The European Travel Commission is pleased to invite you to this webinar presenting its latest study, ”Futureproofing European Tourism Through Scenario Planning and Strategic Foresight”, which will explore how scenario planning can support European National Tourism Organisations (NTOs) in developing strategies that are resilient, forward-looking and adaptable to change.
During the 45-minute webinar, representatives from the European Tourism Futures Institute (NHL Stenden University of Applied Sciences) will showcase the main results of this study that aims to enhance the capacity of tourism bodies to anticipate change and make informed decisions. It will include a presentation of the key forces shaping European tourism up to 2035, explore multiple plausible future scenarios and provide cross-scenario recommendations.
Albert Postma is professor of Transformative Foresight in Leisure, Tourism and Hospitality (LTH) at the European Tourism Futures Institute (www.etfi.eu), NHL Stenden University in The Netherlands. He holds an MSc and PhD in Spatial Sciences. In his PhD study he investigated tipping points in the attitude of residents towards tourism in their home communities. This thesis paved the way for overtourism studies in various European cities and a few early academic articles, which put him at the forefront of the overtourism debate. For 15 years Postma has focused on scenario planning and (strategic) foresight for and with the tourism industry. Currently his focus is on transformative foresight, with the aim to enhance the connection between student and region and to strengthen the impact on society and the LTH industry. Postma is a respected speaker at business conferences, has authored dozens of technical reports and articles, and is co-editor of the Journal of Tourism Futures and co-author of the books The Future of European Tourism (2013) and Scenario Planning and Tourism Futures (2024).
Noël Middelhoek obtained his master in Cultural Geography, Sustainable Tourism and Society at the University of Groningen. He works as Research and Project Manager at the European Tourism Futures Institute, and takes a position as researcher/lecturer within the professorship of Transformative Foresight. He worked on projects regarding GPS visitor tracking, predicting visitor pressure, measuring tourism (im)balance and currently supports monitoring projects for the provinces of Friesland and Zuid-Holland, as well as the ‘WaddenVision’ Interreg project in the Wadden Sea. His expertise lies in quantitative data collection, AI-applications, impact assessments, and tourism destination monitoring.
Cornelia Keller is a Research Project Manager at the European Travel Commission, where she oversees projects on traveller sentiment across long-haul and intra-European markets. Holding a Master’s degree in International Tourism Management, she combines research expertise with a passion for understanding evolving travel behaviours.
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