Jennert Reflects on the Future of PMSG Potsdam

There is a dangerous misconception in the world of municipal governance that a city’s charm is a permanent asset—a sort of atmospheric endowment that generates revenue without requiring maintenance. When a place possesses enough inherent beauty, history, or cultural gravity, policymakers often fall into the trap of believing that tourism is a “self-runner.” Though, a stark warning coming out of Potsdam, Germany, serves as a critical case study for any historic American city that relies on its aesthetic appeal to drive its economy. Raimund Jennert, the Managing Director of Potsdam Marketing und Service GmbH (PMSG), has spent years steering the destination marketing for the state capital, and his recent concerns regarding austerity measures highlight a precarious reality: once you stop actively managing and marketing a destination, you don’t just plateau—you begin to erode.

For those of us watching the economic currents in Savannah, Georgia, this narrative feels uncomfortably familiar. Savannah, much like Potsdam, is a city defined by its architectural legacy and a curated sense of place. Whether it is the sprawling palaces of Potsdam or the iconic squares and Spanish moss of Savannah, both cities operate as living museums. The risk, as Jennert suggests, is that when local governments implement “Sparkurs”—or austerity courses—the first budgets to be slashed are often those dedicated to destination management and strategic marketing. The logic is usually that the “brand” is already established. But as PMSG has demonstrated through its comprehensive approach, the brand is not a static image; it is a continuous process of adaptation, and engagement.

The Infrastructure of Visibility: Beyond the Brochure

To understand why Jennert’s warning is so pertinent, one must look at what the PMSG actually does. It isn’t merely about printing pamphlets. According to their operational profile, the PMSG manages a complex ecosystem that includes Tourist Information centers at the Alter Markt and the mobiagentur in the Hauptbahnhof, as well as mobile tourist information services. They integrate data-based market research, digital solutions, and the development of barrier-free offers to ensure the city remains accessible and competitive. This is “destination management,” a discipline that balances the needs of the guests with the quality of life for the local residents.

When austerity hits these functions, the “invisible” infrastructure fails first. Market research disappears, meaning the city no longer knows who is visiting or why. Digital solutions stagnate, making the city less accessible to a younger, tech-savvy demographic. Most importantly, the “partner networks” that PMSG cultivates—linking culture, economy, and science—begin to fray. In a city like Savannah, where the synergy between the Savannah Convention & Visitors Bureau and local hospitality businesses is the lifeblood of the downtown core, a similar retreat into austerity could be catastrophic. If the Georgia Department of Economic Development or local municipal bodies decide that the city’s beauty is “enough,” they risk ignoring the second-order effects of unmanaged tourism: congestion, degradation of historic sites, and a decline in the quality of the visitor experience.

The Sustainability Paradox in Destination Marketing

One of the most critical layers of the PMSG’s strategy is its focus on sustainable tourism development. Jennert and his team operate under a mandate to ensure that the city’s growth is quality-oriented and beneficial to the “city society” as a whole. This is the great paradox of modern tourism: to keep a place desirable, you must actively limit or direct the flow of people to prevent the very charm that attracts them from being destroyed. This requires a Tourism and Sustainability Advisory Board and a cohesive “compass” or mission statement, both of which are hallmarks of the PMSG’s structure.

In the American South, we often spot a “growth at all costs” mentality. But the Potsdam model suggests that without a dedicated organization to manage the destination’s sustainability, the “self-runner” eventually runs out of steam. When marketing is cut, the city loses the ability to attract “high-value” visitors—those who stay longer, spend more locally, and respect the environment—and instead becomes reliant on high-volume, low-impact tourism that strains infrastructure without providing proportional economic returns. This shift is often invisible until it is too late, manifesting as a decline in local business profitability and an increase in resident resentment.

The PMSG’s commitment to “barrier-free offers” is another example of the proactive work that austerity threatens. Accessibility is not a luxury; it is a market expansion strategy. By ensuring that every corner of the city is reachable for all guests, the PMSG is not just performing a social service but is capturing a demographic that other cities ignore. When these initiatives are sidelined in favor of short-term budget cuts, the city effectively closes its doors to a significant portion of the global traveling public.

Navigating the Local Impact: A Resource Guide for Savannah

Given my background in geo-journalism and urban economic analysis, the “Potsdam Warning” is a signal for local stakeholders in Savannah to audit their own resilience. If you are a business owner, a property developer, or a community leader in the Savannah area and you sense the effects of shifting tourism trends or municipal budget volatility, you cannot afford to be passive. You necessitate a strategy that treats your business as a destination in its own right.

If the trend toward austerity or mismanagement impacts your operations in Savannah, here are the three types of local professionals you should engage to ensure your interests are protected:

Strategic Destination Branding Consultants

Do not look for a simple ad agency. You need consultants who specialize in “place-making” and destination management. The ideal professional should be able to demonstrate a track record of increasing “average spend per visitor” rather than just “total visitor count.” Look for experts who understand the intersection of historic preservation and modern digital marketing, and who can help you carve out a niche that doesn’t rely solely on the city’s general popularity.

Hospitality Accessibility & Compliance Auditors

Mirroring the PMSG’s focus on barrier-free offers, Savannah businesses must prioritize accessibility to remain competitive. Seek out auditors who go beyond the minimum ADA requirements to implement “universal design.” The right professional will help you identify friction points in the guest journey—from parking to interior navigation—ensuring that your establishment is welcoming to the widest possible audience, including aging populations and travelers with disabilities.

Tourism Economic Impact Analysts

To fight the “self-runner” myth at a policy level, you need hard data. Hire analysts who can perform rigorous socio-economic impact studies. You need someone who can quantify the exact ROI of marketing spend and the cost of “lost opportunity” when services are cut. Look for analysts who apply data-driven tools to track visitor behavior and spending patterns, providing you with the leverage needed to advocate for sustained investment in the city’s tourism infrastructure.

Ready to find trusted professionals? Browse our complete directory of top-rated tourism marketing experts in the savannah area today.