Facts & Figures

  • Started in 2018
  • Client: NBTC Netherlands Board of Tourism & Conventions
  • Inspiration map 
  • Ongoing

Design new tourism

Inspiration map for The Netherlands

Van Eijk & Van der Lubbe designed the inspiration map for The Netherlands in response to their contribution to the vision document 'Perspectief Bestemming Nederland 2030'. The inspiration map consists of 30 ideas to implement tourism in a different way, from a different way of thinking.

Five social challenges

Van Eijk & Van der Lubbe developed the inspiration map based on the principle of using tourism as a tool to tackle social challenges. By wanting to spread tourism and allow every Dutch person to benefit, the inspiration map looks at how tourism can be a way to tackle these from 5 social challenges.

- Rural vitality
- Redesignation of vacant properties
- Future-proof nature
- Sustainable accessibility
- Liveability of residents

Tourism is not the goal itself, but a means. The design world can make a major contribution to the sustainable development of destinations through Design Thinking.

Design Thinking is a method used to solve (complex) problems. The focus is on the people by always defining problems from human needs. Solution directions are determined, after which you immediately make a prototype and test the solution in practice.

For each of the five social challenges, Van Eijk & Van der Lubbe developed six ideas in which solutions are found in a different way and tourism is used as a tool. The inspiration map is a start and anything but a finish line. The next challenge is transitioning opportunities into future-proof tourism.

Designers can contribute to the development of a future-proof visitors economy. How? By contributing to solutions for sustainable development of destinations. We invite you! Who sees significant opportunities?

Valuable tourism

In 2017, there were 761,000 jobs in the tourism sector in The Netherlands. This is more than one in thirteen jobs (CBS, 2018). This makes tourism one of the largest employers in our country. - NBTC

"Tourism is a way to explicitly contribute to solutions for consequential social issues that serve the public interest, i.e. prosperity and welfare, in the Netherlands. The objective of this vision is to develop the Netherlands into a future-proof destination with visits contributing to the prosperity and welfare of all Dutch citizens." Perspective Destination NL 2030 | NBTC

"The current political and policy focus on tourism is disproportionate to its great economic and social significance. Governments are currently still focusing too one-sidedly on the economic benefits of tourism, while they should also consider the increasing opportunities and negative consequences for the living environment and society. " - Valuable Tourism | RLI

The council for the living environment and infrastructure published the document 'Valuable Tourism' in September 2019. A document in which it is established that a change of perspective is necessary in tourism policy. It talks about steering tourism to the balance between the economy, society and the living environment. The relationship between "tourist pressure" and "support of the living environment" has been analysed and clarified in the visualization below.

Assessment of the effects of tourism on the living environment and society

Visualization from 'Valuable Tourism' published by RLI

Tourism Talks

Van Eijk & Van der Lubbe guests at various events. In debate about the opportunities and challenges of social challenges in the Netherlands and how tourism can be a means to meet these challenges.

  • Salon van Gogh, tourism as an opportunity for a valuable living environment for everyone - March 2021
  • Webinar, tourism as a catalyst for regional challenges (design thinking) - February 2021
  • Dutch Design Week Eindhoven TV, opportunities and challenges for new tourism - October 2020