EAS 2018 Masthead
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Session: No more room for growth? Overtourism and its lessons for the wider attractions industry.


Tuesday 25 Sept. 2018
14:30 - 15:45


IAAPA Theatre sponsored by Polin Waterparks

Why too many tourists can be an opportunitiy instead of problem

Many popular tourist destinations are ringing the alarm bells. Euro Attractions Show host city Amsterdam, Venice, Barcelona, Cinque Terre and even Norway and Iceland are only some examples of destinations struggling with the amount of tourists and the effect they have on the quality of living at those locations. This has a big impact on the general discussion on many levels and the willingness to invest in tourism in other parts of the country.

During this session our speakers will explore what this means for attractions operators and developers and how they can help in spreading visitors. What opportunities are raising for them, while tackling the bigger problem? In the first part, several experts will discuss in what way the sector and regions can cope with these developments. In the second part, three directors of a visitor attraction will discuss in further detail which techniques can be used, what opportunities arise and how they think these developments can be managed.



Joris van Dijk, Managing Director, Madurodam

Maarten van der Meer, Director, Zaanse Schans

Axel Rüger
Axel Rüger, Director, Van Gogh Museum

Axel Rüger became the Van Gogh Museum’s Director in April 2006. He is in charge of Museum Affairs and Public Affairs. Axel studied Art History at the Freie Universität in Berlin and then at Cambridge, before receiving his PhD at Queen’s University in Kingston, Ontario.

He worked at a number of museums in Atlanta, Detroit and Washington until 1999, when he was appointed Curator of Dutch Paintings (1600–1800) at the National Gallery in London.

Axel was selected in 2004 to take part in the Clore Leadership Programme – a high-level initiative of the Clore Duffield Foundation in the UK, which focuses on the development of leadership in the cultural sector.

Joost van Berkel, Managing Director, This is Holland

Stephen Hodes, Co-Owner, LAgroup

Hans van Driem
Hans van Driem, Managing Partner, International Destination Strategies

After his study at NHTV Breda University of Applied Sciences and Columbia College, Missouri, Hans van Driem started his career in 1970 as tour director Europe for USA operators until 1974 when he was appointed as sales manager USA for NBBS College Study Tours to Europe. In the year to follow he was sales & marketing manager at The Hague Marketing, sales & marketing manager Crest Hotels Benelux and vice-president sales & marketing Europe for IHG. He has taken the role of director commercial affairs & operations of the World Horticulture Exhibition Floriade 1992 and was responsible for the construction and operations of the new theme park Walibi Flevo and Six Flags Holland. In 2000 he was appointed as managing director Netherlands Board of Tourism and Conventions (NBTC) and later managing director of Holland Business Promotion Office. In 2010 he started International Destination Strategies. Since 2012 IDS is involved in the development of Holland World, the largest new theme park of the Netherlands.

Goof Lukken, Senior Lecturer Attractions & Theme Park Management, NHTV Breda

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Practical summary

Date: Tuesday, 25 September 2018
14:30 - 15:45
Location:   RAI Amsterdam Convention Center IAAPA Theatre sponsored by Polin Waterparks
Fee: Free Admission with EAS badge (IAAPA-members)
'Conference Programme' add-on required (non-members) 
Track: Local Challenges Track
Notes: Must be 18 or older to attend.