The present study examined the relationship between landscape variety and landscape preferences using data from a Dutch Geographical Information System (GIS). Multiple measures of landscape variety were used to predict two measures of revealed landscape preferences, i.e. the presence of touristic indicators and the occurrence of overnight stays. It was expected that revealed preferences would be more strongly associated with landscape variety than conventionally used stated preferences because they are more sensitive to human needs for exploration. Results show associations between measures of landscape variety and revealed preferences. The relative predictive power of the variety measures, and in a few cases, the nature of their relationship to revealed preference, was conditioned by land_use type and differed according to the preference measure used. Partly, the differing patterns of results may be explained by the suitability of the two revealed preference measures for reflecting longer-term versus short-term exploration. Taken together, the results of the present approach offer promise towards bridging the gap between psychological models of landscape evaluation and their application in landscape management.