1. The Dutch approach
Ilse Boers
WaterReijk – EDEN IV

2. 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.

3. EDEN.NL
2011
2010
2012
2009

4. EDEN.NL

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

6. Working together
EDEN.NL
NETWORK
SHARING
KNOWLEDGE
REPRESENTING NL IN EU
NETWORK
PRODUCTDEVELOPMENT
DISCUSSION
PROMOTION
WORKING TOGETHER

7. 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

8. 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

9. 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)

10. 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!”

11. 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

12. Dreaming of the future?
EDEN.EU
EDEN.<YOUR
COUNTRY>
EDEN.<YOUR
COUNTRY>
EDEN.<YOUR
COUNTRY>
ETCETERA
Every country a national network
One representative per country in EDEN.EU +
===================================
Getting things done?

13. Want to know more?
Visit the Dutch delegation during the brake or send us
an email: iboers@WaterReijk.nl