Find out all about our tourism strategy, destination strategy, sustainability strategy and brand strategy for Dresden Elbland.
Strategic principles
for Dresden Elbland
Tourism strategy
Our vision
In the year 2030, Dresden will be the most important and internationally renowned cultural, scientific and economic destination between Berlin, Prague and Wroclaw, in the heart of Europe. The Saxon state capital is a growing, forward-looking and green city that welcomes its guests and new citizens. Innovation and sustainability characterise its constant change and maintain its special scenic beauty and outstanding quality of life. Openness, hospitality and mutual respect are values that are lived out in the city, connecting people across generations and nationalities and contributing to a high quality of life for all.
The basic addressees of tourism marketing are the guests and potential guests of the destination Dresden Elbland. In addition, tourism marketing is aimed at resellers / tour operators, multipliers / journalists and citizens of Dresden Elbland, tourism partners in Dresden Elbland and influencers (bloggers, Instagrammers).
Find out more about how the state capital of Dresden wants to realise this vision together with the tourism industry and Dresden Marketing GmbH:
Destination strategy
The aim of the Dresden Elbland 2020 - 2025 destination strategy is to merge the city of Dresden and the Elbland Dresden e.V. tourism association into a holistic, sustainable and efficient destination. The interaction of the two regions to form a larger tourism entity harbours the potential for a competitive advantage and unique selling point in German tourism.
© Michael R. Hennig (DML-BY)
Brand strategy
In 2019, DMG developed 5 target groups based on the Sinus-Milieus. Sinus-Milieus from the Sinus Institute are a theoretical model of society that depicts the different worlds in which people live. People with a similar lifestyle and similar values are grouped together within a Sinus-Milieu. In future, DMG would like to address those milieus that are growing and fit the product range. The following DMG target groups are made up of the four Sinus-Milieus Adaptive-Pragmatic, Middle Class, Conservative-Established and Liberal-Intellectual:
- Younger city travellers → Weekend trips, often informed and booked online, easy to reach via influencers
- Culture enthusiasts → Cultural enjoyment is the top priority, often informed via traditional media/press and booked via catalogues, happy to spend money
- Pleasure travellers → cultural and culinary enjoyment, wellness, booked via catalogues
- Cycling and hiking holidaymakers → Hiking, cycling, regional, often informed via traditional media, booked through travel agencies
- Family travellers → practical travel offers with children, booked online or with the tour operator
The target group of the MICE business is made up of decision-makers in the industry. This refers to potential organisers of business-related and scientific events (associations, federations, universities, companies, non-university research institutions) as well as event agencies and PCO agencies (Professional Congress Organisers) from Germany and Europe.
Sustainability strategy
Sustainable destination and tourism development is one of the most complex challenges of our time. Dresden Marketing GmbH and Tourismusverband Elbland Dresden e. V. have set themselves the task of making tourism in the region fit for the future and increasing the attractiveness and authenticity of Dresden Elbland and the tourism industry.
This aspiration goes hand in hand with the shift in awareness that has been emerging for years towards a more meaningful approach to everyday life and travelling. "Sustainability" can never be viewed in isolation, but only in conjunction with other megatrends of the future such as the economy for the common good, culture of slowness, sharing economy, green tech, meaning economy, workation, physical and mental health, new work movement, connectivity and mobility. Sustainability is always about very broad social changes.
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