A heritage site with a new visitor center as a gateway to an entire region: that was the essence of the press event on Friday, May 8. In the sun on the grounds of Slangenburg Castle, I listened enthusiastically to the plans for a new visitor center in the former coach house.
The carriage house will become a tourist anchor point for Doetinchem and the wider area, a place where visitors step in for a walking route or a visit to the castle and walk out again with a list of discoveries for the rest of their stay. This is interesting news for recreation entrepreneurs in the Achterhoek, but also for entrepreneurs elsewhere who are considering their position within a comprehensive concept.
Only after 20 years did I finally see the inside of the castle.
I have lived in Doetinchem and the surrounding area for 20 years, so I know Slangenburg well. The deer meadow is a household name in the Achterhoek and a favorite family outing, the woods fill with hikers, and Het Koetshuis is there with good catering and a lovely terrace. Parking is not a problem. Yet, I had never been inside the castle itself. That is, until after the press event, when I was allowed to take a quick look. What a place: 17th-century interiors, virtually intact. It is not for nothing that the castle is in the Top 100 Monuments.
The fact that I only got inside after 20 years says something. Managing Director Van den Bos puts it beautifully: “The gem deserves to be unlocked.” Since the castle became part of Monumentenbezit, it has been restored and opened to the public step by step. The visitor center is the next step.
From final destination to starting point
The concept is simple. The carriage house will house a visitor center providing information on routes, nature, culture, and recreation in the region: hiking, cycling, visiting other castles, finding accommodation, or dining. A single, comprehensive location, making Slangenburg the route point for everything surrounding it.
Hidden behind the trees are castles, estates, walking routes, and nature reserves. Many visitors drive past without realizing what lies beneath. A good visitor center solves this by helping visitors choose, connect, and flow through.
Why this will work
Most of the work has already been done. For an inspiration center like this, in my opinion, you need five things, and they are all there:
- Existing visitor flow. Slangenburg is already attracting walkers, families for the fallow deer, and cyclists through the forest. The public is there.
- On-site hospitality. The Coach House is already there, with a terrace. Visitors can sit down immediately, have coffee, or lunch.
- Ample parking. An underestimated factor: being able to get rid of the car without any hassle.
- A rock-solid tractor. The deer meadow is a household name. The castle is listed in the Top 100 Monuments. The story tells itself.
- A logical location. Centrally located in the Achterhoek, with plenty to discover within a radius of a few kilometers.
The overall concept becomes significantly more attractive once the visitor center opens. Visitors who currently come for the deer will stay longer, and those who came for a walk will discover the region. Length of stay and spending will increase. That is the math.
What a total concept delivers
Slangenburg is a fine example, but the underlying lesson applies everywhere. An attraction on its own does only half the job. Only when the right framework is in place around it (hospitality, parking, routing, information, collaborating entrepreneurs) does a day out turn into a multi-day stay. That principle works just as well in the Achterhoek as in Zeeland, on the Veluwe, or in Limburg.
For entrepreneurs, this means looking beyond your own backyard. Which driver is in your area, which layer is still missing, and which gap can you fill? Whoever answers that question well makes themselves indispensable to the whole.
What do you do when an inspiration center opens in the neighborhood?
An inspiration center like this acts as a distribution hub. Visitors come in, ask what they can do, and leave with a plan. At that moment, you want your campsite, B&B, attraction, farm shop, or route to be part of that plan.
Three things to arrange then:
1. Be findable at the waypoint. A good story in the right place, in the hands of the right visitor at the right time, works. Contact the foundation as soon as the center takes shape.
2. Seek out fellow entrepreneurs. The tourist does not think in terms of municipal boundaries, as Alderman Bulten said at the press conference; that visitor enjoys something. That is the starting point when building together with fellow entrepreneurs.
3. Connect with the experience of the area. Slangenburg exudes tranquility, history, and nature. If that suits your business, you can reinforce it. If it doesn't, you can highlight the contrast instead, because visitors seek variety in their day.
Heritage projects: a long haul, but it is worth it
The Municipality of Doetinchem has pledged a subsidy of €175.000 for this project. The remainder of the funding is still being finalized. Architectural historical research is underway, and realization is scheduled for sometime between 2026 and 2029.
A heritage project always requires perseverance: “There were moments when we said: we have to give up, it’s not working. And then there was always light at the end of the tunnel again.” Heritage projects take time, but once completed, they will be of great added value.
An ambitious vision
Alderman Bulten said: “In five years, I envision an inspiration center here that the whole of the Netherlands will say: how did they do that?” That is ambitious, but I certainly believe it. The ingredients are already there: a top monument, a popular day out, on-site hospitality, a steady stream of visitors, and a surrounding region with undiscovered gems.
My advice to every recreation entrepreneur with an attraction nearby: start thinking about this in good time, because a waypoint like this changes the playing field. Whoever positions themselves in that network now will be at the forefront later.
And I will definitely be back. Finally, a chance to take another extensive look at that beautiful castle!
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With thanks to (author of this article):
Johanna Oosterbaan of RecreatieBeleving is an expert in brand building and marketing within the recreation sector. She primarily works with recreation companies. Drawing on this background, she also explicitly considers the tourist-recreational context and added value for a region in these types of heritage projects.