1
TOURISM IS NOT A GOAL IN ITSELF
We do not develop tourism because it is a goal in itself. We develop tourism because it supports the society we want. First and foremost, tourism must be able to lever South Zealand and Møn’s employment, wellbeing, quality of life and settlement. In short, it is not just about what South Zealand and Møn can do to get more tourism – it is about what tourism can do for South Zealand and Møn.
2
WE ARE THE PRODUCT
Our guests are seeking the authentic and special aspects of the place and the people who live and work here. We have to be true to what we are selling – namely ourselves, our local culture and life, as well as the places we love. We can promise authentic hospitality because it is local and credible. We are not afraid to be ourselves. The Tourism Co-operative is a promise to each other to be what we sell and to sell what we are – about credibility in our common product based on our local identity and narrative.
3
NATURE ROCKS OUR RULES
The South Coast of Denmark is a destination offering world heritage, proximity to nature and connectedness. It is a quality and strength that we must cherish. The Tourism Co-operative takes responsibility for developing tourism and the destination within nature’s framework, and on nature’s terms.Sustainability in a broad sense is a fundamental value in the Tourism Co-operative’s work – across everything we do, develop and communicate. We do not wait for the guest to demand sustainability – we insist on it. It is ultimately the only way we can ensure the viability of our destinations and businesses.
4
BETTER TOGETHER
Our guest experience is no stronger than its weakest link. Our marketing is no stronger than the individual contributions, and one negative story spreads to everyone, just like a good story does. The experience of quality is not isolated but coherent, and we need to build a stronger sense of coherence and overall potential if we are to inspire guests to stay longer and to return.