Amsterdam, 18 June 2026 – GI Travel, Holland Destination Management and PARTNERS & SAM! are coming together under one new name: BARENTSZEN. The new brand brings together more than 40 years of expertise in meetings, events and business travel under a single identity.
From destination-led to purpose-driven
The rebrand marks the next phase in the organisation’s evolution. According to BARENTSZEN, organisations are changing the way they use meetings, events and business travel. Rather than focusing primarily on where people go, companies are increasingly using these experiences to achieve clear business objectives — whether that means strengthening teams, building client relationships or supporting organisational change.
“As organisations become more focused on outcomes, clients are increasingly looking at the impact meetings, events and travel can create,” says Sylvia van Loon, Business Unit Manager MICE at BARENTSZEN.
“Destination still matters, but it is no longer where the conversation starts. More often, the first question is: what do we want to achieve? By combining our expertise across meetings, events and travel, we can help organisations design experiences that deliver real results.”
What does this mean for clients?
For existing clients, partners and suppliers, nothing changes in day-to-day collaboration: points of contact, services and working relationships remain the same. Going forward, however, all activities will operate under the BARENTSZEN name, with communications, websites and branding unified under one identity.
This integrated structure will enable the organisation to move faster, share expertise more effectively and provide even stronger support in areas such as engagement, collaboration and relationship building.
The integrated structure will enable the organisation to move faster, share expertise more effectively and provide stronger support on challenges related to engagement, collaboration and relationship building.
About BARENTSZEN
BARENTSZEN creates and delivers meetings, events and business travel programmes in the Netherlands and internationally. The company combines more than four decades of experience in live communications, group travel, incentive programmes, corporate events and business meetings.
With a team of more than 30 professionals, BARENTSZEN supports organisations in using meetings, events and travel to achieve meaningful business outcomes. Whether the objective is to strengthen teams, deepen customer relationships or increase engagement, BARENTSZEN creates experiences that bring people together and create lasting impact.
Built on the belief that meaningful connections drive progress, BARENTSZEN helps organisations make meetings, events and travel work harder, creating value that extends beyond the experience itself.
Notes to editors
For more information:
Sylvia van Loon
Business Unit Manager MICE
sylvia.van.loon@barentszen.nl
