Tourism strategy 2026+
New strategy for Wiesbaden is available: The "Tourism Strategy 2026+" focuses on the realignment of tourism. Topics such as living space, sustainability and digitalization play an important role.
A comprehensive inventory, the definition of values and guiding principles as well as perspectives and action steps for the future form the basis of the "Tourism Strategy 2026+", which was presented by Wiesbaden Congress & Marketing GmbH (WICM) in March 2022. Together with external partners from the worlds of business, culture and tourism, a 50-page strategy paper has been drawn up that sets out the opportunities and challenges for relaunching tourism after the pandemic.
It was important to those involved to involve as many partners as possible in the development of the strategy from the outset. This made it possible to define a joint new strategic direction for tourism in Wiesbaden. Wiesbaden's Mayor and Head of Economic Affairs, Dr Oliver Franz, describes the accelerated demand for digitalization in tourism due to the pandemic as a particular challenge. At the same time, the establishment of the new destination Wiesbaden Rheingau as well as the desire for sustainability and aspects of climate change represent changed requirements that need to be met. The needs and behavior of guests have fundamentally changed as a result of the pandemic and Wiesbaden is now required to adapt its tourism offerings accordingly. This is emphasized by Martin Michel, Managing Director of Wiesbaden Congress & Marketing GmbH, which is responsible for the national and international marketing of the state capital.
Community guiding principles for tourism marketing
Together, the natural conditions of Wiesbaden were analyzed, values were worked out, a vision for the next five years was formulated and product and guiding principles were developed. On the one hand, the product principles help with the review and further development of existing products for tourism and the congress and conference sector and, on the other hand, set the direction for the development of future offers and experiences. Product experiences that meet all the principles fulfill the requirements for being placed in the "marketing showcase". During the workshops, guiding principles for tourism marketing were jointly developed
- Curiosity - The Perlentaucher principle:
In Wiesbaden, guests can immerse themselves (deeply) in stimulating and inspiring experiences. These "self-discoveries" make intense, unforgettable moments possible. - Lightness - the breathing-through principle:
In Wiesbaden, we take a relaxed approach to our guests, meet them with ease and allow them to breathe deeply throughout their stay. - Indulgence - the 5 senses principle:
In Wiesbaden, we inspire with typical regional indulgence experiences for all the senses. - Arrive - The Wiesbaden come-back principle:
In Wiesbaden, we welcome our guests again and again and send them on a surprising journey of discovery that invites them to come back. - Consciousness - The healthy & self-confident principle:
Wiesbaden is the healthy, self-confident city where social, ecological and economic sustainability are consciously and genuinely lived.
Target group post-material milieu
Furthermore, the future tourist target group was defined - the post-material milieu according to the Sinus-Milieu methodology, whose needs fit perfectly with Wiesbaden's identity.
Filling the new tourism strategy with life
Industry experts see great opportunities for tourism in Germany. They assume that international tourism will need more time to recover after the pandemic. With this in mind, the tourism strategy's call for a better quality of life and stay and more regionality is becoming increasingly important. Joint action is more important than ever in these times and synergies can be used in the future, cooperation initiated and joint ideas realized through even more intensive network exchange.
The task now is to fill the new tourism strategy with life and to form appropriate derivations for marketing and addressing guests. Content and products must be revised, adapted and also newly created around the core themes and guiding principles defined in the strategy. The aim of WICM is to encourage guests to stay longer and return in the future, not only on their city discovery trip, but also in conjunction with their business trip. The jointly developed tourism vision pursues the goal of Wiesbaden becoming one of the most sought-after inner-European city destinations by 2027, increasing the number of overnight stays and the length of stay, which in turn will contribute to strengthening Wiesbaden as a business location and the joint destination Wiesbaden Rheingau.