Information on the project
Cultural tourism profiling of Upper Lusatia
Upper Lusatia has a diverse cultural offering. In addition to the historic old towns, castles and parks, museums, theaters and cultural events, the region's cultural highlights also include customs and Sorbian traditions, monasteries and spiritual offerings, also in connection with each other through the Via Sacra, creative offerings, regional building culture and UNESCO titles.
However, the diversity of local offerings also entails the risk of appearing arbitrary in competition and ultimately hardly being noticed. This is because there is no shortage of destinations or information in the saturated tourism market. All products are available in a large selection. Saturated markets are therefore characterized by intense competition and interchangeable, very similar offers that are available in abundance. The choice of possible and easily accessible vacation destinations in Germany, Europe and the world is large, and loyalty to the destination is also declining. "Cultural vacations" or "cultural experiences on vacation" are now mass products.
The aim of the project
Destinations need to set themselves apart from their competitor regions and gain importance and relevance. This competitive differentiation cannot be achieved with a "diverse" offer and an interchangeable visual language. This can only be achieved if a destination shows profile and character and concentrates on its core competencies. (Excerpt from cultural tourism profiling, dwif)
After the thematic framework for the future focus was defined in 2022 together with tourism and cultural professionals from Upper Lusatia, the aim in 2023 is to develop a communication strategy for cultural tourism in Upper Lusatia. In future, this is to be used by all stakeholders in the entire region in order to communicate a uniform image of the Upper Lusatia cultural region to the outside world and thus raise its profile.
Culture.treasure! - A new profile for the cultural tourism offers of Upper Lusatia
Upper Lusatia is a region full of cultural diversity. It offers historic old towns, castles, parks, museums, theaters, traditional Sorbian customs and cultural events. However, diversity does not mean great fame. On the contrary, in a market full of interchangeable offers and numerous destinations, there is a risk that the uniqueness and diversity of Upper Lusatia will be lost. The aim is to sharpen the profile of the travel region so that every potential guest has an idea of what the region has to offer in terms of cultural tourism.
Together with partners from culture and tourism, the Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH (MGO) has already put the cultural tourism highlights for marketing to the test in 2022 and defined a clear vision for cultural tourism. "An eventful European history and exciting architecture and landscape culture are characteristic of Upper Lusatia." - This guiding principle was jointly formulated and will serve as orientation from now on.
A joint goal was also set to pursue consistent communication. To this end, a uniform word and image language was to be developed for all channels of all cultural tourism partners and a common claim. Over the past year, the MGO has worked intensively on this together with the Görlitz agency "Die Partner". The resulting communication concept was presented to interested tourism professionals and cultural workers in the region at the Burgtheater Bautzen on 26.03.2024.
From now on,"Kultur.Schatz!" will stand for and promote the region's cultural tourism treasures. In addition to the cities of Bautzen and Görlitz and the UNESCO World Heritage Site Muskauer Park, various sections such as "Milestones of Architecture" or "Inspiring Worlds of Faith" will promote exciting cultural tourism topics. Accompanying offers such as accommodation and culinary delights will always be presented in combination.
The creation of a uniform communication concept is intended to strengthen the cultural tourism profile of Upper Lusatia. This is also emphasized by Olaf Franke, Managing Director of MGO: "Our goal is to ensure that all cultural tourism offers in the region are uniformly visible as "Kultur.Schatz!" in the future. Only together can we create a uniform image of what Upper Lusatia has to offer, penetrate the market and be perceived as a cultural vacation destination."
Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH
Humboldtstr. 25, 02625 Bautzen
Contact Lisa Willenberg
Strategic Marketing Manager & Project Manager Tourism Marketing
Tel.: +49 (3591) 4877-15
lisa.willenberg@oberlausitz.com
