Summary Objective To determine for what reasons West African immigrants, who contribute the largest single group of malaria cases in the Netherlands, visit pre‐travel preventive health services and whether use of such services is likely to improve use of preventive measures. Methods Semi‐structured interviews with eligible participants recruited through West African churches and societies and at a large festival. Results A total of 70% of the total non‐random sample of 292 participants said that they always use pre‐travel preventive health services before travelling. Being from Ghana (OR = 2.5), having legal residency status (OR = 2.5), visiting friends and relatives rather than going for business or funeral (OR = 6.7), and living in Amsterdam (OR = 5.1) were all independently associated with using pre‐travel preventive health services, as were taking general preventive measures (OR = 3.0), and self‐reported use of malaria prophylaxis. Higher use of pre‐travel preventive health services was not associated with better knowledge of malaria as such. Conclusions West Africans, in particular non‐Ghanaians, illegal immigrants and West African immigrants leaving at short notice should be encouraged to use pre‐travel preventive health services. Adequate methods to reach these groups need to be developed, including health education on the importance of prevention in general.