In collaboration with Tourist Information Xanten GmbH (TIX), students of HSRW developed concepts for the future direction of the tourism destination as part of the practical project ‘Discover Xanten – Practical Project in Tourism and Marketing’. Under the supervision of Prof. Dr Marina Gregorić, Professor of Business Administration specialising in marketing and market-oriented management at HSRW, the students addressed real-world issues from the field of tourism.
The project kicked off with a visit to Xanten. During a guided tour of the town, the students gained valuable insights into the tourist attractions, the unique features of the destination and the current challenges it faces. Pauline Becker, Managing Director of TIX, and Johannes Theunissen, a TIX staff member, accompanied the visit and provided the students with a practical insight into tourism marketing at a regional level.
The climatic health resort is already popular today for its attractions, including the Xanten Archaeological Park, the historic old town and the Gothic St Viktor’s Cathedral, as well as the Xanten North and South Lakes.
A hidden gem on the border with the Netherlands
How can the tourism sector – which is already significant today – be further developed? The students suggest targeting Dutch tourists more effectively. Xanten’s location near the border makes it an ideal destination for short breaks for visitors from the neighbouring country. Among the first measures recommended are, for example, a Dutch-language website or the creation of attractive packages combining sightseeing, accommodation and dining.
In addition, the students discussed the promotion of regional products and the removal of barriers. The wide-ranging proposals – from digital marketing strategies and target-group-specific campaigns, through new event formats such as ‘Happen en stappen’ – a combination of dining and walking – to concepts for strengthening Xanten’s positioning as an attractive cultural and experiential destination, for example through more targeted messaging – were presented at the HSRW in July 2026 and discussed with the project partners. Pauline Becker gives a positive assessment of the collaboration:
‘An outside perspective opens up new angles and provides valuable impetus for our work in tourism. The students have engaged intensively with our challenges and developed exciting ideas.’
The collaboration also demonstrates just how valuable the exchange between the university and the region is. “Practical projects such as this one combine academic teaching with real-world challenges from the region. Our students can apply their knowledge, develop innovative solutions and, at the same time, gain valuable experience for their future careers,” said Prof. Dr Marina Gregorić. The project was supported by Florian Gaisrucker, our Innovation Manager, and Freskim Qajani, a student assistant in Prof. Dr Gregorić’s team. Following the project’s success, Rhine-Waal University of Applied Sciences and the town of Xanten plan to continue their collaboration in the coming semesters and to implement further joint practical projects.