In German there is a well known phrase called "Mut zur Lücke". It refers to having the courage (Mut) to leave a gap (Lücke). We use it when referring to taking exams, learning new skills and meeting new challenges. To me "Mut zur Lücke" pretty much sums up what I suggested in my workshop on Travel 2.0 in Vienna last Friday. Based on the observations I have made since I first started propagating the adoption of Web 2.0 in tourism, marketing and PR, I think destination marketers, hoteliers and stakeholders in tourism should just go ahead and start experimenting with small projects.

I did not specifically use the phrase in my workshop. Moreover, it was an artsy project called "Mut zur Lücke" in Austria’s biggest wine growing region – the Weinviertel (my client) – that inspired me. The hallmark of that region are 700 Kellergassen – narrow alleys with cellars and rustic little houses for wine production on each side (here is a picture of the Falkenstein Kellergasse). These Kellergassen are usually found outside of the villages. Because of these little houses – Presshäuser – often built at the entrance of the cellars, the alleys are also referred to as
"villages without chimneys". Between these "houses" and cellars there are gaps. As is the case in the village of Falkenstein.

These gaps have a function, they allow rain to drain and are supposed to stop fire from spreading. At least that was the original intention. Over the years people have used them to store stuff, for trash, and for – erm – relieving themselves. Not a nice notion. Enter the project "Mut zur Lücke". Artists from Austria and neighbouring countries like Slovakia and the  Czech Republic have come up with installations for the gaps.

Now these creative gaps enhance the USP of Falkenstein’s Kellergasse. Not that they would need it, since Falkenstein is already known for its exceptionally beautiful Kellergasse. But as we all know, marketing never stops!

So what am I getting at? I am saying that gaps can be a very fertile ground for innovation. You do not need the killer agency, the mega bucks and the master guru. Just think hard, think of your USPs, define your "gaps" and find a way to fill these my using the different tools the Web 2.0 offers.

More about wine in the Weinviertel.

Also read:
Destination Marketing: It’s about service, stupid

Destination Marketing: It’s about service, stupid II
Tourism & Web 2.0: Improve your Web 1.0 first
Bonjour 2-0-2-work – Tourism, Web 2.0 & 5 Myths unveiled
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