Stuttgart and its region have a lot to offer: capital of the high-tech state of Baden-Württemberg, economic, cultural, sporting and social centre of a region presenting an extraordinary variety: a wonderful, varied landscape, a wealth of gardens, museums, theatres, galleries, parks, baths, orchestras and so on, but also with the necessary infrastructure as well as the economic strength and innovative power. A new state fair, NeckarPark, Stuttgart 21, two new automobile museums and numerous newly set up hotels, to name but a few keywords illustrating the dynamism of this region.
The close connection between location marketing and tourism promotion, which is successfully used in the Stuttgart region, has coined the term “Stuttgarter Modell” as a seal of quality. A lot of factors were decisive for considering this combination as a role model. The first one is the region’s motto: “We can only be strong together.” We combine the forces of all 179 towns and municipalities in the region of Stuttgart, thereby creating the Stuttgart-Marketing and the Regio Stuttgart Marketing- und Tourismus GmbH. Both are an ideal network of co-operation between all relevant organizations.
The meetings and congress businesses benefit very highly from the co-operation strategy. The congress office of Stuttgart-Marketing is responsible for the entire region’s congress marketing. Considering the great variety of the local supply of event venues, the congress office can draw on plentiful resources. We also have attractive offers on stock when it comes to providing a programme of experiences which add value to an event and its guests:
wine villages, fun fairs, Christmas markets, museums, exhibitions, opera, ballet, concerts, film and music festivals, restaurants, sporting events and many other things.
We also set a focus on Russia, Korea and Vietnam. If we continue to work consistently on the international and innovative marketing of the Stuttgart region, we may realistically exceed the limit of seven million overnight stays per year in the next five years. This will enable us to continue to develop the excellent position of Stuttgart and the region in the European and worldwide competition.
The NeckarPark, the Killesberg area and not least also the Stuttgart 21 project are among the most important projects in city planning. The entire state will benefit from Stuttgart 21, as it already does from the new state fair. In the marketing area we have planned a number of special activities to promote the development. Within the scope of our building site marketing, we will invite specialists, architects, engineers, town planners, transportation experts and local politicians from all over the world to Stuttgart already during the time of planning and building. When the once-in-a-century project, financed by the Bahn AG together with the state and the city, is finished Stuttgart will be connected to the great mainline railway from Paris to Budapest. A new district will be built on an area of 100 hectares in the immediate proximity to the city centre and it will complement the town. This gain in urbanity cannot be valued highly enough.
The new Porsche museum, too, which opened on 31 January 2009, is an additional highlight. The NeckarPark will also develop even more into a popular tourist destination. These measures will attract new groups of visitors. This means, tourism in the region of Stuttgart will grow continuously. More guests, higher booking rates for the hotels and convention centres, a higher turnover, more added value. But all this carefully balanced, without any outliers. Three things are of utmost importance in all areas: quality, quality, quality. That is what we want to excel in. That is what we want to score with. That is what creates lasting faith and ensures continuity. But the ongoing critical review of the infrastructure, the offers and a never ending customer service are also essential for our competitiveness and our success.
The author is the tourism manager in Stuttgart and the managing director of Stuttgart-Marketing GmbH as well as of the Regio Stuttgart Marketing- und Tourismus GmbH. He studied political sciences, sociology and history. After having worked as a journalist for a long time, he specialized in event management, marketing and city tourism. He is a member of the board of the Deutscher Tourismusverband (German Tourism Association).