Friesland's waterland is blooming: VVV fights for tourism and the future!

Friesland's waterland is blooming: VVV fights for tourism and the future!

A lot is happening in the Waterland region of Friesland, which includes the municipalities of Súdwest-Fryslân and De Fryske Marren. Under the leadership of Floriaan Zwart, director of VVV Waterland van Friesland, tourism development is being driven forward with great commitment. Zwart, who already ran a nautical events office and studied marketing management at the Erasmus University Rotterdam, set up the regional marketing organization in 2016, which resulted in a merger of various organizations in 2019. This led to him taking over the leadership of the organization, which stretches over an impressive area from Lemmer to Makkum and from Stavoren to Terherne and includes seven of the eleven towns of the famous Elfstedentocht.

The region has proven to be extremely attractive to both tourists and locals, which is reflected in the publication of a thrice-yearly agenda which is distributed in many households. Almost 87% of residents see clear advantages of tourism, including better shopping opportunities and a more diverse cultural offering. However, despite these positive aspects, VVV Waterland has mobilized almost 1000 members to petition against the planned increase in tourist tax in Súdwest-Fryslân. This tax increase could jeopardize the business model of many entrepreneurs and affect competitiveness in the region.

Tourism and its economic importance

Tourism is hugely important in the region, providing around 10% of jobs. In order to support the diverse facets of tourism, VVV Waterland has defined five central tasks: information, marketing, networking, hospitality and the development of travel destinations. In addition, a digital booking system was introduced that not only shows the availability of accommodation and activities, but also collects data on occupancy and supports entrepreneurs in digitization. This systematization is an important step in increasing the attractiveness of the region.

In addition, VVV Waterland operates five visitor centers and 30 information points that serve as contact points for both tourists and locals. The organization actively promotes cooperation between entrepreneurs and numerous other regions in Friesland, which supports the diversification of the tourist offer.

A sustainable future

In the spirit of sustainable tourism, it is fundamental that the region protects its natural environment while preserving cultural heritage. According to the Friesland Digitaal we are working on a balance between tourism and nature conservation. The region benefits from its scenic diversity and cultural richness, and great emphasis is placed on environmentally friendly practices. This includes restaurants that use local ingredients and accommodation that uses renewable energy and behaves in an environmentally friendly manner.

The options for getting around are just as diverse and sustainable. Cycling paths, hikes, canoe tours and electric boat tours make it easy for tourists to travel in an environmentally conscious manner. They are particularly proud of the fact that the local population is actively involved in tourism activities, which not only supports the preservation of traditions but also promotes the economic development of the region.

In summary, VVV Waterland van Friesland not only acts as an important institution for local entrepreneurs and the surrounding area, but also sets the course for a successful, sustainable tourism future. Smart strategies and innovative concepts make the region an attractive destination for visitors and locals alike.