Tourism Strategy: Westerkwartier

Place Generation developed a tourism strategy for Westerkwartier, a relatively new municipality in the Dutch province of Groningen, formed through the merger of more than forty villages.

As the municipality had already established a vision, and a strong foundation had been laid by Ursula Appolt—drawing on the ideas of Anna Pollock and Travel to Tomorrow, the movement initiated in Flanders by Elke Dens—the work in Westerkwartier proved both meaningful and enjoyable.

The strategy was developed through extensive consultations, participatory workshops, and a deep analysis of the local identity. This approach helped to soften common concerns about tourism—such as fears of mass tourism or the 'selling out' of the soul of the region—and created space for a clear, coherent strategy rooted in local ownership, both by the municipality and by residents themselves.

The final plan includes some seventy concrete actions and recommendations for implementation, including proposals for governance structures, defined roles, and indicative budgets.