Initial situation

 

Hamburg Tourismus GmbH wants to establish sustainability as a factor of quality and future viability in tourism. To this end, a program was to be developed that would strengthen the city's diverse tourism landscape along this path.

 

Task

 

Designing an industry-wide sustainability program that provides guidance, motivates, and empowers various partners to further develop their sustainability levels.

 

Challenge

 

• Great diversity in terms of content and structure among the industries and stakeholders involved.

• Different levels of maturity and limited resources in day-to-day business.

• Need for clear standards that are both compatible and motivating.
   

 

Solution

 

We developed a structured approach that provides clear guidance and enables broad participation. This includes defined standards, a motivating tiered model and a communicative umbrella that connects and invites all partners.
 

Implementation

 

• Conducting a representative stakeholder analysis to identify key expectations and issues

• Deriving a thematic orientation framework for Hamburg's tourism industry

• Development of the communication concept ‘Gemeinsam Lebenswert’ (Living Well Together), including self-image and narrative guiding principle

• Production of accompanying communication materials, such as a motivational video

• Conception and implementation of a kick-off event to launch the programme

 

Impact

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• Common framework for sustainable development in Hamburg's tourism industry

• Positive response and broad engagement of various partners

• Strengthening the strategic integration of sustainability in the tourism value chain

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