Target Travel Marketing is proud to reflect on the successful organization of the USA Pavilion during the Vakantiebeurs 2025, held from January 8 to 12 at the Jaarbeurs Utrecht. Since 2004, Target has organized the USA Pavilion, which this year again occupied a central spot in Hall 12, with a total area of 216 m².
This year’s Vakantiebeurs attracted more than 71,000 visitors, a number similar to last year. Because of the USA pavilion’s central location, a large proportion of these visitors visited the pavilion to get inspired for their next trip to the United States. Especially Friday and Saturday were good days, according to the participants in the pavilion.
This year the pavilion consisted of 16 enthusiastic participants: Alamo.nl, Bradenton Area CVB, Condor, ESTA, Florivida, GoAmerica / GreatLakes-Travel, Hey!USA, JetBlue, Le Beau Reizen, Portland & Oregon, The Great American West, Travel Texas, Universal Destinations & Experiences, Visit USA Netherlands, Visit Utah and Worldwide Campers.
The first day of the Vakantiebeurs, Wednesday, Jan. 8, featured the traditional, festive opening of the pavilion with a Trade Day Reception. This occasion, sponsored by Delta Air Lines as main sponsor and Visit USA Netherlands, brought together 145 USA partners for snacks and drinks and music, all in USA theme – of course!
The pavilion also offered a slice of USA experience for visitors this year. There was an authentic USA Diner and an interactive photobooth, in cooperation with Alamo.nl. Here, visitors could capture their own USA road trip moment and take it home as a souvenir. There was also a special Portland & Oregon contribution, where a painter created live “Minis in a Minute”: small works of art inspired by Portland’s charm, painted on the spot. In the USA Theater inspirational presentations were held during all days of the fair.
Prior to and during the fair days, the fair received a lot of media attention, from RTL News, AT5 and NOS, among others. The USA Pavilion was prominently featured on a number of occasions, providing extra visibility and attention for the participating partners.
Vakantiebeurs 2026 will take place from Thursday, January 8 to Sunday, January 11 at the Jaarbeurs in Utrecht. The Travel Trade Days will take place on Wednesday, January 7 and Thursday, January 8. Interested in participating in the USA Pavilion? Contact Target Travel Marketing at [email protected] to discuss the possibilities!
