Tourism 2021plus marketing strategy
Not only trends such as demographic change and technological development as key drivers have found their way into the analyses and examinations. The strategic marketing plans developed by the German National Tourist Board (GNTB) and HA Hessen Agentur GmbH (Hesse Agency) have also been incorporated.
As the result of a collaboration with key partners such as the tourism committee of the Wiesbaden Chamber of Commerce and Industry, the Wiesbaden Congress Alliance, representatives of the hotel sector and of the tourist guides association, we agreed on fundamental contents. In a final step, the Wiesbaden Marketing GmbH supervisory board discussed and confirmed the policy paper in December 2016.
Three business areas
The future promotion of Wiesbaden as a tourism and convention destination will focus on three business areas: in addition to the field of conferences, the so-called MICE segment (meetings, incentives, conventions, events), developing and advancing leisure and shopping tourism as well as introducing the health and medical tourism sector as a new core area are on the agenda. During the next few years, the MICE segment is slated to be strengthened based on an even more targeted approach. Relying on the marketing cooperative of Wiesbaden Congress Alliance – regarded as a shining example in the whole of Germany –, and the RheinMain CongressCenter, which is currently under construction, the state capital has at its disposal excellent conditions to consolidate and expand its position as a major convention and conference location.
Four types of travellers have been defined as target groups for the leisure and shopping tourism sector, including cultural events. The future promotion of themes on offer and our product design will be geared with the four traveller types in mind, particularly as far as national promotion is concerned: "city lovers", "discerning city breakers with a taste for culture", "quality enthusiasts who take it slow", and "event-oriented city breakers". Both in the region and abroad, we will therefore focus on promoting arts and culture, shopping, sightseeing, pleasure, fine dining and wine, health and well-being, events and activity offers, and a whole lot more.
Regarding the health and medical tourism sector, we will pool, and continue to expand, future marketing activities of the different partners and service providers.
Focussing on objectives
When looking at the international tourist source markets, our previous approach has been confirmed that essentially consisted in concentrating on markets generating high value-added. These include, for instance, the Arab Gulf States, the United States, Russia, China, Japan, the UK, Austria, Switzerland, the Netherlands, and Spain.
The present 2021plus marketing strategy not only focusses on overnight stays, but also deals with a segment generating high value-added: day-trippers. Wiesbaden has 11.4 million visitors every year, contributing approx. 429 million euros of the total of tourist value-added.
The goals laid down in the 2021plus strategy for the tourism development of Hesse's state capital are ambitious, yet feasible, from Wiesbaden Marketing's point of view. Apart from increasing the number of overnight stays from 1.2 million today to 1.5 mission, provided that more hotel capacities are created, Wiesbaden's ranking position among the top five German city destinations is to be improved within the next five years. Wiesbaden as a conference location clearly aims at becoming the leading MICE location in Germany as far as sustainability is concerned. To attain these goals, we will continue to improve sharing information and transferring knowledge among all cooperating partners. Moreover, part of the strategy for market development will be based on regional and national partnerships and networks.