1. Cees van t Veen DUTCH CULTURAL TOURISM IN OPTIMA FORMA EHHF, Paris, June 3, 2010 Cees van t Veen Director Netherlands Cultural Heritage Agency

2. Martin Parrs view on cultural tourism 2

3. Western tourists versus local people 3

4. The blessing of mass tourism?! The merits of the experience economy?! 4

5. Icon & identity. Short touristic season: 825.000 visitors 5

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8. Facts & figures Dutch tourism (2008) Total foreign tourists 14 million (25 mil. nights stay, 1,75 % average) Amsterdam 4,9 Efteling(experience park) 3,3 Canal Zone Boattrip 2,7 Van Gogh Museum 1,5 Keukenhof (flowers) 0,8 (only opened 2-3 months per year!) Rijksmuseum (part closed)0,8 (Hermitage Amsterdam is coming up soon) 8

9. Statement EHHF 2009 in Vienna & Bratislava: (…) Investment in heritage has a direct impact on the growth of cultural tourism which leads to long term social and economic benefit (…) 9

10. Sustainable tourism is tourism in optima quantity and in optima quality

11. Example 1: Canal Circle Zone, Amsterdam 11

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13. World Heritage next month?! 13

14. I AMsterdam, but with 2,7 mil. visitors it gets crowded… 14

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16. Example 2: 19 Mills at Kinderdijk: 300.000 visitors 16

17. 19 windmills at Kinderdijk: World Heritage (1997) 17

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19. Example 3. Rietveld Schröder House, Utrecht: 25.000 visitors. 19

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21. Restrained influx of tourism at World Heritage site (1999) 21

22. Vulnerable interior 22

23. Canals Amsterdam2.7 million Mills Kinderdijk 300.000 Rietveld House, Utrecht 25.000

25. WWW.CULTUREELERFGOED.NL