Strategic policy document and program for recreation and tourism in Gelderland

Client: Province of Gelderland
Period: 2023 – January 2025

Sherpa’s Stories is working as a strategic expert for the province of Gelderland on drawing up a future-proof strategic policy document and a program for recreation and tourism. In close collaboration with policy advisors and local stakeholders, we developed a framework that focuses on striking a balance between visitors, residents, and nature. The vision places a clear emphasis on sustainability, strengthening communities, and carefully utilizing Gelderland’s unique landscapes and cultural identity.

Approach

Gelderland is a diverse region with a wide range of tourist attractions from the Veluwe to the river region, from historic cities to green rural communities. The challenge: to develop a vision that is both widely supported and applicable to specific areas.

Sherpa’s Stories guides this process with an integrated, people-oriented approach:

  • Strategic analysis of trends, opportunities, and bottlenecks in tourism and recreation
  • Data and insights gathered through research, interviews, and interactive sessions
  • Co-creation with municipalities, entrepreneurs, residents, and other stakeholders

In this process, we embrace design thinking, thoroughly investigating the needs of all stakeholders. Through iterative design thinking steps, we create innovative solutions, test strategies, and add value in a people-oriented way. The use of appropriate tools and active stakeholder involvement contributes to the creation of a flexible and adaptable strategy.

Impact

  • A strategic policy document and concrete program for recreation and tourism in Gelderland
  • A clear policy framework that balances the interests of residents, visitors, and nature
  • A practical model for leisure experiences, developed from a holistic view of economic, ecological, cultural, and social values (Gelderland model for leisure experiences)
  • Embedding sustainability, inclusivity, and identity in provincial policy
  • Broad involvement and cooperation between municipalities, entrepreneurs, and policymakers
Download the policy framework (in Dutch)

Gelderland model of leisure experience

Within the framework of this vision, Sherpa’s Stories developed the Gelderland model of leisure experience. This model strikes a balance between economic, ecological, cultural, and social values, and distinguishes between two pillars:

  • The recreation pillar focuses on residents and enhances quality of life, health, and social connectedness without harming the environment.
  • The tourism pillar focuses on visitors and stimulates economic growth, cultural exchange, and the strengthening of local identity.

The model provides a strategic compass for sustainable choices in tourism and recreation and is applied in policy development.

The collaboration with Isabel was full of energy, creativity and sharpness. Her professional approach – based on design thinking – helped us get to the heart of the matter in an open and structured way. With her expertise as a tourism strategist, her sharp trend analyses and our joint explorations, she was able to guide the process together with us and many stakeholders. In doing so, she continued to focus on building support, with a constant eye on broad prosperity and strengthening regional identity. Together, we enjoyed working with focus to build a solid foundation for the policy framework for recreation and tourism in Gelderland.

Agnes Holtjer
Senior Policy Advisor for Recreation and Tourism, Province of Gelderland.