WadNext Conference Recap

Ilektra Kouloumpi of the Doughnut Economics Action Lab brought the conversation back to the roots of tourism: relationships. She introduced the Greek concept of philoxenia, closely connected to hospitality and the way people welcome and relate to others. As Kouloumpi put it, tourism is about “relationships and reciprocity, everyone is connected to each other.”

The Doughnut Economy model places tourism within social and ecological boundaries. It helps shift the focus from endless growth to living in balance. Applied to tourism, this raises practical questions: what value does tourism create for local communities, nature, mobility, housing, employment and services? And how do we keep these elements connected when shaping the future of a destination?

Stefan Hartman of NHL Stenden and the European Tourism Futures Institute (ETFI), together with Pieter van den Beukering of the Wadden Academy, explored how today’s developments shape the future of tourism in the Wadden region. Which developments require us to adapt? What could promising developments mean for tourism? And how does the past influence the choices we can make today?

Their presentation encouraged participants to look further ahead. Decisions made now shape future possibilities, while the history and development of the Wadden region influence the direction we can take. This also connected with the idea of cathedral thinking: using a shared long-term vision to guide the choices we make today.

The closing campfire conversation with Ewout Versloot of NBTC and Elke Dens of Place Generation brought one of the day’s most difficult questions to the surface: what are we willing to give up?

Their conversation challenged the tourism sector to look beyond its own bubble. Tourism can create value across many domains, but it also comes with trade-offs. Dens argued for a place-first approach: start with what a place needs for its future, and only then ask whether tourism can contribute. Sometimes, the answer may be no.

Versloot added that the sector should not simply ask for attention, but prove its value. He also pointed to the reciprocity of hospitality: we need to be great hosts, but also great guests. The key insight was not about finding easy answers, but about being ready for honest conversations about choices, limits and responsibility.

Marlies Schelhaas, Secretary-General of the Netherlands UNESCO Commission, framed the Wadden Sea World Heritage status as both a recognition and a responsibility. UNESCO’s work, she explained, is built on connection, dialogue and shared understanding. World Heritage can attract visitors, but too much tourism can also put pressure on the very places it is meant to celebrate.

Her message was clear: protection only works when local stakeholders are involved. Awareness, careful management and community participation are essential. As Schelhaas put it, local stakeholders are “the people you need to listen to, talk to and decide with.”

Harm IJben of Impuls Zeeland and Mark Hauge Østergaard of Destination Fyn introduced 3ST as a European project about sustainability skills in tourism. Although the topic may sound technical, their main insight was human: sustainable transformation starts with how people work together.

3ST shows that destinations should not jump straight to ready-made solutions. The process comes first: bring the right people together, explore the problem, create a shared vision, test, learn and adapt. The project also underlined that there is no one-size-fits-all solution. Lasting change needs shared ownership, practical support and room for different levels of experience.