USE-IT is an initiative that currently exists in 40 cities in Europe, and the number grows every year. Its goal is to provide young travellers with free maps made by locals. USE-IT maps are exclusively in English, in order to make it possible for everybody to be a customer, in every part of Europe and outside Europe. Every USE-IT map is made independently: funds derive from subsidies, usually prov
ided by local authorities. In order to be part of the USE-IT community, it is necessary to follow some basic principles, which are:
• USE-IT is made by locals: we don't work with travel journalists but with locals.
• USE-IT is not commercial: nobody pays to be included on the maps.
• USE-IT maps are free. You find them in hostels and tourist info.
• USE-IT is for young travellers: no 5-star hotels, no fancy dinners.
• USE-IT is up-to-date: new editions are made every year.
• USE-IT is not a trendy guide, it's about the life and soul of the city.
• USE-IT is honest: no publicity, no marketing nonsense. USE-IT is a non-profit project, but yet it generates profit. More of 20% of the travel market are young people, and they spend more than ever before. A study about USE-IT maps show that of 2.400 users:
86% use USE-IT map intensively, and stop using other guidebooks, maps and brochures;
10% stay longer because of the map;
79% look for other USE-it cities when they choose their next travel destination. Currently, USE-IT is also working to create an application for smart-phones, which will make USE-IT maps even more visible and reachable by users. Cities that have a USE-IT map definitely benefit out of it! More about USE-IT: www.use-it.travel
WHY BREMEN? Germany is the seventh most visited country in the world. The most popular destinations are the largest cities, but, according to a study directed in 2012, Bremen is among the 15 most visited cities in Germany: due to cultural tourism or business travel, Bremen hosts more than 1 million of overnight stays per year. Especially after the declaration of the Marktplatz as a UNESCO world heritage, the number of visitors in 2013 quintupled compared to the number of visitors in 2003. USE-It maps are especially designed for young travellers, who include high school and university students. A study by World Youth Student and Educational Travel Confederation stated that young travellers represent 20% of international tourism; young people travel more, for longer periods of time and spending more money. They look for new cultural experiences; they want to get to know local people and to learn while travelling. By the way, young families or adults would also take advantage in using a USE-It map, since it shows the city like no other commercial map does. By now, only 3 German cities have joined the USE-IT framework: Dresden, Aachen and Düsseldorf. Also, with more than 500 partner universities of Universität Bremen and more than 300 partners of Hochschule Bremen, the city welcomes thousands of international students every year. Therefore, a USE-IT map would clearly have a large market, which has a chance of growing even bigger thanks to USE-IT.
