Swimming with Luther - Tourism is a challenge - World Canals Conference 2022
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Swimming with Luther -
Tourism is a challenge
Dipl.-Geogr. Elke Witt, CEO
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions
Main task: Attracting guests and thus stabilizing economy and labour market
through joint external marketing of all regional topics and image improvement
Berlin
Dessau-
Roßlau Lutherstadt
Wittenberg
ANHALT
Imaginative &
strong as a bear
Sachsen- Anhalt
Cycling/ Active
Families
Water
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Objective of the following investigations
How do Luther and swimming successfully come together in tourist
marketing of the World Heritage Region?
Presentation of the current joint tourist marketing of the topic "Luther"
with the topic „Swimming"
Main objective of tourism work
attracting guests and thus stabilizing the tourism industry and the labor
market - is achieved, but still „space for improvement left"
Further need for action / possible measures
Luther = target group of cultural tourists, on the move in the "high culture"
Swimming = target group of active and nature tourists, on the move in
nature with the aim of "active recreation"
Being able to swim with Luther - that is a challenge for tourism –
but also a great location advantage!
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
D - 06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions
How does the water get so unclean after bathing?
Yes, I forgot that skin and flesh were filthy.
Bitterfeld-Wolfen, 1988
Goitzsche bei Bitterfeld-Wolfen, 2020
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
„Luther“ as an tourist travel occation
number of overnight stays in houses
• Die UNESCO-World-Heritage sites Luther and Bauhaus are the
strongest nationally/ internationallly known highlights of that
region
with 10 or more beds
• Anniversaries Luther 2017 and Bauhaus 2019 were outstanding
successes in attracting guests for the entire region, but…
• Individual anniversaries are not enough to increase the
long term number of guests
2016 2017 2018 2019
2015 Jahr 2020
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
„Swimming“ as a tourist travel occasion
• World Heritage Region is rich in bathing waters
• The structural change towards brown coal in particular
results in wonderful post-mining lakes between Wittenberg
and Bitterfeld as locations for bathing and active tourism
− Großer GoitzscheSee
− Gröberner See
− Bergwitzsee
− Gremminer See
− Muldestausee
• Not to forget: river tourism on the rivers Elbe, Saale, Mulde,
Schwarzer Elster, Fuhne...
• Innovative tourism offers often arise by the water
„Swimming“ as an individual travel is currently (Pandemic)
more successful in attractin guests than „Luther“!
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Marketing Synergies
through networking with an overarching topic
-> Luther with all UNESCO World Heritage sites
in the Region
• 4 UNESCO World Heritage sites:
Luther memorials in Wittenberg,
Bauhaus sites in Dessau, Dessau-Wörlitz Garden
Kingdom, Middle Elbe Biosphere Reserve
• since 1994 Claim Luther I Bauhaus I Gartenreich
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Marketing-Synergies
through networking with an overarching topic
-> Swimming/ New lakes with all sites of
industrial culture/ post mining lakes
Establishment of the industrial touristic route Coal I
Steam I Light as a marketing campaign since the mid-
1990s
• Industrial monuments, e.g. former Zschornewitz,
Vockerode power plants, Wolffen film museum,
factory settlements
• Post mining lakes
• Tourist offers / subsequent uses of old industrial and
lignite mining locations/ inclusion of future energy
2000 Expansion to Saxony till the south of Leipzig
2005 Extension of the campaign to Coal I Steam I Light I
Lakes, as the lakes have the highest numbers and growth
rates on the guest side
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services
Neustraße 13 Marketing conceptions, product development
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion
Members support
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Marketing-Synergies
Through networking – joint external marketing of all topics in the World Heritage Region
„Luther“ (culture) und „Swimming“ (nature/active), also with other topics
Within the aim of further image building and joint marketing of the topics of that region, the
World Heritage will gradually be added to special topics/ campaign:
• World Heritage Card (since 2017),
• World Heritage Line (since 2020),
• World Heritage Cycling (launch spring 2021)
The topics of family tourism and holidays by the water within the World Heritage Region
are set up as networking topics and will be intensively developed from 2021 onwards
Further instruments of external marketing:
• Social Media
• Websites and digital marketing
• Brochures
• Trade fairs
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Synergies through networking in Central Germany
-> World Heritage Region Saxony-Anhalt - and Leipziger Neuseenland Saxony
• Win-Win-situation: Leipzig/Leipziger Neuseenland prospering, World Heritage Region can benefit
from this positive image. From World Heritage Region Region Leipzig can turn benefit. The post
mining lakes strenghten each other
• Comeptition of travel regions requires larger associations
• A coal seam!
• Metropolitan region structure = correct, but: support and develop existing projects, develop and
implement new projects. Don‘t get too stuck in the concepts status!
• Examples of cross-border networking through tourism projects:
• Coal I Steam | Light I Lakes Route
• Joint preparation of World Canals Conference Leipzig 2022
• Joint presence at BOOT Düsseldorf 2020
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Specialising of lakes in the World Heritage Region
as innovative or „reformed“ Swimming“ and recreational landscapes
-> Reform ideas of „Luther and „Bauhaus“ and the „Garden Kingdom“
committed to the specialization of the lakes
Thematic spezialisation of lakes in the World Heritage Region to Innovation/ energy future / tourism
offers up to date / target groups nature / active more in focus through the pandemic
We got started!
Gremminer See and Ferropolis: Energy future, comparison of tradition and new forms of energy
generation, rock arena - younger target groups are tapped. "Stay up to date" - the infrastructure for
target groups camping and nature tourists will be upgraded - findings from ReStart after Corona
summer 2020
Goitzsche See: innovative amber museum in planning
Gröberner See: New building (ecological construction of wooden bungalows)
Bergwitzsee: no water sports with internal combustion engines
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Unique selling proposition structural change
-> brings additional atttention an d recognition from potential guests!
Don‘t hide the past!
Do not be ashamed to hide the past of the industrial and mining region!
Structural change is a story of success!
The structural change in the last 30 years from ecologically badly damaged regions and ailing
industrial companies to wonderful recreational landscapes and sustainable industry is a success
story!
International appreciation of structural change!
Structural change is attracting increasing international attention and appreciation and can be an
example for other countries!
Industrial and post mining region UNESCO World Heritage?
There is a chance of “UNESCO World Heritage” status! FERROPOLIS and the Wolfen Industrial and
Film Museum are already locations on the European Route of Industrial Culture!
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutions3. Unique selling point“ Structural change ”is a marketing tool
12th Seenland Kongress, 11.02.2021
International Online Congress for Water Landscapes
Grüner Ring Leipzig
Conclusion: need for action / further potentials
How can we go swimming with Luther even better?
1. Use and expand marketing synergies through networking
- Use and expand marketing synergies through networking - within the overarching
themes of UNESCO and industrial culture
- all themes in the World Heritage region
- within central Germany - Saxony-Anhalt and Saxony
2. Specialization of the lakes as innovative or “reformed” bathing and recreational
landscapes
- “Stay up to date ”- always keep innovative tourist offers available
3. Unique selling proposition
- “Structural change” is a marketing tool
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutionsThanks for your attention!
WelterbeRegion Anhalt-Dessau-Wittenberg e.V. Our services Our members
Neustraße 13 Marketing conceptions, product development Private tourism service providers
06886 Lutherstadt Wittenberg Marketing of WelterbeRegion Regional cities and districhts
Members support Tourist organisations and institutionsYou can also read
