The essentials at a glance

Strategic objectives
We are guided by our jointly developed strategic goals, which all result in generating more added value for tourism in Upper Lusatia:
- Increase the length of stay from 2.7 days by +0.3 days to 3.0 days
- Increase in guest arrivals from 710,000 by around 90,000 to around 800,000
- Increase in nationwide brand awareness from 61% to 75%
- Increase in Germany-wide popularity rating from 31% to 50%
- Profiling as the strongest cycling region in Saxony
- Quality leadership in guest ratings
- Profiling as a family travel region

Marketing and management plan
Management and marketing planning is based on the tourism strategy of the Free State of Saxony and the strategies of Tourismus Marketing Gesellschaft Sachsen mbH, the state marketing organization. Its key themes and target groups are analogous to those of Upper Lusatia. The aim is also to position Upper Lusatia well within Saxony's development and marketing strategy. Everyone benefits from this.
Advertising campaigns are planned where the Upper Lusatian lead and potential themes or lead products are already marketable. If the products are not yet ready for the market, the main focus is on development projects.
The marketing plan generally shows the current planning status.