DSTNCMP²⁵ AWARD FOR THE LERCH HOTEL GROUP

The situation is nothing new, but the strategies are constantly evolving: Creative ideas and tailored concepts are needed to attract and retain skilled workers in the restaurant and hospitality industries. Take, for example, the intercultural and international focus of “Lerch Genusswelten” in the Allgäu region. Their concept and campaign “I Belong Here” has now been honored with the DSTNCMP²⁵-Award . This motto is meant to apply not only to guests but also to employees.

Instead of limiting itself to the shrinking German job market, the family-run group of companies has been recruiting young talent internationally since 2019. The five hotels, nine lodges, 13 chalets, and one campground now also employ skilled workers and apprentices from Morocco, Indonesia, Tajikistan, Nicaragua, Armenia, Madagascar, and Vietnam, who bring their own cultural perspectives to the workplace.

The expert jury praised the "pragmatic focus on young people" as well as the intercultural and social commitment, and its ability to “push through” bureaucratic obstacles.

What this private company has demonstrated can be adapted by many other businesses. This view was shared by the approximately 250 participants from the tourism, hospitality, academic, agency, technology, and platform sectors, who applauded at the 15th DestinationCamp in Düsseldorf in early June, applauding the finalists who took first place.

Second prize went to Hochschwarzwald Tourismus GmbH for its visitor information campaign “Schellsch halt mol.” Third prize was awarded to vJourney GmbH for its VR headset rental system, which enables even people who can no longer travel on their own to overcome barriers.

With the Destination ChallengeCamp is awarded each year to projects that have developed adaptable solutions for the nitty-gritty of everyday tourism. Adapting large-scale projects to the often very limited local conditions is also worthy of recognition.

The three finalists were awarded media packages from the ZEIT Publishing Group and non-cash prizes totaling just under 80,000 euros in Düsseldorf.

The next award ceremony will take place atthe DSTNCMP²⁶ from May 5–7, 2026, in Brixen, South Tyrol. Detailed information about the award winners and the terms and conditions of participation is available at www.destinationcamp.com/preis. Submission is free of charge.