In 2018, we developed a Content Strategy to refine and sharpen the image and positioning of Nuremberg as a tourism destination. Groundwork for the development of a Content Strategy was a scientific study of the future touristic positioning of the city of Nuremberg and a workshop series with various experts. The goal was to define what the city of Nuremberg stands for today and where there is potential for growth. These basic values and definitions will then serve as a basis for future content production. Using sinus milieus models, existing target groups were analyzed and new, potential target groups for the German market were defined. For the international market, a topic matrix was produced, which will help with the creation of international content.