Studio Piraat is responsible for creating Gastvrij Nederland's image and identity.

Gastvrij Nederland is a joint venture of tourist and leisure associations in the Netherlands. In English, its name translates as 'Hospitable Holland'. It belongs to the VNO-NCW [Confederation of Netherlands Industry and Employers] and MKB Nederland, a lobby organization for small and medium-sized companies in the Netherlands. Gastvrij Nederland promotes the shared interests of business owners operating within the sector and consults closely with civil servants and politicians. Gastvrij Nederland used to be called Platform Toerisme & Recreatie.