Vakantiebeurs, now The GetAway, runs 7–10 January 2027 at Jaarbeurs Utrecht. Public tickets, the new trade afternoon, stand packages and travel for exhibitors from abroad.
Cover image: Jaarbeursplein beside the Jaarbeurs exhibition centre in Utrecht, venue of Vakantiebeurs (October 2014 file photo) — photo by Victor van Werkhooven, CC BY 3.0, via Wikimedia Commons.
Vakantiebeurs, renamed The GetAway by Vakantiebeurs, runs from Thursday 7 to Sunday 10 January 2027 at Jaarbeurs Utrecht, and its trade programme has shrunk to one afternoon and evening: travel professionals are welcomed from 14:00 on Thursday 7 January, replacing the two-day Travel Trade Days held alongside the 2026 edition. The show is Jaarbeurs's annual holiday fair, where destinations, tour operators and travel brands meet holidaymakers face to face. After 55 editions, Jaarbeurs describes it as "the kick-off of the tourist season in the Netherlands" (our translation).
It is a consumer event first: all four days are open to the public, 10:00 to 17:00. This page covers tickets, the trade afternoon, stands and travel for exhibitors from abroad, as of 1 November 2026.
Who exhibits and who attends Vakantiebeurs?
The 2026 edition, the 55th, ran from 8 to 11 January 2026 in halls 7, 8 and 12 at Jaarbeurs. In its wrap release Jaarbeurs wrote: "Despite the wintry weather conditions, 30,000 visitors found their way to Utrecht" (our translation). For 2025, the organiser's factsheet recorded 72,273 visitors, 782 exhibitors and more than 118 countries represented. Jaarbeurs has not published exhibitor or trade-visitor totals for 2026.
The 2027 edition is built around four themed "worlds": Sunscape (beaches and coast), Polar (cold-climate and Arctic trips), Adventure (active travel and nature) and Urban (city breaks). The exhibitor page calls it "the renewed B2C travel event where destinations, brands and travel experiences come to life" (our translation), and the homepage promises more than 100 travel organisations. On 1 November 2026 the participant list held more than 130 names, among them the Egyptian Tourism Authority, South African Tourism, Tourism Malaysia and the Agència Catalana de Turisme, alongside Austrian regional boards, safari specialists and Dutch tour operators.
How to attend Vakantiebeurs 2027: tickets, trade day and students
Public tickets are on sale now; each is valid for one day between 7 and 10 January 2027.
| Ticket | Price | Notes |
|---|---|---|
| Day ticket | €17.50 in advance; €19.50 at the door | Any one day, 10:00 to 17:00 |
| Child, 0 to 7 | €1 | Any one day |
| Child, 8 to 14 | €7.50 in advance; €9.50 at the door | Any one day |
| Student | €12 plus administration costs | Thursday 7 January only |
| Trade visitor (Vakdag) | Not published | Thursday 7 January from 14:00; separate registration link |
Is it open to the public? Yes, on all four days, and children have their own discounted tickets. The trade element sits inside the public event rather than on separate days: professionals are welcomed from 14:00 on Thursday 7 January, while the halls stay open to the public until 17:00.
Trade visitors register through a separate ticket link on the Vakdag page. The organiser has not published a trade-day price. The 2027 pages describe no hosted-buyer programme, unlike 2026, when the Travel Trade Days ran a Buyer Program giving companies "the opportunity to make purchases and close business deals" (our translation).
Schools bringing more than ten students can order by invoice until 31 December 2026. From 10:00 to 14:30 on 7 January, Reiswerk's Travel Talent Event in the Croeze hall lets students meet young travel professionals, booked only through their college. Journalists apply for accreditation through the press page.
The trade element: what the Vakdag offers exhibitors from abroad
The Travel Trade Days site now states: "From 2027, Travel Trade Days will no longer take place as a stand-alone event alongside Vakantiebeurs" (our translation). In 2026 it ran on 7 and 8 January around four themes: tech, business, sustainability and destinations. Its successor is the Vakdag, and Jaarbeurs frames it plainly: "Although The GetAway is entirely focused on the consumer, the connection with the travel industry remains an important part of the event" (our translation).
The published timetable for Thursday 7 January 2027:
- 14:00: doors open to trade visitors.
- From 16:00: the traditional Vakdag receptions on individual stands, where exhibitors can invite their business contacts to an informal meeting.
- 17:00 to 20:00: the official Vakdag reception for all travel-industry professionals.
Businesses can also host their own B2B session, presentation or networking meeting during the Vakdag, or reserve a networking table for client meetings, both through the account managers. The organiser describes no matchmaking or appointment system for 2027, so invite Dutch tour operators and agents yourself before the show and host them in the 16:00 stand-reception slot. Visitors can save exhibitors from the online participant list to the Jaarbeurs App.
Stand formats are sold as packages: a "village concept" of themed locations laid out like a shopping street; activation and experience partnerships with your own shop on a square or street; "Inspire & engage", a 50 m² space in a decor built by the organiser; and main sponsorship of one of the four worlds. Prices are not published; Jaarbeurs says taking part "is possible on any budget" (our translation). It also offers help with the EU's CSRD sustainability reporting rules.
Getting to Jaarbeurs Utrecht and where to stay
Jaarbeurs is at Jaarbeursplein 6, 3521 AL Utrecht, directly beside Utrecht Centraal station. The organiser puts the show less than five minutes' walk from the station: take the Jaarbeurs exit. The venue puts Amsterdam Airport Schiphol 30 minutes away, and drivers can book a space in the Jaarbeurs car parks in advance.
Jaarbeurs does not process visa applications, so check with a Dutch embassy or consulate whether your nationality needs one; our Schengen visa guide covers the rules and fees.
Exhibitors coming from abroad get 10% off KLM and Air France flights for travel between 31 December 2026 and 17 January 2027, according to the exhibitor page; the airlines' code sheet gives those as booking dates, so check before you book. The code works only on the airlines' own websites, above minimum fares before taxes of €140 within Europe and €170 intercontinental. The official hotel service, Hotel Service Utrecht, lists set rates at hotels including NH Utrecht, Park Plaza Utrecht and Hampton by Hilton Utrecht, and Jaarbeurs says exhibitor rates are protected against demand-driven price rises.
How does Vakantiebeurs compare with FITUR and ITB Berlin?
FITUR opens in Madrid 10 days after Vakantiebeurs closes, running from 20 to 24 January 2027, with trade-only days from 20 to 22 January and public access on 23 and 24 January. Its organiser reported more than 255,000 attendees in 2026, 155,000 of them on professional days. ITB Berlin, from 16 to 18 March 2027, has no public days. Utrecht is a consumer show with a trade afternoon; FITUR and ITB Berlin are built around professional days. All three are listed in our travel trade show calendar.
Frequently asked questions
When is Vakantiebeurs 2027?
Vakantiebeurs 2027, now called The GetAway by Vakantiebeurs, runs from Thursday 7 to Sunday 10 January 2027 at Jaarbeurs Utrecht. It is open from 10:00 to 17:00 each day, and a ticket covers one day of your choice. The trade afternoon, the Vakdag, starts at 14:00 on Thursday 7 January.
Is Vakantiebeurs open to the public?
Yes. Vakantiebeurs is a consumer holiday fair, and all four days, 7 to 10 January 2027, are open to the public. Children have their own tickets, from €1 for under-eights. There are no trade-only days: travel professionals are welcomed at the Vakdag from 14:00 on Thursday 7 January.
How much does it cost to attend Vakantiebeurs?
A day ticket costs €17.50 in advance or €19.50 at the door. Children aged up to 7 pay €1, and those aged 8 to 14 pay €7.50 in advance or €9.50 at the door. Students pay €12 plus administration costs, valid on Thursday 7 January only. No trade-day price had been published by 1 November 2026.
Where is Vakantiebeurs held?
Vakantiebeurs is held at Jaarbeurs, Jaarbeursplein 6, 3521 AL Utrecht, beside Utrecht Centraal station. The organiser says it is less than five minutes' walk from the station's Jaarbeurs exit. Amsterdam Airport Schiphol is 30 minutes away, according to the venue.
Is there still a trade day at Vakantiebeurs?
Yes, but it is shorter. From 2027, the Travel Trade Days, the two-day trade event of 2026, no longer runs as a stand-alone event. It is replaced by the Vakdag on Thursday 7 January 2027: trade visitors are welcomed from 14:00, exhibitors hold stand receptions from 16:00, and the official reception for all professionals runs from 17:00 to 20:00.
Sources
- The GetAway by Vakantiebeurs, Practical information (Dutch)
- The GetAway by Vakantiebeurs, Vakdag (Dutch)
- Travel Trade Days, Travel Trade Days becomes The GetAway Vakdag (Dutch)
- The GetAway by Vakantiebeurs, Exhibiting (Dutch)
- The GetAway by Vakantiebeurs, Participation packages (Dutch)
- Jaarbeurs, An inspiring 55th Vakantiebeurs (14 January 2026, Dutch)
- Vakantiebeurs, Exhibitor page and 2025 figures (archived November 2025, Dutch)
- Jaarbeurs, Getting to Jaarbeurs (Dutch)
More upcoming Europe travel trade shows
- 3–5 November 2026WTM London 2026London, United Kingdom
- 17–19 November 2026IBTM World 2026L'Hospitalet de Llobregat, Spain
- 30 November–3 December 2026ILTM Cannes 2026Cannes, France
- 20–24 January 2027FITUR 2027Madrid, Spain
- 4–6 February 2027EMITT 2027Istanbul, Türkiye
- 9–11 February 2027BIT Milano 2027Rho, Italy
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