Veluwe Reception Locations Charter

The question

The Dutch Tourism Board (NBTC) predicts growth in domestic and incoming tourism in the coming years, which will also have an effect on the number of visitors to the Veluwe. The most popular nature reserve in the Netherlands. Furthermore, the growth in the number of residents of the Veluwe municipalities will lead to a greater need for recreation in their own living environment. Policymakers on the Veluwe are setting a course together to find a good balance between this greater need for recreation on the one hand and the care for vulnerable nature on the other. For example, the course is to relieve busy places, protect nature reserves and offer visitors equivalent alternatives for a pleasant, enjoyable stay on the Veluwe. A new network of reception locations will play a role in guiding visitors.

The Veluwe wants to work towards a contemporary and recognisable network of reception locations. This consists of visitor centres, tourist offices, hospitality organisations, TIPs and inspiration/information places at entrepreneurs. Here, the locations form a recognizable coherent network for the visitor, but at the same time each location has the space to (within certain frameworks) bring forward the local identity and Points of Interest. In addition to form, it is also about content and a shift from information to inspiration. In other words: how do we inspire visitors, do we give them more of the unique values ​​of the area (understanding, appreciation, education) and do we move them to perhaps do other things than they had planned beforehand (steering, activation, spreading). In this charter, we translate these principles into a strategy and then into concrete application possibilities.

Our approach

In order to arrive at the charter, a strategic concept was first developed for Veluwe reception locations. Based on numerous sources and previously conducted research by DestinatieX, a theoretical framework was developed in this, which sets out the characteristics of contemporary reception locations, what the functions can be and in what way behavioural influence and visitor management can play a role in a reception location.

This was then translated into graphic principles together with a designer. For example, these principles elaborate on a basic set of colours, materials and shapes for Veluwe reception locations. A basic set of furniture, counter, a route module etc. was also developed. This basic set can gradually create a recognisable family of reception locations, in which each location also has room for distinctiveness and its own stories.

As a third step, the graphic principles were tested at three locations. Based on the principles, designs were made for the Nunspeet Visitor Centre, Putten Tourist Office and the reception of Landal Landgoed ‘t Loo (holiday park). In this way, it was tested whether the graphic concept is sufficiently applicable in practice, whether it appeals to the parties and the way in which a shared concept is created with room for distinctiveness.

The result

The result is the Veluwe Reception Locations Charter, which formulates the strategic principles for reception locations. This was then elaborated into a graphic concept. Three pilot locations were also developed (a visitor centre, a tourist office and a reception of a holiday park) to make this more concrete. Finally, the charter includes a practical process description that reception locations can use.