The year 2024 has drawn to a close, bringing with it both jubilant celebrations and significant events for the people of the Netherlands. Google’s Year in Search report has shed light on what captured the attention of Dutch citizens throughout the year, showcasing not just their interests, but also the trends associated with holiday activities during this festive season.
Leading the searches was the highly anticipated European Football Championships held in Germany, where the Dutch national team made it to the semi-finals. The excitement surrounding the tournament had many asking, "What time does the Netherlands play?" It wasn’t just the match schedules being googled, as fans also wanted to know details about various players and moments from the games. The fervor for football also included curious inquiries like, "Why is Cucurella being booed?" underscoring the engagement of local audiences with international football discourse.
Close on the heels of the European Championships was Joost Klein, who emerged as one of the top Googled individuals of the year. The Dutch artist stirred public interest during the 2024 Eurovision Song Contest, especially after his controversial disqualification, where many found themselves asking, "What is the latest on Joost Klein?" and "Why was Joost Klein disqualified?" His presence solidified his place within the public conscience, driven by both his talents and the surrounding controversies.
The Olympic Games held in Paris also ranked highly among search terms, reinforcing TeamNL’s popularity following their impressive haul of medals. The pride of the nation was palpable as citizens took to the internet to explore other athletes like Sifan Hassan, the first Dutch citizen to earn the title of world’s best athlete. Notably, the new Dutch Prime Minister Dick Schoof also captured attention, indicating increased political interest aligning with the European elections, generating queries such as "How do you vote in the elections in the Netherlands?" which became particularly relevant this year.
While sports may have dominated the search engines, serious societal issues were also at play, evidenced by the rising searches related to the zombie drug flakka. Reflective of the public education efforts, many sought answers to "What is flakka?" as the government responded by implementing laws to curb its legality, reflecting the steady rise of societal awareness around drug use.
Alongside these search trends, the holiday season painted another picture across the Netherlands as many families prepared for Christmas celebrations. Reports from holiday parks indicated high occupancy rates, with current bookings hovering around 90 percent for the Christmas week, according to Laurens Taekema, the founder of Parkvakanties. He commented, "This is always a very busy week," highlighting how families often reserve spaces long before the holiday rush. Despite having nearly full capacity now, accommodations for the upcoming New Year’s week were slightly more available, indicating shifts in planning where families may prioritize Christmas over New Year festivities.
Holiday parks such as Roompot and Center Parcs worked diligently to fill remaining spaces with last-minute discounts. Taekema noted, “Late bookings are still trickling in,” evidencing the flexibility some families maintain for New Year’s plans. Interestingly, this seasonal behavior signals how many families are choosing to celebrate Christmas centrally, contrasting with the more dispersed and casual New Year gatherings, which were estimated at 85 percent occupancy for the following week.
Meanwhile, as families prepared for festive gatherings, firework sales were surging. The Dutch Pyrotechnics Association (BPN) reported nearly 17 percent growth compared to last year, thanks to increased online interest. Leo Groeneveld, chairman of BPN, remarked, "A week ago, sales were already 15 percent higher than last year," attributing this rise partly to logistical changes affecting the supply chain. Importing fireworks from China faced challenges due to shipping route changes precipitated by incidents like Houthi rebel attacks on cargo ships, forcing suppliers to increase prices by 5 percent.
Despite these hurdles, the optimism for higher sales persisted, boosted by good weather forecasts for key sales days and New Year's Eve. Groeneveld expressed confidence, stating, "The signs for online sales are excellent." Consumers can expect to see fireworks available from December 28 before the New Year celebrations kick off, which adds to the excitement surrounding the holiday.
For those staying at holiday parks, entertainment options do not dwindle, with various attractions and festivities planned. The holiday season immerses the Dutch populace not just in celebration but also reflection, as they simultaneously navigate changing societal norms, express their dreams through online searches, and take stock of family traditions—often shaped and reshaped by the events of the past year.
2024 was certainly marked by dynamic trends across both the digital and social realms, and as the year winds down, the people of the Netherlands prepare to embrace more experiences and challenges, paving the way for another intriguing year to come.
