Dutch cultural brands see mixed popularity trends in regional research

The 2026 Free Time Brand Research by Hendrik Beerda Brand Consultancy reveals shifting popularity among cultural brands in the Dutch provinces of Utrecht and Drenthe.

In Utrecht, the Nederlands Film Festival has seen a significant rise in interest, with regional support growing by nearly 20 percent compared to last year. Other notable improvers include the AFAS Theater and the Nijntje Museum. Conversely, the rock band Kensington has experienced a decline in both visibility and appreciation, dropping to 18th place in the regional rankings. Other declining brands include the Dias Latinos festival and Theater Lampegiet.

In Drenthe, the TT Festival reported a nearly 10 percent increase in interest from local residents. The musical group Mooi Wark and cultural center De Nieuwe Kolk also showed growth. However, researchers expressed concern regarding the declining visibility of the Herinneringscentrum Westerbork, a significant national memorial site. Other brands seeing a decrease in popularity in the region include the Drents Museum, the Royal Military Chapel ‘Johan Willem Friso’, and the Van Gogh Museum Drenthe.