Visitor numbers to the Heineken Experience in the Netherlands 2011-2018

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 in 2018 it had increased to over 1.14 million visitors. In terms of the total number of visits to attractions in the Netherlands, museums attracted 13.8 million visitors and zoos/natural parks and theme parks had 10.7 and 10.6 million visits in 2017, 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 2018, 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 2.41 million individuals in the latter year, whereas the Rijksmuseum saw approximately 2.34 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 two million visitors in 2018. Heineken Experience was ranked as the eight most visited attraction in the Netherlands in 2018.

Keukenhof equals visitor volume in 2017

Another popular attraction among both domestic as well as inbound visitors is the Keukenhof, one of the world’s largest flower gardens. In 2017, this attraction received approximately 1.4 million visitors, which equals the visitor volume of the previous year.

Number of visitors to the Heineken Experience in the Netherlands from 2011 to 2018

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Release date

April 2019



Survey time period

2011 to 2018

Supplementary notes

* The figures have been taken from several publications.

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Statistics on "Visitor attractions in the Netherlands "

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