Cultural tourism profiling of Upper Lusatia

Upper Lusatia is a region rich in cultural diversity. Among other things, it offers historic old towns, castles, parks, museums, theaters, traditional Sorbian customs, and cultural events. However, diversity does not necessarily mean widespread recognition. On the contrary, in a market full of interchangeable offerings and numerous travel destinations, there is a risk that Upper Lusatia’s uniqueness and diversity will be lost. The goal is to sharpen the region’s profile so that every potential visitor has a clear picture of what it has to offer in terms of cultural tourism.

Together with partners from the cultural and tourism sectors, Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH (MGO) reviewed the cultural tourism highlights for marketing purposes as early as 2022 and defined a clear vision for cultural tourism. “A rich European history and fascinating architectural and landscape heritage define Upper Lusatia.”—this guiding principle was formulated jointly and will serve as a compass moving forward.

Together, the partners also set the goal of pursuing a consistent communication strategy. To this end, a unified visual and verbal language was to be developed for all channels of all cultural tourism partners, along with a shared tagline. MGO worked intensively on this over the past year in collaboration with the Görlitz-based agency “Die Partner.” The resulting communication concept was presented on March 26, 2024, at the Burgtheater Bautzen to interested tourism professionals and cultural practitioners from the region.

“Kultur.Schatz!” will now serve as the brand for the region’s cultural tourism treasures and promote them. In addition to the cities of Bautzen and Görlitz, as well as the UNESCO World Heritage Site Muskauer Park, various categories such as “Milestones of Architecture” or “Inspiring Worlds of Faith” will highlight exciting cultural tourism themes. Complementary offerings, such as lodging options and culinary delights, will always be highlighted in conjunction with these themes.

The creation of a unified communication concept is intended to strengthen Upper Lusatia’s cultural tourism profile. Olaf Franke, Managing Director of MGO, also emphasizes this: “Our goal is for all of the region’s cultural tourism offerings to be uniformly presented as ‘Kultur.Schatz!’ in the future. Only by working together can we succeed in creating a unified image of Upper Lusatia’s offerings, penetrating the market, and being recognized as a cultural vacation destination.”

Become a Kultur.Schatz! partner in Upper Lusatia!

This measure is co-financed by tax funds on the basis of the budget approved by the members of the Saxon state parliament.