2 nl case- brussels

The Dutch approach

Ilse BoersWaterReijk – EDEN IV

The Dutch approach

Purpose of this presentation: offer an example of how national networks can work together, and form an European network.

Given challenge: Absence of a governmental funded National Tourist Board.

Typical Dutch: the bottom up approach. Sites are in the lead.

EDEN.NL

2010

2009

2011

2012

EDEN.NL

Working together

First step: Defining the network• Why we want to be a network• With what purpose• On which conditions

Working together

EDEN.NL

NETWORK

SHARING KNOWLEDGE

REPRESENTING NL IN EU NETWORK DISCUSSION WORKING TOGETHER

PRODUCTDEVELOPMENT PROMOTION

Working together

The second step: Building the network• 4 winners and the runners up• Active participation in the NL network• Get together 2-3 times a year:– Visiting eachothers sites– Get to know eachother and eachothers challenges– Share knowledge to learn form eachothers

approach, successes (or mistakes) and help eachother facing their challenges.

• Communicating through linkedIn, sharing through dropbox

Working together

The third step: Promoting EDEN NL• Promoting the EDEN-destinations in the

Netherlands eventhough there aren’t any clear commonalities that are promising for marketing.

• We do have in common:– Situated in NL– EDEN (thus hidden treasures)– Target group

Working together

Work in progress:• Key in our approach: the target group through

lifestyle segmentation• Connecting with them (and media) through

concept “Verborgen schatten” (Dutch for hidden treasures)

Working together

How?• Making visible what each site has to offer for

the target group:– Tales from the sites (myths, sagas, legends)

They give an extra dimension to the (origin of the) landscape

– Experiencing the history – Experiencing the crafts of sites

• Goal is inspiring the target group to visit a site: “Did you enjoy this site, we expect you like these sites to!”

Working together

Means?• Development of a multilingual website• Facebook.com/EDEN-Nederland, Google+,

pinterest (like us, please )

• SEA• Invited eachothers press contacts and bloggers

(also international, thank you Artis)

• Estimated costs in 2013-2104 € 10.000,-• Funding through sites and a contribution of the

ministry of Economic Affairs

Dreaming of the future?

EDEN.EU

EDEN.<YOUR COUNTRY>

EDEN.<YOUR COUNTRY>

EDEN.<YOUR COUNTRY> ETCETERA

Every country a national networkOne representative per country in EDEN.EU +===================================Getting things done?

Want to know more?

Visit the Dutch delegation during the brake or send us an email: iboers@WaterReijk.nl