How can tourism contribute to a destination without putting further pressure on livability and nature? The search for that balance was central to the WadNext conference on Ameland. Speakers, entrepreneurs, and policymakers explored themes such as regenerative tourism, water use, mobility, data-driven policy, and resident involvement. The main conclusion: sustainable change does not begin with a new tourism product, but with listening to the place and the people who live there.
Judith Meinders from Insiders attended the conference for three days and shares insights from which entrepreneurs can also learn lessons.
We kick off the conference on the boat to Ameland, where we receive an interesting insight from Thom Lageveen of Wagenborg Passenger Services. After all, for a ferry service, it is a balancing act between passenger affordability, costs, and future innovation. “You don’t sail here to get rich,” Thom points out.
Long-term commitment: a day of sailing is not an option.
The ferry service is of crucial importance to island life. Not sailing for a day is not an option. It therefore requires a long-term commitment. Since WadNext is about sustainability, we are involved in the choices Wagenborg has made in this regard. For example, the motor vessel we sail on was specially developed for the unique conditions between the mainland and the islands. It is propelled by Schottel pump jets integrated into the hull, keeping the seabed flat so as not to disturb marine life. This also makes the ship resistant to tidal conditions and allows it to continue sailing even in low tide.
The ferry service is also facing challenges; for instance, the government wants to drastically reduce the number of cars on Ameland. However, the ferry service's revenue model is based on transporting cars. They cannot survive on passengers alone. So, how can the space freed up on the ferry service be marketed differently so that it benefits the island, the revenue, and the continued existence of the ferry service?
The tender issued by the government is also dependent on this for its continued existence, which will determine whether Wagenborg may continue sailing this route for the next 10–15 years.
Attention from the provincial deputies
Upon arrival on the island, Provincial Executive Members Friso Douwstra and Matthijs de Vries opened the event on behalf of the Province of Fryslan. The challenges we face—how to keep growing tourism enjoyable for residents and sustainable for the environment—were addressed, after which we could catch up with other visitors during a walking dinner .
Day 2: A dive into an entrepreneurial story with water as the major challenge
On day 2, we dive deep. As Friso Douwstra points out, 'one thing leads to another,' and with that thought in mind, we have gathered to exchange knowledge and experience. At the Klein Vaarwater campsite, we are taken on a journey through the proud story of a holiday park that stands firm on its stance as a cooperative and does not fall for offers from the large parks. With 600.000 visitors to Ameland annually and a large, complex park featuring, among other things, 25 (!) swimming pools (there are various cottages with a private pool), it is important to pay attention to water. Water is generally highlighted as an urgent problem. Although this issue is not always at the top of the list, it will become increasingly challenging in the coming years. It is good to start with the challenges at a practical level, for the entrepreneur in the field. That is, after all, what it is all about. In the subsequent program, we zoom out to the theory.
It is not just about volume and growth, but also about shared wealth and prosperity.
Via a video message, Apostolos Tzitzikostas, European Commissioner for Transport and Tourism, shares the launch of the new direction: EU strategy for sustainable tourism.
He also echoed the important task that local communities must be involved in and protected within the tourism approach. He explicitly mentions business tourism as an important branch of this, as well as slow tourism, the opportunity to have a meaningful experience.
The challenge for DMOs that Tzitzikostas addresses is the availability of up-to-date and accessible data. This will be illustrated exactly later in the day during the 'Nature in Balance' session: the launch of the Wadden Sea Sustainability dashboard . In fact, some data is simply not available, or locations use different 'parameters' making it impossible to match data. This presents a clear future challenge for DMOs: to be able to look at the broader issue, beyond destination marketing.
The strategy must provide tools for a smarter and more inclusive tourism model. Finally, Tzitzikostas drops a hint at the possible establishment of a Europe Tourism Academy.
'What is left behind, outgrows what was taken'
Ilektra Kouloumpi then shares a heartwarming story with us about the Doughnut Economy . She goes back to the origins of Filoxenia, or the concept of genuine hospitality in Greek culture.
The overarching idea “How might we thrive, even if we don't grow” perfectly summarizes what the principles of the Doughnut Economy are all about. For why exactly do we grow? And for what? Who benefits from this? With inspiring examples of tourist destinations around the world, Ilektra illustrates the 7 principles that together form a measuring instrument for setting your goals. Take, for example, the Palau Pledge, drawn up with local children. A stamp in your passport with which you agree to certain intentions during your visit.
She asks us to imagine, with our eyes closed, what Ameland might also look like in the future. What if tourism could give back more than what is taken away?
Both feet on the ground: nature is the engine of tourism, but is under serious pressure.
Stefan Hartman of the European Tourism Futures Institute and Pieter van Beukering of the Wadden Academy bring us back down to earth. With a population of 75.000, Ameland has over 50 million overnight stays per year. Their 'State of the Wadden Sea' dashboard shows that 34% of the natural environment is in poor condition, and that is bad news. Despite efforts, there is therefore still much work to be done.
For nature is a vital part of the reason for tourists to come; it is the engine of tourism on Ameland, and it is precisely that nature that is under pressure.
Stefan and Pieter share a model to plot the present, the past, and the future. Possible future scenarios are 'optimize', 'adapt', and 'transform'. The latter, as the ultimate outcome, aligns with Ilektra's statement: can you undergo a transformation that specifically contributes to a destination?
Is it up to the tourist to change?
In the 'regenerative tourism' workshop , Visit Fryslan & Visit Wadden share their project regarding cooperation with neighboring countries Germany and Denmark. Their survey of what visitors are willing to contribute reveals a strong intention, but the gap between saying and doing—the ' intention gap' —is something to take into account. The majority of the session participants agree with the statement that tourists should pay a contribution for nature. But that is also where the friction lies.
Anna Pollock concludes the session with her vision. After all, is it really up to the tourist? We all agreed that taking responsibility for change starts with the destination. Anna discusses her Back to Life Program. A central conclusion was: People often try to achieve things on their own. She states: “Everything starts with a small group of about 50 people, a diverse community across diverse professions. And start the conversation.” Anna emphasizes the sum of people who know how to behave; that is the goal.
Don't start with product development; the pitfall of marketers and anyone launching a product. But show that we care about something, that we have a passion for it. “People have spiritual numbness,” says Anna. It’s not about tourism, it’s about places.
Day 3: It's all about balance
We open this day with Marielies Schelhaas from UNESCO World Heritage. The UNESCO status illustratively brings together the sense of finding a balance between protecting and utilizing areas. Sjon de Haan, Wadden Sea World Heritage Coordinator, points out the element of time. You must be willing to take enough time for things to change. Due to the involvement of a wide range of stakeholders, this is necessary to bring people together around the table and let them share a story. Here, too, it is emphasized how important it is to involve the right stakeholders—and certainly the local population and entrepreneurs as well.
Work on a process, not the end goal
Building on that, Margreet Smit of the 'Young Thinkers' from Ameland has some wise words to add. Get out of your office a bit more and discover what is important. Experience it, engage in conversation, and try not to make rules from your office. Margreet herself helps plant seagrass, which has largely disappeared due to the construction of the Afsluitdijk, but is vital for absorbing CO02 and serving as a safe breeding ground for fish.
Judge tourism on its added value, not on volume.
Ewout Versloot of NBTC and Elke Dens of Better Places engage in a conversation. Elke's message is that we need to look beyond tourism objectives. Mobility, liveability, the economy—everything is connected. Because we view tourism as an industry, it becomes a transaction. But first and foremost, it should serve the people who live in the place in question. It is about the place, not the tourism. That follows afterwards.
So, what's next?
The challenges are clear, and yet change remains difficult. The solution may well lie in the fact that we should not look for solutions or 'products' too quickly, but rather engage in dialogue with the right stakeholders.
The fact that the youngest visitor, Margreet Smit, can point out with pinpoint accuracy that an increase in the tourist tax on the island does not lead to fewer tourists, but rather a stream of different tourists who do not necessarily care about nature, provides sufficient reason to have listening carefully on the priority list.
- For policymakers and destinations: Don't repurpose it by default with tourism.
- For visitors: Together we are the sum of people who know how to behave; that is how we make an impact.
- For entrepreneurs: Join the conversation and share your solutions with others.
- To fellow consultancy and marketing agencies: Take the time in the preliminary phase to visit the site, to organize stakeholder sessions, and above all, take the time for that genuine conversation, without immediately offering a solution.
More information: www.wadnext.com
With thanks to (author of this article): Judith Meinders, destination marketer at Insiders
Insiders is involved in the marketing of the UNESCO World Heritage Site The Wadden, among other things.