MATCHING PRIORITIES

Sustainable tourism

The Netherlands has ambitious objectives regarding sustainability and there is a growing interest in circularity. Activities related to this are mostly based on renewable energy sources, and finite sources are used and re-used as effectively as possible. In its coalition agreement, the current government specified a 49% decrease in CO2 emissions in 2030, compared with 2017. Though not explicitly mentioned in the agreement, the visitor economy can structurally contribute to this goal by prioritizing the making of transport, accommodation and entertainment more sustainable.

• Engaging in different initiatives of the One Planet Sustainable Tourism Programme:
  • Global Tourism Plastic Initative unites the tourism sector behind a common vision to address the root causes of plastic pollution. It enables businesses, governments, and other tourism stakeholders to lead by example in the shift towards a circular economy of plastics.
  • Glasgow Declaration on Climate Action in Tourism aims to raise the climate ambition of tourism stakeholders and secure strong actions to support the global commitment to have emissions by 2030 and reach Net Zero as soon as possible before 2050.

Education, training & human resources

According to Perspective Destination Netherlands 2030, hospitality is fundamental to an attractive destination. Netherlands is going to invest in the image, professionality and attractiveness of the industry as an employer in order to be as hospitable as possible. This can be achieved with new ways of education and development, appealing to new employees and offering attractive prospects.

• UNWTO aims to scale-up education for supporting added value jobs worldwide.

  • Training and education:

    • UNWTO Tourism Online Academy: scholarships granted to member states annually.
    • UNWTO TedQual: Quality Assurance for Tourism Education, Training and Research Programmes.
    • UNWTO Students’ League: initiative that supports country's young people in their preparation and engagement to help shape a better world.
    • UNWTO international internship programme: existing agreements with 2 Dutch universities
  • Youth Empowerment:
    • Global Youth Tourism Summit 2022: The Netherlands was represented by 2 participants.

Entrepreneurship & digital transformation

Perspective Destination Netherlands 2030 considers that consumers use digital resources and platforms for inspiration and information, online mediums make it easier and faster to book a trip. Furthermore there is great transparency when it comes to prices and products. Big data offers new insights so that DMO can carefully analyze and, if necessary, influence booking and travel behavior. Big data also makes it easier to predict the further development of the industry.

• Increase participation in UNWTO Start-up Competitions, the world’s largest start-up competitions in tourism.
• Foster participation in the UNWTO Digital Futures programme, that seeks to accelerate economic recovery of the tourism sector by scaling up innovative SMEs, unleashing digital technologies to create jobs and enhance future resilience in the linkages of the tourism value chain post COVID-19.
• Organization of Masterclasses focused on digital skills in collaboration with Amadeus, (better data analysis for better decision-making), Google and other global partners.

Perspective 2030

5 Strategic Cornerstones:

1. Balance advantages and disadvantages
2. All areas of the Netherlands are appealing
3. Accessibility
4. Sustainability is a must
5. A hospitable industry

Three Conditions for Success:

• Tourism as a policy priority
• Joint action and investment agenda
• National Data Alliance

Government’s main trends and goals:

1. Growing tourism: the target is to spread tourism in time and space, and shift objectives from promotion and marketing towards destination management.
2. Increasing co-operation between different layers of government: this will be enhanced by promoting provincial and regional synergies, and by formulating an action programme based on the strategic pillars of Perspective 2030.
3. Increasing co-operation within the tourism sector: other core targets include positioning different attractive destinations, accessibility, sustainable tourism, and improving visitor experiences.

Source: 1. NBTC Perspective Destination NL 2030 2. OECD Tourism Trends and Policies 2020