Dr Albert Postma is Professor of Applied Sciences in Transformative Foresight in Leisure, Tourism & Hospitality at NHL Stenden. He uses futures thinking to strengthen the resilience of the sector and promote broad prosperity in the region. Through his teaching in Tourism Management and International Leisure, Tourism & Events Management, he connects student wellbeing with the needs of the region. In doing so, he collaborates with other research groups and areas of expertise, both within and beyond the university of applied sciences. This way, he brings together education, research and practice with real impact on society.
Professor of Transformative Foresight in Leisure, Tourism & Hospitality
Research areas:
His expertise is also valuable in projects for municipalities, provinces and (inter)national organisations in tourism and recreation. After studying Human Geography, Albert spent many years working in research and monitoring, including on the early warning system for post-war neighbourhoods in Leeuwarden and the well-known tourism data platform Toerdata Noord.
In 2013, he obtained his PhD from the University of Groningen. His research on overtourism led to influential publications and strengthened the international network of the European Tourism Futures Institute (ETFI), where he has been Professor of Applied Sciences since 2010. ETFI is the only knowledge centre in Europe dedicated to futures studies and scenario planning in tourism. At ETFI, Albert’s work evolved from scenario planning to transformative foresight.
He has developed future scenarios and strategic advice for organisations including the European Travel Commission, UN Tourism, Switzerland Tourism, Notting Hill Carnival, the Dutch Ministry of Foreign Affairs, NBTC, HISWA-RECRON, ANVR and the Province of Fryslân. He also taught at universities and universities of applied sciences in France (SKEMA Business School, Sorbonne Panthéon University) and Switzerland (Fachhochschule Graubünden), and created a continuous learning pathway for education at NHL Stenden.
Curious about futures thinking in tourism or interested in collaborating with the research group? Feel free to get in touch.
Professorship Transformative Foresight in Leisure, Tourism & Hospitality
This professorship explores the scenarios of tomorrow, analyses tourism trends and looks at how the sector can respond more effectively. So it’s well prepared for the future of tourism.
Below is a selection of projects from the period 2018–2025.
- 2025 – Future Scenarios for Inbound Tourism – commissioned by Switzerland Tourism.
- 2025 – European Travel Commission: Futureproofing European Tourism Through Scenario Planning and Strategic Foresight.
- 2025 – Towards a Future‑Fit Travel Industry – commissioned by ANVR.*
- 2024 – The Traveller of Tomorrow: Shaping the Urban Tourism Landscape – commissioned by CityDNA (City Destination Alliance Europe).
- 2024 – Scenarios for VVV Waterland of Friesland – commissioned by VVV Waterland of Friesland.
- 2023 – Cities at the Crossroads of the Virtual and Physical World: Implications of the Metaverse – commissioned by CityDNA (City Destination Alliance Europe).
- 2022 – Building Blocks for Strategic Policy HISWA‑RECRON – commissioned by HISWA‑RECRON.*
- 2022–present – Adaptation Pathways Through Knowledge Co‑Production to Anticipate Antarctica’s Uncertain Tourism Futures (ADAPT) – commissioned by NOW.
- 2021–2023 – On Expedition: From Future Scenarios to a Shared Vision for Recreation & Tourism in National Park Nieuwe Stijl De Âlde Feanen – commissioned by the Province of Fryslân.
- 2021 – Kick‑starting the Future Vision for Leeuwarden as a Student City – commissioned by Stichting Studentenstad Leeuwarden.
- 2020 – Scenario Study for NCRV Kampeerreizen.
- 2020 – Post‑Covid‑19 Study into Global Tourism (initiated independently during the COVID‑19 period).*
- 2019–2022 – Market Analysis Studies of the European Outbound Tourism Market – commissioned by the Centre for the Promotion of Imports from Developing Countries (CBI) / Dutch Ministry of Foreign Affairs.
- 2019–2024 – IJsselmeer Region: the Hospitable Front Yard – Future Vision for Recreation and Tourism in the IJsselmeer Region 2050 – part of the IJsselmeer Region 2050 Agenda. Commissioned by Platform IJsselmeergebied and SWECO. Interrupted by COVID‑19.
2018 – Study on Overtourism commissioned by various European cities (Copenhagen, Amsterdam, Berlin, Munich, Lisbon, Barcelona, Mechelen, Ghent, Tallinn, Antwerp, Bruges, Leuven, Salzburg) in collaboration with the World Tourism Organization (UN Tourism).*
*These projects are part of the CELTH project. All others are ETFI projects.
Below is a selection of academic and professional publications from the period 2019–2025.
Academic
- Postma, A. Hartman, S, & Yeoman, I (2024). Tourism Futures and Scenario Planning: Theory Building, Methodologies and Case Studies. Channelview. https://doi.org/10.21832/POSTMA8878
- Postma, A. and Bishop, P.C. (2024), "The future of tourism: interview with Peter Bishop about teaching the future", Journal of Tourism Futures, 10 (3): 413–419. https://doi.org/10.1108/JTF-09-2024-0200
- Postma, A., Heslinga, J., Hartman, S. (2024). “Scenario planning as a tool to future proof the visitor economy after the COVID-19 pandemic: opportunities for sustainability and digitalization”. In H. Pechlaner, E. Innerhofer, J. Philipp (Eds.). Chapter 6. From overtourism to Sustainability Governance: A New Tourism Era., p. 78-89. Routlegde, Taylor & Francis. https://doi.org/10.4324/9781003365815
- Ferdinand, N., Postma, A., & Boucher, l. (2021). “The future of international events”. In N. Ferdinand and P. Kitchin (Eds., 3rd ed.). Events management. An International Approach, p.334-361. London: Sage.
- Cavagnaro, E., Postma, A., De Brito, M., & Herrewijn, A. (2021). “The sustainability agenda and international events” In N. Ferdinand and P. Kitchin (Eds., 3rd ed.). Events Management. An International Approach, p.288-316. London: Sage.
- Postma, A. (2020). “CELTH zet onderzoek naar overtoerisme internationaal op de kaart”. Vrijetijdsstudies, 38 (1/2), 39-43. ISSN 13842439 https://www.nritmedia.nl/kennisbank/43058/celth-zet-onderzoek-naar-overtoerisme-internationaal-op-de-kaart/
- Postma, A. & Yeoman, I. (2020). “A systems perspective as a tool to understand disruption in travel and tourism”. Journal of Tourism Futures, 7 (1), 67-77. https://doi.org/10.1108/JTF-04-2020-0052
- Postma, A. and Papp, B. (2020), "Of trends and trend pyramids". Journal of Tourism Futures, 7 (2), 162-167. https://doi.org/10.1108/JTF-11-2019-0129
- Postma, A., Koens, K., and Papp, B. (2020). “Overtourism: carrying capacity revisited”. In J. Oskam (ed.). The overtourism debate: NIMBY, nuisance, commodification. Bingley, UK: Emerald Publishers. https://doi.org/10.1108/978-1-83867-487-820201015
- Koens, K., Postma, A., Papp, B. (2019). “Management strategies for overtourism – from adaptation to system change”. In H. Pechlaner, E. Innerhofer, and G. Erschbamer (Ed.). Overtourism, Tourism Management and Solutions, 1st Edition (chapter 11). London: Routledge. (see https://www.routledge.com/Overtourism-Tourism-Management-and-Solutions-1st-Edition/Pechlaner-Innerhofer-Erschbamer/p/book/9780367187439)
Professional
2025
- Postma, A., & Wenzel, J. (2025). Future scenarios inbound tourism. Produced for Switzerland Tourism. Leeuwarden, European Tourism Futures Institute.
- Postma, A., Middelhoek, N., & Kurupinar, L. (2025). Future Proofing European Tourism through Scenario Planning and Strategic Foresight. Produced for the European Travel Commission by the European Tourism Futures Institute, Brussels, European Travel Commission. https://etc-corporate.org/reports/futureproofing-european-tourism-through-scenario-planning-and-strategic-foresight/
2024
- Postma, A. (2024). ANVR - Op weg naar een toekomstbestendige reisindustrie. Backcasting: Van duurzaamheidsvisie naar roadmap (intern document). Centre of Expertise in Leisure, Tourism and Hospitality.
- Wielenga, B., Postma, A., Soeters, M., Wortelboer, B., Rijnberg, N., Korteweg Maris, D., (2024). De gast van de toekomst in Zeeland in 2040. Kenniscentrum Kusttoerisme, Hogeschool Zeeland.
- Giarra, A., & Postma, A. (2024). The Traveller of Tomorrow: Shaping the Urban Tourism Landscape, white paper for CityDNA, Leeuwarden, European Tourism Futures Institute. https://citydestinationsalliance.eu/whitepaper-the-traveller-of-tomorrow-shaping-the-urban-tourism-landscape/
- Postma, A., Wielenga, B., Middelhoek, N., & Van de Waal, J. (2024). Scenario’s voor VVV Waterland van Friesland. European Tourism Futures Institute. https://www.waterlandvanfriesland.nl/nl/ondernemen-in-waterland/nieuwsoverzicht/toekomstscenario-vvv-waterland-van-friesland
2023
- Postma, A. (2023). Op expeditie: Van toekomstscenario’s naar streefbeeld voor recreatie & toerisme in Nationaal Park Nieuwe Stijl De Âlde Feanen. Leeuwarden: European Tourism Futures Institute, NHL Stenden University. https://www.wetterenmoar.nl/wp-content/uploads/2024/01/Eindrapportage-ETFI-Streefbeeld-Recreatie-en-Toerisme-1.pdf
- Baas, E., Bergmans, P., Hartman, S., Postma, A. (2022). IJsselmeergebied: de gastvrije voortuin. Toekomstbeeld recreatie en toerisme IJsselmeergebied 2050. SWECO. https://platformijsselmeergebied.nl/kennisartikel/verkenning-recreatie-en-toerisme-ijsselmeergebied/
- Korteweg Maris, D., Visser-Jonker, E., Postma, A., Papp, B., Nijland, D., Lemmers, E., Theunissen, G., Nawijn, J., Naus, M., Politiek, M., Mitas, O., & Steenhuis, P. (2022). Data Development Lab (NBTC, CBS, CELTH). Waardevol Toerisme is werken aan balans. Downloadable at nbtc_ddl_publicatie_v3_def.pdf (stagingmag.nl) Interactive website at https://ddlpublicaties.nbtc.nl/meten-van-balans/start.
- Postma, A. (2022). Futures Lab Fryslân. Leeuwarden; NHL Stenden University / European Tourism Futures Institute.
- Postma, A. (2022). Bouwstenen voor strategisch beleid HISWA-RECRON. Breda/Leeuwarden/Vlissingen: Centre of Expertise in Leisure, Tourism and Hospitality.
- Postma, A. (2022). Which trends offer opportunities or pose threats on the European outbound tourism market? The Hague: CBI/Ministry of Foreign Affairs. (downloadable from https://www.cbi.eu/market-information/tourism/trends
- Papp, B., & Postma, A. (2022). “The future of TICs. Workshop Output Report 2021”. 8th ECM TIC Expert Meeting. The European Tourism Futures Institute. https://citydestinationsalliance.org/mpage/HomepageTIC2021
2021
- Postma, A. (2021). Which trends offer opportunities or pose threats on the European outbound tourism market? The Hague: CBI/Ministry of Foreign Affairs. (downloadable from https://www.cbi.eu/market-information/tourism/trends
- Postma, A., Hartman, S., Arts, A., & Groters, M. (2021). Aanzet toekomstvisie Leeuwarden als studentenstad. Leeuwarden: European Tourism Futures Institute.
- Postma, A. (2021). Cultural tourism, product fact sheet. The Haque: CBI/Ministry of Foreign Affairs. https://www.cbi.eu/market-information/tourism/cultural-tourism/market-potential
- Postma, A. (2021). The European market for MICE tourism, product fact sheet. The Haque: CBI/Ministry of Foreign Affairs. https://www.cbi.eu/market-information/tourism/mice-tourism/market-potential
- Postma, A. (2021). The European market for Cultural tourism, news item. The Haque: CBI/Ministry of Foreign https://www.cbi.eu/news/opportunities-european-cultural-tourism-market
2020
- Ionescu, T., & Postma, A. (2020). Baby Boomer tourism, product fact sheet. The Haque: CBI/Ministry of Foreign Affairs. https://www.cbi.eu/market-information/tourism/baby-boomer-tourism/market-potential
- Postma, A., Heslinga, J., Hartman, S. (2020). Four futures perspectives of the visitor economy after CoVid-19. Breda/Leeuwarden/Vlissingen: Centre of Expertise in Leisure, Tourism and Hospitality.
- Postma, A., Heslinga, J., Hartman, S. (2020). Vier toekomstperspectieven voor de bezoekerseconomie na Covid-19. Breda/Leeuwarden/Vlissingen: Centre of Expertise in Leisure, Tourism and Hospitality.
- Postma, A. (2020). How to get started developing your tourism product. The Hague: CBI/Ministry of Foreign Affairs. https://www.cbi.eu/market-information/tourism/how-get-started-developing-your-tourism-product
- Postma, A. (2020). “Trilemmadriehoek als kader voor drie doelscenario’s”. Verslag workshop NCRV Kampeerreizen, 11 maart 2020, Harskamp.
- European Travel Commission & EUrail (2020). Rail transport for international tourism in Europe. Towards a shared vision for a more sustainable growth. Whitepaper, co-edited by StendenETFI, Hartman, S., Papp, B., Yeoman, I., and Postma, A.. Brussels: ETC and Eurail. https://etc-corporate.org/reports/white-paper-on-rail-transport-for-international-tourism-in-europe/
- Postma, A. (2020). Which trends offer opportunities or pose threats on the European outbound tourism market? The Hague: CBI/Ministry of Foreign Affairs. (downloadable from https://www.cbi.eu/market-information/tourism/trends
Below is a selection of news contributions in magazines and media from the period 2019–2025.
Articles in professional magazines
- Postma, A. (2024). Backcasting ten behoeve van een duurzame reissector. Pathways naar de klimaatdoelen van 2030 en 2050. Recreatie & Toerisme, Magazine voor professionals in de gastvrijheidssector, mei 2024, editie 02, jaargang 34, p.22-24.
- Postma, A. (2023). Toerisme post-covid; wat staat ons te wachten? Analyse post-Covid-19 scenario’s. Recreatie & Toerisme, Magazine voor professionals in de gastvrijheidssector, juli 23, editie 03, jaargang 33, p.58-61.
- Postma, A. (2023), “Sports and Exercise Scenario Study”, Uncover, future of Leisure, Breda University of Applied Sciences, Edition 07, September 2023, pp.74-75.
- Postma, A. (2023), “De kracht van scenarioplanning voor de toekomst”, VerenigingsMagazine, De Nederlandse Associatie DNA, juni 2023, VM #2, p.26-29. https://denederlandseassociatie.nl/vm-magazine/bekijk-magazine#pageflipper_pf1122795536/
- Postma, A. (2023). Scenariostudie Sport en Bewegen. “Hoe kunnen de binnensportaccommodaties van de Gemeente Westerveld meer toekomstbestendig worden gemaakt?” Uncover, The Future of Leisure, Breda University of Applied Sciences.
- Postma, A. (2021). Regenerative tourism: The next step in sustainable tourism. The Hague: CBI/Ministry of Foreign Affairs, Newsitem. https://www.cbi.eu/news/regenerative-tourism-next-step-sustainable-tourism
Media contributions
- Omrop Fryslân (18 januari 2025). Naar het strand, de stad of helemaal niet weg? Friezen al druk met het boeken van vakanties, https://www.omropfryslan.nl/nl/nieuws/17146832/naar-het-strand-de-stad-of-helemaal-niet-weg-friezen-al-druk-met-het-boeken-van-vakanties
- BNNVARA (September 2025). Vragen over overtoerisme in Europese steden. BNNVARA - 3 op Reis
- NPO Radio 1 (4 augustus 2025). Wordt toerisme in Nederland te duur? Radio 1 - Geld of je Leven
- NPO Radio 1 (30 juli 2025). Bijdrage aan gesprek over AirBnB in Malaga. NPO Radio 1 - Langs de Lijn En Omstreken.
- World Federation of Futures TV (12 July 2023). In focus: The future of tourism. World Futures Studies Federation. https://wfsf.org/wfsf-and-futures-tv/ ; https://youtu.be/14CtvIYtfM0
- Nieuwsuur (6 April 2021).
- MRA Actueel (18 November 2020). Online TV programma over recreatie en toerisme in de Metropoolregio Amsterdam in de vorm van een talkshow, gepresenteerd door Marijke Roskam. https://www.metropoolregioamsterdam.nl/metropoolregio-actueel-over-de-toekomst-van-toerisme-dit-is-het-moment-om-het-stuur-weer-in-handen-te-nemen/
- Leeuwarder Courant (3 October 2020). Het exponentiële monster. Waarom we zo snel weer zo veel coronabesmettingen hebben: zo werkt exponentiële groei. Artikel door M. Pennewaard en G. Bies op basis van interview. https://www.lc.nl/friesland/Waarom-we-zo-snel-weer-zo-veel-coronabesmettingen-hebben-zo-werkt-exponenti%C3%ABle-groei-26067091.html?harvest_referrer=https%3A%2F%2Fwww.google.com%2F.
- Leeuwarder Courant (8 Juli 2020). Niets is zeker, ook niet voor de toerisme-ondernemer. Artikel door Koen Pennewaard op basis van interview. https://www.lc.nl/friesland/Niets-is-zeker-ook-niet-voor-de-toerisme-ondernemer-25827621.html.
- Omrop Fryslân (24 mei 2020). Buro De Vries. Live studiogesprek met René Koster over de CELTH-scenariostudie. https://www.omropfryslan.nl/nieuws/961407-toerismedeskundige-na-de-crisis-liggen-er-volop-kansen-voor-fryslan
- NPO Radio1 (18 mei 2020). Live studiogesprek met Astrid Joosten over de CELTH-scenariostudie. Astrid – Out of the box. https://www.nporadio1.nl/astrid-out-of-the-box/uitzendingen/859606-2020-05-18 en https://twitter.com/NPORadio1/status/1262692446338777088 en https://twitter.com/NPORadio1/status/1262352823913795584 en https://www.nporadio1.nl/economie/23888-toerisme-na-coronacrisis-wordt-reizen-een-luxeproduct en https://nos.nl/artikel/2335314-kort-maar-vaak-op-vakantie-het-is-de-vraag-of-dat-straks-nog-kan.html
- BNR (3 december 2018). Studiogesprek met Jorgen Raayman over spreiding van toerisme. Jorgen Raayman - Ask me anything. https://www.ruimtevoorcommunicatie.nl/news/2018/12/3/bnr-ask-me-anything-over-spreiding-van-toerisme
Webinars
2022
- Postma, A. (2022). “Visitor pressure and social impact of your facility”, IAAPA Education webinar, 22 December 2022.
2021
- Postma, A. (2021, October). “Possible future perspectives for the tourism economy after COVID-19, and implications for recovery and resilience”. Contribution 108th session of the OECD Tourism Committee, 11 October 2021, online.
- Postma, A. (2021, June). “Productontwikkeling in de toeristisch-recreatieve sector”. Webinar College Tour – productontwikkeling in de toeristisch-recreatieve sector, georganiseerd door Toerisme Collectief Friesland (TCF), Merk Fryslân, NHL Stenden University, Friesland College and European Tourism Futures Institute (ETFI), Leeuwarden, 16 juni 2021.
- Postma, A. (2021, April). Please give us some perspective! Global tourism in the post-pandemic era. Digital presentation staff team Bachelor International Tourism Management, NHL Stenden University, Leeuwarden, 13 april 2021.
- Postma, A. (2021, April). Please give us some perspective! Webinar about global tourism in the post-pandemic era, Destinations Together, Miami, 7 April 2021. https://www.destinationstogether.com/upcomingwebinars/4nna4kh1es6kw58cls2b902skppt83
- Postma, A. (2021, April). Geef ons perspectief! Presentatie over de post-COVID 19 scenario’s voor de bezoekerseconomie aan management team Groningen Airport Eelde, Eelde, 1 april 2021.
- Postma, A. (2021, March). Geef ons perspectief! Digitale presentatie over de post-COVID 19 scenario’s voor de bezoekerseconomie Adviesraad Academy Leisure and Tourism, NHL Stenden University, Leeuwarden, 4 maart 2021.
- Postma, A. (2021, February). Deelname digitale expertsessie positionering Holwerd aan Zee, 11 februari 2021.
- Postma, A., & Hartman, S. (2021, January). “Post-Covid-19 scenario’s voor de bezoekerseconomie”. Digitale presentatie Expertisesessie Toeristisch Fryslân in en na de coronacrisis, Provincie Fryslân, 14 januari 2021.
2020
- Postma, A. (2020, November). “Covid-19 en toekomstscenario's”. Webinar Vereniging van Kleinschalige Reisorganisaties (VVKR), 9 November 2020.
- Postma, A. (2020, October). “Trends in tourism and post-Covid-19 scenarios”. Contribution to Online Panel Discussion: Product Development in CBT - Inspiring Practices from around the world for tourism SMEs in developing countries across the globe, CBI / Ministry of Foreign Affairs, 5 October 2020. https://www.cbi.eu/events/online-panel-discussion-product-development-cbt-inspiring-practices-around-world
- Postma, A., & Hartman, S (2020, September). Covid-19 en toekomstscenario's. Webinar ANVR Travel Tomorrow, 24 September 2020.
- Postma, A. (2020, September). How to start developing your tourism product. Contribution to webinar for tourism SMEs in Africa and Asia, CBI / Ministry of Foreign Affairs, 29 September 2020. https://www.cbi.eu/events/online-panel-discussions-how-start-developing-your-tourism-product
- Postma, A. (2020, September). How to start developing your tourism product. Contribution to webinar for tourism SMEs in Latin America, CBI / Ministry of Foreign Affairs, 29 September 2020. https://www.cbi.eu/events/online-panel-discussions-how-start-developing-your-tourism-product
- Yeoman, I., Postma, A., Hartman, S. (2020, June). Scenarios for New Zealand tourism. Re-imagination post CoVid-19 [Webinar], Victoria University of Wellington, Wellington, 3 June 2020.
Expert contributions
- Postma, A. (2020, July). Review of and contributions to chapter 2 Preparing tourism businesses for the digital future by Dianne Dredge, OECD Tourism Trends and Policies 2020, July 2020. https://doi.org/10.1787/6b47b985-en. ISBN 978-92-64-70314-8 (print) / 978-92-64-62688-1 (pdf), ISSN 2076-7765 (print)/7076-7773 (online)
- Postma, A. (2013 to 2023). Jurylid Beste Binnenstad. Platform Binnenstadsmanagementr. https://binnenstadsmanagement.org/