The project ”NRW as destination for urban lifestyle und scenes“, run by Tourismus NRW e.V. and its partners Düsseldorf Tourismus GmbH, KölnTourismus GmbH and Ruhr Tourismus GmbH, proclaimed a polycentric urban jungle, reaching from the Rhineland to the Ruhr area, as a creative metropolitan region. From 2016 to 2019 the focus shifted from ordinary/classic sights to different districts; hospitality as well as creative experience instead of passive consumption in the “urban banana” stretching from the Ruhr area far into the Rhineland. A fruitful idea that has been awarded the European Cultural Brands Award as cultural tourism region of the year 2017.
The project enhanced the development of new topics, such as music and urban-art tourism: Specific events, such as the Music Tourism Convention provided new impetus for the creation of new touristic offers like the urban art-walks or an excursion into pop-history, with the help of the web-app ”Sound of urbanana”.