The growth of tourism in the Utrechtse Heuvelrug region brings new opportunities and challenges. During the opening of the tourist season on April 9 in Veenendaal, balance within the region was the central theme. Municipalities and partners engaged in a dialogue on how they can jointly add value to this in a sustainable, high-quality manner.
More visitors expected on the Utrechtse Heuvelrug
Destination The Utrechtse Heuvelrug is a popular region for both national and international visitors. Total tourism and recreational spending by day visitors, overnight stays, and business visitors in the region amounts to 2,38 billion euros annually, accounting for nearly 26 percent of tourism and recreational spending in the province of Utrecht. Day visits by Dutch people alone account for approximately 1,35 billion euros in spending in the region. In 2025, the region recorded 2,2 million overnight stays.
According to Jorien Posthouwer of Bureau Buiten, who conducted research for RBT Heuvelrug & Vallei into the economic and social value of recreation and tourism in the region, the leisure economy provides 10.200 jobs. During her presentation, she emphasized the importance of overnight tourism and the business market: these visitors spend more, ensure a spread throughout the year, and visit the region more frequently outside of peak periods. At the same time, this growth has an impact on nature and livability. Residents themselves also make intensive use of the area: 62 percent of all cycling and walking routes are undertaken by them, she noted.
Spreading out and staying longer
By enticing visitors to stay longer and discover less crowded spots, more balance is created in the area. Renske van den Broek of RBT Heuvelrug & Vallei explained the new positioning of the Utrechtse Heuvelrug region as one cohesive area with a diverse (nature) offering. Renske: “By collaborating on packages and combinations of accommodation, culture, and nature, the Utrechtse Heuvelrug region as a whole becomes more attractive.”
New corporate identity for RBT Heuvelrug & Vallei
Robbert Schuurmans, Director of RBT Heuvelrug & Vallei, concludes that the region faces a new challenge: “As it gets busier, it is important to better distribute visitors and focus on appropriate visits. The new strategy of RBT Heuvelrug & Vallei aligns with this through four strategic choices: balanced visitor flow, extending visitor length, making cycling and walking the norm, and developing the business market. Outdoor living, mindful enjoyment, and continued exploration are the common threads throughout. It is clear to us that everything we do, we must do together. The involvement of partners during the meeting demonstrates that we want to jointly guide the direction of a future-proof region.”
The new strategy is supported by a renewed positioning and corporate identity. Attendees of the meeting received a first impression of this, including a preview of the new website that will go live after the summer.
More information: www.rbtheuvelrug-vallei.nl