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Tourist development and marketing of the Saxon World Heritage Site Muskauer Park
Brand management

Tourist development and marketing of the Saxon World Heritage Site Muskauer Park

Project information and tenders.

Brand management © Ö Graphic

Information on the project

The project

The project focuses on the largest English-style landscape park in Central Europe and its creator Prince Pückler. But the region is more than just that. Very varied, extraordinary landscapes, some of them UNESCO-certified, merge into one another. The aim is to bring together nature and culture, people and traditions, highlights and insider tips in order to be able to offer tourist products to specific target groups.

 

The aim of the project

As part of the project, market-relevant travel events and tourist offers are to be developed around Muskauer Park, adjacent cultural landscapes and Pückler's work. The following sub-goals are associated with this:

  • Increase visitor numbers and bookings
  • Increase the quality of the offer and stay
  • Extend the length of stay
  • Highlight and communicate the significance of a world heritage site
  • Awaken potential for identification
  • Integrate quality and cross-cutting issues (sustainability, accessibility)
  • Create sustainable networks between stakeholders

Project results 2021/2022

  • Development of the brand essence and an interpretation approach "Lusatia - a moving landscape in transition"
  • Implementation of networking events with a focus on brand essence development and interpretation for Lusatia
  • Development of a concept for effective internal and external marketing
  • Implementation of a cross-media marketing campaign (including publications in "National Geographic" and "Lausitz Magazin")
  • Identification of suitable "Lusatian ambassadors" and implementation of an image clip and several ambassador clips
  • Development of training modules: Interpretation approach, information brochure for tourism service providers and conception and implementation of a one-day seminar in presence to provide information for tourism service providers
  • Development of the campaign claim: "No coal? - Great heritage!" as part of the external marketing concept
  • Conception and creation of a folding map and image brochure on the Great Heritage
  • Creation of landing pages (see the website https://www.oberlausitz.com/grosses-erbe)
  • Implementation of a tour operator cooperation with the development of six bookable travel programs for individual and group travelers
  • Social media campaign via Facebook, Instagram, Pinterest and Google Ads

Project results 2023

  • Continuation and consolidation of the interpretation "Lusatia - a changing landscape" as the basis for the following educational modules
  • Implementation of a two-day UNESCO excursion for tourism experts and stakeholders
  • Conception of a film camp on the changing landscape in motion, to be implemented in 2024
  • Internationalization "Poland": Establishing important contacts for future project implementation on the Polish market
  • Implementation of a blogger trip
  • Coordination of work plans with parallel project "UNESCO 5"
  • Participation in the GNTB online campaign in Austria and in various publications (Lausitz Magazin, ZEIT Kultursommer)
  • New edition and distribution of the folding map

Project results 2024

  • Creation of two explanatory videos on the UNESCO sites in Lusatia and their interrelationships
  • Development of an e-learning platform
  • Implementation of three augmented reality stations
  • Implementation of workshops and network meetings
  • Implementation of young tour guide initiative
  • New edition, Polish translation and distribution of the interpretation brochure "Lusatia's Great Heritage"
  • Polish translation and distribution of the tourist brochure "Excellent"
  • Public relations/PR
  • Organization of a networking event
  • Implementation of campaign formats (Urlaubsguru-deutschlandLiebe, Tagesspiegel, Lausitz Magazin)
Abbildung Průvodce přírodou hornolužické krajiny vřesovišť a rybníků

Young tour guide initiative for Upper Lusatia

The initiative for young tour guides was launched in order to attract more young people to become tour guides.

In a series of informative and entertaining short videos, active young tour guides talk about their work, what fascinates them about their job, the benefits of the work and why it is worth joining. The website created for this purpose provides further information, contact persons and an overview of the courses on offer, which are ideal preparation for the future role as a tour guide. The initiative will run on social media until the end of the year and will be continued and further developed in the coming year.

Click here for the Young Tour Guides website

E-learning platform "UNESCO sites in Lusatia"

Our innovative e-learning platform was specially developed for tourism service providers and offers compact knowledge in a clear and interactive form. Immerse yourself in the Lusatian UNESCO sites and discover the unique cultural and scenic features of this region.

What you can expect:

  • Diverse modules: Learn about the history, development and significance of the UNESCO sites in Lusatia.
  • Interactive content: Experience the highlights of the region through interactive and vivid learning formats.
  • In-depth understanding: Learn more about the differences between the UNESCO titles and the connections between the individual sites.

Our goal:

We want to give you a comprehensive understanding of the unique UNESCO sites in Lusatia. The platform helps you not only to grasp the origins and special features of these sites, but also to understand their significance for the region and beyond.

Get ready to bring Lusatia closer to your guests with in-depth knowledge and enthusiasm - with our e-learning platform as your reliable partner!

Get started today and become an expert on Lusatia's UNESCO sites!

Click here for the e-learning platform


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Introduction to the interpretation of nature and culture

In this presentation, Mr. Ludwig explains what cultural and natural interpretation is and what it can look like.


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"Lusatia - A changing landscape in motion" with reference to the UNESCO sites

Claudia Grünberg explains the significance of the interpretation strategy for Lusatia under the heading "Moving landscape in transition".

Tenders

The Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH (MGO) publishes tenders for individual projects within the framework of the project here. These are exclusively invitations to tender issued by the MGO.

Suppliers who can and would like to submit bids are cordially invited to do so.

Get rid of questions or suggestions.

Do you have any 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: Darleen Nebelung
Project Manager Tourism Marketing
Phone: +49 (3591) 4877-21
darleen.nebelung@oberlausitz.com

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

© 2025 Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH

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