Top 100 Travel & Tourism brands mentioned on Instagram - Netherlands

In the first half of 2026, airlines and transport set the pace in the Dutch travel & hospitality market. KLM climbs to first place overall, just ahead of Royal Schiphol Group, while last year's leader Efteling slips to third but still leads Attractions & Experiences with the highest content volume in the report. Landal GreenParks takes Hotels & Accommodation, TUI Nederland leads Tour Operators & OTAs, and I amsterdam holds the top spot among Tourism Boards & Destinations. The Dutch picture splits between scale and specialism: national champions like KLM and Efteling dominate through reach, while museums and city hotels win on relevance and engagement. This report breaks down how each segment performs on Instagram, and what these shifts mean for influence strategy going forward.