Albert Postma

Scenario planning
Strategic foresight

Albert is professor in strategic foresight and scenario planning, and an expert in residents’ perspectives towards tourism. He provides courses in strategic foresight and scenario planning to the industry and at different Universities. Albert has applied his expertise in many national and international projects for the tourism industry and shares his knowledge regularly in guest performances at conferences and symposiums. He obtained his PhD in spatial sciences at the University of Groningen in the field of tourism-community relations.


Albert is heading the research programme of ETFI. He makes sure that the studies that ETFI undertakes are focusing on the research methods strategic foresight and scenario planning. This way he aims to prepare the tourism and leisure industry for future social developments. He also includes these two concepts in the curriculum of the undergraduate programmes of Leisure Management and Tourism Management at NHL Stenden University. Albert is a respected speaker at business and academic conferences across Europe and beyond. He is co-editor of the book The Future of European Tourism and the Journal of Tourism Futures.


Albert is an expert in futurology, strategic foresight, scenario planning and in residents’ perspectives towards tourism. He has authored dozens of research reports and articles related to these areas of expertise. He is a skilled moderator of creative sessions with representatives in the leisure and tourism industry. Furthermore, he is a well-known course leader on scenario planning in tourism for businesses and universities.

Albert Postma contributed to these projects

Future scenarios for the leisure, tourism and hospitality sector after COVID-19

Fryslân 2030: Fryslân Futures Lab

Opportunities for attracting tourists from Europe

Policy measures to reduce the impact of over-tourism in the European Union

Future of inbound tourism in the Netherlands 2030

Follow-up research: managing visitor pressure in an urban setting

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Albert Postma wrote these blogs

What will recreation and tourism in the IJsselmeer area look like in 30 years?

23 April

To be able to foresee a future in 2050, scenarios provide a useful instrument. With scenarios possible futures can be explored of how recreation and tourism in the IJsselmeer area could look like 30 in years an extreme yet plausible situation. Subsequently, the scenarios act as a source of inspiration to paint a vision that can guide the development of recreation & tourism in the area. We are involved in the project to design and guide the scenario planning process.

Transition from scenario workshops to a digital learning environment

04 February

At the start of the academic year 2020-2021, our tourism expert Albert Postma has developed a creative and successful way to innovate in the digital learning environment in times of COVID-19. After thoroughly viewing and reading various reviews from professionals, I decided to choose for MURAL. The experiences of the teachers and students involved were extremely positive.

What are the opportunities in the European sun and beach tourism market?

26 January

We provide an extensive portfolio on attracting European tourists to support SMEs from developing countries who would like to enter the European market. We support CBI by making market information (market intelligence, trends and statistics) of outbound tourism from Europe available and translate the market information into concrete ideas for tourism products. Together with Marktonderzoekbureau Molgo, we recently upgraded our market intelligence on sun and beach tourism.

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Albert can prepare you for the future.