Research in the region: four development priorities for Parklandschap Trynwâlden

Parklandschap Trynwâlden, with its seven historic church villages between Leeuwarden and Dokkum, has a rare combination of heritage, nature and community spirit. But how can these qualities be turned into a destination that not only appeals to visitors, but also contributes to residents’ quality of life and the business potential of local entrepreneurs?

Between March 2025 and August 2026, the research team explored Trynwâlden’s potential from four different perspectives: the destination itself, visitors, residents and entrepreneurs. The research was carried out by CELTH, in collaboration with NHL Stenden and European Tourism Futures Institute (ETFI) researchers Sarike van Slooten and Nazli Kurupinar, students from NHL Stenden and Breda University of Applied Sciences (BUas), and Fries Erfgoed Collectief.

The research aims to answer the question of how cooperation between heritage sites and the hospitality sector in Trynwâlden can be strengthened, with the aim of developing the area into a conscious destination. A conscious destination works towards quality of place, quality of experience for visitors, quality of life for residents and quality of work for entrepreneurs. The four studies were deliberately structured around these four perspectives. By comparing their findings, the researchers wanted to establish whether the same patterns emerged from different points of view.

A consistent picture

The strength of this research lies not only in the individual findings, but above all in what emerges when they are considered together: four independently conducted studies paint a remarkably consistent picture.

From the perspective of the destination, Trynwâlden appears to have a rich but fragmented heritage offering. This includes Roodbaard landscape parks such as Vijversburg and Staniastate, seven church villages and valuable natural areas. These are experienced as separate places rather than as parts of a single destination. The area has no central information point, inconsistent signage, limited parking and few public facilities, such as toilets, rest areas and maps. There is also a limited choice of hospitality venues open throughout the year. Accommodation is mainly made up of campsites, with few farm stays and B&Bs and hardly any small-scale hotels or homestays. The activities on offer are largely aimed at older visitors.

From the perspective of the visitor, the quiet landscape, natural beauty and rich heritage are the area's most distinctive qualities. Visitors' experience of peace, nature and heritage often exceeds their expectations. 70% rate their visit as positive or very positive, and 71.4% would like to return. Tytsjerk, Gytsjerk, Park Vijversburg and Stania State are among the places visitors particularly appreciate. They also value the warm welcome and genuine hospitality of the local community. What visitors miss most are hospitality venues and shops (32%), which have limited and unreliable opening hours, activities for young people (26%) and information facilities (21%). Visitors also point to the limited variety of accommodation, a lack of activities, limited parking and public transport.

From the perspective of residents, the perceived quality of life is high. Nature and the landscape are unanimously appreciated (90% satisfied, 0% dissatisfied), and 87% feel safe. Accessibility receives the lowest satisfaction rating (70%). Shops (50%) and hospitality venues (55%) attract the highest levels of dissatisfaction, particularly among younger residents aged 18 to 25, who are the least satisfied with almost every aspect. Suggested improvements include better public transport, a wider and more varied choice of hospitality venues and shops, and more events and activities for different age groups.

From the perspective of entrepreneurs, there is certainly potential for cooperation, but it remains small-scale, local and ad hoc. Entrepreneurs are not sufficiently familiar with each other's offerings, previous initiatives to increase cooperation have lost momentum, and there is no shared brand with an online platform, neutral coordinating organisation or jointly supported story.

What stands out? The same strengths emerge in all four studies: nature and tranquillity, tangible and intangible heritage, community spirit and hospitality, and well-known attractions, particularly the historic estates. The challenges are also independently confirmed in each study: a shortage of hospitality venues with irregular opening hours, an accommodation offer dominated by campsites, too few activities, especially for young people, poor information and signage, limited accessibility without a car, no shared brand and a lack of consistent visitor data. The conclusions from all four perspectives are remarkably consistent. This points to robust findings and patterns identified independently.

Development priorities

Based on these shared findings, the research team recommends four development priorities that can strengthen the quality of experience, life and work together:

1. Cooperation and communication

   Move from ad hoc initiatives towards lasting cooperation and communication across the area. This could include a WhatsApp group with a rotating coordinator, a neutral space for cooperation, initiatives and knowledge sharing, and closer collaboration with educational institutions. Existing partnerships should also be made more visible to residents and visitors.

2. Accessibility and signage

   The area needs to become easier for visitors to reach and navigate. This can be achieved through clear, consistent signage, a digital heritage and information tool, digital multilingual walking and cycling maps, and better visibility of parking facilities.

3. Events, activities, hospitality venues and shops

   There needs to be a wider and more reliable range of events, activities, hospitality venues and facilities. This could include a varied programme of activities for all ages, more events for young people, coordinated opening hours for hospitality venues and shops, and exploring a wider range of accommodation options.

4. Bringing the story and identity to life

   A recognisable shared story is needed so that Trynwâlden is experienced as one destination. This could involve strengthening the ‘Trijn’ brand, making the heritage story visible in every location and village, developing an experience or storytelling route that connects the villages and heritage sites into one coherent destination, and creating a central information point for the area on a shared communication platform.

Only when the capacity, opportunity and motivation to work together are strengthened at the same time, preferably through a neutral space for cooperation and a shared story for the area, can a collection of villages, estates and businesses become one conscious destination. A place where the quality of experience, life and work reinforce one another.