Unknown Makes Unloved: Involving Residents in Tourism in Utrecht
Residents shape a destination just as much as governments and businesses do. In Utrecht, this project tested practical ways to involve residents in tourism, with insights that are useful for other Dutch destinations too.
Project duration: 2023 – 2024
The challenge
The Netherlands aims to develop as a conscious destination, and that requires the involvement and support of residents. Many destinations, including Utrecht, are still searching for the best way to engage residents in an open dialogue about tourism.
The central question: which interventions work best to involve residents and positively influence their attitude towards tourism?
Our approach
The research started with a survey among Utrecht residents using the internationally recognised RETS model. From the respondents, 32 residents took part in four focus groups, each testing a different intervention, from discussing the survey results to placing tourism on a participation ladder and talking with experts. A follow-up measurement then showed how dialogue and information influenced residents’ support for tourism.
The impact
The survey showed that most residents feel tourism makes them proud of their city and a majority wants Utrecht to remain a tourist destination, but only 11% feel they have a say in tourism decisions. The focus groups revealed a strong appetite for information and participation, alongside a need for a clear municipal vision on tourism.
The project shows that combining a survey with in-depth focus groups works well to start a meaningful dialogue, and resulted in practical tips for other destinations. Read more: https://www.celth.nl/actueel/onbekend-maakt-onbemind-hoe-kun-je-bewoners-betrekken-bij-toerismebeleid-de-stad
What could we discover together?
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