In 2025, Target Travel Marketing proudly celebrates its 35th anniversary; a milestone marking a journey of growth, adventure, and dedication. What began as a small, ambitious travel company has evolved into a leading player in destination marketing, driven by a passion for travel and a deep commitment to personal service.
In 1990, Arjan Helle founded the company Asia Marketing & Travel Services, with the Tourism Authority of Thailand as its first destination client. At that time, destinations in Asia were still largely unknown territory for Dutch travelers, but opportunities were there to make them more accessible. With a background in the hotel industry and experience as Editor-in-Chief of the travel magazine ‘Azië’, strong relationships across the region were already in place. It was clear that Dutch travelers were different from those in neighboring countries; more independent, curious, and adventurous. What began with representing the Tourism Authority of Thailand soon expanded to include collaborations with many other Asian destinations.
Shifting focus to the United States
The shift toward the U.S. market came in the late 1990s, partly due to economic challenges and health crises in Asia. By that time, Arjan Helle was already working closely with Karin Gomes, who managed several U.S. travel products, making the transition a natural one. In 2000, Target Travel Marketing began collaborating with its first American destinations interested in marketing to the Dutch and Belgian markets, just before the events of 9/11. Today, Target Travel Marketing proudly represents 25 U.S. states and destinations.
Milestones and highlights
In its early years, Target Travel Marketing supported television productions like Veronica Goes Asia and Caballero Reis om de Wereld and was the creative founder of Gezondopreis.nl, a campaign to increase awareness of the importance of vaccinations and medications in preventing travel-diseases.
A major milestone was the start of its long-term collaboration with the United States. Destinations such as The Great American West and Travel South became increasingly popular in the Netherlands and Belgium. Target Travel now also works with Discover New England, the States of Utah and Minnesota, and Oklahoma City, expanding its U.S. partnerships even further. Over the years Target Travel Marketing has also contributed to well-known TV productions, including 3 op Reis with Floortje Dessing and The American Dream with Nick & Simon. Today, Target Travel Marketing manages the secretariats of Visit USA The Netherlands and Visit Canada Benelux, has organized the USA Pavilion at the Vakantiebeurs for nearly 20 years, and recently took on the coordination of the USA Street at the Vakantie Festival.
What sets Target Travel Marketing apart
The company’s strength lies in its extensive network, both within the travel industry and the media. It excels at connecting destinations with the right audiences. In addition, its long-term experience managing marketing for brands such as Alamo.nl and Worldwide Campers provides valuable insights into the behavior of Dutch travelers to the U.S. and Canada.
Looking ahead, technological developments, particularly artificial intelligence, will play an increasingly important role in Target Travel Marketing’s approach. Still, personal connections, human relationships, and decades of expertise remain at the heart of the company’s success. The combination of innovation and personal attention will continue to define its strength in the years to come.
A special word of thanks
Target Travel Marketing’s success is the result of teamwork. A special word of gratitude goes to Marjolein Fraanje, who has been part of the company for 33 years. Her loyalty, expertise, and dedication have been invaluable to the company — and to Arjan personally.
For 35 years, the story of Target Travel Marketing has been shaped by those who travel with us.
Thank you for being part of the journey.
