DMO Stories

The Netherlands Board of Tourism will be joining us at #DTTTGlobal to talk about its new vision, 'Perspective 2030 - A new vision for destination the Netherlands to benefit all Dutch people’

Sustainability underpins the future vision whereby the ultimate goal is for every Dutch person to benefit from tourism by 2030. Over the years, we have seen a huge movement across the industry, a shift from promoting a destination to adopting a holistic approach that views tourism as a transformative tool within the economy, involving both direct and indirect stakeholders and the destination as a whole. NTBC recognises the importance of the changing role of the DMO and the need to be the driving force behind managing and directing the destination efficiently. It also highlights the benefit of collaboration and co-creation across the destination, with a significant focus on shared interests and putting local residents first.

Estimates forecast that the number of incoming visitors to the Netherlands could grow by 50% from 18 million visitors in 2017 to 29 million in 2030, with the possibility of international visitors going up to 42 million in 2030 if the current growth continues. Such growth requires a strategy that can manage visitor flows, spreading tourists across the destination and away from ‘hot spots’, improve the liveability of residents and support sustainability objectives. 

The 5 strategic cornerstones outlined in the 2030 manifesto are;

  1. Balance advantages and disadvantages

We have to actively improve the benefits of visits for all Dutch citizens and raise awareness for these benefits. It is also important to actively and visibly limit the disadvantages of increasing visits.

  1. All areas of the Netherlands are appealing

We want to attract visitors to different parts of the Netherlands, and if possible, at different times of the year. It is, therefore, necessary to improve the current product offering and to develop new attractions in order to put unknown areas in the spotlight. By increasingly more spreading future visitors throughout the Netherlands, more regions and residents will benefit from our visitors.

  1. Accessibility

We need an integrated approach to air, rail, road and water traffic. Visitors and residents benefit from sustainable mobility solutions that result in maximum accessibility, from the first to the last kilometre. Mobility that suits the needs and behaviour of both visitors and residents.

  1. Sustainability is a must

Because of our climate targets and in order to guarantee a dynamic living environment for all Dutch people, the visitor economy has the responsibility to be more sustainable, to circularly handle raw materials, to prevent pollution and waste and to minimise CO2 emissions.

  1. A hospitable industry

Hospitality is an important aspect of attractive destinations. We will have to invest in the image, the professionality and the attractiveness of the industry to realise an optimal hospitality experience. Industry employers will have to develop new ways of educating and engaging with new employees and will have to offer good career perspectives. 

In light of today’s economy, this is an interesting example of establishing a really clear vision and set of goals for the future of a destination. The question is, what are the challenges of coordinating the different elements in practice and how will the objectives be measured from now until 2030? We are looking forward to hearing more from Charel van Dam, Marketing Director at Netherlands Board of Tourism & Conventions, who will share insights on how the strategy was developed and achievements so far. 


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