French outdoor tourism continues to gain ground in the Netherlands. At the Fiets en Wandelbeurs , France showcased its hiking and cycling routes to nearly 25,000 visitors. According to the specialized press, the Dutch market is becoming one of the most strategic for the development of more sustainable, slower-paced tourism that is more connected to local areas.
For tourism professionals, this dynamic confirms a trend that has been visible for several years: European travellers are looking for more outdoor experiences, soft mobility and itineraries that allow them to discover territories in a different way.
Summary
The Dutch market, a strategic lever for the outdoor industry
From February 13 to 15, 2026, the French tourism development agency Atout France hosted the French Pavilion at the Fiets en Wandelbeurs trade fair in Utrecht. This event is considered one of the major gatherings in Europe for hiking and cycling enthusiasts.
In total, eighteen French professionals were present to represent destinations, accommodations, and transport providers. The objective was clear: to position France as a leading destination for outdoor holidays and to increase its visibility among an audience particularly interested in sustainable transportation.
According to Atout France, this collective mobilization is part of a broader strategy aimed at making France a showcase for the sustainable transition of tourism. Promoting slow tourism, enhancing hiking and cycling routes, and developing nature tourism offerings are now key pillars of this strategy.
The Blue Route, a showcase of French cycle tourism
One emblematic example particularly attracted attention at the show: the Voie Bleue. This 727-kilometer cycle route connects Apach, on the Luxembourg border, to Lyon, following the Moselle and then the Saône rivers.
The Blue Route has won the award for Best Cycle Route of the Year 2026, an award that strengthens the international visibility of the French offering in cycle tourism.
This type of route perfectly illustrates the transformation of outdoor tourism. Beyond the sporting activity, these routes are becoming genuine tourism products, allowing visitors to discover new areas, support the local economy, and offer an immersive experience.
For tourism professionals, these routes also represent an opportunity to diversify the offering and attract a European clientele particularly attentive to environmental issues.
Strong demand for cycling and hiking
The Netherlands represents a particularly attractive market for outdoor destinations. Cycling culture is deeply rooted there, and hiking is also very popular.
According to data reported by Atout France, a large majority of Dutch people regularly cycle and walk. During their stays in France, these activities already feature prominently in their holiday plans.
This cultural affinity explains why French cycling and hiking routes resonate so strongly with this market. For French regions, the development of these offerings also helps to distribute tourist flows towards rural or less frequented areas.
In my view, the Dutch market acts as a catalyst. It shows that the demand for slower, more sustainable tourism, more connected to local areas, is very real and will likely continue to grow in the coming years.
An opportunity for French territories
For French destinations, the development of outdoor tourism represents a strategic lever on several levels. It allows for the enhancement of natural landscapes, supports local economies, and encourages more environmentally friendly forms of mobility.
Cycling routes and hiking trails thus become fully-fledged tourist infrastructures, capable of attracting an international clientele while promoting a more balanced use of the territories.
For tourism professionals, this development also opens up new business opportunities, particularly for agencies specializing in active holidays, outdoor tour operators and accommodation providers located along major routes.
The signal sent by the Dutch market is therefore clear: outdoor tourism is no longer a marginal segment. It is gradually becoming a pillar of the sustainable transformation of European tourism.
In short
- The Fiets en Wandelbeurs trade fair in Utrecht brought together nearly 25,000 visitors.
- Atout France organized a French Pavilion there with 18 tourism professionals.
- The Blue Route has been voted Best Cycling Route of the year 2026.
- The Netherlands is a key market for cycle touring and hiking.
- Outdoor tourism is emerging as a strategic lever for French territories.
Sources
https://www.atout-france.fr/fr/marches/pays-bas
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