Target Travel Marketing is proud to reflect on the successful organization of the North America Pavilion during the Vakantiebeurs 2026, held from January 8 to 11 at the Jaarbeurs Utrecht. Since 2004, Target has organized the pavilion, which this year again was located in Hall 12.
Although the numbers of this year’s edition aren’t shared yet by Jaarbeurs, there were significantly less visitors than last year, due to the weather conditions on Thursday and Friday. Saturday and Sunday were good days with qualitative conversations, according to the exhibitors in the pavilion.
This year the pavilion consisted of 14 enthusiastic exhibitors: Alamo.nl / Worldwide Campers, Bradenton Area CVB, ESTA, GoAmerica / GreatLakes-Travel, GreatDiscoveries, Hey!USA, JetBlue, Le Beau Reizen, Portland & Oregon, Travel Texas, Visit Florida Keys, Visit Tampa Bay, Visit USA Netherlands, and Visit Utah.
On first day of the Vakantiebeurs, Thursday, Jan. 8, was the traditional USA reception. This event, sponsored by Delta Air Lines as main sponsor and Visit USA Netherlands and Target Travel Marketing, brought together 155 USA partners for snacks and drinks and music, all in USA theme.
The pavilion also offered a slice of USA experience for visitors this year. The adjunct terrace and theater were themed Route 66, for the 100 year centennial, and the walkway was also with Route 66 stickers. There was also a rodeo bull which many visitors tried out. In the USA theater inspirational presentations were held during all days of the fair.
Vakantiebeurs 2027 will take place from January 7- 10 at the Jaarbeurs in Utrecht. Are you interested in participating in the North America Pavilion? Contact us at [email protected] to discuss the possibilities!
