The travel experience must begin as soon as you board
Buses are one of the most environmentally friendly modes of transportation, yet they are often seen as outdated. Experts discussed how this perception can be changed during the “Denkraum Bustourismus
They had creative ideas for a new image for bus tourism: Katrin Berg (from left), Sophia Oberjakober, Theresa-Jasmin Meyering, and Iris Hegemann
Sustainable, often affordable, and actually the ideal mode of travel, yet bus tourism lags far behind cars and trains – especially among younger demographics. On Thursday afternoon, industry experts gathered at the “Denkraum Bustourismus” session on the Future Forum Stage at BUS2BUS 2026 to explore new communication strategies for a modern image.
Iris Hegemann, who heads the Tourism Mobility division at the German Tourism Association (DTV), cited figures showing that 73 percent of those vacationing in Germany travel by car, 17 percent by train, and only five percent by bus. At the same time, many expressed a general interest in bus travel but ultimately booked other modes of transportation.
A group experience for everyone
For Theresa-Jasmin Meyering, a member of the management team at the family-owned company Meyering Verkehrsbetriebe KG, the way the message is conveyed and the image it projects play a crucial role: “We need to make bus travel much more emotional and present it as a group experience where people can get involved as much as they want.”
Traveling by bus should be portrayed as both individual and social, connecting travelers, the bus driver, the company, and the destination. “Buses don’t just take you from A to B; they also bring people together,” said Meyering. This must also be specifically promoted on social media.
“For the bus to be more than just a mode of transportation, the experience must begin on board,” recommended Katrin Berg, Head of Reservations & Digital Sales at TMGS Tourismus Marketing Gesellschaft Sachsen mbH. Especially for the younger target group, a destination like the Bastei in the Elbe Sandstone Mountains could be presented in a completely different way. “The bus could depart while it’s still dark, with mystical music playing on board. Then you arrive at sunrise and see the wisps of fog over the Bastei.” That would also provide beautiful images. After all, the right verbal and visual appeal is crucial.