In this presentation, Anya Niewierra, General Director of the Tourist Board of South Limburg, The Netherlands, explains the 10 principles which have helped this popular tourism region maintain it's landscape and cultural heritage.

1. The 10 principles of
Sustainable
South-Limburg
Anya Niewierra
General Director Tourist Board South Limburg,
Netherlands

2. South-Limburg, most southern part of the
Netherlands and the centre of Europe
Euregio

3. Facts
Surface : 25 x 25 km
Turnover : ± € 1.200.000.000 (industry-wide)
Employment : 21.000 persons + 12.000 overflow
Overnights : 5 million (87% Dutch, mostly short breaks)
Spenditure : highest in NL: € 44 pppn (NL = € 29)
Guest come : because of our landscape & culture

4. South Limburg: 150 years of tourism,
and still the most popular destination in NL

5. Why are we a success
for already 150 years?
...because we stick to our
10 principles

6. Principle 1:
We are aware of the fact that humans have
eyes and that they can see, so:
 We do not disturb scenic views on our
scenic locations
 We make sure our historical cities stay visible
behind advertising signs
 New buildings should look like old buildings

7. As we are aware of the fact that our scenery
is our Chicken with the Golden Egs

8. Example: POL, our Provincial Environmental Plan Limburg
that sets rules about whát can be done, how and where

9. Example: the city of Valkenburg, rebuilding the old fortress
gates and setting strict rules on advertisement in the streets

10. Example: a new bungalow park built in regional architecture

11. Principle 2:
We know that guests love a historical décor
and a picturesque landscape, so:
 We give owners of monuments the possibility to
develop their business within old walls to make
sure our monuments stay well preserved
 We make sure our landscape is clean and well
maintained

12. Example: we have the organization IKL that is financed by
our Province. IKL preserves small elements in our
landscape, par example by pruning fruit trees and hedges

13. Example: Kruisheren Cloister in our capital Maastricht,
a 5 star design hotel in a 15th
century Gothic church & cloister

14. Principle 3:
We want to make sure that our
accommodations remain “future proof”
(= sustainable)
 We invest in projects that “educate” our
entrepreneurs about sustainability, hospitality,
trends and developments
 A new exit strategy is developed at this moment to
deal with accommodations that are not future proof

15. Example: Sustainability Manual for small accommodations

16. Example: a workshop for businesses about the
opportunities of sustainable tourism

17. Principle 4:
We try to be accessible and to make a good
FIRST and LAST impression!
 We invest in our accessibility & parking
 We created a good network of walking & cycling
routes with respect for vulnerable locations
 We invest in the entrance (and exit) of our cities
with flowers, signing & smart spatial planning

18. Example: Route Point South Limburg: 1 counter that
develops and maintains ALL walking, cycling, all-terrain
bike and horse riding routes. With quality criteria

19. Example: Maankwartier Heerlen,
a new design train station as city entrance

20. Principle 6:
We focus on that what makes us
unique and not copy able!
 We encourage investors that seek connections
with our Limburg DNA.
 We rather do not invest in projects that have no
connection with whom we are.

21. Example: Thermae 2000 in Valkenburg, a thermal bath on a
high hill in a 19th century air health resort

22. Example: Creative-City in Kerkrade, an innovative discovery
centre, referring to our long industrial tradition

23. Principle 7:
We consider that a year has 12 months,
and not just those 3 of summer.
So we are attractive during 12 months.
 We encourage that attractions create a year
round experience
 We created events in winter

24. Example: South Limburg is the only region in NL with hills,
and NL is a cycling nation. So we acquired world cycling
events and became known as thé cycling region in NL

25. Example: Christmas Markets in the caves of Valkenburg,
now we have more overnights in December then in July

26. Example: Gaia Zoo in Kerkrade with an indoor Dino Dome

27. Example: Snowworld Landgraaf: the largest indoor ski village
in the world, built on a coal mine slag heap

28. Principle 8:
We know that a destination is not just
hard ware, but also soft ware,
like regional food, traditions and culture.
 We make our soft ware visible and available. It
is good for the planet (less km, strengthening
regional agriculture) and good for the people (it
cherishes our local identity).

29. Example: project ‘Region with Taste’ together with Belgian
Limburg and Province de Liège (B).
A programme to motivate restaurants and hotels to use
regional products. Including a communication campaign

30. Example: Rosa Festival in Sittard: an old Catholic tradition
became the basis for a major after summer event

31. Principle 9:
We are honest about the fact that there ARE
limits of growth. So we dare to say ‘NO!’
 We try not to cross the line of our capacity!
So we try to manage our crowds.
 We choose quality over quantity!

32. Example: we are building new attractions on former coal
mine sites and not anymore in the already crowded hill
region. Photo: our Governor twitters about our new theme
park Nature Wonder World (in planning, on a slag heap)

33. Example: Rivierpark Maasvallei gets developed,
to fight the flooding of the river Meuse
AND to create new nature for a silent tourist experience

34. Example: actions to diminish the use of cars & motorbikes
like a Tourist Bus Ticket i.c. with attractions, and campaigns
to promote the use of electric motorbikes

35. Principle 10:
We invest in a professional regional
Destination Management Organization (DMO).
 We promote our region as a whole and not just a
village. As guests distinguish our region as a whole.
 We stay close to our DNA in our communication
(par example by using themes and story telling).

36. Example: our South Limburg AIDA approach

37. On behalf of South Limburg,
I thank you for your attention!