Saxony Launches New Campaign to Attract Tourists via World Heritage Sites

The German state of Saxony has launched a new tourism campaign designed to attract visitors from both domestic and international markets by highlighting its rich cultural heritage. The initiative, organized by the Tourismus Marketing Gesellschaft Sachsen (TMG), focuses prominently on UNESCO World Heritage sites and intangible cultural assets. Key attractions featured include the settlements of the Moravian Brethren, the Upper Lusatian Heath and Pond Landscape Biosphere Reserve, and the traditional handicrafts of the Erzgebirge region. Culture Minister Barbara Klepsch emphasized that Saxony's unique combination of architecture, craftsmanship, music, and traditions serves as a major selling point for global travelers. Operating under the slogan “Everything in one moment,” the campaign aims to evoke emotional connections and encourage mindfulness among tourists. It targets audiences in German-speaking countries as well as key international markets such as Poland, the Czech Republic, Italy, the USA, and China. The strategy involves digital platforms offering insider tips, personal recommendations, and curated travel routes to help visitors discover the region's diverse facets. TMG managing director Veronika Hiebl stated that the goal is to bring Saxony to life through storytelling, awakening a desire to pause and enjoy the present moment while exploring the destination.