„Hier bleib ich“ – Recruit tourists for the local industry


„Hier bleib ich“ – Recruit tourists for the local industry

The lack of qualified staff is a well-known issue in the tourism industry. The German tourism region Emsland, located at the sea, faces this issue as well. In 2018 they started the test project and promotional campaign “Hier bleib ich” (Here I’ll stay) that targets specifically tourists and shows them the job opportunities the region has to offer, not only in the hospitality industry but also in the health, mechanical engineering and IT industry. Often the tourists are returning tourists that do not even know that there is a high demand for qualified staff. The project lasted three days in which tourists have been contacted directly on the street and been given out a small bag with the slogan on it. The project teams informed about the local job an application portal as well as about other services free of charge that can, for example, help to find accommodation. In total, the project reached around 14.000 tourists in the region and was also successfully active on social media according to the project managers. 







The main target group consisted mainly of young families but also of other travellers which were given information about not only what opportunities there are but also about how to get in touch with the companies quickly.

Type of Innovation: Innovation of Processes & Management-Innovation

Dimension of Intensity - How new?

Developing a project that focuses only and directly on tourists to inform them about job opportunities in the region is – at least in Germany – an innovation of processes and therefore a radical innovation.

Subjective Dimension - For whom is it new?

This idea is new to the market as well as to the company since this is only a test project to see if that could be something with the potential for the future.

Dimension of Content - What is new?

Contacting tourists on the street that are at that moment in this area is a new way of dealing with the lack of qualified staff.

Possible learnings about the innovation process

Tourists often are positively emotionally connected to a destination and looking for direct contact with them to inform them about career opportunities might actually get them to consider this in a serious manner. This way, tourists do not only perceive the destination as a tourist region but can also see the other possibilities that go beyond. Thus, this idea is an interesting innovation that might be further developed in the future and also used in other regions that deal with a shortage of employees.

Sources:

EL News. (2019, July 26). „Hier bleib ich“ – Ems-Achse wirbt für das Ankommen in der Region bei Touristen in Norddeich und auf Norderney. EL News. Retrieved from https://www.el-news.de/wirtschaft-und-politik/hier-bleib-ich-ems-achse-wirbt-fuer-das-ankommen-in-der-region-bei-touristen-in-norddeich-und-auf-norderney/

emsachse. (2018). „Hier bleib ich“: Über 14.000 Touristen erreicht. Retrieved from https://info.emsachse.de/aktuelles/nachricht/hier-bleib-ich-ueber-14-000-touristen-erreicht.html

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