a directional event budget.
This is a directional estimate. Please verify live rates before booking.
Official cost items and estimated ranges for exhibitors.
shell_scheme
exhibitor · 9 sqm
EUR 2925–4275 / per stand
raw_space
exhibitor · 36 sqm
EUR 8100–12600 / per stand
hotel
both · budget
USD 115–145 / per night
hotel
both · mid
USD 170–215 / per night
hotel
both · premium
USD 260–330 / per night
per_diem
both · standard
USD 60–90 / per day
visa
both · Schengen short-stay
USD 90 / per visa
insurance
exhibitor · standard
USD 60–150 / per trip
| Item | For | Tier | Estimated range | Status | As of |
|---|---|---|---|---|---|
| shell_scheme | exhibitor | 9 sqm | EUR 2925–4275 / per stand | estimate | 2026-11-01 |
| raw_space | exhibitor | 36 sqm | EUR 8100–12600 / per stand | estimate | 2026-11-01 |
| hotel | both | budget | USD 115–145 / per night | estimate | 2026-11-01 |
| hotel | both | mid | USD 170–215 / per night | estimate | 2026-11-01 |
| hotel | both | premium | USD 260–330 / per night | estimate | 2026-11-01 |
| per_diem | both | standard | USD 60–90 / per day | estimate | 2026-11-01 |
| visa | both | Schengen short-stay | USD 90 / per visa | estimate | 2026-11-01 |
| insurance | exhibitor | standard | USD 60–150 / per trip | estimate | 2026-11-01 |
Decision
Six quick questions to decide whether to visit, exhibit or skip Vakantiebeurs 2027.
QUESTION 1 OF 6
What is your main reason for attending Vakantiebeurs 2027?
Compare participation options side by side to choose the best fit for your objectives.
visit
You have dates and a shortlist of destinations or operators to compare.
Best for
Dutch travellers planning a 2027 holiday
Min. budget
$50.00
Timeline
Book a ticket in the week before the show
Risks
Weekend crowds
Too many halls for one day
exhibit
You have a 2027/28 offer, Dutch-language materials and a follow-up owner.
Best for
Destinations, operators and travel suppliers selling to Dutch consumers
Min. budget
$3,000.00
Timeline
90 days to contract, design and brief staff
Risks
High stand costs
Lead quality varies by location
Follow-up discipline required
skip
Your product is not sold in the Netherlands and you cannot staff a January trip.
Best for
Buyers with no Dutch consumer focus
Timeline
None
Risks
Missing trade meetings if the Dutch market matters later
Book with
Koninklijke Jaarbeurs
The Utrecht exhibition centre hosting Vakantiebeurs 2027 and the Trade Day.
Venue resource; not confirmed as an event sponsor.
NS
Dutch national rail operator with direct trains from Schiphol and across the Randstad to Utrecht Centraal.
Travel resource; not confirmed as an event partner.
NBTC
Netherlands Board of Tourism and Conventions, the national destination marketing organisation.
Industry body resource; not confirmed as an event partner.
ANVR
Dutch travel industry association representing tour operators and travel agents.
Industry association resource; not confirmed as an event partner.
Recommended providers
Official Schengen visa guidance and application steps.
Compare Utrecht Centraal and Jaarbeursplein hotels; book a refundable rate.
Direct and connecting flights to Amsterdam Schiphol; book early for January.
Venue logistics contact for deliveries, lifting and waste.
Travel and public-liability cover options; exhibitors should confirm stand cover.
Local city and region inspiration for pre- or post-show stays.
CRM and lead-capture option; no official event integration confirmed.
FAQs & glossary
Frequently asked
Glossary
Also known as
Alternate names and search phrases for this event.
5 more alternate names hidden
Trust footer
3
References
2
Publishers
3
Date checked
Vakantiebeurs / Koninklijke Jaarbeurs
Main-Post
Display a free company card at your booth, or share your professional card on the show floor.
