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Visitor numbers to the Heineken Experience in the Netherlands 2011-2019

Heineken is a Dutch brewing company and well known for their lager beer and its signature green bottle with a red star. In 1991, Heineken opened their brewery in Amsterdam to the public and in 2001 the visitor center changed its name to ‘’Heineken Experience’’. The number of visitors to the Heineken Experience increased annually. In 2011, the visitor attraction attracted roughly 530,000 people, whereas by 2019 it had increased to over 1.18 million visitors. In terms of the distribution of visited attractions in the Netherlands, museums attracted 31.8 percent of the visitors and zoos/natural parks and theme parks had roughly 28 and 17 percent, respectively.

Theme park Efteling attracted most visitors

Examining the top ten attractions with most visitors, theme park De Efteling welcomed more than five million visitors in 2019, which was their highest visitor number ever reached since they started in 1952. Lovers Canal Cruises, a company known for their canal cruises in Amsterdam, attracted roughly 2.44 million individuals in the latter year, whereas the Rijksmuseum saw approximately 2.68 million people visit their museum. The attraction with the most international visitors was the Zaanse Schans, known for their collection of historic windmills and houses. The attraction near Zaandijk attracted roughly 2.2 million visitors in 2019. Heineken Experience was ranked as the eight most visited attraction in the Netherlands in the same year.

Keukenhof increases in visitor volume

Another popular attraction among both domestic as well as inbound visitors is the Keukenhof, one of the world’s largest flower gardens. In 2018, this attraction received approximately 1.4 million visitors, whereas in 2019 this increased to 1.5 million.

Number of visitors to the Heineken Experience in the Netherlands from 2011 to 2019

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Release date

May 2020



Survey time period

2011 to 2019

Supplementary notes

* The figures have been taken from several publications.

Figures have been rounded.

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Statistics on "Theme park industry in the Netherlands"

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