The essentials at a glance
![Regional tourist communities in Upper Lusatia Regional tourist communities in Upper Lusatia](https://www.oberlausitz.business/fileadmin/user_upload/OL.BUSINESS/Touristische_Gebietsgemeinschaften_der_Oberlausitz--OE_Grafik_MGO_mbH.jpg)
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
![Lead product strategy Upper Lusatia Lead product strategy Upper Lusatia](https://www.oberlausitz.business/fileadmin/_processed_/f/d/csm_Leitproduktstrategie_Oberlausitz--MGO_c96af6032f.png)
Thematic orientation
In order to define a specific thematic focus, the Tourism Advisory Board has decided on the following guidelines:
From now on, 3 key themes will be formed under the umbrella brand of Upper Lusatia. Each key theme is geared towards a specific target group and thus sets the course for the creation and design of key products.
The 3 key themes are named as follows:
![Lead products Lead products](https://www.oberlausitz.business/fileadmin/user_upload/Gemischt/Leitprodukte--MGO_mbh.jpg)
Content focus
The content focuses are based on the main themes and all represent unique products in their own right.
They are not only well-known, but are also symbolic of the region with a special external appeal.
These include the Upper Lusatian twins and the Upper Lusatian Mountain Trail for the "Active in nature" area.
In the area of cultural experiences, the UNESCO World Heritage Site Muskauer Parkwhich is a prime example of landscape design and is considered a masterpiece of landscape architecture.
In the area of family adventures, is also represented by the leisure activities a wide range of impressions and experiences.
![Marketing plan Marketing plan](https://www.oberlausitz.business/fileadmin/_processed_/4/d/csm_Marketingplan--pixabay_MGO_mbH_4b4d72c39b.jpg)
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.