Tourism strategy 2026+
The Tourism Strategy 2026+ provides the framework for the further development of tourism in Wiesbaden. It brings together common guiding principles and areas of action for tourism offerings, marketing, and collaboration, including digitalization, the living environment, and environmental, social, and economic issues.
A comprehensive assessment of the current situation, 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 in March 2022 by Wiesbaden Congress & Marketing GmbH (WICM). In collaboration with external partners from the business, cultural, and tourism sectors, a strategy paper of nearly 50 pages was developed, outlining the opportunities and challenges for restarting tourism after the pandemic.
It was important to those involved to include as many partners as possible in the development of the strategy from the very beginning. As a result, they succeeded in defining a new, shared strategic direction for Wiesbaden as a tourist destination. Wiesbaden’s mayor and head of the economic affairs department, Dr. Oliver Franz, identifies the demand for digitalization in tourism—accelerated by the pandemic—as a particular challenge.
At the same time, the launch of the “Destination Wiesbaden Rheingau” initiative, the desire to give greater consideration to environmental, social, and economic aspects, and the impacts of climate change all present new requirements that must be addressed. The needs and behavior of visitors have fundamentally changed as a result of the pandemic, and Wiesbaden is now called upon to adapt its tourism offerings accordingly. This is emphasized by Martin Michel, Managing Director of Wiesbaden Congress & Marketing GmbH, the company responsible for the national and international marketing of the state capital.
Community guiding principles for tourism marketing
Together, we analyzed Wiesbaden’s natural assets, identified its core values, formulated a vision for the next five years, and developed product and guiding principles. On the one hand, the product principles help review and further develop existing products in the areas of tourism, conventions, and conferences; on the other hand, they set the direction for the development of future offerings and experiences. Product experiences that comply with all principles meet the requirements to be featured in the “marketing showcase.” During the workshops, guiding principles for tourism marketing were developed collaboratively.
- Curiosity – The Pearl Diver Principle:
In Wiesbaden, guests can immerse themselves (deeply) in stimulating and inspiring experiences. These “self-discoveries” create intense, unforgettable moments. - Lightness – The “Take a Deep Breath” Principle:
In Wiesbaden, we greet guests with a sense of calm, welcome them with ease, and let them take a deep breath throughout their entire stay. - Indulgence – The 5 Senses Principle:
In Wiesbaden, we delight guests with regionally inspired culinary experiences that engage all the senses. - Arrival – The “Wiesbaden Return” Principle:
In Wiesbaden, we welcome our guests time and again and send them on surprising journeys of discovery that invite them to return. - Awareness – The Health & Self-Confidence Principle:
This guiding principle articulates our commitment to further developing Wiesbaden as a healthy, self-confident city and to incorporating social, ecological, and economic considerations into our tourism development.
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.