City marketing and tourism

City marketing

The city marketing department has a comprehensive overview of Gera and serves as an interface between different interest groups from the public and private sectors. By bringing these interests together, common goals and visions are to be pursued and implemented

With the holistic city marketing concept, Gera is to develop into a city that creates identity for its citizens, but also an attractive city in the competition between locations. The fields of action considered are the economy, city center/housing, art and culture, education, sport and leisure, (city) administration as a service provider and tourism. Recommendations for action will be developed, which will specify a targeted design and marketing of the city. In the course of this, a new corporate identity and corporate design for Gera will also be developed and introduced. The concrete profiling of the city of Gera with its characteristics will lead to a consolidated and, above all, future-oriented and sustainable city image.

The coordination and continuation of the marketing strategies defined in the concept, a constant image analysis and the implementation of measures to anchor the city brand are further tasks. In addition, the development and maintenance of networks for cooperation and communication with various stakeholders is important in order to showcase the city's marketing activities, among other things, and thus shine as a location beyond the region.

Tourism

The tourism industry offers potential for increasing economic power and makes a significant contribution to maintaining and improving the quality of life and attractiveness of a location. Every citizen can also benefit from high-quality "local experiences" and a well-developed tourism infrastructure. 

With the help of the local and regional tourism network, the city of Gera is working towards exploiting this great potential. A decisive step in this process was Gera's accession to the Destination Management Organization Tourismusverband Vogtland e.V. in 2020, which coordinates and manages relevant tourism projects and markets the region nationally and internationally.

With the creation of a tourism concept, the development of the tourism market in Gera is to be strategically aligned over the next ten years. A comprehensive catalog of measures will be used for quality assurance and improvement, as well as the initiation, (further) development and communication of tourism offers.

The tourism concept takes up important points from existing concepts or those currently being developed by the city administration, in particular from the city marketing and museum concepts as well as the cultural development plan and the ISEK.

In the context of regional development, regular meetings of tourism working groups, such as the association Städtetourismus in Thüringen e.V. or the working group Fernradweg Thüringer Städtekette, are the focus. In addition, further cooperation with tourism stakeholders from the immediate surrounding area is being sought.

The family brand "Discover Thuringia" is the umbrella brand of every Thuringian municipality. The shared philosophy - the core brand values of being close to nature, inspiring, culturally influential and accessible - should also be experienced in Gera at all points of contact with visitors.