‘The world’s most leaning tower’ in Gau-Weinheim

Background

The municipality of Gau-Weinheim in Rheinhessen is home to what has been officially recognised as the world’s most leaning tower since 2022 – a unique attraction which, despite attracting a great deal of attention, has so far been largely overlooked by the tourism sector. The Wörrstadt Association of Municipalities, represented by the local tourism organisation (Tourismus GmbH ‘Im Herzen Rheinhessen’), therefore commissioned TourComm Germany GmbH in early 2024 to develop a strategy to bring the tower to life for visitors, market it professionally and generate economic benefits for the region. Based on existing materials and in line with regional tourism strategies, the aim was to develop a practical concept that defines clear target groups, key measures and short- and medium-term development steps for sustainable value creation.

Approach

The development of the strategy was based on a comprehensive analysis of the tourism sector: TourComm first examined the current situation in Gau-Weinheim – that is, the existing tourism infrastructure and measures already implemented – and scrutinised the ‘World’s Leaningest Tower’ attraction in detail. In addition, the focus was on identifying and prioritising the relevant target groups and their needs through segmentation, on-site observations and the development of specific personas. Furthermore, visitor requirements – ranging from basic infrastructure and information and experience needs to the quality of the visitor experience and integration into regional offerings – were systematically examined. The analysis drew on established models of destination marketing, value creation and experience design to evaluate the attraction from both a visitor’s perspective and an economic standpoint. The challenges identified as a result formed the basis for the strategy on how the Leaning Tower, as a record-breaking attraction, can be clearly showcased, made accessible and integrated into a holistic visitor experience embedded within the region.

Proposed solutions

The strategy recommends a coordinated package of measures that strengthens the quality of the visitor experience, infrastructure, marketing and organisation in equal measure. It proposes new visitor offerings such as regular guided tours, creative exhibitions, family-friendly formats and events, complemented by partnerships and bookable packages. At the same time, fundamental improvements to the infrastructure – catering facilities, toilet facilities, signage, communal areas and accessibility – are intended to lay the foundations for longer visits. A professional public image, featuring a modernised website, social media campaigns, press relations and partnerships with tour operators, will increase visibility. In organisational terms, clear lines of responsibility, a local working group and public participation are recommended, supported by securing funding and a realistic timetable. This will create a feasible, step-by-step approach to the sustainable development of tourism around the Leaning Tower and the municipality of Gau-Weinheim.