Mills, tulips and clogs: those are the classic images that come to tourists' minds when they think of Holland. For decades, Dutch tourist organisations have been using these iconic images in their campaigns. Since 1915, the promotion of Holland as a holiday destination has been carried out structurally: originally the Algemene Nederlandse Vereniging van Vreemdelingen Verkeer (General Dutch Tourist Association), the Nederlands Bureau voor Toerisme & Congressen (Dutch Bureau for Tourism and Congresses; NBTC) is currently responsible for the marketing of Holland.

Although mills and tulips are still popular items in Holland promotion, they have been joined by other, more modern icons, appealing to new generations of tourists and business travellers. In total, the NBTC's tourist poster collection, on view here, holds approximately 180 posters, published between 1926 and 1998. The Koninklijke Bibliotheek (National Library of the Netherlands) received the collection on long-term loan.