Tourism Management: Berlin - Case Study Example

Tourism Management: Berlin Name Course Name and Code Instructor’s Name Date Table of Contents Tourism Management: Berlin 1 Table of Contents 2 References 16 Introduction Berlin City is among the world’s oldest urban centres having been established for more than 775 years (Planet and Schulte-Peevers, 2012). Through these years, all generations have lived there and have left their monuments as well as landmarks. The city is blessed with spectacular and unique images recognisable across Europe and the world over. It is the capital city of Germany and regarded as cool, authentic, and a piece of art, thus exerting tremendous appeal on visitors from Germany and around the world. Currently, the city is ranked third amongst Europe most famous urban centres. This report discusses Berlin as a travel destination. The objectives of this paper are as stated below. Research Objectives Berlin is the capital city of Germany and it is a municipality that has been in place for hundreds of years. Millions of tourists visit the country, specifically the city annually because of numerous reasons. The aim of this research is: 1. To understand some factors that pulls tourists and visitors to the city 2. The role the government or state has played in attracting tourists 3. The influence and importance of sightseeing in advocating tourism in Berlin 4. What measures and frameworks should be cultivated to increase the number of tourists and visitors visiting Berlin Availability of Information The information on Berlin in literature analyses the important historical background of Berlin and origin of unique structures (Heeley, 2011). Moreover, Berlin hosts numerous tourists’ related activities that present information regarding Berlin such as sports tourism. In addition, information is available that analyses the tourism and hospitality industry in Berlin. Generally, voluminous resources and literature are available that provide secondary information in understanding the city and how tourists view the city. Therefore, the key element of this research is to find out why tourists visit Berlin as a city and the government’s role in establishing Berlin as a tourism destination. In addition, the report discusses the challenges facing the Berlin tourism industry. Factors that Attract Tourists to Berlin City Tourism is a booming industry and has become Berlin’s backbone for economic success. It is more fascinating than never before for both national and international visitors (Planet and Schulte-Peevers, 2012). The city’s tourism industry works hand in hand with the convention industry; the convention industry is responsible for generating more than 25% of the overnight hotel stays in Berlin. In this regard, Berlin has been stamped as a lively tourism and convention metropolis. The city is inspiring people from across the globe; it is a fashion and designs capital, a convention and conference destination, for change city, and is a laboratory for the future; all these can be summed in one word, it is an authentic city. There are various associations that are evoked by Berlin as a travel destination from across the globe. The city stands out as a liveable metropolitan mired with ambience that promises an exhilarating combination of history and zeitgeist coupled with unique and rich art, culture, music, sports, entertainment, as well as shopping opportunities. Accordingly, the city is respected because of its trendy nature and for this; it has continued to attract a growing number of visitors from within and without Germany. After the demolition of the Berlin wall 23 years ago, Berlin has a magnetic attraction for guests from across the world. The following are the key factors that attract tourists to this German capital. Trendy City Various international hotel chains have strong establishments in Berlin in recent years including; Grand Hyatt, Regent, Ritz-Carlton as well as Waldorf Astoria and many are on the way (Rigden and Stuewer, 2009). This is a clear indication that foreign investors strongly believe that Berlin is a travel destination with growth potential and thus worth investing in. Berlin is a trendy city as it has been used by various international hotel chains as an entry point into the German market. Customers have various hotel services that are not only varied but also the most current in Europe (Planet and Schulte-Peevers, 2012). The city has from the luxury to low budget, Berlin’s accommodation market provide more than 120,805 beds in 762 accommodation establishments by the end of 2011. This is more than three times as compared to the statistics of 1992. Other establishments are still underway and it is expected that by the end of 2013, 13,000 extra beds will be added. It is important to note that the rivalry and competition among players in this industry have largely impacted accommodation prices in this market. It has established that accommodation in Berlin is cheap and affordable as compared to any other European capita with guests paying approximately 76 Euros for a double room. This is 50% cheaper in comparison to double room accommodation rates in cities like Vienna, Barcelona, and or Rome. Cheap accommodation is one of the key factors that attract tourists to this destination (Brunhouse, 2007). Strong convention location This city has high investment in the metropolitan region’s convention together with conference market coupled with intensive promotional and marketing by the Berlin Convention Office of visitBerlin have vastly been instrumental in marketing the City as a convention destination (Glaesser, 2006). Consequently, the support from fair organizer Messe Berlin GmbH together with other partners in the Berlin convention industry have also been vital in marketing the city as a convention and conference destination (Rigden and Stuewer, 2009). With regard to this the number of conventions and conferences held in Berlin has been on the rise since 2003 to date with the number of visitors doubling from 4.2 to 9.7 million. The international Congress and Convention Association established that currently, Berlin is fourth amongst the global convention destination with 147 association Congresses. The city is ranked behind Vienna (181), Paris (174) and Barcelona (150); the capital is also ranked higher than the world renowned Capitals like Singapore, London and Rome. Association Congresses have been on the rise in Berlin due to the continued growth that the city is currently experiencing. Similarly, Berlin has maintained its global position in the top five international convention capitals for the last eight years. Many visitors who come for conventions also go touring the city to experience the outstanding and excellent sceneries of the city including museums, sightseeing, art, and above all enjoy the Berlin way of life. What keeps Berlin visitors coming back? The satisfying experience that visitors of the city achieve is one of the key elements that has led to Berlin’s tremendous tourism development. For instance, once they experience the magnificent encounter, they keep on planning on coming back for more. For instance, 75% of the visitors plan visiting Berlin again within a period of two to three years. Accordingly, 86% of the city’s national and international guests become ambassadors recommending for friends and acquaintances to visit Berlin as their travel destination. The main tourism activities offered by the city are City sights, atmosphere and flair, and arts as well as cultural offerings (Rigden and Stuewer, 2009). Museums and Stages These are the strong appeals of Berlin’s cultural institutions for visitors from across the globe; this is confirmed by the current visitor research undertaken within the institution. This study established that every one out of three guests of the city’s cultural institution is not from Berlin rather from another country (Weiss-Sussex and Bianchini, 2006). Similarly, through the research it affirmed that 26% of foreign guests visit this cultural institution. The city’s museums and memorials are the most popular among national and international visitors and account for approximately 38% of the all museum visits across Germany (Planet and Schulte-Peevers, 2012). Berlin’s memorials attract more international visitors as compared to home visitors (Garner, 2007). Berlin’s cultural institutions are focal point of attraction for guests from across the world. This is strongly exhibited by the results of a survey where 38% of the respondents from Germany and abroad cited orchestra as their main reason of visiting Berlin. In the same line of discussion, opera, ballet, as well as dance performances attracted a substantial number of visitors. Cultural experiences were also found to be significant attraction points. Following this extensive evidence, Berlin’s museums and stages present a strong and decisive factor for the city’s positive tourism development. The most memorable and interactive museums in Berlin include: the DDR Museum – Berlin’s interactive museum and Judisches Museum, Pergamon Museum and Museumsinsel. The Holocaust Memorial is one of the biggest memorials in the country. Berlin way of life Berlin has a liveable metropolis; visitors from all over the world come to explore Berliners’ attitude to life. For instance, they frequent restaurants, cafes, and/or bars, and strolling around and visiting interesting places (Brunhouse, 2007). This shows that guests to the city like enjoying the thrill and excitement that the city holds (Planet and Schulte-Peevers, 2012). The focal point of attraction here is people and their lifestyle thus making Berlin City a place where visitors come in large numbers to experience a unique way of living year in year out (Rigden and Stuewer, 2009). In addition to this, guests visit this end for shopping, discovering the diversity of the Berlin culture as well as city’s nightlife, and joining guided tours in order to discover the full picture of the city. Sports Berlin is German’s sports city; it is a regular large sport events city with high performance sports where residents have active pursuits of sports and exercise (Weiss-Sussex and Bianchini, 2006). The city attracts millions of visitors from across Germany and the world over thus making sports an economic event (Rigden and Stuewer, 2009). The city has worked to professionalize and commercialize high-performance and competitive sport; this has virtually transformed the economic dimension of sports in Berlin (Colomb, 2013). Sports tourists have visited Berlin in large numbers to participate in the professionalised and commercialised sports events conducted here (Pehlchen, 2011). The Role of Government in Attracting Tourists to Berlin Travelling and relaxing as well as enriching one’s self are the main life aspects that bring people together. The German government fully understands that tourism is a booming industry across the globe, however, regardless of the many befits that come with it, there are major challenges that the industry faces including: demographic changes, climate change and globalization, all of which are vastly affecting tourists’ destinations (Planet and Schulte-Peevers, 2012). In view of these challenges, the German government is dedicated towards enhancing the tourism industry to attract visitors from across the world; nurturing a favourable tourism environment across all cities in order to attract new and regular customers with modern and appealing tourism products (Rigden and Stuewer, 2009). For this reason, the German government is instrumental in improving the quality of the industry through training, building modern infrastructures and extensively marketing the industry on a global perspective. These activities have been initiated to maintain the competitiveness of Germany as a unique and appealing travel destination and the providers of the tourism services (Brunhouse, 2007). The Government’s tourism policy is designed in a manner that designs and coordinates tourism activities and connecting them to the federal government as well as raising public awareness (Planet and Schulte-Peevers, 2012). The Country’s Tourism Advisory Board at BMWI was solely set up to reconcile the interests of different stakeholders in the Tourism industry including, politicians, investors, researchers, local authorities and associations (Rigden and Stuewer, 2009). In this regard, the Board plays a significant role in the federal government’s tourism policy as well as work closely with the tourism industry. The government has also formulated laws that allow for different organisations and agencies to help in delivering tourism services both at national, regional and international levels. For instance, the German Central Office for tourism is one of the Germany’s national Tourism Board. It is anchored and supported by BMWI on behalf of the national government and it responsible for promoting Germany as a favourable travel destination in order to increase the number of overnight stays in Berlin and Germany at large (Weiss-Sussex and Bianchini, 2006). In this regard, this body plans, coordinates, as well as markets Germany tourism activities in other countries. Accordingly, independent tourism organizations in associations at national levels have been significantly in the tourism industry development. These includes: the Federal Association of the Germany Tourism Industry, Germany Travel Association, and the Germany Hotel and Restaurant Association (Hanna and Casino, 2003). Tourism is an essential economic factor and thus it is responsible for the employment of the larger German population (Planet and Schulte-Peevers, 2012). Following this understanding, the German government has established different training facilities responsible for equipping the locals with the relevant and necessary knowledge and skills to successfully develop in the industry (Weiss-Sussex and Bianchini, 2006). The following are the roles of Germany government in attracting tourists to Berlin City: Ensure Sustainable Tourism Maintaining Berlin as the best global destination has been on the government’s top agenda since the demolition of the Berlin wall (Rigden and Stuewer, 2009). For this matter, Berlin’s magnificent sceneries have continually been maintained and constantly improved (Lisiak, 2010). The government monuments, museums, as well as other spectacular points of attraction have been preserved. The government has always has dedicated a substantial amount of its budget towards maintaining these precious structures (Planet and Schulte-Peevers, 2012). In the same line of discussion, the urban designers have been working around the clock to ensure that Germany retains, if not improves, its position as the best destination city in the world (Weiss-Sussex and Bianchini, 2006). For instance, the metropolis has been reserved for the construction of international status hotels and restaurants. Consequently, the city has a world transport infrastructure comprising of train, road, and air transport systems. Climate change has been an issue to the global tourism industry; the German government ensures tourism is sustainable in the entire country. In accordance, everyone involved in the industry work to ensure that he/she is environmentally responsible in order to ensure that nature and its diversity is preserved to encourage unending visitors to the city. Provide Quality Tourism Globalisation, like any other industry has had progressive impacts on the tourism industry around the world (Weiss-Sussex and Bianchini, 2006). This has culminated into changing and dynamic demands on the industry with heightened competition among different destinations. The increase in the EU member countries has largely expanded the European travel industry thus increasing rivalry in the industry as well bringing new opportunities (Rigden and Stuewer, 2009). For Berlin and Germany at large to remain relevant in the industry they have increased the destination quality through quality improvement of products and services as well as making them widely affordable. The Government has worked to ensure that the city remains on the top as the best destination globally by offering quality hospitality, services, friendliness as well as flexibility in handling guests. Marketing Berlin as the bets Travel destination Destination Germany is a government’s initiative that has marketed Germany as a travel destination. In the same line of discussion, the government has helped in branding Berlin City as the best city in the country as well as in the entire world (Weiss-Sussex and Bianchini, 2006). Given the government efforts, the city has managed to receive many visitors as compared to other cities in the country. Similarly, the city is ranked fourth best destination city in the world. Encourage cooperation between tourism policy makers and the industry The German tourism policy strongly demands for cooperation among different players within the industry (Weiss-Sussex and Bianchini, 2006). Accordingly, another critical task for the government is to ensure that it sets out and improves the framework for tourism policy in maintaining the goals of financial consolidation. For instance, the government is directly involved in the planning and promoting Berlin as a travel destination. Berlin Tourist industry is comprised of small medium-sized enterprises for this matter; in order to market Berlin as a singular destination globally the government provides all the necessary support needed. Sightseeing in Berlin Berlin is a city that is laced with what other cities across the world don’t have, the locals have rough but extremely friendly charm. Everyone who visits the city envies Berlin’s beauty, with its new found ‘swagger’ together with its historic and dramatic happenings of the 20th century. The city’s most famous attractions are listed below: Alexanderplatz: this represents Berlin’s urban history and is located in Alexanderplatz comprising of centuries of political, social and architectural elements of Germany’s history. Significantly essential to mention, Alexanderrplatz has been the public debate subject as well as urban design competition. Berliner Dom: also referred to as the Berlin Cathedral which was built and completed in 1905; it is the city’s largest and most significant Protestant church as well as the Prussian Hohenzollern sepulchre. Brandenburger Tor: this is one of the city’s important monuments; it is a landmark and symbol all presented as one for more than two centuries of the country’s history. DDR Museum: it is a hands-on experience of real history; it represents life and how it was during the socialism era; for instance between the State Security and the Wall, Spreewald gherkins and nudism (Weiss-Sussex and Bianchini, 2006). Fernsehturn: this is 365m high TV tower and hence the tallest building in the city; everyone who visits Berlin is left with a lasting memory of the Fernsehturn. Holocaust Memorial: this is located in Mitte along the death strip near Brandenburg Gate where the wall once stood and it is the Burlin’s spectacular monument to the Holocaust. This is an important structure in Berlin as it was dedicated to the Jewish victims of the Nazi genocide of the World War II. Judisches Museum: this is a timeless monument particularly to Jewish history during their stay in Germany. Daniel Libeskind’s Berlin Juedisches Museum is one of the best and undisputed museums recognized across the world with architectural gems. KaDeWe: this is an iconic trademark department Kaufhaus des Westens; the department store of the West. It is the largest and legendary department store in the entire Europe continent. Kaiser Welhelm Gedachtniskirche: this is a church and is a symbolic centre of West Berlin. It is also considered as the anti-war memorial to peace and reconciliation. After the Allied bombing of World War II, this tower has remained as a popular ruin and it is also referred to as a hollow tooth (Weiss-Sussex and Bianchini, 2006). Museumsinsel: the Museum Island is a distinct and unique combination of five museums including the Pergamon Museum, the Altes Museum, Berlin’s own Treasure Island , and Neues Museum. Neue Synagoge: the new Synagogue together with the Jewish Museum as well as the Holocaust Memorial is the city’s most lucrative and significant Jewish landmark. It was established in 1866 as the largest Jewish worship place in Germany, accommodated up to 3200 people, and symbolized Jewish as a thriving community. Olympiastadion: this is the Berlin’s Olympic Stadium and Bell Tower which was established in 1936 during the Olympic games when the 2400m and after the demolition of the horse racing track in Grunewald district (Weiss-Sussex and Bianchini, 2006). The act of demolition was undertaken to pave way for the construction of the new National Stadium which was designed by Werner and Walter march and supervised by Hitler’s Imperial Interior Ministry (Maitland and Newman, 2009). Potsdamer Platz: this one of the most striking modern structures and an example of the urban renewal that transformed Berlin into the “New Berlin.” It was built during the 1990s. Reichstag: After the reunification of German in 1990, the German Federal Parliament decided to reinstate the Reichstag as the country’s Parliament in Berlin, which then made Berlin as the capital for the reunited German. Rotes Rathaus: this is the Red town Hall and is the seat of the Berlin Senate. Siegessaule: this is the victory column , is an exceptional city monument that reinvents itself through ages starting from the Prussian military victory during the 19th century to the Berlin’s thriving gay community. The latter is the tourist’s hot spot currently. Tiergarten: this is the city’s diplomatic district and the most popular inner-city park. Recommendation for Increased Tourism in the City The above discussion clearly explains the real tourism activities within Berlin City together with the activities of different stakeholders including the Germany government as well other service providers (Weiss-Sussex and Bianchini, 2006). The following are recommendations that Berlin City in collaboration with the government should undertake in order to increase tourism in this capital. The government as well Berlin City tourism planners should stand for sustainable tourism; they should work to ensure that the city remains or retains its position as the best global destination through preservation of the existing points of attraction as well develop new tourism avenues. This can be achieved through offering quality tourism products and services. The government should take full advantage of the opportunities afforded by demographic change. Berlin City should and must stand for quality tourism services The industry should be operated by qualified personnel in order to provide global status services. Branding is another essential marketing activity that the city should consider in its marketing activities. Berlin City should be rebranded and presented as the best travel destination in the world. Conclusion Berlin is an outstanding capital city laced with different fascinating sceneries that attracts visitor from within the country’s borders as well as from abroad. The above discussion has extensively discussed various aspects of the city that have continually attracted guests. The role of the government in attracting visitors to the city, the influence and importance of sightseeing in advocating tourism in Berlin, and above all the measures and frameworks that should be cultivated to increase the number of tourists and visitors to Berlin have also been explored. References Planet, L., and Schulte-Peevers, A. 2012. 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