'Revenge travel' expected to continue in Holland this summer

HOLLAND — Holland will continue to benefit from "revenge travel" this summer, experts say.

In the summer of 2023, Holland was the home and travel destination of over 2 million people, according to the Holland Area Visitors Bureau.

This year, that number is expected to increase. Indeed, the first four months of the year already saw a boost.

The bureau measures travelers with hotel occupancy rates. Linda Hart, executive director, said occupancy was at 55.7% in 2021, 58.2% in 2022 and 59.4% in 2023. It's expected to increase again this year.

The rise in tourism could, in part, be due to “revenge travel" — a term coined post-COVID.

"Once 2022 hit and many people felt comfortable travelling, boy, did they travel,” Hart said. “Holland was no exception. We had a lot of visitors in 2022 and 2023."

Holland brings more than beachgoers.

“Most of our merchants are locally owned and appeal to those looking for unique and one-of-a-kind items," Hart said. “Our downtown shopping and dining district has always been a popular destination for visitors and continues to grow."

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The city will host numerous events this summer, from Juneteenth to Pride Fest to Art in the Park in August. The Street Performer Series begins in June on Thursdays, and the Holland Farmers Market continues Wednesdays and Saturdays.

Visit holland.org/events to learn more.

— Sitlali Padron is a freelance reporter for The Holland Sentinel. Contact the newsroom at [email protected].

This article originally appeared on The Holland Sentinel: 'Revenge travel' expected to continue in Holland this summer