For the Netherlands, it is estimated that domestic and international visitors will grow from 42 million in 2017 to 60 million in 2030.
Growth in tourism is a huge opportunity but of course, it is also a challenge. Residents experiencing overcrowding, traffic jams on canals and even tourists trying to open the door to inhabited windmills!
Growth in tourism is a huge opportunity but of course, it is also a challenge. Residents experiencing overcrowding, traffic jams on canals and even tourists trying to open the door to inhabited windmills!
It's going to be busy! For the Netherlands, it is estimated that domestic and international visitors will grow from 42 million in 2017 to 60 million in 2030. Growth in tourism is a huge opportunity but of course, it is also a challenge. Residents experiencing overcrowding, traffic jams on canals and even tourists trying to open the door to inhabited windmills!
The Netherlands Board of Tourism's solution to these challenges is outlined in its new strategy, a new perspective, 'Perspective 2030', where the ultimate goal is for every Dutch person to benefit from tourism by 2030. With this, it's clear to see that residents are at the heart of Netherland's tourism development for the future.
1. Tourism is like water and has the tendency to take the easiest flow to its destination. Perspective 2030 is like managing water, t's important to create new 'water flows' and spread visitor flows around the destination and away from the most popular areas.
2. The development of the new perspective was a process of co-creation, involving a host of different partners including municipalities, entrepreneurs, DMOs, and universities to name just a few. NBTC is the facilitator of the vision.
3. The perspective is a living document. It will and should be continually contributed to and updated whenever necessary.
4. It's a good first step in establishing ability as a DMO to successfully manage the destination, getting all stakeholders on board and working collectively.
Charel has recently rejoined NBTC Holland Marketing to support the rollout of their new Perspective 2030 Strategy. He has been active in the travel & tourism industry for over 15 years working for companies such as KLM Royal Dutch Airlines and Amsterdam & partners.
Created for destinations around the world, this programme will provide the insight to help you become a sustainability leader within your organisation.
Designed to teach you how to master must-have tools and acquire essential skills to succeed in managing your destination or organisation, be ready to challenge all of your assumptions.
Designed to teach you how to master must-have tools and acquire essential skills to succeed in managing your destination or organisation, be ready to challenge all of your assumptions.
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