Sub-targets:

• Moderate increase in the number of overnight stays from Germany and abroad in both the leisure and MICE segments
• Increase tourism revenue by activating high-value-added target groups in the leisure sector

Those responsible want to send out a signal that tourism in Bonn should continue to grow as much as possible - as was the case before the coronavirus pandemic. Above all, this is about conscious and sustainable growth that focuses on economic value creation, a high-quality offering and promising target groups in the leisure and MICE segments.

Sub-objectives:

• Strengthening existing and developing new travel occasions for the target group of post-materialists (Sinus Milieu) in the defined focus and development themes
• Providing impetus and support for the development of offers and products suitable for the target group of post-materialists and the focus topics by Bonn-Information, T&C and Bonn's service providers; also - where suitable showcase products are available - linking Bonn's tourism offer with offers in the Rhine-Sieg district in the areas of culture, nature and activity
• Focusing activating marketing on the target group of post-materialists (Sinus Milieu). In international marketing, focus primarily on the topic of "Cultural and authentic Bonn" and, as the target markets become increasingly distant (e.g. Asia, USA), increasingly on the topic of "Beethoven" in collaboration with cooperation partners.
• Improving the general digital visibility and bookability of Bonn's tourism offering (informative marketing)
• Further development of MICE tourism for domestic and foreign target groups, making targeted use of Bonn's unique selling point as a UN city with a high-quality offering and expertise in the areas of internationality and sustainability

The basic aim is to address potential guests on the basis of their values and not solely on the basis of socio-demographic characteristics, as otherwise marketing would suffer too much wastage. In times of scarce resources, measures to activate visits should be as targeted as possible.

However, this expressly does not mean that other target groups are not welcome or that suitable information should not be provided for them, or that individual service providers or institutions should not actively address other target groups. The focus on the post-material milieu takes up the recommendations of Tourismus NRW e. V. and is to be understood as orientation and assistance for improving efficiency.

Sub-objectives:

• Review and, if necessary, readjust the allocation of tasks within the city administration with regard to tourism in general and tourism marketing in particular with the aim of improving cooperation and coordination of activities and adjusting resources.
• Designation or creation of a central contact and coordination point for tourism in the city administration, which can also be contacted by other tourism stakeholders in Bonn.
• Establish and maintain a network of representatives from the city administration and Bonn-Information, T&C and other tourism stakeholders and service providers from Bonn and the Rhein-Sieg district to improve target orientation and mutual coordination of activities.
• Reviewing, readjusting or restructuring and strengthening the destination management of Bonn and the Rhine-Sieg district, including clarifying the role of T&C, with the aim of improving the effectiveness of national and international tourism marketing and tourism management.

The participation process for the mission statement has clearly shown that there is a great need for action, particularly in the area of structures and cooperation between all stakeholders involved in tourism (including the city administration). This concerns both the structures within the city administration and the general networking and destination management for Bonn and the region. Solutions and, if necessary, new structures with the associated resources must be developed in the further course of the project.

Sub-goals:

• Strengthening aspects of sustainability and inclusion along the entire customer journey in the leisure segment as well as in business travel and MICE tourism
• Strengthening Bonn's networking with the Rhein-Sieg district in all areas of sustainable mobility (e.g. cycling, hiking, public transport, boat, water)
• Implementation of communication measures aimed at politicians, the population and companies to raise awareness of tourism and the self-image of tourism as a contributor to the quality of life in Bonn and the surrounding area

Sustainability should be considered and practiced in all its facets (ecological, economic and social dimensions) in as many fields of activity and links in the service chain as possible. The needs of disadvantaged target groups must therefore also be taken into account. It is also important to design sustainable mobility that benefits not only guests, but also the local population.

In order to achieve this, it is also necessary to improve tourism awareness at the level of administration, politics and the population.

Sub-goals:

• Continuous improvement of the quality of stay in Bonn for guests and residents, including at places of arrival and in important tourist focus zones
• Ensuring that Bonn's most important and high-profile tourism themes (e.g. Political Bonn, UN City of Bonn, Lower German Limes World Heritage Site) can be experienced on site.

It is not only product development, marketing and forms of cooperation that need to be realigned. The built infrastructure also needs to be upgraded and further developed with a particular focus on the needs of visitors. For various topics, the aim must also be to create a fundamental experience for guests.

Based on the destinations, it is important to create occasions in the leisure segment (individual tourism) that trigger a trip in the literal sense. There is no doubt that Bonn has an extensive selection of possible activities that can be enjoyed as a guest during a stay in the city. However, the range of "real" travel occasions is limited. For this reason, product development must focus more strongly on the occasion-generating moment and new incentives for travel to Bonn must be developed on a regular basis.

Cooperation between the various service providers is an important success factor here. In addition, it is important to structure and develop the offer and to place the showcase products in the foreground. This is often criticized on the supply side because it puts certain products in the foreground and other offers are supposedly pushed into the background. The "showcase product approach" advocated here is intended to give as many guests as possible a reason to travel to Bonn so that they will then also take advantage of the other offers on site, although these are not sufficient travel triggers in themselves.

The more these other offers, as so-called proofs of competence, in turn contribute to the content of the showcase products or create connections, the more successful the synergy effects for all offers will be.

In order to achieve the ambitious goals, the necessary structures and networks must be created as a prerequisite for success. To this end, it is necessary to review the city of Bonn's internal administrative structures and, if necessary, adapt the allocation of tasks, as well as to create and actively maintain networks at the Bonn level and with the Rhein-Sieg district. The structure and form of future destination management must also be adapted accordingly.

This field of action is not primarily about developing sustainable travel offers as a bookable product or sales argument. Rather, sustainability in tourism should be seen as an important basis for ensuring the future viability of tourism, meeting the expectations of increasingly demanding guests and taking into account the needs of all those directly or indirectly affected by tourism.

Sustainability should therefore be seen as a driver of transformation that needs to be considered in all its facets and in as many fields of action as possible. This includes the needs of physically or mentally disadvantaged people as well as the needs of the local population, who, for example, should also benefit from tourism development and have their quality of life improved.

Therefore, measures must be designed and implemented in this field of action that ensure sustainability or achieve improvements in the areas mentioned (e.g. sustainability throughout the entire service chain and in the company's own actions, inclusion, mobility, tourism awareness).

In addition to product development, marketing, cooperation and sustainability, another important field of action is ensuring that Bonn's tourism-related themes can be experienced in a way that meets the needs of visitors.