Tagungsort Grand Hotel Heiligendamm

makes you think of the Bayeux Tapestry or it
makes you think of Erik Satie as a composer,
as an artist. And therefore you link different
types of heritage together and by linking traditions;
you light up vocations and you create
creativity. That’s a very bad sentence I’ve just
made. Now these are the examples that we see
show is that what you saw here is exactly the
well. Therefore the identity of a location can
also be used as a regional identity. And that today,
thinking in terms of region is a necessity.
the skill of a top chef is that for every recipe
beyond the originality of the mix, he manages
dient.
So that when you collaborate, when you
work together, that is the idea behind it. You
don’t need to market just one dish. You can
market many dishes and at the same time cater
for different tastes.
I shall now pass on to the second part, where
I shall speak about innovative marketing and
marketing for innovation. I’m going to try
not to be too long with this and to point out
that innovation doesn’t mean new; it means
renewal. And it means that you have to create
strategies that allow you to build on each
but different – as time goes by. To do this it
is sometimes worth thinking out of the box.
Thinking out of the box means that creativity
doesn’t always stem from the people in your
own area. Creativity can come from people
who have nothing to do with tourism, but
might come up with an idea that might be
worthwhile. Therefore you have to be able to
listen to this and you have to be able to discuss
it and try out different strategies. With time, it
all falls into place.
I would say this is the golden rule as far as innovation
is concerned; I have broken it down
to three ‘I’s.
free.
The second ‘I’ is to make sure what you imagine
is likely to Inspire the wish to come and
discover.
And the third thing, which to my mind is extremely
important, the third ‘I’ is to Involve
people. And it doesn’t mean just involving the
locals or the people around you; it also means
that the tourist has to have the feeling that he’s
going to be involved in the local life. I don’t
know about you, but when I travel – and I
travel an awful lot as you’ve seen from the beginning
– when I go somewhere I don’t want
to be seen as a tourist. I want to experience
authenticity. And I don’t go to places where all
the tourists go. Now I don’t think it’s particular
to me. I think it’s something most people
like to do. They like to feel they are a person.
I’m going to show you three examples by rai-
such a thing as place? This is what I’ve been
trying to show you; that you can’t think in
terms of place. You have to think in terms of
‘places’. And the second is: How do we build a
bridge toward the future? That is to say when
we market a destination, we have to think
ahead and not just ‘now’. The last point is that
you also have to ‘move across borders’.
Now I’m going to show you three examples.
This is Chambord, a very famous castle in the
Loire Valley. I have put the caption “Ready for
a second home?” because one of the strategies
that has just been created in Chambord
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