responsibility finder
Schleswig-Holstein

Tourism is a central pillar of Schleswig-Holstein's economy. Around 10 % of the gross domestic product (GDP) is generated in this sector.

Due to its special geographical location - as a state between the North Sea and the Baltic Sea - and a well-developed tourism infrastructure, Schleswig-Holstein has favorable conditions to position itself successfully in national and international competition. The prerequisite for this, however, is a clear, state-specific value profile that serves as the basis for strategic brand positioning:

Schleswig-Holstein stands for:

• a natural environment that offers peace and relaxation,

• a restrained, not overly hedonistic vacation offer,

• modern and high-quality offers.

This value proposition is aimed at economically relevant target groups such as "new families" with small children and medium to high incomes, the target group of "best agers" aged 56 to 75 and "discerning connoisseurs".

In addition to the natural attractiveness of the country, the quality of the tourism infrastructure has a significant influence on how guests perceive and rate the destination.

The aim in the short and medium term is to realign the destination to suit the target group and to expand and develop key tourism infrastructure in line with market requirements. The focus is particularly on the areas of accommodation, coastal and beach design ("water's edge"), local development and regionally coordinated offers for excursion destinations and weather-independent activities.

Schleswig-Holstein should establish itself as a high-quality maritime vacation and adventure destination. To achieve this, it is necessary to systematically develop the maritime potential and make it economically viable. This requires the optimization of local structures in order to free up financial and human resources for the further development of core tourism infrastructures.

The state of Schleswig-Holstein supports these transformation processes as part of a coordinated funding policy. Around 44 million euros from the European Regional Development Fund (ERDF) are available for this in the Future Economy Program (ZPW). These funds are supplemented by subsidies from the joint task "Improvement of the regional economic structure" (GRW) and state funds.