The MONA Project in Van Gogh National Park has been nominated for the prestigious Green Destinations People’s Choice Award. This global public award recognises destinations that lead the way in sustainable tourism, nature conservation, liveability and innovation. The nomination highlights the strength of the Brabant approach to smart visitor management, developed and implemented through the MONA Project.
The award will be presented on 4 March 2026 during ITB Berlin, the world’s largest tourism trade fair. Public voting is open worldwide from 15 December 2025 to 15 January 2026 via the Green Destinations online voting platform:
https://greendestinations.typeform.com/to/ctfOU9M8.
Brabant’s approach recognised as a global example
The nomination confirms the international relevance of Brabant’s sustainable tourism strategy. The MONA Project, implemented by Brabant Partners within Van Gogh National Park, focuses on smart visitor management, sustainable mobility and behavioural change to reduce pressure on nature while enhancing visitor experiences. A key innovation within the project is WandelStarter, a smart digital tool that guides walkers via more than 200 strategically selected starting points. By encouraging better visitor spread and sustainable travel choices, WandelStarter helps protect nature and improve liveability for local communities.
The Green Destinations jury particularly praised the strong collaboration between more than 100 partners, including 56 municipalities in Brabant, nature organisations, water authorities, mobility experts, entrepreneurs and knowledge institutions.
Tangible benefits for nature, communities and the local economy
This collective effort is delivering visible results: improved visitor distribution, reduced CO₂ emissions, increased liveability for residents and new opportunities for local businesses. Previous international recognition, including the ICRT Responsible Tourism Awards 2025, already confirmed Brabant’s position as a frontrunner in sustainable destination transformation.
This nomination shows that our approach works. Through the MONA Project, we demonstrate how smart visitor management, innovation and collaboration can reinforce each other in Van Gogh National Park. It is an honour to share this future-oriented approach on the global stage
Fabio Tat, Project Lead MONA, Brabant Partners
MONA as the driving force behind sustainable destination transformation
The MONA Project is at the heart of Brabant’s transition towards sustainable and future-proof tourism. By bringing together governments, nature organisations, businesses and knowledge partners, MONA translates smart visitor management and sustainable mobility into practical, scalable solutions. The application of the MONA approach in Van Gogh National Park, a diverse Brabant landscape of winding streams, nature reserves, farmland, villages and towns that inspired Vincent van Gogh, demonstrates how sustainability and visitor experience can go hand in hand. The international nomination shows that this Brabant methodology is recognised as distinctive and inspiring both in the Netherlands and abroad.