Tourism in Uelzen on the brink: Is the heath region on the verge of extinction?

Tourism in Uelzen on the brink: Is the heath region on the verge of extinction?

The budget situation of the municipalities in the Uelzen district is currently tense. Against this background, the costs for the tourism organization “Heideregion Uelzen” are being questioned. This organization is a district-wide initiative that takes care of the region's tourism presence and provides an extensive database of tourist offers. This database enables hotel and guesthouse operators as well as municipalities to advertise their offers via terminals and an app. az-online.de reports that this important facility is financed through membership fees from the municipalities and a subsidy from the district.

In 2019, a feasibility study was conducted that supported the continued existence of the organization. The district then increased its subsidy. However, the chairman of the Heideregion, Michael Müller, expresses concerns about the affordability of the contributions for the municipalities. In this context, discussions have already been held with Lüneburger Heide GmbH (LHG) to obtain support. A possible integration of the heath region into the LHG could be discussed, as was already the case in 2019. However, there are concerns that the Uelzen district could be lost in the LHG, as other districts have greater tourist offerings.

Concerns about visibility

The Uelzen Heideregion's annual report criticized the district's lack of visibility in marketing activities. Michael Müller emphasizes the need to increase the district's visibility, especially if it is integrated into the LHG. Peter Gerlach, deputy managing director of the Heideregion, points out that investments in tourism infrastructure are essential to keep the region competitive.

The situation in the heath region is described as critical. The current managing director is ill and a project position has only been approved until the end of the year. Due to this situation, plans for 2024 had to be postponed until the new year. Clarity and decisions about a possible integration of the Heide region into the LHG should now be made by autumn, especially before the municipal budget discussions.

About Lüneburger Heide GmbH

Lüneburger Heide GmbH, which was founded in 2008, acts as an umbrella organization and professional representation of the interests of tourism service providers in the Lüneburg Heath. This also includes the districts of Heidekreis, Lüneburg, Harburg, Celle and Uelzen as well as the cities of Lüneburg and Bad Bevensen. The LHG takes on central tourism marketing functions and contributes to the general promotion of tourism. Your tasks include, among other things, the global presence of the region as well as specialist advice in marketing and sales.

The LHG has established itself as a supra-regional network and acts as an interface to the federal and state levels. Thanks to innovative marketing strategies, including the latest technologies such as an Alexa application, the region recorded a record 9 million overnight stays in 2022. The LHG has thus proven to be a central player and could play a decisive role for the Uelzen district when it comes to strengthening the tourist infrastructure and visibility.

The challenges of the Uelzen district require timely solutions in order not only to preserve the tourist attractiveness and the associated economic aspects, but to further expand it. The coming months will be crucial in ensuring the continued existence and further development of the heathland region.