Destination marketing: Your city as a destination
Increase appeal and attractiveness, strengthen the economy – through strategic and sustainable destination marketing
The challenge
Tourism without risks and side effects
The tourism marketing of a city and region is both an opportunity and a challenge: it is a question of knowledge and control as well as ability and action. One thing is clear: a strong tourist attraction combined with a high quality of life leads to a variety of effects that keep locations viable for the future, enable sustainability and promise positive growth in harmony. But how can the needs of citizens and tourism, business, culture and urban society be brought together under one strategic roof?
As Stadtmanufaktur, we have been dealing with the challenges – and the strategic answers – in destination marketing and destination management for decades.
“No tourism? Overtourism? The golden mean in destination marketing is achieved through: Strategy and control.”
Thorsten Kausch, Managing Director of Stadtmanufaktur
Our approach
Many can benefit from tourism
Megatrends such as digitalization, demographic change and individualization are changing society – and our cities. They are having a major impact on the way we live together, and consequently also on individual consumer and travel behavior. With direct effects on destination marketing and urban positioning.
In our strategic consulting, we therefore compare the specific circumstances of the location with the major trends and future drivers. In this way, we approach the optimal structures, processes and measures that make urban tourism marketing and management successful. Our focus is on the economic effects for the location as well as on questions of acceptance and citizen participation.
We are convinced that not only retailers, hotels and restaurants benefit from successful destination marketing, but also culture and urban society as well as the urban space as a meeting place.
Involve, inspire and turn them into ambassadors
In order for these potentials to take full effect, the number one goal is to build a strong city brand that works both internally and externally. This brand must unite all stakeholder groups and offer identification power. According to our approach, this is only possible if the relevant stakeholder groups are heard and seen; if they themselves have their say and, ideally, provide their own input.
Development in a “white cube” – in a closed-off space – generally fails to build the necessary bridges for the integration, acceptance and enthusiasm of all target groups. However, if residents are enthusiastic hosts and guests are really good guests, this is the basis for value-adding development that brings all the benefits to the location. If, in addition, residents and guests become direct brand ambassadors, a reach is achieved that is priceless in both senses of the word.
Are you going this way with us?
Photo: City of Lünen, Erlebnis.Raum Lünen, participation event
Our way of working
Asking the right questions – and identifying solutions
Starting with a structured analysis – also using complex tools such as market research, idea sprints, workshops or city labs – we support and manage the brand development and elaboration of the tourism strategy. To do this, we consider target groups, markets and benchmarks as well as the strengths and weaknesses, opportunities and risks of the location.
In cooperation with the stakeholders in your city, we develop the visions of the tourism strategy and hone them into concrete goals and concepts – which are sustainable in the long term, have a lasting effect and grow with you in an agile manner.
The Stadtmanufaktur competencies:
From vision to success:
Building blocks of strategy consulting
Structured as-is analysis
Our strategic consulting is based on extensive as-is analyses to understand and visualize the interrelationships, hierarchies and processes in your city. Next Steps: Identify potentials, initiate changes – and communicate with strategy.
Convincing process control
Behind every good strategy lies a detailed, well thought-out and formulated process that defines the procedure and responsibilities. We ensure open communication and clarity in execution.
Effective stakeholder management
You do not act alone in and for your city – this has advantages and disadvantages. Successful place marketing needs the explicit support of politicians and the broad acceptance of key stakeholders. We support you on the path to strategic stakeholder management.
Actionable communication measures
We develop realistic marketing strategies and communication measures that fit your goals and keep an eye on your budget. That is our claim and our promise to you.
Our success stories:
Strategies for the future
Recklinghausen receives financial support from a funding program for the Recklinghausen-Süd district. We support the development of city center management and stakeholder management and accompany the process with strategic communication.
Development of a strength-based city brand: In cooperation with Brandmeyer Markenberatung, we are moderating the city brand process for the city of Siegen.
The city of Koblenz is very successful in terms of tourism. This leads to a high utilization of public spaces. An event strategy including a catalog of event criteria now serves as a management tool to influence the quality, number and content of events.