How can World Heritage become more meaningful for younger people?

How to engage Generation Z with UNESCO World Heritage? This question was central to the Gen Z & World Heritage event, held on 27 March 2025 at NHL Stenden University of Applied Sciences in Leeuwarden. Under the guidance of Dr. Sarike van Slooten, students, UNESCO World Heritage siteholders, and heritage professionals engaged in discussions about the future of (World) Heritage experiences for young people.

Student research on heritage experience among young people

The afternoon opened with Anna Bundalo (Nederlandse Unesco Commissie), who emphasised the urgency of active youth participation in the preservation and experience of heritage. Following this, six groups of students from the Heritage Experience Management (HEM) minor presented the findings of their research. The students explored how active participation, co-creation, and visitation by Generation Z to World Heritage sites in the Kingdom of the Netherlands can be encouraged.

Panel discussion

After the student presentations, a panel discussion took place with Erik Jan Kleingeld (Van Nelle Factory), Anna Bundalo (Nederlandse Unesco Commissie), and Bas Visscher (Museum Schokland). The discussion delved deeper into the challenges and opportunities of engaging younger people with heritage. The audience actively participated, exchanging ideas on how to make heritage more accessible and inspiring for younger generations.

Launch of online publication

To conclude the event, the online publication ‘Engaging Generation Z in World Heritage Sites in the Kingdom of the Netherlands. How to encourage active participation, visitation and co-creation of Generation Z to World Heritage sites?’ was launched. This publication brings together the insights from student research and provides practical recommendations for heritage sites and organisations seeking to become more meaningful to young people. It is available on this page.

About the event

The Gen Z & World Heritage event was organised by NHL Stenden University of Applied Sciences and Stichting Werelderfgoed Nederland.

Photo credits: Sjors Evers