Research Matters


Supporting students with their thesis has been one of the things that came our way in the last year. We love to be part of the academic process, offering advice and expertise  and sharing our skills and network with our students.⁠ ⁠ We are delighted to see so much enthusiasm and eager to work towards positive impact in this world! 

Every week we get to meet, brainstorm together, laugh together and sometimes cry together. Tours that Matter is a family and whether you are a student, a partner or even a competitor we will treat you like family. ⁠The picture above was taken during a very special meeting hosted by Julia, where we discussed our company values. Honesty, trust, community, idealism, integrity, compassion and definetely humor. We help each other to grow both personally and professionally. ⁠

⁠We try to teach our students not only about new ways of tourism, but also about new ways of working. They teach us so much about the developments in the industry and show us new perspectives. Here is a small introduction to the research projects that are currently taking place, if you would like to know more, please get in touch.    ⁠

"Everyone is a student and everyone is a teacher". ⁠


“My role in the company is to focus primarily on expanding the B2B market, meaning increasing the number of B2B partnerships and developing a product offering for said partners. My research encompasses tourism product development and Business-to-Business (B2B) market growth, whilst taking into consideration implications of COVID-19. ⁠ ⁠

I chose Tours That Matter as my partner for this journey due to their outstanding values and forward-thinking vision and mission. The core of TTM is its social and environmental impact; attempting to merge mass & responsible tourism together to create future-proof means of traveling, well-being, and contemporary living. I am extremely grateful to be part of their team and I cannot wait to see what’s in store for us in the upcoming months!”⁠ ⁠

We are absolutely in love with Nicolas and have been enjoying working with him, exploring new possibilities and ways to implement the B2B market into our business model. Thank you Nicolas for being such a creative, innovative thinker and such a positive human being! ⁠ ⁠


“How can a start-up like Tours that Matter support other companies in the tourism industry to implement the Donut model as a new business model?”⁠

This is a crucial research question that we are very curious to explore together with Amber.⁠ We are aiming to inspire other companies to work with more sustainable business models such as the donut model by Kate Raworth. ⁠Business can be a powerful tool to create positive change!⁠


“We were inspired by the new and creative concept of Tours that Matter because of the impactful tours they offer in Amsterdam. It is all about connecting, having a positive impact, learning and exploring which creates a memorable and authentic experience in Amsterdam. And we think this concept has a lot of potency.⁠ For us it was a great experience to dive deeper in the potential target group of Tours that Matter. Therefore we did a lot of research, talked to a lot of different people and eventually created a new product which Tours that Matter can offer very soon. We really enjoyed our cooperation!”⁠

For a period of 6 months Floortje, Nelda, Quinty & Joyce worked on our business case. They focussed on our target market of internationals & expats in Amsterdam and found out what were their needs? Together we’ve created an online community where you can get together and explore Amsterdam together. We are very excited that Quinty will stay with us to start building the community. 


“I’m researching How do you use the right purpose-driven content marketing strategy in an authentic and organic way to benefit the business and its customers? ⁠The tour industry is a highly competitive industry and with COVID TTM has to change their business direction. I’m defining their brand identity, to help TTM develop a purpose driven brand that tells their story.” 

It’s been such an interesting journey to define our brand identity with Julia, using a model to shape our story and vision. Tours that Matter is about making a change into the world, the brand needs to be strong and reflect our purpose guiding people towards change through all channels. 



From February onwards we will have new students that will start their research based on real life questions of Tours that Matter. Simina will start to look into creating more brand awareness through digital marketing. Also Bas will take on a very interesting area of developing the rural experiences in the South of Portugal. Quinty will continue the work of the Tourism Impact Lab and look into the behaviour of expats to create our online community. 

If you are interested in knowing more about the different research angles, or would like to contribute. Get in touch! 

Thanks to all our enthusiastic, bright and inspiring students, that share their time, research and thoughts with us. Together we will grow!  

A special thanks…

… to the Hotelschool the Hague 

… to the Tourism Impact Lab of BUas 

… to Hogeschool InHolland 


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