Guests today make multi-optional decisions, they hardly stick to the limits of the offer and want to put together their vacation individually according to their personal wishes. This is why Hessen does not market different themes such as nature and rural tourism, city tourism, wellness and conferences separately, but weaves them into a tailor-made package of offers and activities. In order for the offers to really meet the individual needs of the guests, it is necessary to know the travelers, i.e. the "target group", very well.

Based on its representative and extensive market research data, Destination Hesse opted for the value-oriented target group model Sinus-Milieus® from the Sinus Institute.

The post-material milieu was selected as the most promising target group for Hesse. People from this milieu are counted among the "committed, confident, educated elite" with post-material roots. The motto "The best things in life are not things" best describes this target group. They attach great importance to self-determination and self-development, but do not neglect the common good. Post-materialists are advocates of post-growth, sustainability, non-discriminatory relationships and diversity.

Authenticity and individuality are one of the most important prerequisites for a vacation in Hesse. These should be reflected accordingly in the products and communication.

• Relax in nature on hikes and bike tours with attractive sensory experiences and themed trails. Individual travel without typical excursion destinations.
• Inspiration in the city through spontaneous explorations on foot or by bike, a mix of insider tips and classics.
• Enjoyable activities such as cultural experiences in museums, exhibitions and concerts as well as culinary experiences. Places with flair and warmth as well as authentic, regional and seasonal cuisine.