The webpage for cultural marketing & cultural sponsoring


November 11, 2021, 10 am - 1 pm, Vinothek

Two UNESCO World Heritage Sites and numerous intangible cultural heritages, sacred and spiritual art, the European Capital of Culture 2025 as well as top-class cultural institutions such as orchestras and museums of international reputation: Saxony is the number one cultural destination. With the heritage from over 1000 years of cultural history, combined with modern artistic zeitgeist and visionary ideas, Saxony receives appreciation on the international stage. Whether in Dresden, Leipzig, Chemnitz or their little sisters, the Saxon city beauties – combined with the scenic resources of the Free State of Saxony, they form the resonating space for culture-loving people from all over the world. They are points of interest and as such provide impetus for transnational exchange. The Tourismus Marketing Society Sachsen offers inspiration.

9 am - 9:45 am



Opening Session in the State Opera


9:45 am - 10 am



Coffee Break & Networking

10 am - 10:45 am


Cultural tourism through the lens of sustainability: potentials for value-based travel
Martin Balàš
Research fellow at the University for Sustainable Development Eberswalde

10:45 am - 11 am



Coffee Break & Networking


11 am - 11:30 am



The German-Czech World Heritage Cultural Landscape Erzgebirge/Krušnohoří

Prof. Dr. Helmuth Albrecht
Technical University Bergakademie Freiburg, Director Institute for Industrial Archaeology, History of Science and Technology
The presentation will introduce the German-Czech transboundary World Heritage Site Erzgebirge/Krušnohoří Mining Region which was inscribed into the World Heritage List in July 2019 after a nearly 20 years long nomination
process. It focusses on the participative nomination process as well as on the specifics of this transboundary cultural landscape and on the approaches of its touristic management.

11:30 am - 11:45 am



Coffee Break & Networking

11:45 am- 12:15 pm

© Sven Döring


Culture as a travel magnet. Fresh ideas from Dresden and St. Petersburg

Corinne Miseer
Dresden Marketing GmbH, Managing Director

Dresden and St. Petersburg have been twinned for 50 years; both are cultural metropolises rich in tradition that share their first-class offerings with many people from all over the world. But what does a cultural metropolis have to offer today, how does it have to communicate in order to be interesting for the younger, digital generation? Both speakers will report on current projects and developments that have successfully heralded the future of cultural tourism in their cities, such as the sensational reopening of the permanent multimedia presentation ZwingerXperience in Dresden.

12:15 pm - 12:30 pm



Coffee Break & Networking

12:30 pm - 1 pm



Sacral journeys in the triangle of three countries

Dr. Peter Knüvener
Director of the Städtische Museen Zittau
The monuments of the Via Sacra constitute a network of sacral treasures in the border triangle of Germany, Poland and the Czech Republic. The eventful history of this region causes an incomparable diversity: There are ancient monasteries with still existing convents, monuments of ecumenical Christianity from the Reformation, the center of a global religious community as well as high-ranking evidence of the Bohemian Baroque, medieval art and Scandinavian church architecture.

1 pm - 2 pm



Lunch Break


Subject to change.
A transfer to the other topic forums are possible during breaks.


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