LFT CEO Dr Sebastian Reddeker on time, mindfulness and innovation.
Less consumption, more time and mindfulness are new trends, also in terms of travel. Luxembourg for Tourism CEO Dr Sebastian Reddeker spoke about this at the Berlin Travel Festival in an interview with Markus Wolff, editor-in-chief of the travel magazine “Geo Saison” and one of the creators of the outdoor magazine “Walden”.
Coronavirus has shifted perception. Is the crisis an opportunity for smaller destinations to reposition themselves?
Absolutely. For us, the summer of 2020 was all about local tourism due to coronavirus. Luxembourgers didn't set off on foreign trips as usual because of the travel restrictions and discovered a lot of new things in their own country. Besides that, the many expats living in the country did not travel home as usual but stayed in Luxembourg. Finally, there were also changes in the travel behaviours of our cross-border commuters: many of those who usually only come to work from France, Germany or Belgium also came to Luxembourg to hike or cycle, or to discover the cultural offerings.
Did you adapt your offer to this new demand?
We have gone out of our way, especially in terms of digitalization, to communicate our existing offer in an appealing way. We created three new websites last year alone, including the so-called "Vëlosummer" website. This summer initiative closed off various streets to motorised traffic so people could cycle on them. In this way, the network of cycle paths was extended, which added to the enjoyment of the surroundings. The feedback on this initiative was very positive. We also created a website with practical tips: “100thingstodo.lu", which suggests various activities and little adventures which can be found around the corner. These concepts were already in the drawer in 2019, but 2020 definitely ensured that in the industry itself, more attention has been attributed to digitalisation and local tourism. Trends that were budding before the crisis were propelled by it. Many people now feel that even small things can lead to great happiness.