With VAT set to rise from 9 to 21%, cultural, sports and media groups team up in protest

A major campaign was launched on Monday against the intended value added tax increase which will raise the sales tax on sports, cultural events, hotel stays and media from 9 percent to 21 percent. This will "inevitably lead to higher prices, which will put pressure on the accessibility and affordability of sports, media, books, culture and catering for the public," the campaigners said.

It was organized by a wide range of associations and groups from culture, sports, catering and media. All of the affiliated parties are very concerned about the plan by the four political factions forming a coalition government, which indicated they want to increase VAT on cultural goods and services and accommodation from 9 to 21 percent.

Among the participating organizations are the Dutch Olympic Committee and sporting federation NOC*NSF, the football association KNVB, the hospitality sector lobbying group Koninklijke Horeca Nederland, and the arts organization Kunsten '92. They were joined by cultural sector representatives from Federatie Cultuur, news media association NDP Nieuwsmedia and Stichting Collectieve Propaganda van het Nederlandse Boek, which represents the interests of the book publishing industry.

The campaign, #geenhogerebtw, kicked off on Monday with a full-page advertisement in all newspaper, which translates as, #nohighervat, The participating organizations called on their supporters, members and the general public to share the campaign en masse via social media or cut out the advertisement and hang it in a visible location.

A website has also been launched, Geenhogerebtw.nl. It also contains links to various petitions that have already been set up in recent weeks. The book industry, among others, called on the possible next Cabinet to keep book prices affordable also as a sign that it will continue to promote literacy. That petition has already generated more than 230,000 signatures.

The main agreement from the political parties, PVV, VVD, BBB and NSC, states that from 2026 the reduced VAT rate of 9 percent for cultural products and services as well as for overnight stays will be eliminated. This rate will then be increased to 21 percent.

Cinemas are likely to be spared the rate change because of earlier agreements made with previous coalition governments.