Cultural tourism profiling 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 manage to create a uniform image of what Upper Lusatia has to offer, penetrate the market and be perceived as a cultural vacation destination."