Learn more about our strategies for Dresden Elbland: tourism, destination, sustainability and branding.
Strategic principles
for Dresden Elbland
Tourism strategy
Our vision
By 2030, Dresden aims to position itself as an internationally visible cultural, scientific and economic destination in the heart of Europe. The Saxon capital is developing dynamically: as a growing, forward-looking and green city that welcomes guests as well as new citizens. Innovation and sustainability are shaping this change. They preserve Dresden's unique natural beauty and contribute to the high quality of life here. Openness, hospitality and mutual respect are values that are lived out in the city, across generations and nationalities. They connect people and enhance the quality of life for all.
Our tourism marketing is aimed at guests and potential guests of the Dresden Elbland destination, as well as tour operators, multipliers, media, partners, influencers and citizens of Dresden.
Find out more about how Dresden is implementing this vision together with the tourism industry and Dresden Marketing GmbH.
© Michael R. Hennig (DML-BY)
Brand strategy
In 2019, Dresden Marketing GmbH (DMG) defined five tourist target groups based on Sinus-Milieus. The focus is on milieus that are growing and fit well with the product range offered by the Dresden Elbland destination. The following DMG target groups are composed of the four Sinus-Milieus Adaptive-Pragmatic, Middle Class, Conservative-Established and Liberal-Intellectual:
Target groups in leisure tourism:
- Younger city travellers – weekend trips, mostly informed and booked online, easily reached via influencers
- Culture enthusiasts – focus on cultural enjoyment, often informed via traditional media and booked via catalogues, willing to spend money
- Pleasure travellers – culture and cuisine, wellness, often booked via catalogues
- Cycling and hiking holidaymakers – active holidays, nature and regional attractions, often informed via traditional media and booked at travel agencies
- Family travellers – practical offers for travelling with children, booked online or via tour operators
Target groups in the MICE segment:
In the MICE business, the target audience is decision-makers and potential organisers of business-related and scientific events, including associations, universities, companies, agencies and PCOs (professional congress organisers) from Germany and Europe.
Sustainability strategy
Sustainability has long been more than just a trend. It is a key prerequisite for responsible and sustainable travel. Dresden Marketing GmbH and the Elbland Dresden Tourism Association are working together to further develop the quality of tourism in the region and to strengthen Dresden Elbland as an attractive, authentic and sustainable travel destination.
This is because travel behaviour is changing: more and more people are looking for genuine experiences, conscious mobility and offers that are good for people, the region and the environment. Sustainability always means social change, linked to issues such as new forms of work, health, innovation and responsible coexistence.
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