The Desbnot,on "Ostsee ScH&Sw,g-Holste,n"
The Toursm Strotegy Schlesw1Q-Holsteln 2025 brou9ht chonges
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l�HC.lf'>d""""t•-•l<1aoo"'"'""��f Ol <:ollecl•dh•.,,t1�c.t1er,l!'llt.eØ-.nl� inro-tg� I ______=-_---·--·-...... �:---- _ ,.. ______.... # -��--- __ .. � -- ...... • - -:.:::.::--�----::::.::-.::.:io::;...-::_-;:.·��... .. l>�S ______, .. .., ...... I - �,..,.... :::��..;,',�'�· ...... _-. ....�-··•_ ... ___ FRA SOMMERDESTINATION TIL HELÅRSDESTINATION Katja Lauritzen, direktør, Ostsee-Holstein Tourismus e.V. The Destination "Ostsee Schleswig-Holstein"
The Baltic Sea in Schleswig-Holstein Tourism os o top economic factor in Schleswig-Holstein o•.,.� _.,. .,-;.,
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r ,...... - .. ---r• - ·-:- The Baltic Sea in Schleswig-Holstein - Danemark 0 Sjælland Malmo 0 Odense
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loatock o�f',UTU'.. u• 0 ..... ,.,......
·� ..... •\;•► '':"-'· '··•-. '<•J . . ' Bremen 0
Berlin Hannover • 0 oWolfuburg Potsdem 0 Brøunschweig oMagdeburg
Dortmund Esseno 0 Lelpzig 0 oDusseldorf Koln 0
Frankfurt Prag am Main 0 Tsch1
Mennheim Nurnberg 0 0
Stuttgart 0
Augsburgo Munchen 0 Apenrade 0
Tondem 0 Sonderburg f/ l 0 •············· ··1· ·····••;_.:· ······ 0 GLUCKSBURG·
O - DAMP HOHWACHTER BUCHT Hohwacht, ECKERNFORDER BUCHT Sehlendorfer Strand, Schwedeneck, Eckernforde,O LOtjen 0 Blekendorf, Hiittener Berge, Strande burg, Behrensdorf, FEHMARN 0 Panker, Hohenfelcle PROBSTEI & KIELER FORDE Schonberg, Stein, Wendtorf, Laboe, 0 OSTSEESPITZE Probsteierhagen, Heikendorf 0 Heiligenhafen, Oldenburg in Holstein, Wangels, GroBenbrode, Weissenhåuser Strand
HOLSTEINISCHE 0 SCHWEIZ 0 - OSTSEEFERIENLAND Bad Malente, Eutin, Plon, Dersau, Bosau, Gromitz, Kellenhusen, Dahme, Bosdorf, Grebin, Schonwalde 0 Lensahn, Grube Traverniinde,LUBECKER Niendorf, Timmendorfer BUCHT Strand, Scharbeutz, Haffkrug, Sierksdorf, Neustadt in Holstein, Pelzerhaken, " Bad Schwartau r-.
,en Bremerhaven
Nordenham o fD I 0
Buchholz in ----Mecklenburo1sches� Tourism as a top economic factor in Schleswig-Holstein
- Schleswig-Holstein Oostsee Schleswig-Holstein • In Euro The Tourism Strategy Schleswig-Holstein 2025 broughtchanges
Seven more top,cs for tounsm In Sctiesw,g-Hoste,n Moin torgets ond torget sizes . . - . increo,sei-,tO:.d.t0u�1S;MI� lj The framework �, cond,tions for the �[: L developmentof conv,ot1twopo,!i� , tounsm were thus � Wu:b.rffOlld creoted. ri=[:: 1,11',trell.3� cM�olto,.:'S m■
growtn l �w public infrostructU"e...... brifl.gso difforent imogt"to � re9iM ond New hotels ... opensthe woy to tourismål yeor oround Destination ·ostsee Schleswig-Holstein" ove.rnlg"ltstoys Or'r'ivo.� ,ov �re,��?,:�;1.. '"" 21Jl6�1llOclob«) S::ttos"19-'"b.$.:-- 2U9tl!S•(•l.0%1 llSil'" 1•6.9�) WS.ISS(•S.2!1) !JOb.966 (�M o.,- Unt.962(•4A'3t,) IS.016.988(•·9.�) 3.717.6()0(.. S.3% ) 3..756.074 (• 1379&} )'Vi_,.. ... ,-..... Pl�osenote lhe stollatlcd.dev lol!ons! e ::.:::::.."::::::::- -...... � �:ll,;IW-� __ ...... ::.: Main targets and target sizes 3Q Mio. Top3 growth in tourism overnight stays Federal state on gross sales in commercial accommodation guest satisfaction establishments of holiday travellers Seven more topics for tourism in Schleswig-Hostein economic factor 04 increase in total tourism income 05 increase in employment effects 06 increase in tourism-related tax revenue competitive position 07 reduction of seasonality 08 increase in investment ratio in tourism image/brand/marketing 09 increase in the share of core target groups 10 increase of the sympathy values of the destination Schleswig-Holstein Fields of aet· of the tourism strategy 2025 ili�e framework conditions for the development of tourism were thus marketing, structures and created. quality sustainability umbrella brand division of tasks dwif 2014 Destination "Ostsee Schleswig-Holstein" overnight stays arrivals 2017 2018 (until October) 2017 2018 (until October) compc.-otiveprior-yeor period co�c.-otiveprlor-yec.- period Schleswig-Holstein 29.891.859 (+6,0%) 31.563.914 (+15,9%) 7.735.158 (+5,2%) 7.705.966 (+11,6%) Ostsee 13.771.962 (+4,4%) 15.016.988 (+19,2%) 3.717.600 (+5,3%) 3.756.074 (+13,7%) Please note the statistical deviations! *camping included Ouelle: Statistikamt Nord New hotels ... Arboreo Resort, Neustodt i.H. Hotel Borefoot, Timmendorfer Strand Beoch-Motel, Heiligenhofen A-jo Resort, Gromitz New public infrastructure ...... brings a diff erent image to the region and opens the way to tourism all year around • 3.962 beds in the oreo holidoy flots/ holidoy houses 3.172 beds in the hotel oreo 7.134 beds were added in the � � region until the end of 2018! Stand: Oktober 2018 Ouelle: eigene Recherchen, Anderungen und lrrli..imer vorbeholten Campaign "Winterschon" started in 2016 Campaign focus Odober - December The second main task was to develop events and • "Lichtermeer" collected the existing offers in the dark season • (pre-) Christmos events • New Yeor's Eve 2016 L1d-l� 1<..-,,i AIO. • W,•l••- • festivities • 11'-�'CY.tf) •1-lltl.MhO'_\.l(.... to,._ lt:,,cto«l>"N.,, ....., -· .. •IY\tn':W�..,t••-••�..., .. v.:.,v,. .,,.._ ___ ::r:o: :�=t=fZ�•:-..:::-*"·-- :=•p,'-••Ø"• ..rO-.: ... Target group ._,..... , ...._.., • nature holidoy ,r.·13 • ;,:119 H!J-l>i!'•l,oolU...\1 • most! y without children li.ill"!:1111 :lir '),,<...... ;,;. 0--"1#':y .., Themes .....·�··- - _...,.,.- ----·- • wind & wellness • dorkness / lightness .• ,,1 1dllll lil ( Ul • smoll events The second main task was to develop events and collected the existing offers in the dark season WntM t,roctve per yeor L,chlermeer f 2016i Korrn %U D r - Wlnlerschån 2017 •O'ltMIV-"'1-,·"""'°"....,..«�bf'OO(t, Meosures • " .....u...... co/0..ø). IIOOXI-H (?7 • 291).2017) (komllldlg) •,l.__,.,,Xfl';lolit•-:A1IM,.._.,_.,,. ...,,1,,-:,,w� ... • w1nter broch.Jre ...,,•a,,....,_..,..�,... - .....-- ... • firs! st�: the- evei\t1..khti'f'mt'el'' tOOk ·....ee�endploce- on� IM'd �-,.t.t•,._.._90_�,,i-...... sotr<.e oi lheltme charGeo,;er • prcmotkrisIn the creo , sccond step: thc volumcoi even!,smode il pos::ibleto expOfld --· • QOOf)el'Otions crd oi • focebook «ts tQ lt'llt whole oc;tot,er- hrthc,- • llkmrotiori,of pr-omenodK.pier'$ ond �ff • notlveo::ls -tc:ndingpose •Ot"H$wor'k , pr♦s:s låks , press lr-ovel • pres.s releoses 2018 + 2019 Hi9Hi9'">\sof \he1.ichtermeer· HigHights of the ·L,chtemieer· Uchtermeer Grom1tz Hohwoc:hter8ucht (27 • 281)201}) • 116 • ?710'.l i Cevel�"tof overwglil dO'f$ Plbllc trensportadv erlisng '. Online-Marketing Press "winlerschijn" & Slagger"l ichlermeer· O i,t," &ol:tc Se-ool Scl�·g-Hc,111lein rl'OIT' 20� •2016 r, �e 'nO"Ah8OCtobE-' • Ap,-l Mo1n meosure Oiol.<>gweltMd Trove'.zoo $o:ls••··--...... -tv .,..., ,.n-<,i.-��� ...... ,..,.,_. ,_...9rf0<�- .--�·· •�-,i,;,,,r�1.-,M am•• ·-··--··---- �s;l wnter-otl�� •f----1w ... �"'-•...... _. i.;.;.:.� :�'"1; -���, !44.li:J 2016 Komm' zu Dir - WinterschOn (kom til dig) What is the "reason why" people come to our destination in the dark season? Wttav.b1 � pare11.. winterschon.de ostsee Schleswig-Hohtein Der echte Norden 2017 Measures • winter brochure • promotions in the source area • cooperations • facebook ads • native ads • landingpage • press work • press talks • press travel • press releases -- Lichtermeer (27. - 29.10.2017) • first step: the event "Lichtermeer" took place on the weekend of the time changeover • second step: the volume of events made it possible to expand to the whole of october and further • illuminations of promenades, piers and squares Winter brochure per year • offers for the travel period from october to march • distribution of 70.000 - 140.000 brochures • the brochure for 2018/2019 is already the third edition • new, brighter pictures and slogan "my love for the wind" as emotional subline WINTERSCHONE ·1 r .. OSTSEE ·•·······•;· ·-o SCHLESWIG-HOLSTEIN GLUCKSBURG H0HWACHTER BUCHT Hohwacht ECKERNF0RDER BUCHTO Sehlendorler Strand, 0 Schwedeneck. Eckernforcre, Blekendoft lutjen HOtteoer Berge. Strande burg, Behrensdort FEHMARN o Panker, Hohenfelde PR0��!EI& KIELER F0RDE Schonberg, Stein, Wendton, Laboe. 0 0STSEESPITZE Probsteierhagen. Heikendorf 0 Heiligenhalen, Oldenburg in Holstein, Wangets, Cro8eobrode, Wei""1nhauserStrand H0LSTEINISCHE O � 0 SCHWEIZ OSTSEEFERIENLAND Bad Malente, Eutin, Plon. Dersau. Bosau, Cromitz, Kellenrosen, Oahme, Bosdorf, Grebin, Schor-.valde 0 lensahn. Grube LUBECKER BUCHT TravemOnde. Niendorf,Timmendone, Strand. Scharbeutz. Haffkrug, Sierksdorf, Neustadt in Holst.ein. Pelzemaken. BadSchwartau ► 2018 + 2019 Lichtermeer (27. + 28.10.2018) + (26. + 27.10.2019) Highlights of the "Lichtermeer" Gromitz 24. - 28. October 2018, Gromitz • week of lights with illuminated lake bridge • illuminated, lovingly decorated and transparent tent on the lake bridgeg forecourt with live music • on Saturday, October 27th, light procession • fireworks Highlights of the "Lichtermeer" Hohwachter Bucht 26. - 28. October 2018, Hohwacht • illumination and light art in one axis from the church to the park to the lake bridge • a voyage of discovery through the targeted illumination of over 300 spotlights and projectors • light-flooded church tour • modern music mix for chilling out in a stimulating cocktail atmosphere Press "winterschOn" & Blogger "Lichtermeer" Press winterschon und Lichtermeer Blogger Lichtermeer •KEl�t& l'Rt:I.ZEIT MIIJ:llUt,, WINTERSCHONE ZEIT AN DER OSTSEE ....- ..,._'"'""' ... .,... .. ,...... �--- .... ,...... - ___ ,__ ...... __ ...... -w-, ....__ _ ...__ ___� __ ;od_,_ ...... , ______o...... _,..,..._,...... '-,,.,. ... _,,_.__,_._,� w,_.,._,.,...... - __�- ...... - -��-...,,- ----· HOlSTE N SCHE SCHWEIZ ...... -.._._.,,..· - -...,..-1...... :/.... _�.� ..... ::� ... ,,., WEISSENHAl _R SlRAND .., ...... , ... ..--••-...... ___1.• _----_, ---__ DAMP GtCIII ll'ffliontont,Mltl'blogund 561 wtiteren 1),,,-t..�- ..--� .. - ...., - -1Mrtwor1dJoisfbfot n 1• n.111t Ut .�.,., lidlU.iin"� hnlll''"' fi111lil1rfi;:bhG·"nilJ ,n ....b... h,d.�•-11:U • gromilt "°"IV Erleben Sie die Ostsee im Winter - lhre Auszeit wartet schon auf Sie! d;.... ,11fl,iø1.o,') W1C.Uil.>lh�,h1.?W,. ... ._r.:eo ; Die frii(he Luft, ctc, weite Blid: auf d H MHr und d• �in· www �inteJSc.hOtl de Ei'lgel.au!et wlrd die "',memhone , ,:lk,WmO.,r,e.t_��m,(h cn ;,,;,.();ld;e zi9ar ti9e N;Jt\ltlanckchah. �chen die Osuee ,.r;111,..-,,...... �, ...... ,.... ,k<,.,..,..,t,..,. .. Public transport advertising Side window posters passenger TV floor posters Bielefeld Hannover, Essen und Ruhrgebiet, Kassel Hannover & DUsseldorf Development of overnight stays at the Baltic Sea of Schleswig-Holstein from 2015 - 2018 in the months October - April 1.400.000 1..338.357 1.200.000 1.059.301 1.000.000 67.452 880.900 859.843 800.000 601.583 600.000 570.482 524.715 511.173 495:917 443.824 420.315 385.724- 400.000 200.000 Januar Februar Marz April Oktober November Dezember ■ 2015 ■ 2016 ■ 2017 • 2018 Challenges, successes and the future • Creotive workshops for the development of content. • Restaurants, hotels ond individuol shops must olso be open to guests during the winter months in order to ollow them o corefree time on holidoy. In order to ochieve o high standard of quolity, limited periods (October) ore odvertised yeor ofter yeor in order to expond the winter seoson in o resource-oriented ond monogeoble woy for the businesses. • Implementation of impulse-giving workshops for the service providers in order to onchor oworeness of the low seoson in the minds of the ployers. • Hospitolity ploys o central role in the winter holidoy experience. • E vents, such os the seo of lights, offer the guest odded volue in the dark seoson, creote travet occosions ond represent an importont ospect of communicotion. The oim is to odopt to the weother conditions. • Coastol resorts must offer variety, entertainment and a reliable shopping experience. • The theme wos very well received by our guests ond the press. • Continuous extension of the compoign periods. • In the future, strenger integration of booking offers. Dette er også muligt for destinationen Sydsjcelland! 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