DSTNCMP²⁵ AWARD FOR LERCH HOTEL GROUP

The problem is persistent, but the strategies are constantly evolving: To attract and retain skilled workers for gastronomy and hospitality, creative ideas and individual concepts are needed. An example is the intercultural and international focus of the "Lerch Genusswelten" in Allgäu. Their concept and campaign "This is where I belong" has now been awarded the DSTNCMP²⁵-Award. The guiding principle is intended to apply not only to guests but also to employees.

Instead of limiting itself to the shrinking German applicant market, the family-run group has been recruiting internationally for young talent since 2019. In the five hotels, nine lodges, 13 chalets, and on a campsite, skilled workers and apprentices from Morocco, Indonesia, Tajikistan, Nicaragua, Armenia, Madagascar, or Vietnam now also work, contributing their cultural backgrounds.

The expert jury praised the "pragmatic focus on young people" as well as the intercultural and social commitment and their determination to overcome bureaucratic hurdles.

What the private company has demonstrated is adaptable for many other businesses. This was also recognized by the approximately 250 participants from tourism, hospitality, science, agencies, technology, and platforms, who applauded the finalists for their 1st place at the 15th DestinationCamp in Düsseldorf at the beginning of June.

The second prize went to Hochschwarzwald Tourismus GmbH for their guest information campaign "Schellsch halt mol". The 3rd prize was awarded to vJourney GmbH for their VR glasses rental system, which enables even those who can no longer travel independently to overcome boundaries.

Each year, the DestinationCamp Challenge Cup honors projects that have developed adaptable solutions for the everyday, small-scale challenges of tourism. Also worthy of an award is the adaptation of large projects to often very limited local conditions.

The three finalists in Düsseldorf were rewarded with media packages from the ZEIT Verlagsgruppe and non-cash prizes totaling almost 80,000 Euros.

The next award will be presented at DSTNCMP²⁶ from May 5 - 7, 2026 in Brixen, South Tyrol. Detailed information on the award winners and participation conditions is available at www.destinationcamp.com/preis. Submission is free of charge.