28.09.2016 Successful tourism strategy is updated
The positive trend in Rhenish tourism development is unbroken. Contrary to the land trend, tourism in Rheinhessen recorded an increase of 5.5% in overnight stays and 4.6% in guests in the period from January to July. As a result, Rheinhessen continues to be the most dynamic tourist region in Rhineland-Palatinate in 2016, a continuation of the positive development of the last five years.
Despite the mixed weather, Rheinhessen has once again moved many guests to a short break in the wine-growing region. As in the previous year, the new hiking trails, especially the RheinTerrassenWeg, make up a large share. But the numerous wine festivals, cultural open-airs such as Nibelungen Festival, Summer in the Cities, Bingen swinging or Da Capo in Alzey have developed a great suction effect.
Fortunately, the demand for package deals for the popular theme combinations wine experience, cycling and hiking activities and cultural highlights is also increasing. Noticeable in sales is the consistent focus of Rheinhessen-Touristik GmbH on contemporary online marketing.
Christian Halbig, Managing Director of Rheinhessen-Touristik, explained: "We worked intensively on the lead projects that were specified at the time and thus made good progress in terms of competitiveness and brand development concerns. But the concept formulated the projects and forecasts for a time horizon of five to ten years. Especially the high development dynamics over several years, the willingness of public and private hands to invest in tourism structures and last but not least the current atmosphere of optimism in the anniversary year make strategic thinking necessary. "
For this purpose, the company inspektour - Tourism and Regional Development from Hamburg has been commissioned by the Rheinhessen-Touristik GmbH to update the current regional strategy paper. In a six-month consultation and monitoring process, it will be an essential goal to jointly define new, market-oriented and target group-oriented key projects in the region to continue the pleasing development of tourism.
The basis will be an implementation analysis of the previous strategy and an analysis of the competitive situation, the supply situation and the touristic organizational structures in Rheinhessen. The new market research on the recently defined target groups for Rheinhessen will also feed into this.
Burkhard Müller, Assistant to the district of Mainz-Bingen and Chairman of the Supervisory Board of Rheinhessen-Touristik GmbH, makes it clear "that the interaction with the tourism-active municipalities and the regional organizations is very important to us in this process. After successfully working on our previous strategy, it is now important to develop concrete marketing measures and consequences for offers and products with all tourist levels and actors, and to clearly define the responsibilities. "
One agrees with the tourism experts in the region and in cooperation with Rhineland-Palatinate Tourism, to continue to focus on the high-demand, high-potential topics and to adapt them even more focused to the relevant target groups.
A clearly coordinated package of measures should help to continue the dynamic development of Rheinhessen in day and overnight tourism, to increase added value and awareness. With a joint reorientation of the existing master plan, carried out by the regional institutions and the municipalities, the guidelines for a sustainable tourism development in Rheinhessen should be fixed.
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