Stewardship as a guiding principle for the leisure economy
The leisure economy faces a major challenge: how do we ensure that this sector is sustainable and future-proof in the long term? At present, many businesses are still focused on short-term profit. This can be at the expense of nature, the living environment and public support. At the same time, policymakers are looking for ways to promote sustainable tourism. However, there is often still little knowledge about alternative business models that contribute to long-term value for people, nature and the economy.
Objective
This exploratory study focuses on steward-owned business models: alternative forms of ownership in which social objectives and continuity take precedence. Zeeland serves as a pilot region, partly because stewardship has been explicitly identified as a core value in the Zeeland Values Framework. We are therefore exploring how stewardship can also be integrated into entrepreneurship and regional development. By linking stewardship to steward-owned models, it becomes not only a value but also a workable principle for shaping the leisure economy. Key questions are:
- What are steward-owned business models and how do they differ from traditional corporate structures?
- What lessons can be learned from other sectors where these models are already successful?
- Which relevant steward-owned companies are already active in Zeeland?
- What are the initial concrete challenges and opportunities in Zeeland for promoting stewardship through steward-owned models?
Approach
The approach consists of three interrelated steps:
- Exploration and analysis of steward-owned business models through literature review and expert interviews.
- Development of a 2050 vision for stewardship in Zeeland’s leisure economy, supported by a joint working session and a backcasting approach.
- Translation into policy and a follow-up agenda in the form of a concise memorandum containing policy recommendations and strategic research questions.
Partners
- Impuls Zeeland
- NHL Stenden University of Applied Sciences / European Tourism Futures Institute (ETFI)
- HZ University of Applied Sciences (Kenniscentrum Kusttoerisme en Kenniscentrum Ondernemen & Innoveren).
Projectteam
- Harm IJben (Impuls Zeeland)
- Ageeth van Maldegem (HZ)
- Stef Bleyenberg (HZ)
- Jasper Heslinga (NHL Stenden / ETFI)
- Albert Postma (NHL Stenden / ETFI)
Planning
July 2025 – April 2026
Status
Completed