About The GetAway (formerly Vakantiebeurs)
For more than 50 years, the Vakantiebeurs has been a January fixture for Dutch holidaymakers at Jaarbeurs in Utrecht. Organised by Jaarbeurs itself, it now runs as The GetAway, an experience by Vakantiebeurs, a reworked format that aims to offer more atmosphere, more interaction and more for visitors to experience personally than a classic travel fair.
Instead of rows of conventional booths, the floor is organised into four travel worlds. Sunscape covers beach and sun destinations, Polar focuses on cold landscapes and wilderness, Adventure brings together active and off-the-beaten-track travel, and Urban looks at city trips, culture and food. Visitors are invited to make a world journey in a single day, with presentations, activities and culinary discoveries along the way.
More than 100 travel organisations take part, from destinations to travel companies, giving visitors a broad spread of holiday ideas. The organiser challenges them to bring their destination, brand or travel offer to life in a surprising way, with storytelling and sensory experiences taking priority over brochures.
The audience is Dutch consumers looking for holiday inspiration, typically at the start of the year when many households begin planning their trips. For travel brands, that timing remains the main attraction. The new format favours exhibitors who can create a memorable experience, which places more emphasis on stand concept and activation than on traditional counters and leaflet racks.
Next edition
The GetAway (formerly Vakantiebeurs) 2027: what to expect
The GetAway runs from 7 to 10 January 2027 at Jaarbeurs in Utrecht, open daily from 10am to 5pm. It is the first edition under the new name and format, with more than 100 travel organisations expected across the four travel worlds of Sunscape, Polar, Adventure and Urban.
Exhibitors receive access to protected hotel rates in Utrecht and a flight discount through a partnership with KLM and Air France. The organiser also offers data-driven analytics to help exhibitors measure the results of their participation.
Because the format asks exhibitors to create an experience rather than a standard booth, concepts need to be agreed early and checked against the organiser's guidance for the relevant travel world. Activities involving food, scent or interactive elements may need additional approvals from the venue.