A new vision for a changing sector

According to NBTC, a new long-term perspective is needed as the sector faces increasing pressure related to liveability, labour shortages, sustainability and digitalisation. At the same time, broader societal challenges continue to grow, including housing, mobility, nature conservation, resilience and the energy transition.

Perspective 2040 aims to connect these developments within a new shared vision for the future of the visitor economy.

Building on Perspective 2030

While Perspective 2030 laid the foundation for destination management and tourism in service of the public interest, Perspective 2040 focuses on the next step forward. This includes making clearer strategic choices for the future, developing concrete action lines, strengthening collaboration within and beyond the sector, and exploring coalitions around key themes.

Stakeholders involved in the development

NBTC is developing Perspective 2040 together with a broad group of stakeholders from both within and outside the sector, including entrepreneurs, governments, industry organisations, knowledge institutions and partners from other domains. These groups are involved throughout the process through interviews, co-creation sessions and validation moments.

The final vision is expected to be published in early 2027. Until then, NBTC will continue sharing updates, initial insights and key milestones throughout the process.

Share your input

Those interested in contributing to Perspective 2040 can share their input through NBTC’s survey. Completing the survey takes approximately seven minutes, and all responses will be processed anonymously and incorporated into the wider programme.

Source: NBTC, editorially adapted