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

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 as well as conception and implementation of a one-day seminar in presence for 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(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

Planned results in the 2024 project

The follow-up project runs up to and including 31.12.2024.

The MGO is responsible for achieving the project objectives. Content support is provided by the project partners.

The following project goals are planned for 2024

Creation of two explanatory videos
Development and sustainable establishment of a training format
Creation of virtual experience and route guides and virtual rangers
Implementation of workshops and network meetings
Implementation of a film camp
"Young tour guides" campaign in collaboration with technical colleges and universities
Further development of content with ambassadors of Lusatia and creation of target group-specific photo material
Public relations/PR
Implementation of campaign formats
Design of new event formats

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 website

Qualification

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.

"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".

New edition of the interpretation brochure5 MB

Strategie výkladu Claudie Grünberg od roku 2022Development of the brand essence and an interpretation approach "Lusatia - a moving landscape in transition".2 MB

Strategie hloubkové interpretace 2023Deepening the content of the interpretation strategy by Sebastian Zoepp and Claudia Grünberg. Development of four narratives/stories for the region and naming of specific POIs.255 KB

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.

Výběrové řízení na návrh obrazovky a programování e-learningové platformy2 MB

Výzva k podání nabídek na vytvoření koncepce opakující se série akcí "Film-Camp Oberlausitz"2 MB

Žádost o cenovou nabídku YonaApp

Žádost o cenovou nabídku cestovní kanceláře

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.