Re-experiencing the historic Bad Langensalza
Interview with Annett Standhardt, Managing Director of KTL Kur & Tourismus Bad Langensalza GmbH
Bad Langensalza, a charming town in Thuringia, has developed into a popular destination for relaxation seekers and nature lovers over the past few years. With a population of about 16,000 inhabitants, the town not only offers a picturesque old town but also a variety of tourist attractions that draw both locals and visitors. At the heart of this development is KTL Kur & Tourismus Bad Langensalza GmbH, a municipal company responsible for the tourist marketing of the city.
KTL was founded in 2015 and is part of the municipal SHL-Holding Bad Langensalza GmbH, which combines various municipal companies. "Our task is to promote the city's tourism externally and to take care of the tourist facilities," explains Managing Director Annett Standhardt. This includes, among others, the Friederikentherme, the Treetop Path, and the Gardens of Bad Langensalza. Thus, KTL is a central player in the development of tourism in the region.
Relaxation in the Spa Town
The city of Bad Langensalza has a long tradition as a spa town, going back to the 19th century. Against the background of cheap overseas travel, however, the city must reinvent its attractions for a new generation. "A bath must be desired, a city must be able to afford it," says Annett Standhardt. This philosophy is reflected in the work of KTL, which not only operates the tourist facilities but is also actively involved in economically strengthening the city.
Reduce Fixed Costs
Despite many positive developments, KTL faces challenges. "In a municipal spa, it is rather utopian to assume cost coverage," admits Annett Standhardt. Instead, KTL tries to minimize deficits through cost savings and strategic measures. "We have extensively renovated and energetically optimized the spa over the past few years," she reports. In this process, heat recovery systems were installed among other things to reduce operating costs. Another important aspect is marketing. "Over the past few years, we have greatly expanded our presence on social media," says Annett Standhardt. As a result, KTL has managed to develop Bad Langensalza from a spa town once perceived as 'boring' into an attractive destination for families and younger visitors. "We are open to families and offer interactive experiences that appeal to younger generations," Annett Standhardt adds.
A Holistic Concept
KTL pursues a holistic concept that links various tourist offerings together. "We have eleven gardens and theme parks in Bad Langensalza, all of which are within walking distance," explains Annett Standhardt. This also includes the treetop path, which offers a unique opportunity to experience nature from a new perspective. "The treetop path has not only a tourist aspect but also an educational mission," she adds.
Crown Jewel Friederikentherme
The Friederikentherme plays a central role in the city's tourism offerings. "We offer not only wellness, but also therapeutic treatments and school swimming," Annett Standhardt reports. This variety of offerings helps to position Bad Langensalza as a health destination.
The Impact of Corona
The coronavirus pandemic also posed major challenges for KTL. 'We had to close many facilities and drastically reduce visitor numbers,' says Annett Standhardt. Nevertheless, KTL was able to use the time to expand its services and train its staff. 'We have expanded our therapy methods and wellness offerings and developed new concepts,' says the managing director. 'In fact, during the corona period, we also gained many new guests who tried out our services,' she reports. KTL managed to keep the thermal baths open despite the restrictions and continue to offer health benefits. 'This has helped us to strengthen customer loyalty,' adds Annett Standhardt.
Climate Neutrality as a Goal
KTL has ambitious goals for the future. "We want to become climate neutral by 2025 and further expand our digital offerings," explains Annett Standhardt. Digitalization plays a central role in KTL's future orientation. "We are working on optimizing our booking processes and advancing digital transformation," she says.
Another goal is to increase visitor numbers. "We have already recorded 169,000 overnight stays this year and aim to increase this number in the coming years," says Annett Standhardt. KTL relies on close cooperation with other tourism actors in the region to collectively enhance the appeal of Bad Langensalza.
Well Positioned for the Future
Bad Langensalza has developed into an emerging spa town over the past few years, attracting both relaxation seekers and nature lovers. KTL Kur & Tourism Bad Langensalza GmbH plays a central role in this development and has succeeded in positioning the city as an attractive travel destination. Despite the challenges brought about by the coronavirus pandemic, Annett Standhardt looks optimistically towards the future. With a clear focus on sustainability, digitalization, and a comprehensive touristic strategy, Bad Langensalza is on the best path to establishing itself as a leading spa town in Thuringia.