The author had several interviews with stakeholders of Valkenburg, in order to research the identity. The municipality wishes to shift the image of the city and create a higher quality destination overall. Due to the “old” image of Valkenburg being a party destination, it is difficult and time consuming to change this entirely. The municipality is already working on this by executing new projects like the city centre plan, the cooperation with Maastricht and other nearby municipalities, as well as trying to create a sense of unity among the entrepreneurs in Valkenburg by setting up associations for events and such.
Valkenburg and its area stand for space, rest and landscapes. Furthermore the city centre is a great pull factor with its bars and restaurants and the cosy atmosphere. Another unique selling point of Valkenburg is its caves, used for tours, activities and Christmas markets for instance. Furthermore it is the cycling capital of the Netherlands, with great events such as the World Cup in 2012, and the Amstel Gold Race. (Ilja-Castermans Godfried, Province Limburg, 2012)
The tourism industry is a long established one in Valkenburg. It has the oldest official tourism association in the country and has welcomed tourists ever since. Due to its unique location (Eu- regional) and assets, it is a piece of “abroad” in the Netherlands. Next to the caves, landscapes and activities the city is also known for its Burgundian character. The great events as mentioned before mean a great deal to the city and attract many tourists and visitors every year. This is also one of
55 Valkenburg’s pull factors.
The future of Valkenburg is pointed towards “Wellness”, in the broad sense of the word. It stands for enjoying life and relaxing yourself. The current developments that complement this new future theme are for example the new shopping mall, the renovation of the historical centre, the Leeuw beer terrain and the Culture street. Besides a city of Wellness, Valkenburg is also promoted as Christmas city, and Cycling city. (Nicole Schurgers, VVV-Zuid Limburg, 2012)
Valkenburg stands for diversity. It is nature, culture, lots of attractions and facilities, a beautiful landscape and surrounding, the river the Geul, small roads and a cosy atmosphere. It has good connections to surrounding areas in Belgium and Germany, as well as Maastricht. In the surroundings one will also find many castles, which is quite unique for Dutch standards, as well as the historical centre of Valkenburg. The municipality knows it is important not to let those buildings and shops pauperize, in order to maintain the authentic feeling in the city centre. Furthermore the municipality strives to attract smaller shops with a higher quality offer. The shops and specialty stores will
contribute to the whole experience while visiting the city. The new city centre plan will also tackle some infrastructural problems, since routing will be improved which creates a more logical route for tourists to enjoy while visiting, as well as more logical routes for traffic to pass by. Valkenburg is a self- conscious, proud city. It is a city to be enjoyed, with its diversity in nature and culture. It is the city of events and activities, a city that lives and continuously strives to improve itself. This results in several one liners namely; Valkenburg, feel delicious, feel romantic, feel active, feel ‘as new’, feel useful, feel relaxed, feel like ‘a king’, feel young again, feel ‘out there’, just feel good. (Gastcollege Citymarketing, Municipality Valkenburg, 2012). The new Wellness theme, enjoy and relax, has four major areas; culinary, sports, culture and Christmas. These are the pinpoints for the future. (John Wauben, Municipality Valkenburg, 2012)
In short, Valkenburg strives to be a higher quality destination in the future, with the Wellness theme being their red line. Wellness stands for enjoying and relaxing, it is divided in four areas which will shape the city’s image; Valkenburg, the culinary city, the city of sports, the city of culture and the city of Christmas. Unique selling points for Valkenburg are its nature and landscapes, as well as the caves. Furthermore it has a cosy city centre with a Burgundian character and many events, activities and attractions. Its long affiliation with the tourism industry is displayed by its people and establishments, which results in a united and pride municipality. The city wishes to gain international recognition by implementing the Wellness theme and making extra marketing efforts abroad, for example in Germany. The new city centre should also reflect a romantic atmosphere, with its cosiness, small shops and boutiques as well as narrow streets. The city wishes to show its visitors to enjoy life, to relax and take care of one’s’ health. Furthermore the city wishes to incorporate the other villages in the municipality in the destination. Valkenburg aan de Geul is mainly known for the centre of Valkenburg, while the other villages have lots to offer as well. Lastly the city wishes to establish partnerships with other municipalities, for example the project along the river the Geul, partnered with Maastricht. (John Wauben, Municipality Valkenburg, 2012)
56 Values that the city strives for:
- Optimism - Professionalism - Romance - Health - Joy - Unity
Valkenburg is a proud and professional tourism destination and offers a true holiday experience.