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Europe is investing here

Europe is investing here
Europe is investing here

Saale-Unstrut adventure guide and map - the travel guide with added value

Saale-Unstrut is a wine-growing and cultural landscape of the High Middle Ages in the heart of Germany. A worldwide unique architectural heritage from over 1000 years of European history forms an impressive travel destination with original river landscapes, forests and old vineyards. The region thus attracts discerning wine and culture enthusiasts as well as active nature lovers.

The Tourism Master Plan Saxony-Anhalt 2027 and the State Tourism Strategy Thuringia 2025 set out the tourism objectives for Saxony-Anhalt and Thuringia for the coming years. The optimisation of organisation and cooperation is one of the most important tasks for the future of tourism. In particular, the regional tourism associations are encouraged to develop into destination management organisations.

Cross-border efforts along the Saale are well underway. The Regionalverband Saale-Unstrut-Tourismus e.V. (SUT/ Saale-Unstrut) and the Thüringer Tourismusverband Jena-Saale-Holzland e.V. (TTV/ Saaleland) have been working intensively on a joint tourism and marketing concept and an organisational development concept based on it until 2021. The aim is to create a powerful, joint Saale-Unstrut holiday region in order to be able to meet the challenges of the industry in a more flexible and structured way.

Based on the tourism strategy, a brand and communication concept was developed for the joint Saale-Unstrut brand, which is to be implemented for the first time in 2022 using various tourism marketing measures.

Tourism marketing has been in a state of upheaval not only since the Corona pandemic. Classic distribution channels and old advertising concepts are fading into the background. Approaches such as content marketing, native advertising and storytelling are conquering the industry.

Today's guests travel more consciously, are demanding of the travel experience itself but also of the travel information they consume before, during and after their holiday.

Throughout the entire customer journey, guests want to be entertained, they want to know what a holiday destination is like, what they can experience and what other guests have already experienced. They want to be taken by the hand and have information prepared in such a way that they can jump straight into the adventure without much research. The focus is on editorial and high-quality content that is useful, relevant or entertaining for the consumer.

A classic travel guide with a list of excursion destinations, contact details and opening hours is no longer appealing. Recommendations of tours that can be experienced through various forms of movement, tips from locals or guests who have already been there, informative and authentic experiences, on the other hand, offer the guest a special added value.

For this reason, an individual travel guide with tips for half-day, day and multi-day excursions is to be prepared for the first time for the newly established destination Saale-Unstrut. Route recommendations in the form of maps, experiences along the way and places to stop for refreshments are intended to make planning a stay as pleasant and uncomplicated as possible for the guest. The tours are enriched with first-hand tips and recommendations! In addition to the Saale-Unstrut adventure guide (working title), an adventure map (working title) will be produced, which will show the entire Saale-Unstrut destination, provide information on excursion destinations as well as cycling, hiking and water trails, and thus provide an overview of the overall tourist offer. Naturally, information on barrier-free offers will be integrated.

In addition to the presentation in the print products, the routes are also to be presented on the destination's website and on the high-reach portals Outdooractive and Koomot.

The distribution of both main information media takes place on the one hand directly through display at the hosts in the region, via the tourist information offices, the dispatch of information material to potential guests and the display at supra-regional trade fairs and presentations.

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Implementation of content management as part of the digitalisation strategy Saale-Unstrut at Saale-Unstrut-Tourismus e.V. in Naumburg - staff position and content production

We understand digitalisation not only as the task of a tourism company, but of an entire travel region. It is something that must be exemplified. Here, digitalization is not limited to marketing, communication or sales. Rather, traditional ways of working and structures must be rethought in order to be able to react properly to the challenges, but also the opportunities, that digitalisation brings with it.

Many tourism organisations and businesses have recognised the need for digital offers, but currently do not have the appropriate structures to use the potential of digitalisation. This can also be observed in Saale-Unstrut. Therefore, it is necessary to critically rethink all working methods and structures and to set new priorities.

This holistic process of digitalisation in the Saale-Unstrut travel region was laid down in the Saale-Unstrut digitalisation strategy.

A central role in the digitalisation of tourism is played by the digital management of tourism content, i.e. all content relating to tourism offers, e.g. texts, images, videos, reports, basic information and much more. Due to digitalisation, enormous amounts of data are permanently generated, stored, evaluated and linked to new information. Due to this enormous amount of data, today's information society is in a "content shock": The production of content now far exceeds the ability to receive it.

The Saale-Unstrut-Tourismus e.V. has to take care of the data infrastructure and the quality of the data as well as that the data can be transferred (opening of data silos).

The following core tasks are essential for this:

In cooperation with the superordinate regional organisations, Saale-Unstrut-Tourismus e.V. controls the overall regional data management. Furthermore, it takes over the communication of relevant information, especially the concrete advantages of a central data management, to all stakeholder groups and informs them regularly about current developments. Create "Unique Content" (unique content) and place the unique content in all communication and sales channels relevant for the guest.

We as Saale-Unstrut-Tourismus e.V. have the claim to promote the digitalisation

  • to be able to classify their central aspects and developments and, in addition, to build up a network of experts for ourselves
  • to use centrally for our advertising towards guests (formats and channels clearly defined and continuously developed)
  • add value through innovative flagship projects
  • for all groups of actors in the Saale-Unstrut region, and
  • to provide a basic range of information

Especially for the project content management and content production, the aim is to create and prepare high-quality and structured data in order to present it to (potential) guests in a targeted manner and thus increase the level of awareness of the Saale-Unstrut tourism region.

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Process support and implementation management for the organisational development concept for the reorientation of Saale-Unstrut and Saaleland tourism including the tourism and marketing concept for the destination "Saale-Unstrut

The Tourism Master Plan Saxony-Anhalt 2027 and the State Tourism Strategy Thuringia 2025 set out the tourism objectives for Saxony-Anhalt and Thuringia for the coming years.

The optimisation of organisation and cooperation is one of the most important tasks for the future of tourism. The need for action extends to different levels. A clear division of tasks between the state, regional and local levels is sought. Since, on the one hand, the financial and personnel resources of the regional and local tourism organisations are rather weak and, on the other hand, the regional structure is partly disputed, the regional tourism associations in particular are required to develop into destination management organisations.

Transnationally, along the Saale, one is on a good path. In 2017, the Saale-Unstrut Tourismus e.V. (SUT) and the Thuringian Tourism Association Jena-Saale-Holzland e.V.. (TTV) decided on mutual membership, because great opportunities are seen in the strengthening of joint marketing opportunities and the resulting synergy effects. Especially the possibility to combine cultural and active tourism aspects seems to be attractive and reasonable at the same time.

In September 2019, the development of a joint tourism and organisation concept was commissioned. Within the framework of a moderated process based on existing concepts (Tourism Strategy Thuringia 2025, Master Plan Tourism Saxony-Anhalt 2020 and 2027, Master Plan Saale-Unstrut 2013 and Tourism Concept Saaleland 2015), a joint tourism and marketing concept as well as an organisational development concept based on it for the joint region of today's Saale-Unstrut-Tourismus e.V. (Saale-Unstrut) and the Thuringian Tourism Association Jena-Saale-Holzland e.V. (Saaleland), which makes proposals for the optimisation of structures, for the distribution of tasks between the regional and local levels and for the sustainable financing of the organisations in accordance with the assigned tasks.

Within the framework of the concepts, the strategic and content-related goals for the cooperation in an overall region (in the future jointly under the Saale-Unstrut brand) are shown, but also decision-making bases for a joint organisational structure. The resolution of the tourism and marketing concept as well as the organisational development concept is planned within the framework of the general meeting of both associations at the end of March 2021.

For the implementation of the concepts, an implementation management is required to initiate the organisational and, above all, legal processes, to create the corresponding contractual bases and to develop the decision-making bases.

The aim is to work together in a new organisational structure (a purely municipally supported Saale-Unstrut Tourismus GmbH) from 1 January 2023. For a future joint destination, the assumption of regional development tasks (development of tourism infrastructure, settlement management, quality management, sustainability and mobility, promotion of inter-municipal cooperation at the regional level) is planned, among other things.

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