The north-eastern part of the province of Groningen in the Netherlands consists of three sub-areas: Westerwolde, Oldambt and Veenkoloniën. All three are predominantly rural, with an economy based on agriculture that, due to soil deterioration, the extensive mechanisation of the agricultural sector, and the lack of employment alternatives, has suffered a continuous process of depopulation.

The initiative seeks to improve the region’s economic prospects by creating and disseminating new economic opportunities to attract businesses and people from other regions. This started by changing the perception that the area is empty and showing that it has a lot to offer in terms of landscape, cultural heritage and outdoor activities (canoeing, sailing, cycling, etc.).

The objective of the 'ZO Groningen' foundation is to promote the region as an attractive destination for recreation and tourism and thus contribute to the economic development and the quality of life of the region.

Since its creation at the end of 2021, the foundation has carried out two main activities: engaging and supporting local entrepreneurs and disseminating up-to-date information about the services and activities in the region. 

To promote the region, the foundation developed three communication campaigns, one per area, through which it provides information on events, activities, destinations, accommodation or routes that people can enjoy. Each campaign includes a website, social media and promotion in different magazines and newsletters, as well as physical events and tourism fairs. While the initiative is mainly funded from national and local public authorities’ budgets, entrepreneurs contribute with an annual fee of 125 EUR (excl. VAT). 

Membership fees ensure promotion in all communication and dissemination activities, marketing advice and support with a toolbox developed for the entrepreneurs, and becoming an integral part of the network. Three times a year, the foundation organises tourism cafés (twice in each area plus an annual event for the three areas together), physical events bringing together over a hundred participants from different public and private sectors where local entrepreneurs can meet or learn about a specific subject of interest. 

The promotion of the region is connected to a larger marketing programme to promote the entire province of Groningen and, as such, has a team of communication and marketing professionals who ensure high quality. The long-term financial commitment of the public administrations of the province has been key to ensure the engagement of professionals working in the tourism sector who otherwise would have gone to work in other regions with more labour market opportunities. 

The close collaboration and mutual support between the five municipalities is another key aspect to consolidate the initiative. This political will capitalises on the willingness of more economically advanced municipalities to contribute more than those with fewer resources, without expecting to get more out of the initiative, but rather play a role in the common prosperity of the region.