main task - aceept project week 2019


In 2018 a research collaboration on the phenomenon of overtourism between the World Tourism Organization (UNWTO), the Centre of Expertise Leisure, Tourism & Hospitality (CELTH) of Breda University as., and the European Tourism Futures Institute (ETFI) of NHL Stenden University as. published a research report that led to 11 Strategies and Measures to address visitors’ growth in cities. Subsequently the Digital Tourism Think Tank developed a Destination Challenge at the World Travel Market (WTM) in London (2018) in collaboration with Destination Partners Amsterdam Marketing and Paris Convention and Visitors Bureau. This with the aim of tackling one of the biggest challenges faced by the tourism industry worldwide - ‘overtourism’ - by concrete concepts/ideas in order to overcome the challenge of overcrowding in tourism hotspots in Amsterdam and spread the value of tourism wider.  


The ACEEPT Project Week's Main Task is inspired on and supported by the Destination Challenge of The Digital Tourism Think Tank. 


Main question: 

“How can we overcome the challenge of overcrowding in tourism hotspots in Amsterdam and spread the value of tourism wider?”  


Once done, the outcomes of this Destination Challenge will  - next to helping out Amsterdam - also help Breda Marketing as Destination Management Company (DMC) for the city of Breda to find answers to two important questions: 1. “Which role can the city of Breda play in the reduction of overtourism-related visitor-streams?”, and 2. “What can it learn from a city like Amsterdam on the existence of overtourism, its measures, and the proposed outcomes of the Destination Challenge?”

So please be prepared for these questions as well during your pitches. 


The assignment 

There are 5 core stages of the Design Thinking sprint process, and they will form the outline of the Main Task’s structure for your commissioner: Amsterdam and Partners. You and your international team members will need to work through these stages in order to gather and develop ideas with a blend of structure and creativity. You can really go wild with coming up with a solution. No idea is too big, as long as the three main judging criteria mentioned below are met.  


Stage 1: Empathizing 

Use empathy to understand the design challenge set. 

Immerse yourselves in the challenge, get overcrowding/overtourism and its related issues into perspective and thrash out problems through thorough discussions tackling its related terms. 


Stage 2: Defining 

Narrowing down, organizing and clearly defining the needs. 

This stage will see you and your team members organize problems into groupings and drill-down in-depth on data and insights gathered from desk research and other sources gathered during the various programme-items of the ACEEPT Project Week. 


Stage 3: Ideating 

Intensive ideation, teams thrashing out ideas through thorough discussions on possible solutions. 

With extensive knowledge gathered in the previous stages, you and your team members will put all your ideas together, clustering and voting on those to take forward (intensive ideation). 


Stage 4: Prototyping 

Taking one idea forward and developing initial prototype concepts. 

You and your team members will select one idea to take into a prototyping stage to develop the idea intensively to show how your most valuable prototype concept(s) would look and function. Keep in mind: It's better to focus on one well-developed and convincing prototype concept, than on multiple but less developed prototypes.


Stage 5: Pitching: Final Presentations on Friday 

Teams pitch solutions to a panel of expert jury-members for voting. 

With a twenty-minute pitch slot (15 minutes presentation time and 5 minutes for questions from the audience) allocated to each team, the pitching begins. After the presentations, the three juries (expert stakeholders, students and teachers) separately discuss and decide upon the top-3 winners, who will be announced during the Closing Dinner on Friday night.


Please note: Within the above stages you are supposed to take one or more of the 11 formulated Strategies and Measures of the UNWTO-report (UNWTO, 2018) into account, and – of course you will have to motivate your selection. 


Every stage comes with a supported format-tool (appendices). 


Source/courtesy: The Digital Tourism Think Tank, (2018-2019). 

assessment criteria and process

Students, lecturers and professionals will give a Top-3-Ranking**. The results will be added up, resulting in three ACEEPT Awards: Gold, Silver and Bronze Three main criteria should be used by students, lecturers and professionals (but interpretation of the criteria remains to the different groups):

  • Content I: innovation, creativity
  • Content II: realism, feasibility
  • Presentation skills

** After the presentations on Friday the three juries (students, lecturers and professionals) will discuss the presented ideas within their groups. Each group can decide how to achieve a joint decision.

Students are proposed to give a Top-3-Ranking within their international mixed teams (without voting for themselves). The team leaders will hand over their votes to one of the local hosts. The local hosts will sum up the results of the international mixed teams (#1: 25 pts, #2: 10 pts., #3: 5 pts.) and give it to the lecturers who will calculate the total score resulting in the three ACEEPT Awards.


Veel succes! (Good luck!)


Main Task ACEEPT 2019
ACEEPT 2019 Main Task.pdf
Adobe Acrobat Document 53.1 KB
Format stage 1: Empathising
Adobe Acrobat Document 1.1 MB
Format stage 2: Defining
Adobe Acrobat Document 895.6 KB
Format stage 3: Ideating
Adobe Acrobat Document 434.4 KB
Format stage 4: Prototyping
Adobe Acrobat Document 1.2 MB

The presentation of Breda Marketing will follow a.s.a.p.