Cooperation program: Interreg Saxony Czech Republic 2021-2027 Making the Umgebindeland a tourist experience

Cooperation program: Interreg Saxony Czech Republic 2021-2027

Bringing the Umgebindeland to life for tourists

Brand management © Ö Graphic

Project Information

The Project

The project runs from April 1, 2025, to March 31, 2028

The total value of the project is 1,224,994.18 euros, of which 979,995.34 euros is funding from the European Union.

Project Objective

The project brings the Umgebindehaus to life as a cross-border tourist attraction and boosts tourism in Upper Lusatia and Northern Bohemia. To this end, a joint marketing strategy, modern educational formats, and new tourism offerings are being developed. Bilingual educational programs, materials, and excursions also promote knowledge and a sense of connection among locals and tourism providers.

Key components of the project include:

Cross-border market analysis, target group definition, and marketing strategy
Modern formats for presenting traditional offerings
Knowledge transfer for tourism service providers
Promotional materials, content, and a campaign for “Vacations in Half-Timbered Houses”
Feasibility study for a vacation park consisting of endangered half-timbered houses
Development of a modular “Umgebindehaus” building kit for children and families
Sustainable internal and external marketing
Digital engagement formats

Project Partners

The project applicant is the

Sächsische Bildungs- und Begegnungsstätte Windmühle Seifhennersdorf e.V. (lead partner)

The project partners are the

Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH
Tourism Center Zittauer Mountains Nature Park GmbH
MAS Český server, z.s.
Liberec Region

Abbildung Obercunnersdorf Half-Timbered House — Dům s krovem v Obercunnersdorfu (foto: Uwe Schwarz)

Project Results

1. A target audience and market potential analysis has been completed

In March 2026, the “Umgebinde 2.0” project achieved its first major milestone: Surveys of visitors and tourism stakeholders in Germany and the Czech Republic were analyzed, compared, and synthesized into a target audience and potential analysis.

The results show that the Umgebinde region has great tourism potential. Visitors and locals alike value the region as an attractive destination for travel and day trips, particularly because of its nature, unspoiled character, traditions, and distinctive architectural heritage. Umgebinde houses are perceived as a defining unique selling point and offer good starting points for authentic, unhurried, and cross-border vacation experiences.

At the same time, it became clear that there is still room for improvement, particularly in terms of brand awareness, information, and joint marketing. The analysis thus provides an important foundation for the future cross-border marketing strategy as well as for the development of new and enhanced tourism offerings in the Umgebindeland region.

2. A cross-border marketing strategy is in place

Building on the target audience and potential analysis, another important milestone has now been reached in the “Umgebinde 2.0” project: The joint cross-border marketing strategy for the Umgebinde region has been finalized. It was developed by the agency team red in close collaboration with the project partners as well as tourism stakeholders from Germany and the Czech Republic.

The strategy outlines how the Umgebinde region can be positioned in the future as a cross-border travel destination and how its unique architectural heritage can be brought to life for tourists. Three groups were identified as particularly relevant tourist target audiences: slow travelers, those interested in architecture and culture, and leisure-oriented active tourists. Umgebinde houses are to be more closely linked to regional culture, nature experiences, crafts, and cuisine.

In total, the strategy comprises 28 concrete measures. These include, among other things, a joint website, print materials, the digitization of tourist routes and destinations, new content, training and networking opportunities, as well as joint marketing activities. In the medium to long term, new bookable offerings, themed routes, and event formats are also to be developed. The strategy thus forms the technical foundation for further activities within the project and, at the same time, provides guidance and points of reference for tourism providers, municipalities, tourist information offices, and other partners in the Umgebinde region.

You can download the documents on the target audience and potential analysis as well as the cross-border marketing strategy here:

Analysis and Marketing Strategy for the Umgebindeland (Full Version)

Analysis and Marketing Strategy for the Umgebindeland Region (Short Version)

Analysis and Marketing Strategy for the Umgebindeland—Appendices

Railway Tenders

Call for Proposals to Rent Space for the 2nd Marketing Workshop

Call for Proposals to Rent Space for the 2nd Marketing Workshop!

Invitation to tender for simultaneous interpreting services for a workshop on 13.03.2026

Výběrové řízení na simultánní tlumočnické služby pro workshop konaný dne 13. 3. 2026!

Get rid of questions or suggestions.

Do you have questions about the project, content or general comments? Then don't hesitate to contact us - we will be happy to answer your questions and comments and help you further.

Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH

Humboldtstr. 25, 02625 Bautzen
Contact: Veronika Franzbecker
Tourism Marketing Project Manager
Tel.: +49 (3591) 4877-14
veronika.franzbecker@oberlausitz.com