'Limburg is betting heavily on tomorrow's tourist'

LIOF's Limburg Tourism program can rightly be called successful. Since its kick-off in 2021, the Limburg development company has already supported 125 entrepreneurs in the tourism and recreation sector with an innovative idea. Innovative ideas with a total project value of 5 million euros and a contribution from LIOF of almost 1 million euros so far. A financial support that entrepreneurs do not have to pay back.

Text Maarten van Laarhoven / Image Wendy Boon

A step that is sorely needed. Especially considering the importance for the regional economy. Agro and high-tech are sectors that LIOF has been supporting for years. In 2021 tourism and recreation were added. Also a sector of importance. With 4 billion turnover and 38,000 jobs, the leisure economy is of enormous importance to Limburg.

The Province of Limburg noted at one point that innovations in that sector were lagging behind, while tourism is pre-eminently an industry that also has to rely on the rising generation. "Young people today find very different things important than young people of say twenty years ago." This new generation is characterized by a strong consciousness and a commitment to a more sustainable society. They are the tourists of tomorrow. And the industry must respond to that. In order to respond to these developments, the LimburgTourism program was developed.

The generation that now spends money on "nice things" - for example, eating out and short or longer vacations - is very much focused on convenience illustrates Piatkiewitz- Weide. ,,Everything goes by phone. Checking in somewhere or placing an order, without a human being involved, is considered very common. You could argue that this violates the laws of hospitality, but young people apparently think differently. It is important that entrepreneurs put themselves in their mindset and develop things that fit the way they are in life, because they are now, but certainly later on, the ones who make sure that you can function as a company. The world around us is changing. It's important for entrepreneurs to realize that."

Health, sustainability and digitalization, are the three main themes LIOF focuses on when it comes to future-proofing Limburg's leisure economy. ,,Entrepreneurs in small and medium-sized enterprises who think they have a good idea, we are happy to help them get it off the ground. It has to be an idea that is distinctive in the sector and that makes an impact, both economically and on the three main themes."

"Entrepreneurs can apply twice for financial support for innovation projects," Piatkiewitz- Weide explains. "This involves amounts up to a maximum of 25,000 euros. Important to know is that in all cases it is co-financing. Apart from financial support, LIOF also provides so-called knowledge vouchers of up to 10,000 euros. These can be used to purchase specific knowledge or advice to test the feasibility of an innovation. As an SME, you can use these three times."

Apart from all the financial support offered by LIOF, there are master classes with some regularity, for which entrepreneurs can sign up. The subjects discussed there are very diverse. Often it is about practical matters such as: how do I test my guests whether my idea is of added value (using 'Design Thinking' techniques). Sometimes it is also about raising awareness. A good example of this is the Food Waste Challenge, which looks at how hospitality businesses can reduce their waste streams in the kitchen."

Entrepreneurs who are wary of the paperwork involved in starting up a financing process don't have to be afraid of running into all kinds of walls at LIOF, Tamara emphasizes. Entrepreneurs have their feet in the clay. It is often a step too far to oversee everything and then they have to take their time. That's why we guide entrepreneurs through their application. Every process is scrutinized. If certain things are not right, then we see how we can make adjustments."

Entrepreneurs can also be helped by LIOF in other ways. In addition to financial support, LIOF employees also offer their knowledge and network. ,,If an application is not granted, we can often help an entrepreneur. For example, by working with him or her to see what could be improved in the future, or by using our broad network. Entrepreneurs benefit from an honest story. LIOF can contribute to that. Even though we cannot grant an application in all cases, going through business processes in consultation with our specialists regularly provides new insights. That alone is often pure profit."

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