Navigating sustainable tourism: Thüringer Tourismus

AREA  Sustainability Tools, Capacity Building & Knowledge Transfer

CLIENT  Thüringer Tourismus GmbH (TTG)

PARTNER  reCET create.empower.transform.

WHERE  Germany (Thuringia)

WHEN  2024 – 2025

Sustainable Tourism Knowledge Transfer & Capacity Building

Building on efforts by Thüringer Tourismus GmbH (TTG) and its regional partners to integrate ecological, economic, socio-cultural, and organizational sustainability into tourism development, the "Nachhaltigkeitsnavigator" (Sustainability Navigator) project successfully created practical tools and knowledge-sharing formats to empower regional tourism businesses (Leistungsträger) across Thuringia.

In partnership with reCET, TrainingAid co-developed tailored sustainability toolkits, facilitated strategic planning sessions, and designed and delivered an interactive workshop series aimed at strengthening sustainability management, operational efficiency, and authentic communication across the region.

Key Achievements & Project Deliverables

1. Four Tailored Sustainability Toolkits

To provide actionable guidance for tourism operators, four practical toolkits were developed, covering key pillars of sustainable business management:

• Nachhaltige Angebote (Sustainable Products & Services): Developing and positioning future-proof tourism experiences.
• Nachhaltige Kommunikation (Sustainable Communication): Communicating green practices transparently, credibly, and in compliance with green claims standards.
• Unternehmenskultur (Corporate Culture & Leadership): Fostering sustainable values, employee engagement, and positive team environments.
• Umweltbewusstes betriebliches Handeln (Eco-Friendly Operations): Practical measures for energy efficiency, waste reduction, and resource conservation in daily operations.

2. Strategy Workshop

A dedicated strategy workshop was conducted to align key regional stakeholders, evaluate destination priorities, and establish a long-term framework for integrating sustainable practices into Thuringia's ongoing tourism initiatives.

3. "Wissensimpuls" Capacity Building Workshop Series

To directly support regional tourism businesses (Leistungsträger), a comprehensive series of expert impulses, interactive online sessions, and hands-on workshops was delivered throughout 2025:

• Unternehmenskultur: Building a purpose-driven company culture that attracts talent and retains staff.
• Mehr Effizienz, weniger Energiekosten: Practical energy management and cost-saving operational strategies.
• Next Generation: Adapting to demographic shifts and appealing to future travelers and workforce generations.
• Nudging – Menschen bewegen: Leveraging behavioral insights to subtly guide guests toward sustainable choices.
• Nachhaltigkeits-Check: Conducting rapid self-assessments to identify low-hanging fruit and operational improvements.
• Kulinarische Erlebnisse mit Haltung: Achieving sustainable hospitality through regional sourcing and conscious gastronomy.
• Kommunikation & Greenhushing: Navigating authentic sustainability messaging while avoiding both greenwashing and "greenhushing".

About the Client & Partners

Thüringer Tourismus GmbH (TTG): As the central tourism organization for the state of Thuringia, TTG works to promote destination quality, foster sustainable regional development, and support local businesses through strategic marketing and capacity-building programs.

reCET (create.empower.transform.): reCET is a creative agency and sustainability consultancy specialized in tourism and culture. reCET supports public and private sector partners in implementing sustainability management, strategic transformation, and capacity building.