Brand and tourism strategy for the university city of Tübingen
Tübingen mbH / City of Tübingen
72074 Tübingen, Germany
Brief project description:
The city of Tübingen is located on the Neckar between the northern Black Forest and the Swabian Alb in the heart of Baden-Württemberg. It is undoubtedly one of the most beautiful cities in Germany with a medieval old town, a striking market square and the picturesque Neckar river front that enchants visitors from near and far. With 90,000 inhabitants and over 27,000 students, Tübingen is also a young and cosmopolitan university city.
In a kick-off workshop on tourism development in Tübingen, it came to light that Tübingen has a great deal of untapped tourist potential. A brand and tourism strategy was needed to clarify the following questions. How is Tübingen positioning itself on the tourism market? Which topics are in the foreground? Which groups should be targeted? What should the tourism products and offers - derived from the positioning - look like and how should they be developed? How and in what organisational framework can the goals that have been developed be best implemented?
The brand and tourism strategy was developed in various workshops together with local stakeholders. The aim was to optimally balance the needs of business, tourism and local citizens. Kohl & Partner's brand compass brought Tübingen's tourism brand to its ideal positioning. In addition, five thematic fields of action and two cross-sectional strategies were defined and discussed in detail.
Key elements of the project:
- Tourism and brand analysis from different perspectives
- A brand and tourism workshop to define the brand compass, the positioning and the strategic fields of action
- Formulation of concrete measures and project bundles for the implementation of the brand and tourism strategy
- Definition of implementation guidelines and phases