The new collaboration, Strategic Marketing Alliance – Zealand (SMA-Z), is an alliance between five destination companies working together to strengthen tourism in Zealand, Lolland-Falster, and Møn. With support from the Danish Business Promotion Board and total funding of 15 million kroner, the goal is to create a unified marketing strategy that will make the region an attractive destination for foreign tourists, especially Germans, according to a press release from Visit Lolland-Falster.
The collaboration between Visit Lolland-Falster, Destination Sjælland, Visit Fjordlandet, VisitNordsjælland, and Visit Sydsjælland & Møn is the first of its kind in the area. The purpose is to enhance the region’s tourism profile leading up to and after the opening of the Fehmarn Belt Tunnel in 2029.
Lindy Kjøller, destination manager at Visit Lolland-Falster and project manager for SMA-Z, sees great potential in the joint effort:
– We are stronger together than we are apart. By pooling our resources, we can develop a more cohesive narrative for the entire region, and this is essential to competing with other destinations for German tourists, explains Lindy Kjøller.
Sustainability and longer seasons
SMA-Z is working on multiple levels to strengthen tourism. A key part of the project is to extend the tourist season by creating attractive year-round offers. This will be achieved, among other things, through increased promotion of the region’s nature experiences and activities, which appeal to environmentally conscious tourists – a growing target group, especially in Germany.
At the same time, sustainability is a cornerstone of the project. The tourism activities must not only attract more guests but do so in an environmentally responsible way. This includes everything from climate-friendly transport options to accommodations that meet high sustainability standards.
Marketing and analysis
The project also focuses on comprehensive market analyses to better understand German tourists’ preferences. These data will form the basis for a tailored marketing effort that makes Zealand, Lolland-Falster, and Møn “top of mind” for Germans when planning their vacations.
– With the Fehmarn Belt connection just around the corner, we must ensure that we are at the forefront when Germans choose their holiday destination. Their interest in the region is strong, but we need to be ready to meet their needs and preferences, says Lindy Kjøller.
