Environmental Protection Proposal Solicitation by the Commission
Thuringia, known for its rich history and picturesque landscapes, has long relied on tourism as one of its most significant economic factors. However, the tourism industry in the Wartburg district, which primarily depends on city and hiking tourism, faces significant challenges. To address these issues, a new tourism strategy is being proposed.
The strategy, aimed at realigning tourism and state marketing, is centered around the umbrella brand of the 'Green Heart of Germany'. This brand is more than just an advertising slogan, according to Ulrike Jary. It stands for nature, culture, and tradition, emphasizing the distinctiveness and recognizability of Thuringia and its individual regions.
Martin Henkel and Ulrike Jary, along with their CDU faction, have proposed more than 20 considerations for this new strategy. One key point is the need for a consistent state marketing, making tourism an integral part of a uniform brand strategy. The strategy should also focus on tangible and marketable products from private providers.
The new strategy also aims to promote both external and internal identity through the 'Green Heart of Germany' brand. This includes addressing critical problems such as the consequences of COVID-19, tax burden, identity loss, labor shortages, energy prices, and landscape degradation caused by the wind industry.
Neighboring countries should be targeted more specifically, and conferences, meetings, and business trips should be given more consideration alongside vacations. The reduction of bureaucratic hurdles is a focus in the new strategy, with the introduction of a statewide timetable, a tourist mobility ticket, and a statewide guest card under examination.
The CDU MPs believe that this new strategy will signal a new beginning for tourism in Thuringia. The AfD party in the Thuringian state parliament has also urged the Thuringian government coalition to develop this new strategy, requesting key points such as implementing a statewide guest card, significantly reducing VAT on food and beverages to 7%, securing rural mobility, strengthening the identity-building brand "Thuringia: Heart of Germany," and addressing the aforementioned problems.
Despite the challenges, Thuringia ranks high in guest satisfaction and service nationwide. The hope is that this new strategy will help overcome the challenges facing the tourism industry in Thuringia and ensure its continued success.
