Groningen is rapidly developing into a camper destination. Various camper trips have been mapped out in the province, something that hardly existed just a few years ago. Thanks to collaboration (Economic Board Groningen) between entrepreneurs, municipalities, and the Leisure Economy program, new networks are emerging that are working on camper routes, plans, and investments throughout the province.
During a concept competition organized by the Leisure Economy Program at the Economic Board Groningen, entrepreneurs proposed ways to better promote Groningen as an attractive province for campervans. This idea was awarded a booster budget, and the province of Groningen invested in research into the potential of campervan tourism for Groningen.
Growing camper tourism offers opportunities for Groningen
Campervan tourism is booming, with an annual growth rate of around twenty percent. Sales and rentals of campervans have been increasing for years. Groningen is a promising destination for this growing market. The province offers the peace and quiet this target group seeks and attracts many Dutch and German campervan enthusiasts.
An inspirational session organized by the Economic Board Groningen and Marketing Groningen revealed that collaboration between businesses, government agencies, and marketing organizations is crucial for further developing camper tourism in Groningen. Municipalities indicated they wanted to better facilitate businesses, including by providing designated contact points and enforcement for wild camping. Marketing organizations emphasized the importance of good online visibility and offered support with promotions and campaigns.
Collaboration strengthens camper offering
Collaboration between entrepreneurs is a key success factor. Entrepreneurs refer to each other, exchange information and documentation, and collectively strengthen their networks. Jenz Verbogt, a leisure broker from the Leisure Economy team at Economic Board Groningen, played a key role in this. "It started with an inspirational session at Camping de Kleine Wereld in Onnen. We brought together many energetic entrepreneurs. Many already saw the opportunities," he says.
After the inspiration session, entrepreneurs started collaborating, exchanging ideas and developing joint initiatives, such as routes and local packages. "You saw entrepreneurs becoming ambassadors for each other, recommending each other to their clients: 'Check out that campervan site!'" says Jenz. "That's exactly what you need to make an ecosystem work. And that ultimately benefits everyone. Together with regional marketing organizations, we help campervan tourists get started: by showing them what our beautiful province has to offer, they stay longer and come back."
From ideas to concrete plans
In South and East Groningen, a follow-up plan for 2026–2027 is currently underway. Municipalities, businesses, and regional marketing organizations are jointly exploring the investments needed to further develop campervan tourism. Concrete initiatives have also been launched, such as developing campervan routes and connecting campervan sites to hiking, cycling, and water recreation. "Groningen lends itself to nature- and environmentally conscious visitors who want to reflect or slow down," says Jenz. "A campervan allows you to perfectly combine these experiences."
More information: economicboardgroningen.nl/op-campertrip-in-groningen