Scenarios for VVV Waterland van Friesland 2035
Five years after it was founded, VVV Waterland van Friesland wanted to renew its strategy. A scenario study with 2035 as its horizon gave the organisation and its members inspiration for its future development.
Project duration: 2024
The challenge
The policy period of the organisation’s strategic document ends in 2025, and its implementation is well advanced. Rather than solving a specific problem, VVV Waterland van Friesland wanted inspiration for its future.
Key questions: what kind of organisation does it want to be, and how will its core tasks of networking, marketing, information and hospitality develop towards 2035? Because members’ interests are central, they needed to be closely involved.
Our approach
ETFI identified the key developments influencing tourism and recreation in Friesland. The board and members ranked these by influence and uncertainty, and the two key uncertainties formed the basis for four scenarios for 2035. In workshops with the board and with members, current policy was tested against each scenario to identify actions that make the core tasks more future-proof. These were brought together in an advisory report.
The impact
Two key uncertainties emerged: climate change and digitalisation. Together they shaped four scenarios: Busy and Dynamic, Natural Limits, Luxury Landscapes and Cooling Entertainment.
For each core task, the study defined concrete actions to help the organisation prepare for this future playing field, providing a strong foundation for its new strategic document.
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