Amsterdam stands out as an incentive travel destination that brilliantly blends culture, cuisine, and adventure.
Our Incentives Programme Manager, Angela Field, recently led a group on an action-packed trip to the Netherlands that culminated in the 2024 Dutch Grand Prix. From historic canals and culinary delights to VIP brewery tours and Formula 1 excitement, this journey showcased the very best of what Amsterdam and its surrounds offer to incentive travellers.
A Warm Dutch Welcome in Amsterdam
Arriving in Amsterdam, the group was greeted with the city’s famed hospitality and checked into the Mövenpick Hotel Amsterdam City Centre, a modern hotel perched along the River IJ.
Angela noted that the hotel’s service and food were excellent, and the views were truly special: “Our rooms overlooked the harbour where cruise ships dock – it was amazing to see the ships right next door,” she remarked.
It was the perfect base for exploring, with comfortable rooms and a private pier at the hotel’s own jetty where canal boats could pull up directly.
Tasting the mouth-watering delicacies
To shake off the jet lag and dive straight into local culture, the group embarked on the Grand Dutch Food Tour. This guided walking tour proved to be a fun, immersive introduction to Dutch cuisine and history.
Strolling through the charming 17th-century Jordaan district and along scenic canals, they sampled a variety of Dutch delicacies, including homemade Dutch apple pie, exclusive tasting of rich Dutch cheeses in a private cheese cellar, and a mini rijsttafel – a spread of Indonesian dishes reflecting the Netherlands’ colonial heritage.
At each stop, local guides wove in stories of Amsterdam’s past and insights into Dutch culture, making it a feast for both the mind and palate.
Exploring Amsterdam’s Canals and Brewing Heritage
One of Angela’s personal highlights was a privately chartered canal cruise through Amsterdam’s UNESCO-listed canal belt. Stepping directly from the hotel onto a sleek private boat, the group set off to glide beneath historic bridges and past some of the city’s popular attractions that define Amsterdam’s postcard-perfect scenery.
The boat happened to pass a floating music festival on the water. “We were literally alongside a music festival while seated in our boat,” Angela recalls. “It’s not something you can experience anywhere else.” This serendipitous encounter turned a tranquil boat ride into a festive cultural experience, with live music wafting over the canals.
Heineken Experience VIP Tour
Amsterdam is, of course, the birthplace of Heineken, and no trip here would be complete without a brewery experience. But instead of the standard tourist tour, the group were treated to the Heineken Experience VIP Tour, an exclusive behind-the-scenes look at the heritage of this iconic Dutch beer.
With a personal guide, they delved into areas of the historic brewery not open to the general public, learning about Heineken’s 150-year history and brewing process in a fun, interactive way. The tour culminated in style: a tasting session in one of the brewery’s hidden private bars where they sampled five premium beers, each expertly paired with gourmet bites.
Coffee, Culture and Commerce in Utrecht
Amsterdam’s offerings go beyond its capital city charms. The trip introduced a twist by venturing to the historic city of Utrecht for a half-day private coffee plant tour.
During the guided visit, the group walked through the roasting facilities, smelling the rich aroma of freshly roasted beans and seeing up close how popular blends are crafted at scale. For coffee aficionados, it was heaven – and even those who normally just grab a morning latte found the process fascinating.
The tour offered insights into the coffee making process, from sourcing beans to the art and science of roasting that perfect cup. Of course, there were tasting opportunities: comparing a bold dark roast to a smooth medium roast and discovering subtle flavour notes under the guidance of experts.
Formula 1 Thrills at the Dutch Grand Prix
The group set out early for Zandvoort, the legendary track nestled in the sand dunes on the North Sea coast. For many, attending a Formula 1 race was a bucket list item. The Dutch Grand Prix was not just about the race – it was a full-day experience of entertainment and national pride. Upon arrival, the group discovered one uniquely Dutch aspect straight away: to reach the track, you need to walk along the beach! Fans in orange shirts streamed across the sandy path through the dunes, with the sound of the sea on one side and the distant roar of engines on the other.
Once inside, the atmosphere was electric. The famous “Orange Army” of Dutch fans filled the grandstands, cheering loudly (especially whenever local hero Max Verstappen’s name was mentioned). The group’s grandstand seats offered fantastic views of the track – but as Angela observed, “anywhere you sit has great sightlines” at Zandvoort thanks to its stadium-like dune contours. Throughout the day, there was no shortage of thrills: thunderous F1 cars zipping around the tight 4.3 km circuit, overtakes on the banked corners, and the crowd erupting with every dramatic moment.
What impressed our travellers was how interactive the event was. The organisers had set up engaging activities around the circuit, giving spectators plenty to do between racing sessions. Some explored the F1 fan zone, where they tried racing simulators and posed with show cars. Others enjoyed the live DJ sets pumping music to keep energy levels high. There were also merchandising stalls, and food trucks serving everything from Dutch snacks to international fare. It felt like a festival as much as a sporting event.
Amsterdam’s Unique Appeal for Incentive Travel
As the trip came to a close, it was clear that Amsterdam and the Dutch Grand Prix made a winning combination for incentive travel. This journey offered a bit of everything: rich cultural immersion, exclusive VIP experiences, and a major international event as the climax. For travel groups, Amsterdam provides exceptional variety within a compact area – you can be tasting cheese and apple pie in a centuries-old city centre one day and roaring with the crowds at a Formula 1 track the next.
The ease of getting around (Amsterdam’s excellent infrastructure and walkability) and the high quality of service make it logistically smooth, too. Angela Field was delighted with how the itinerary turned out, noting that there were “loads to see and do” every day and that each activity brought its own wow factor.