In recent decades, destination cards have become quite common, especially in larger cities, facilitating, for example, free entrance or discounts on major attractions and free or low-priced public transportation. The Dutch coastal province of Zeeland, the Netherlands, introduced four regional destination cards in 2014 and branded them as the ‘Zeelandpas’. The cards themselves had their own names and specific offers but were all part of the Zeelandpas innovation project and were promoted as such. In 2015, the regional destination cards became unified into one Zeelandpas destination card that could be used across the entire state province.