Welcome to the Netherlands FAM March 2026

Four Days of Unforgettable Dutch Moments with Amsterdam Experiences

There is something special about experiencing the Netherlands for the first time. Not just seeing it, but being a part of it, and feeling what makes it so unique.

This month, we had the pleasure of hosting 22 travel agents from the US on our Welcome to the Netherlands FAM, a four-day journey through Amsterdam and beyond. An event which was designed to showcase the very best of Dutch culture, food, and experiences.

Day 1: A Warm Welcome to Amsterdam

From the moment they arrived, it was about immersion and fun.

Day one set the tone. A playful introduction to Dutch culture saw some of the group quite literally “bow to the tulip” as they sampled jenever at De Drie Fleschjes.

Others visited Tromp to sample some of the country’s finest cheeses with our Kaesanova guide ‘Cheesy’ Michael. With Amsterdam’s canals calling, we took to the water to experience the city from its most iconic perspective on the beautiful salon boat Mona Lisa from our partners at Smidtje.

The day ended above the city at the rooftop bar of the Renaissance Hotel, where the first impressions of the Netherlands began to take shape. The group got to know each other at an informal welcome reception with Mexican snacks and plenty of drinks.

Day 2: Tulips, Traditions and the Dutch Countryside

On day two, we stepped further into tradition. At Pronk Tulips Experience, our guests got to see a different side of tulip production. Even before the official tulip season begins, the Netherlands delivers its most iconic flower in full beauty, via indoor greenhouses.

From there, a warm welcome awaited from Steven and family at Irene Hoeve cheese farm, where a homemade Dutch lunch offered a true taste of local hospitality. After some fun and traditional games, the day continued at Zaanse Schans, where windmills emerged through the mist, creating a scene that felt almost cinematic.

Day 3: Sweet Treats and a Touch of Creativity

The third day brought classic Dutch weather, but as always, it added to the charm. In Gouda, the group visited the Kamphuisen Siroopwafel factory, discovering the craft behind one of the Netherlands’ most loved treats.

After a quick bite to eat and a very warm welcome at De Zalm, we travelled to Delft, where creativity took over during a tile painting workshop at Delft Blue Pottery. Each guest left with their own piece, a small but meaningful connection to the destination.

The day ended with delicious dinner at d’Vijff Vlieghen (5 Flies), where Dutch cuisine and history came together in a memorable setting.

Day 4: Moving Stories, History and Reflection

By day four, the group had begun to see the Netherlands through a different lens and really got to experience Dutch weather. A visit to the Rijksmuseum offered a deeper understanding of Dutch heritage, from Golden Age masterpieces to Delftware and the museum’s remarkable library.

This sense of history continued as we followed in the footsteps of Anne Frank, retracing the final part of her last walk along Prinsengracht to the Secret Annex. The experience concluded with a virtual reality session, taking guests ‘inside’ the Anne Frank House, offering a powerful and moving perspective on a story that continues to resonate.

The four-day adventure ended with a relaxed lunch at a family-run café, Spanjer en van Twist. Giving everyone a moment to pause, reflect, and share impressions of the Netherlands after four inspiring days.

More than a programme, this FAM was about friendship and making connections. To places, to people, and to the experiences that make the Netherlands so memorable. Thank you to the 22 wonderful Travel Advisors who had faith in us and joined our very first FAM adventure. Thanks also to all of our guides, suppliers, and supporters, without their cooperation and hospitality, this FAM would not have taken place.