Impactful Aspects that Effect Tourism in Germany - Essay Example

Tourism, the world’s largest industry, and has become a global phenomenon with socio-cultural, environmental and economic impacts. Different countries are affected different on these four counts. While some have experienced economic benefits, they condemn the damage to the environment. This leaves the local government to analyze whether tourism is viable for development. Nevertheless, nations lay stress on promotion of tourism and receive governmental support. The economy of some nations is totally dependent on tourism alone. This essay will examine the different impact on tourism in Germany, the role of the government in tourism marketing and the political and policy aspects that the governments has adopted. German tourism NGOs believes that sustainable tourism should meet the social, cultural, economic, and environmental criteria of viability and acceptability (EED, 2005). It is essential to have an integrated approach of all the criteria of sustainability. Tourism generates income, job and is a valuable foreign exchange earner. Globalization has affected every aspect of life and tourism is no exception. In fact, tourism faces new challenges everyday. Germany is attracting a lot of international visitors and 2004 saw 45 million overnights says. Germans too choose to holiday at home in increasing numbers (GNTB, 2004). Tourism of this nature does leave economic and socio-cultural impact apart from the environmental impact. The emission of greenhouse gases and air pollutants from tourism-related transport has been under scrutiny in Germany (Schmied et al., 2001). The impact is greater in environmentally sensitive regions. Private travel is dominated by holiday travel in Germany. The majority of the greenhouse gases, which can be connected to arising out of tourism, are emitted during travel to and from the holiday destination. There is a threat to biodiversity – sand dunes are lost and there is a threat to animals and plant species. Land consumption is not a problem in Germany as is normally the case with many nations. However, as the tourism areas in Germany include the Baltic Sea, Mittelgebirge uplands, Alps and Alpine foothills, which are rich in scenic beauty, land consumption affects to a certain extent. Waste generation from tourism depends upon the geographical location and is seasonal. During the summer months, there is a heavy demand for transport and storage resources. Swimming pools and saunas have increased the water consumption. On the North Sea Islands, there is a risk that the ground water level will fall and salt water will pass into the fresh water supply. Germany has a well-developed system of sewage treatment plants. Noise pollution increases as holidaymakers to their destination. All these add to the global warming. However, tourism does help in promoting awareness of environmental issues. Earlier retirement, falling pension contributions, rising life expectancy and the resulting prolongation the pension-drawing period during retirement are the causes of the already serious threat to the social security systems (TAB, 2005). Thus, senior citizens will grow as the tourist market segment. This means that the health problems of tourists would increase. Such packages, which combine nursing care during travel, are rare in Germany. Tourism can threaten to change the lifestyle, identity, and traditions of the host community. It increases crime, violence, terrorism, prostitution, and exploitation of labour. Exploitation of workers in this industry is also common because of seasonal demand and irregular hours of work. These lead to new diseases and epidemics. The need for security of tourists is increasingly felt, as violence towards strangers is rampant. Apart from this, employment forms are changing, which means people have more time for leisure. People are moving towards a trend where they alternate between work and periods of relaxation. The advanced ageing of the society in Germany has a far-reaching effect on tourism. In Germany, there is a decline in the birth rate and increase in life expectancy. Hence, the tourist product design and marketing should target at this age group. Market segmentation would also have to consider the low-budget groups as the number of such people is gradually increasing. Tourism Watch was established by the Church Development Service of the Protestant Church in Germany as a worldwide Special Desk for Tourism (TourismWatch, n.d.). It is involved in solidarity issues pertaining to third-world tourism. It works in close cooperation with Ecumenical Coalition on Third World Tourism (ECTWT) based in Hong Kong. It supports programs that bring out positive aspects of tourism and avoids those with negative consequences. It also organizes competitions to bring awareness of socially responsible tourism. It takes active participation in Work-group against Child Prostitution (ECPAT Germany). The economic impact of tourism is measured by the number of tourists and not in terms of goods produced. Efforts are being made by WTO to define contribution tourism makes to GDP. Most of overnight trips comprise of people visiting their friends or family, hence the use of private accommodation. In fact, as per German National Tourism Board (GNTB) Annual Report (2004), Tourism is a success story for the German economy. This industry creates and maintains a large number of jobs. Because of tourism, it has also become a popular choice for business. Trade fairs are very often held in Germany, which is a major boost to the economy. Members of the EU travel a lot to Germany and hotels are in high demand. GNTB is responsible to promote tourism. Its objective is to enhance the image of Germany as a destination, both at home and abroad. It develops marketing strategies with specific themes, events, and festivals. GNTB takes up marketing activities on behalf of the Federal Ministry of Economics and Labour. GNTB has 29 offices worldwide either through its representative offices or as sales agents. It associates with the Alpine Tourist Commission and the Danube Tourist Commission to promote tourism in Germany. It associates with tour operators and travel agents as sales partners. GNTB also produces and distributes catalogues of packages. Besides, it initiates sales campaign. Apart from carrying out its own market research, GNTB analyzes and studies data supplied by German Federal Statistical Office, findings of the World Travel Monitor and the German Travel Monitor and studies by the World Tourism Organization (WTO) and the World Travel & Tourism Council (WTTC). GNTB utilizes unique marketing concepts, in the sense every year a new theme is used to promote sales. It is also responsible for ‘Destination Germany’, within Germany. Its theme for 2004 was “The Fascination of Water – Rivers, Lakes, and Seas in Germany”. This was meant to bring in tourists from all over the world. Likewise, its theme for 2006 is FIFA World Cup Germany. In 2007, GNTB proposes to focus on Art and Culture in Germany; in 2008 on Parks and Palaces. It promotes Events and Market Specific Campaigns. For instance to celebrate 250 years of Wolfgang Amadeus Mozart, fans of Mozart from all over the world have been invited to follow in his footsteps. The year will be marked with concerts, exhibitions and guided tours. GNTB assumes the role of the central service provider for the German tourism industry. Its promotional activities include providing information, training the travel agents. It also has e-learning programs for the travel fraternity. It goes in for cooperation agreements with tour operators to promote sales. GNTB brings out eye-catching posters which it supplies to the travel agents for display. There has been an increase in the demand for tourism in Germany and it is a very lucrative business for travel agents. No marketing budget is available on the official website of GNTB but in the year 2004, it has spent 18482 Euros on marketing. It receives grants from the Federal Ministry of Economics and Labor, from the Federal States and contributions from its members. International forms of cooperation and alliances in any industry give it strength. Different concepts and strategies require a common platform to voice and discus issues. The WTO, the WTTC and the CSD (Commission on Sustainable Development) are international institutions which are concerned with the issues relating to tourism (TAB, 1999). Germany is attached to all of these in different capacities. Germany is a member of the OECD and a seminar was held in 2001 at Berlin to explore the relationships between economic growth and tourism policy. It was organized by OECD in partnership with Federal Ministry of Economics and Technology of Germany, apart from others. Such platforms help in devising tourism policies and sustainable development. Tourism is considered an important policy in Germany. This is conducted in close cooperation with other departments like the Federal Government, State Government and the industry (OECD, n.d.). Germany is also a member of the United Nations Environmental Program UNEP) an International organization concerned with the growth of tourism in the world. Apart from this Germany is an active participant in the council of Europe and NATO. It is an observer of OAS and a permanent member of WTO. It is a member of the European Travel Commission (ETC), ‘The Danube’ – international marketing association, Baltic Sea Tourism Commission (BTC), and the Alpine Tourism Commission (ATC). The GNTB has formulated its international tourism policy and with the cooperation of various bodies carries out its activities. The US citizens do not require visa to enter Germany (Auswaertige, 2005). However, they are not allowed to stay longer than three months every six months. Besides, they are not allowed to take up gainful employment, which requires work permit. They may obtain residence or work permit after entry. Socially responsible tourism has not yet emerged. Germans are willing to pay a higher price for guaranteed environmentally and socially acceptable offers. They want low impact tourism as tourists disturb the community activities. Germany has suffered with a negative image in the field of tourism for long. It is only recently that tourism has picked up in Germany. The World Cup is expected to boost its image as a tourist destination even though the GNTB has playing a very important role in association with various partners. Apart from Berlin and Cologne, Nuremberg, Baden-Baden will also get exposure as summer destinations (TTGazette, 2006). Today tourism is an accepted challenge in Germany and the World Cup will be a major shot in the arm of tourism. The economic benefits of tourism are evident due to various recent developments. The need of the day is socially and environmentally responsible tourism and any industry can sustain only under a long-term positive impact. References: Auswärtiges Amt (2005), Table of countries whose citizens require/do not require visas to enter Germany, 08 April 2006 EED-Tourism Watch (2005), Tourism & Environment, 08 April 2006 GNTB (2004), Annual Report, 08 April 2006 OECD (n.d.), Centre for Entrepreneurship, SMEs and Local Development, 08 April 2006 Schmied et al., (2001), Environment and Tourism, Oko Institute, 08 April 2006 TAB (1999), Development and consequences of tourism, 08 April 2006 TAB (2005), Future Trends in Tourism, Summary of TAB working report No. 101, 08 April 2006 TourismWatch (n.d), 08 April 2006 Travel Trade Gazette UK & Ireland (2006), GERMANY WORLD CUP, British Council Journals Database. Thomson Gale. 07 April 2006 Read More