Project SWARE 3rd Knowledge Exchange Session (KES) in Hague, Netherlands
Theme: Marketing and development of destinations
Day 1: Monday, October 9, 2017
Welcome and site-visits (in the Waterdriehoek and NL Delta)
Official welcome by:
- Jaap Smit, Commissioner of the King in Zuid-Holland, and
- Arnoud Rodenburg, chairman of Association Regio Water
Boarding the Waterbus (public transport on water):
- Introduction by Alexander van Steenderen (alderman of Schiedam, member of executive board for economic business climate of the Metropolitan region Rotterdam The Hague (MRDH)) on:
* Improving the economic business climate in the metropolitan region;
* Importance of water network for living in Zuid-Holland;
* Transformation of waterway regions in the city.
- Site-visit RDM Rotterdam: RDM Rotterdam is the hotspot for innovation in the port: this is where the manufacturing industry of the future is taking shape.
- Introducing existing and potential project sites of the river as a tidal parc, a programme with the goal to strengthen the qualities of the Meuse river as a central, green space in its urban area and to improve the experience of the tidal dynamics for all inhabitants to enjoy.
On board of the Waterbus:
- Introducing the “Waterdriehoek”, a public-private cooperation of 10 partners aiming at strengthening the icons (Kinderdijk Mills, the nature of Biesbosch and the historic city of Dordrecht) and the links, physically and mentally, between them;
- Introducing the importance of the Waterbus as a partner in this programme.
Visit to the Kinderdijk Mills (UNESCO World Heritage Site). Introduction to its history, current situation and the future plans for a visitor centre.
Lunch with a view over the Kinderdijk Mills.
Boarding the Waterbus:
- Experiencing from the water part of the National Parc NL Delta Biesbosch – Haringvliet; the parc is about living with nature and water, it is the spot where rivers from all over Europa meet the sea and it has huge importance for the existence of many different species of fish and birds (e.g. sturgeon, fish eagle and sea eagle).
Visitor centre Biesbosch (part of NL Delta), Dordrecht:
- Introduction on National Parc NL Delta Biesbosch – Haringvliet;
- Introduction on the governance of marketing: destination promotion and marketing at local, regional and national level;
- Reflection of partners and stakeholders on recognition of stories and image-building.
- Visit to the city of Dordrecht: Introduction on the history and identity of Dordrecht, which has been the centre of the maritime (ship building) industry for ages.
- Visit to the Villa Augustus, which is a former water tower that has been transformed into a hotel and restaurant.
Day 2: Tuesday, October 10, 2017
Interaction, deepening the knowledge on marketing, site visits
Lecture on destination branding.
4 parallel workshops on the following themes:
- Development of strong touristic destinations
- River as a tidal park: how the metropolitan region rediscovers the Delta
- Cooperation on cultural heritage
- Financing blue-green investments
- Excursion on De Rotte and its shores, starting from the House Chamber: How the search for a common story leads to a perspective for public and private stakeholders? The river De Rotte as linking pin between city and rural area.
- Visit to the restaurant Rebelz, Rotterdam. Introduction to its specific philosophy.
Visit to the Ski and skate centre Outdoorski; Bergschenhoek. Introduction on:
- possibilities for entrepreneurship on the river shore;
- the perspective that guides and helps entrepreneurs on the river shore.
Networking reception and dinner at the restaurant Retraiterie Rottemeren.
Day 3: Wednesday, October 11, 2017
Interaction, wrap up, conclusions and statements
At Pulchri Studio
Introduction on “Big Data for tourism strategic planning” by Mr. Andris Klepers (Vidzeme University of Applied science, Latvia)
Plenary session on founding and mobilizing a water community, including use of ICT tools and data.
Workshop in two groups:
- how data and ICT tools can help policy makers ;
- how open data can be used consumer oriented.
Preparing lessons learnt in subgroups, formulating the lessons learnt on the following themes:
- How to improve programmes and policies on destination development and touristic marketing for sustainable development of waterway regions?
- How to connect cultural and natural heritage to the touristic branding of waterway regions?
- How can big (resp. open) data help to build public and political support both for heritage protection and sustainable valorisation thereof?
- Closing session, presenting KES statements to members of SIG Zuid-Holland
- Closing addresses by Assocation Regio Water (Lead Partner)