Attendance at the Heineken Experience in the Netherlands 2011-2020

Heineken is a Dutch brewing company that is well known for its lager beer and signature green bottle with a red star. In 1991, Heineken opened its brewery in Amsterdam to the public and in 2001 the visitor center changed its name to ‘’Heineken Experience’’. In 2020, the number of visitors to the Heineken Experienced declined sharply over the previous year, due to the impact of the coronavirus (COVID-19) pandemic. Overall, the number of visitors reached approximately 243 thousand, dropping from nearly 1.2 million in 2019.

Leading tourist attractions in the Netherlands

In 2020, De Efteling topped the list of the most visited attractions in the Netherlands, welcoming roughly 2.9 million people. However, attendance at this theme park decreased dramatically when compared to the previous year. In this respect, as the pandemic disrupted international travel more than domestic tourism, the number of international visitors to attractions in the Netherlands decreased sharply from 2019 to 2020.

COVID-19 impact on festivals in the Netherlands

The coronavirus (COVID-19) pandemic hit the arts and cultural sector in the Netherlands hard in 2020. While museums, galleries, and similar cultural institutions had to close to the public for several months, most festivals were rescheduled or canceled. In this sense, the number of festivals in the Netherlands reached 190 in 2020, whereas it peaked at over one thousand in 2019. With the decrease in the number of events, came a decline in the number of festival visits, passing from 27.2 million in 2019 to just 1.4 million in 2020.