University of Applied Sciences Stralsund

Destination Berlin

by

 Beate Pehlchen

Table of contents

1. Attractions and attributes of the capital

1.1. Entertainment
1.2. Europe` s congress city n° 1
1.3. Shopping destination
1.4. Attractive capital of water
1.5. Sports metropolis

2. Swot analysis

3. USP

4. Market analysis

5. Future trends

6. Marketing of the destination

6.1. BTM
6.2. Partner für Berlin
6.3. Blue Band Management Hotels Limited
6.4. Bao Berlin

6.5.1. The Marketing Club Berlin
6.5.2.

7. Problems of the destination

8. Conclusion

Berlin - a destination all of its own

At present, Berlin is more popular than almost any other European city destination. Covering the same area of about 891 square kilometres as New York Berlin unites a large number of urban districts, centres and boroughs. It is the city of encounters: about 3.4 million inhabitants from more than 180 nations form the city` s culture and lifestyle. The demolition of the Wall in 1989 marked the dawn of a new era for Berlin. Brandenburg Gate - once a symbol of the divided Germany - has again become the emblem of the German capital. Around it, the new centre of Berlin is rising up, and the future of the city becomes visible. Berlin is the political centre for decision-making in Germany. This is the seat of government, parliament, regional representation agencies and top associations of trade and industry. The region has at its disposal an environment of science and research unique in Germany. Here, technology of the future is being developed and employed today. International facilities, schools and institutes promote the exchange of ideas and international dialogue. Numerous parks and gardens, along with about 400,000 trees along the streets of the city, ensure a favourable climate in the central districts. Berlin is the city of woods, parks, rivers and lakes. A unique area of local recreation is at everyone` s doorstep. A broad range of facilities for sport, leisure and recreation is offered in Berlin- the city that never sleeps.

As you can see Germany` s largest city is always worth a visit: it is open 24 hours a day, offering something for every taste: shopping, peace and quiet for relaxing, cultural enjoyment, sport adventures etc. That` s why the following project work considers the destination Berlin with its strengths and weaknesses as well as opportunities and risks. The question: what is so special about Berlin? will be answered and the market especially its growth on national and international level, competitors, customers and appearing trends is analysed. Concerning the management it` s a question of the development and marketing of a city or region surrounded by increasing competition so that strategies, projects or tasks of different suppliers are shown.

1. Attractions and attributes of the capital

1.1. Entertainment

The Berlin cultural scene with its volume, variety, liveliness and attractiveness contributes significantly to the unmistakable profile of the city. The seventeen state museums form the largest museum complex of the whole continent (besides Berlin` s unique variety of 170 museums) and is a theatrical city with three opera houses, over 150 theatres and stage companies and a host of variety theatres and music-halls. Different open-air theatres expect up to 22,000 patrons each evening during the summer months. Summer in Berlin offers major parades, spectacular processions and fun street festivals all over the city. Music accompanies Berlin through the summer: whether open air or in the music temples - scarcely a day passes without musical highlights and the city presents also international events.

1.2. Europe` s congress city n° 1

[...]