NBTC Holland Marketing

Co-creating a future vision for tourism in the Netherlands

Challenge
Dutch tourism is thriving, but the quality and durability of the type of tourists the Netherlands attracts is not sustainable. NBTC Holland Marketing felt it was time for a vision that looks beyond what we are experiencing now. A compelling vision that inspires and will be embraced and endorsed by stakeholders from within and outside the tourism industry.

My role in team Fronteer
✺ Strategic context analysis
✺ Future trend analysis
✺ Stakeholder interviews
✺ Strategizing co-creation sessions
✺ Facilitating ideation workshops

Results
⇢ Key insights on relevant future trends
⇢ Co-creation with over 100+ participants consisting of relevant experts in the field
⇢ Vision document “Perspectief 2030” – a new vision on tourism for the wellbeing of all Dutch citizens.

Keywords: strategy, future vision, tourism