Tourism in Brandenburg – Facts, figures and

royal
cyclist-friendly
leisurely
diversified
natural
authentic
focus on water sports
relaxing
sustainable
unique
charming
trusted
vibrant
high quality
family-friendly
Close to Berlin
making time
straightfoward
barrier-free
tradition-conscious
dependable
unwinding
balancing
active
active
genuine
convincing
luxurious
inspiring
creative
faithful to tradition
calming
enriching
ecological
staging
fascinating culture
family-friendly
nature-oriented
cultured
trendy
attractive
balancing
mystical
wild
TOURISM IN BRANDENBURG
Facts, figures and statistics
THE GERMAN CAPITAL REGION
excellence in tourism
2
CONTENT
Tourism in Brandenburg – a success story
4
A high-revenue sector employing a large number of people
8
A powerhouse for added value and employment
9
Brandenburg is the capital region
12
Quality: classification and certification
15
The core market: Berlin
17
Brandenburg: the visitor's point of view
18
A distinctive profile:
Brand makes it possible
19
Imprint
27
3
92.3 million
Day trips within and into
Brandenburg every year
Tourism in Brandenburg –
a success story
The number of overnight stays has more than doubled since the 1990s and
the number of guests has almost even tripled. On top of that, there are
close to 92.3 million day trips within and into Brandenburg. Overall, this
means approximately 4.3 billion euros in revenue from the tourism sector.1
Tourism revenue
2003
2014
2.5 billion €
4.3 billion €
Employees in the tourism sector
Overnight accommodations
subject to social insurance contributions or who are marginal part-time
> 10 beds
23.58
mill. tot.
25.32
mill. tot.
27.63
mill. tot.
15,7
12,1 13,8
1992
2014
724
2003
1,634
50,000
Growth in overnight
accommodations
in Brandenburg 1992–2014 ²
8.05 8.14 8.02
8.61
> 60,000
Grey market
The official statistic includes overnight stays only in establishments providing at least
10 beds. Since 2012, numbers from the "grey market" are available as well
(i.e. overnights in non-commercial private facilities with fewer than 10 beds)
(collected for guests who reside at least 50 km away).
(overnights in millions)
7.55
2012
9.09
9.53
9.19
8.45
9.55
9.25 9.38
11.06
10.25 10.69
9.93 10.17
11.48 11.52
11.93
6.5
4
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
4.63 4.85
Tourism intensity for day trips and overnight stays
SchleswigHolstein
8,289
Hamburg
8,238
MecklenburgWestern Pomerania
9,741
SchleswigHolstein
MecklenburgWestern Pomerania
31,581
Hamburg
21,271
Bremen
8,510
Bremen
9,918
Hessen
6,875
6,434
Berlin
4,164
SaxonyAnhalt
7,134
Lower Saxony
6,943
North RhineWestphalia
5,771
RhinelandPalatinate
8,222
Saarland
4,406
(per 1000 residents) 4
Berlin
Brandenburg
9,129
Lower Saxony
9,412
North RhineWestphalia
Thuringia
8,218
Baden
Wurttemberg
7,090
3,565
Saxony
7,569
RhinelandPalatinate
Saarland 7,776
Bavaria
9,090
Hessen
8,740
SaxonyAnhalt
Brandenburg
8,991
Thuringia
10,378
9,986
Saxony
10,657
5,705
3,743
Day trips
< 5,000
5,000 bis 7,999
Baden
Wurttemberg
Bavaria
9,623
6,524
Overnight stays
< 5,000
5,000 bis 8,999
8,000 bis 8,999
9,000 bis 19,999
> 9,000
> 20,000
Overnight stays by residents in prevention and rehab clinics (official statistics) are included in the calculations, Exceptions due to
data anonymity: Berlin, Bremen, Hamburg – in these cases, tourism intensity is a minimum estimate.
Tourism intensities in 2013
Comparison between Brandenburg and Germany (per 1000 residents) 5
Brandenburg
Brandenburg
Brandenburg
Germany
Germany
Germany
9,1297,253
7,253
9,129
9,129
7,253
9,986 8,240
8,240
9,986
9,986
8,240
19,11515,493
15,493
19,115
19,115
15,493
Day
trips
Day
Daytrips
trips
Overnight
stays
Overnight
stays
Overnight
stays
Total
number
of days
Total
number
ofofdays
Total
number
days
Brandenburg
Germany
Brandenburg
Die Übernachtungen
der Inländer
in Vorsorgeund Rehakliniken
(amtlich
erfasst)
sind
inBerechnungen
den Berechnungen
inbegriffen,
Die
der
ininVorsorgeund
(amtlich
erfasst)
sind
inbegriffen,
DieÜbernachtungen
Übernachtungen
derInländer
Inländer
VorsorgeundRehakliniken
Rehakliniken
(amtlich
erfasst)
sindininden
denBerechnungen
inbegriffen,
Germany
Quelle:
GfK/IMT
DestinationMonitor,
Deutschland
Statistisches
Bundesamt
Quelle:
GfK/IMT
DestinationMonitor,
Deutschland
Statistisches
Bundesamt
Quelle:
GfK/IMT
Deutschland
Statistisches
Bundesamt
Overnight
stays
byDestinationMonitor,
residents
in prevention
and rehab
clinics
(official
statistics)
are
included in the calculations.
19,115 15,493
15,493
Total number of days
ber of days
n den Berechnungen inbegriffen,
n inbegriffen,
5
Comparison of the number of overnight stays 6
With such growth, Brandenburg is the leader among the non-city states in the Germany tourism
industry. The demand in off-season business has also showed gains.
1,717,634
Summer
1,522,341
1,343,466
1,211,716
1,172,346
2014
903,324
2014
1,241,400 1,212,885
2004
1,088,159 1,053,892
906,618
2004
680,354
APR
MAY
JUN
JUL
AUG
SEP
Winter
665,767
576,080
2013
501,099
2014
546,379
2004
2003
537,090
427,951
DEC
375,311
JAN
405,252
FEB
MAR
Top 8 for overnight stays by foreign guests 7
Country of origin
2006
2010
2013
2014
Overall foreign
620,273
755,180
830,627
912,639
From Europe 496,218
640,876
736,814
792,610
Poland 59,146
83,731
151,366
165,342
The Netherlands
104,257
117,120
119,023
127,217
Denmark 28,592
45,329
50,816
51,952
United Kingdom 36,421
40,454
42,259
51,062
Switzerland
20,623
32,121
51,306
50,852
Austria 22,276
36,615
31,057
38,123
Czech Republic 9,888
31,059
29,296
36,858
Sweden 30,442
37,702
33,808
33,721
Key source markets
6
Destinations in Brandenburg 2014 by overnight stays 8
Region
2014
+/- zu 2013
Oder-Spree Lake District
2,059,828
0%
Spreewald
1,564,978
+7.9%
Ruppin Lake District
1,437,573
+0.9%
Fläming
1,215,121
+7.8%
Potsdam
1,035,804
+3.2%
Havelland
964,472
+7.4%
Dahme Lake Region
939,916
+3.8%
Uckermark
884,213
+2.7%
Barnimer Land
821,529
+1.5%
Lausatian Lake District
331,429
+7.8%
Prignitz
291,957
+1.3%
Elbe-Elster-Land
221,346
+1.8%
Lower Lusatia
167,503
-0.1%
Municipality
2014
Potsdam
1,035,804
Rheinsberg
535,504
Burg (Spreewald)
500,009
Templin
330,549
Bad Saarow
323,148
Halbe
307,434
Senftenberg
283,557
Bernau bei Berlin
264,399
Grünheide (Mark)
258,299
Werder (Havel)
244,575
Also ranking high in tourism intensity
(overnight stays per resident) are
places such as Lindow, Joachimsthal,
the Boitzenburg district and Stechlin.
This highlights the importance of tourism in these rural areas.
7
4.3 billion �
Annual gross
revenue in 2014
A high-revenue sector employing a
large number of people
The tourism industry makes a considerable contribution to the added value and the infrastructure of the regions. The industry provides employment for 60,000 people working for more than 10,000 companies. Visitors to
the state of Brandenburg spent 4.3 billion euros in 2014. 9
Services*
Approx. 1.1 billion €
24%
Retail
44%
Approx. 1.8 billion €
32%
Approx. 1.4 billion €
10
* Culture and leisure facilities (e.g. museums, swimming pools, sports and entertainment), transportation, parking fees, etc.
8
Hospitality
(accommodation
and food & drink)
+11.9%
Employees in the tourism sector subject
to social insurance contributions from
2008–2012
A powerhouse for added value
and employment
On the water ¹¹
Whether it's the River Havel, Scharmützelsee or The Lausatian Lake District: waterway tourism in Brandenburg and even in Berlin is booming and grosses an annual revenue of close
to 200 million euros.
200 million €
Total annual revenue
from waterway tourism
32 million €
… on boat tours
49 million €
… from miscellaneous
120,000
Charter tourists
»
… for boat rentals,
motor boats
and berth rentals
»
729,000
Person days
24.10 €
Daily spending*
350,000
Canoe rental visitors
»
119 million €
592,000
Person days
»
20.20 €
Daily spending*
* not incl. boat rental
In addition to charter vacationers and canoe rental visitors, numerous boating enthusiasts
come to spend time with their own watercraft. On top of that is the revenue generated from
daily rentals of open motorboats, sailing boats, pleasure craft and others that haven't been
included to date as well as revenue from sources that aren't directly from boat tourism, such
as services related to boating and tourism.
Companies are looking optimistically to the future. A drop in demand is not expected in the
near future.
Cycling ¹²
The Spree, Oder-Neisse, Berlin–Copenhagen, Berlin–
Usedom, the Elbe and the Gurken cycle routes are the
most used by cycling tourists to the State of Brandenburg. Guests typically spend up to two weeks on the
route, with close to a third spending up to three days.
Opportunities to visit historical sites or attractions is a
key factor in the choice of the destination. Swimming,
paddling or hiking are also important activities for cycling tourists.
≈ 36.50 €/day
≈ 65.50 €
per day
Spending per
cycling tourist
… for lodging and
accommodation
≈ 29.00 €/day
… for food and
other activities
15.38 Mio. €
Jährlicher Umsatz
durch übernachtende
Radreisende im
Land Brandenburg
9
Camping 13
Hot spots for camping enthusiasts include the Oder-Spree Lake District, the Spreewald and
the Havelland region. The Lusatian Lake District is tops in terms of utilisation rates.
The Uckermark has experienced dynamic growth for years.
As always, Saxony, Berlin and Brandenburg are among the most important source regions
for campers in Brandenburg14. In addition to tourists from the Netherlands and Denmark,
visitors also come from the Czech Republic in good numbers.
Overnight stays
per location
91
66
2007
Total
overnight stays
37.9%
2013
1 Mio
750 T
2007
33.3%
2014
Income trends from tourism 15
The tourism added value chain secures jobs in other sectors as well. Cultural, leisure and mobility providers, bookstores and newspaper shops, corner convenience stores, department stores
and supermarkets: everyone benefits. Tourism stabilizes a whole range of businesses and institutions that otherwise would no longer be economically viable and thus would not be there for the
local population either.
Tourists contribute a significant portion to consumer spending in Brandenburg. This brings profit
to businesses in the food sector, handicrafts, to electricity and power suppliers or even to banks
and insurance companies. Because they are services tied to a specific location, tourism establishments also reliably contribute to the local government finances through trade tax and municipal duties.
4,174.3
million €
»
471
million €
2,469
million €
VAT
10
Net revenue
»
Gross revenue
3,703.3
1,234.3
» million
€ » million €
Advance
payments
Direct income
740.7
» million
€
Indirect
income
»
1,975
mill.€
total
income
Employment trends for select sectors 16
Employment subject to social insurance contributions 2008–2012
Food sector
Synthetics and
chemicals
-0.6 %
2.0 %
Brandenburg
4.3 %
Germany
-0.9 %
3.6 %
Metals
0.5 %
11.9 %
Tourism
9.8 %
Select sectors in
Brandenburg
Overall economy
4.7 %
2.2 %
4.5 %
5.3 %
Employment trends for select sectors throughout
Germany 2008 to 2012
MecklenburgWestern Pomerania
7.6%
Lower Saxony
5.7%
2.2%
Germany
as a whole
SchleswigHolstein
1.3%
Brandenburg
4.7 %
SaxonyAnhalt
4.0%
Thuringia
3.5%
North Rhine
Westphalia
0%
Rhineland
Palatinate
0.6%
Saxony
3.7 %
Hessen
0.3%
Baden
Wurttemberg
0.9%
Bavaria
3.4%
11
Brandenburg is the capital region
A state in the middle of which lies the Metropolis of Berlin. And the people
from the big city value that! Here, the hustle and bustle is soon left behind.
Brandenburg is one of the most attractive cycling and hiking regions in all
of Germany, captivating with its Prussian culture, a diverse arts and culture scene, marked by thinkers and masterminds of contemporary history
and also offering ideal opportunities unwinding in one of the largest water landscapes in Germany. Just the right mix for the core target groups of
Brandenburg17: "sociable families", "quality-conscious relaxation seekers",
"intellectual culture lovers", "event-oriented smart shoppers" and "natureloving pleasure-seekers".
Tourism services (as of July 2014) 18
Number
Rooms/sites
Beds/sleeping
accommodations
Hotels
435
17,706
32,933
Bed & Breakfast hotels
104
2,668
5,172
Inns
190
1,980
3,971
Guest houses
231
2,151
4,479
Campgrounds
169
10,135
40,540
Hostels and similar
establishments
119
11,280
Recreational/holiday
homes/ training centres
98
8,753
Vacation centres,
homes or apartments
267
13,431
Prevention and
rehab clinics
21
4,557
1,634
125,116
Total
12
A unique cultural landscape
• 14 castles and three historic park grounds in one city:
the cultural landscape of Potsdam has been a UNESCO
World Heritage Site since 1990.
• 500 castles and manors
• prominent park grounds including Branitz or Neuhardenberg
• 400 museums
• 6 state-run and 20 independent theatres
• Brandenburg State Orchestra from Frankfurt, German Film Orchestra
Babelsberg, Philharmonic Orchestra of the Cottbus State Theatre
• 20 memorial sites and places of commemoration
• 1,600 monastery and village churches
• 22,000 registered building monuments and archaeological sites
500
Castles and Manors
Nature and hiking paradise
With dense pine and beech forests, fens that are home to endangered
species of animals and plants, fabulous lake scenery and wide rivers, the
state has much to offer in greenspace as a destination.
• one-third of the state is protected area
• eleven nature parks, three biosphere reserves and one national park as
well as one UNESCO World Heritage Site
• more than 2,000 kilometres of marked hiking trails
• numerous trails distinguished with the "Qualitätsweg Wanderbares
Deutschland" (premium route) award: Burgenwanderweg (Fläming),
Kunstwanderweg (Fläming), Märkischer Landweg (Uckermark), Uckermärker Landrunde (Uckermark), Nature Park Route Märkische Switzerland (Oder- Spree Lake District), Schlaubetal-Wanderweg (Oder-Spree
Lake District), Oderland Hiking Trail (Oder-Spree Lake District),
2,000 km
of marked hiking trails
Top destination for cycling trips
• 11,600 km signposted cycle routes
• 29 long-distance cycle routes: approx. 7,400 km in total
• more than 30 regional routes: approx. 4,200 km in total
• 496 Bed&Bike establishments
• 2 ADFC (General German Cycling Club) cycling tour regions
(Oder-Spree Lake District and Prignitz)
11,600 km
Signposted cycle routes
13
Land of lakes and rivers
With 33,000 kilometres of flowing water and 3000 lakes, Brandenburg
is one of the most water-rich states in the country.
• approx. 1,500 km navigable federal and state waterways
• approx. 6,500 km waterways for canoeists and rowers
• approx. 470 km license-free federal and state waterways for
recreational and houseboats
• more than 17,000 marina berths
• 810 recreational boat moorings, marinas and rest areas for water
sport enthusiasts
More than
17,000
Marina berths
• 128 canoe rental companies with a total of 3,526 canoes
(Berlin and Brandenburg)
• 83 charter operators with 1,280 yachts, houseboats and sailboats as
well as floatation rafts (Berlin and Brandenburg)
• 65 passenger vessel companies with 180 ships
(Berlin and Brandenburg)
• 267 official swimming spots
Thermal springs, leisure baths and health spas
8 Health spas
170 Campgrounds
• 18 thermal springs and leisure baths
• 8 health spas: Bad Belzig (thermal saline), Bad Freienwalde (moor),
Bad Liebenwerda (peloid), Bad Saarow (thermal saline and moor),
Bad Wilsnack (thermal saline and moor), Buckow (Kneipp), Burg/
Spreewald (mineral springs), Templin (thermal saline)
Camping holidays
• approx. 170 campgrounds
• 11 premium four or five star campgrounds
• 13 sustainable campgrounds with eco-camping certification
A showcase for electric mobility
5 Pedelec
regions
14
More than 23 destinations for daytrips in Brandenburg are equipped
with electric filling stations. While they are charging, guests can make
use of attractive options for visitors or take in the local beauty on a walk.
Visitors to Brandenburg can rent electric bicycles in 5 pedelec regions.
The Oder-Spree lake district, Uckermark and Barnim regions and the
Dahme-Spreewald district and Havel River region all have an extensive
network of rental and charging stations for electric bicycles.
For more information, please visit www.badenundladen.de
2,860
Quality coaches in
over 1,100 businesses
Quality: classification
and certification
In the state of Brandenburg the focus is always on quality. This signifies a
clear competitive advantage. The Brandenburg tourism academy (TAB)
supports companies with this endeavour. Approximately 2,860 quality coaches are working daily in the state in more than 1,100 businesses. Almost
20,000 service concepts have been realised. Hard-working and motivated
employees are required to meet the growing importance of the tourism industry and its increasing demands.
www.tourismusakademie-brandenburg.de
Brandenburg has the most
Q-communities in Germany
ServiceQ Deutschland is a federal system to improve services and opportunities for small and
mid-sized businesses in the hotel, gastronomy and tourism sectors as well as for all other services companies. It provides a management system that helps to continuously optimise the business and increase customer satisfaction.
ServiceQ according to sector in the state of Brandenburg 19
0.9%
27.9%
Hotels & related
Health resorts & Baths
2.3%
Children & Youth
3.4%
9x
Training & Counselling
18.2%
Tourism
organisations
3.4%
30 x
Retail & Crafts
4%
Other service
providers
Level II
351
TO & Travel Agents
15.7%
Level III
Q-certified
businesses in
4.3%
2015 20
Transport & Navigation
5.4%
Leisure & Culture
6.3%
8.3%
Camping
312 x
Level I
Food & Drink
15
ServiceQ certified cities and municipalities
in the state of Brandenburg 21
1 Bad Saarow (since 2011)
2 Brandenburg City (since 2011)
2
7
1
5
6
3 Senftenberg (since 2011)
4 Burg/Spreewald (since 2012)
4
3
5 Municipality of Schwielochsee (since 2013)
6 Lübben (since 2013)
7 Lübbenau (since 2014)
Other classifications and certifications (as of the end of 2014)
more than 70 tourist information centers with the i-label
DEHOGA
Umweltcheck
Third place after Lower Saxony and Baden-Wurttemberg (end of 2014)
207 DEHOGA-classified hotel businesses
31 G-classified guesthouses and inns
CERTIFIED
Green HOTEL
G***
Ecocamping
240 Brandenburg hospitality incl. Potsdam hospitality
44 QMJ Quality management for children & youth travel
1,244 DTV-classified holiday apartments & houses and private rooms
54 DTV-classified campgrounds
496 Bed & Bike
158 Gelbe Welle (“yellow wave”)
Biohotels
Seals and environmental certification
in tourism are a proof of sustainable
companies and offer guidance for
interested visitors.
Accessibility
From the Ruppin Lake District in the North to the Lausatian Lake Region in the South, from the Elbe
in the West to the Neisse or Oder rivers in the East, many host establishments have become barrierfree. For many years, there continue to have been more and more involved to increase the quality of
service in the region and extend suitable services to as many visitors with special needs as possible.
Core activities include
• Information platform www.accessible-brandenburg.com
Detailed information reviewed on-site about accessibility for more than 800 services in the accommodations, leisure activities and food and drink sectors. The only database that also has
information for guests with learning disabilities, allergies or special dietary needs.
• Follow-up topics with tips for hosts
and follow-up links for visitors and tourism providers
• Extensive measures to raise awareness
with special events for tourism service providers
• Creation of special offers for group travellers
• Cooperation with Terra press
to publish the annual brochure
"Brandenburg for everyone – barrier-free travel"
• Marketing and distribution
Participation in trade fairs relating to health,
rehabilitation and barrier-free travel
• Social media with a dedicated facebook account, BrandenburgBarrierefrei
16
Viabono
Saxony, North Rhine-Westphalia,
Lower Saxony & Hamburg
are also key source markets for visitors
from within Germany
The core market: Berlin
Brandenburg is a favourite travel destination for the people of Berlin. It is
the local recreation area for all the stressed out big city dwellers!
Berlin is and remains the key partner for Brandenburg that long ago became the state around Berlin as the capital region. New visitors to the state continue to be inspired by themed marketing targeting specific groups.
Demographic changes is playing a role (a stable, even briefly increasing population, significant growth from abroad and hence potential new target groups) as well as an increasing demand for activities and experiences in nature, something that is especially prevalent among the people from the big city. Familiarity, sympathy, a motivation to visit: these
are all aspects that surveys repeatedly show are highly valued. For the people of Berlin, day
trips and short holidays are like a best friend.
City dwellers often use public transport – either as the only mode of travel
(21%) or in combination with other means of transport (34%). Berlin has the lowest number
of vehicles per household in Germany. The well-planned transportation network in the capital is also the standard for leisure trips and hence a central challenge for sustainable tourism in Brandenburg.
Berlin and Brandenburg have also long been considered partners from
the outside. Visitors don’t worry about state boundaries. The demand is thus for themed,
cross-border and networked opportunities. Tourism aimed at cycling and water enthusiasts
is a good example and is already ready to be experienced to a large extent.
With the capital as an internationally renowned destination and the geographic centre of Brandenburg, there has been a close sense of partnership for many years.
For example, the two states present jointly at the ITB, the world's leading tourism trade
show. Here it becomes obvious what for tourists is a matter of course: Berlin and Brandenburg are a common region.This also highlights the mutual shareholdings of the tourism marketing companies (TMB Tourismus-Marketing Brandenburg GmbH/visitBerlin) and the sign
at the BER airport that greets visitors to the "Berlin Brandenburg Welcome Centre".
17
53% of visitors
come to see cultural &
historic attractions
The core market: Berlin
97%
described their stay
in Brandenburg as
good to very good
79%
would likely or
definitely return
What applies to Brandenburg from
the visitor's point of view? 23
18
1.
close to Berlin
67%
2.
natural
49%
3.
cyclist-friendly
48%
4.
culturally interesting
47%
92%
would likely or definitely
recommend a trip to Brandenburg to their friends
Evaluation by guests from
within Germany staying for
at least one night 22
What activities on the trip were
the most important? 24
Visiting natural sites
57%
Visiting attractions
53%
Activities near/in/on the water
5.
hospitable
46%
6.
family-friendly
45%
7.
tradition-conscious
44%
8.
diversified
40%
9.
safe
37%
Hiking
10.
economical
35%
11.
Cycling
reliable
33%
12.
service-oriented
33%
13.
water sport-oriented
31%
14.
convincing
30%
15.
unique
30%
16.
sporting
29%
17.
high quality
27%
18.
barrier-free
27%
19.
creative
26%
20.
progressive
26%
35%
Going for walks
34%
Spending time with family/a partner/friends
28%
Visiting events & functions
25%
24%
21%
Enjoying local meals & drinks
20%
Visiting adventure facilities
20%
Visiting museums & exhibitions
14%
Taking advantage of wellness services
13%
Shopping
11%
Enjoying the nightlife (e.g. discos, bars)
1%
Source: Local activities visitors on holidays, 2013
A distinctive profile:
Brand makes it possible
TMB Tourismus-Marketing Brandenburg GmbH is hard at work for the
state of Brandenburg developing and improving the Brandenburg tourism
brand. The goal is to create a unique, distinct and emotionally-charged
concept of Brandenburg as a destination and embed this image in the
minds of potential visitors. Products and services will thus find a place on
the market more easily and sell more readily.
The Brandenburg tourism brand
linkable,
divisibly
relatable
bold
ready
A brand is
what people perceive
a brand to be
Brandenburg is
an outdoor stage
cultural landscape
magical
moments
connections
Going the
extra mile for
the guest!
Emotional &
unexpected
and
on the water for Berlin
People
seek
authentic &
genuine
calming
natural
depth,
not breadth
quality
decisions
The Brandenburg
tourism brand functions only with the
key ambassadors of
the brand itself – the
partners in the
tourism sector.
cultured
People
sho uld
remember!
intellectual
culture lovers
quality-conscious
peo ple who want
to slow down
sociable families
Telling
stories
www.tmb-intern.de/fileadmin/ Mediendatenbank/Endkunden/PDFs/ TMB_Handbuch_
Marke_in_36_Minuten.pdf
A focus on core values
natural
cultured
calming
Featured themes
Culture
Nature
Enjoy the
landscape
Discover
water
Cycling
Water
M.I.C.E.
Experience
culture
Broaden
horizons
Realms of experience
Breathe
deeply
The core values are based on the key target groups "sociable families", "quality- conscious
people who want to slow down", "intellectual culture lovers", "event-oriented smartshoppers" and "pleasure-seeking ecotourists". Featured themes and realms of experience
make for a closer match between the brand value for the region and the target groups.
19
Communication in the brand process
Since 2008, TMB has launched annual themed campaigns. They focus on the activities from
the marketing mix, strengthen the positioning and reflect the overall essence of the Brandenburg brand. Key to their campaigns are media cooperations, online communication, print and
radio advertising, outdoor advertising, promotions and targeted press relations. The brand
strategy is a prerequisite for the appeal to the end customers.
It is through people
that lead products are communicated and a desire to visit Brandenburg is created. Brochures such as accommodation directories or even regional maps are also available to help
promote the brand.
Almost half of the visitors to Brandenburg use the internet
20 individual sites address the various different target groups. Every travel
region can have a presence here. Consumer homepage:
www.brandenburg-tourism.com
• over 5,000 events are searched for via the TMB event calender per day
• accommodation providers can integrate online reservation services
offered by the TMB onto their own website
• www.tmb-intern provides instant access to all key information
needed for successful collaboration with every partner
• recommendations for food and drink in Brandenburg
are available on www.kulinarische-ausfluege.de
• since 2012, TMB has offered a mobile website and apps
for iPhone and Android devices
20
Page impressions
1.5 million per month
(as of May 2014)
Social media
The blog posted at http://blog.reiseland-brandenburg.de
offers new and existing stories from across the region.
YouTube and Pinterest has interesting clips and recent
images. And Facebook and Twitter are of course also in
on the game.
The Information and
Reservation System (IRS)
for Brandenburg is used by 40,000 people online. The
range of services includes everything from rooms and vacation flats/homes to package deals and various special
themes. Approximately 1,000 businesses with over 3,000
services are represented here. There is also a call centre
and tourist information available for bookings.
TMB also has a presence at numerous national and international
trade shows and B2B workshops. Press conferences, various press trips and
blogger journeys, editorial and background discussions, the TMB presse news (regional,
cross-regional) and many other forms of information sources ensure that the general and
specialised public are informed about all important news from Brandenburg.
EN 19
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21
The organisation and the principles
As the official Tourist Board for the state of Brandenburg, TMB Tourismus-Marketing Brandenburg GmbH
has been responsible for the comprehensive development and marketing of the tourism industry for the state
of Brandenburg since 1998. All TMB activities are based
on the concept of tourism for Brandenburg, upon which
other services are built. TMB is also working on the basis of strategic market research with T-FIS, a dedicated
tourism IT system at it´s core.
Brandenburg tourism concept
The concept defines the basic principles and aims for business in the tourism sector.
Some of the features include:
• DestinationMonitor Deutschland for Brandenburg in
cooperation with the consumer research association
(Gesellschaft für Konsumforschung, GfK) and the Institute for Management and Tourism (IMT)
Brand manual
This is a tool for those involved in the tourism industry to internalise the brand thinking and carry that over to each product in the best possible way. It serves as the guiding principles for the Brandenburg tourism brand.
• destination brands
Strategic marketing planning
This serves as the longer-term set of guidelines for TMB
Tourismus-Marketing Brandenburg GmbH and is based upon
the Brandenburg tourism conecpt. Included in the planning
are the results of extensive analyses and market research.
Marketing plans
This document describes the specific activities planned by
TMB for each year. It lists the opportunities for participation
that are available for interested partners.
• ongoing visitor polls
• official statistics
• studies of service sectors
Guidelines for culture tourism
This is a guideline for businesses involved in cultural tourism
and supports the product development and communication.
Tourismus. Marke.
Brandenburg.
| 1
Tourismus. Mar
Neue Tourismusm
ke. Brandenburg.
arke in 36 Minu
n
eptio
konz
mus
uris
esto
Land
burg
nden
Bra
15
– 20
2011
ten verstehen.
Guidelines for nature tourism
Service providers, representatives of the tourism industry, nature guides and others interested to the subject can find results of a market analysis here along with many practical tips.
In addition to the tourism concept, the following strategies have direct relevance for the tourism industry:
tingplanung
Strategische Marke
2012 –2016
Ministeri
rk
Ma
et i n
gpla
irtschaf
um für W
Water sports development plan
A decision-making tool for all authorities and organisations
involved in developing water sports and water tourism in the
state of Brandenburg.
t
015
n2
Leitfaden
mus
Naturtouris
Kulturtou
rismus
in Brande
nburg
Leit fad
en
S
o
Sp
rt
Brandenburg federal state sustainability strategy
This document offers information, opportunities for action,
guidelines and targets for sustainable development, even in
tourism.
sp
ung
ickl urg
b
entw
port randen
B
sers
3
Was Landes g - wep
un
es
ib
d
chre
Forts
Rou
Kontakt:
ten
Rev
iere
Senatsverwaltung für Wirtschaft,
Technologie und Frauen
Martin-Luther-Str. 105
10825 Berlin
Referat Technologie- und Innovationspolitik
Ansprechpartner: Dr. Jürgen Varnhorn
Tel.: (030) 9013-8169, Fax: (030)
9013-7107
www.berlin.de/sen/wtf
und
Mai
22
2009
lan
Ministerium für Wirtschaft und
Europaangelegenheiten des Landes
Brandenburg
Heinrich-Mann-Allee 107
14473 Potsdam
Referat Technologie und Innovation
Ansprechpartner: Lothar Friedrich
Tel.: (0331) 866-1689, Fax: (0331)
866-1729
www.mwe.brandenburg.de
Senatsverwaltung für Bildung,
Wissenschaft und Forschung
Otto-Braun-Str. 27
10178 Berlin
Referat Innovationspolitik und Ingenieurwissenschaften,
internationale Angelegenheiten
der Forschung
Ansprechpartnerin: Kerstin Schneider
Tel.: (030) 90227-6632, Fax: (030)
90227-6618
www.berlin.de/sen/bwf
strategie
ltigkeits
nburg
Nachha Land BrandeGemeinsame innovationsstrateG
ie
s
der Länder Berlin und Brandenbu
für da
Ministerium für Wissenschaft,
Forschung und Kultur
Dortustr. 36
14467 Potsdam
rg (innoBB)
Referat Technologietransfer, Bundesprogramme,
EU-Forschungsrahmenprogramm
Ansprechpartnerin: Dr. Inge Schlotzhauer
Tel.: (0331) 866-4860, Fax: (0331)
866-4702
www.mwfk.brandenburg.de
Dieses Projekt wird aus Mitteln der
Länder Berlin und Brandenburg
gefördert, kofinanziert von der Europäischen
Union –
Europäischer Fonds für Regionale
Entwicklung.
Investition in Ihre Zukunft!
THE GERMAN CAPITAL
REGION
eX
CeLLenCe in in
n o vat i o n
Innovation strategy for Berlin-Brandenburg
A publication that presents how the capital region can develop into a common innovation space in the coming years.
The cluster structures set up through this also affect the tourism industry and are shaped by tourism cluster management.
Networks, clusters and cooperation
"Active in nature" network
Tourism related to cycling, water and hiking is the focus the 15 members of this network that
until 2013 was supported by public subsidies. The community of interests for the travel region and others involved is organised under Landestourismusverband Brandenburg e.V..
Their activities relate to developing the quality and products offered in the Brandenburg region as well as collaborations with the areas tourism partners.
For more information, visit www.brandenburg-aktiv.info
Brandenburg spa tourism network
This network, founded at the end of 2011, is a marketing cooperation between the health
and tourism sectors in Brandenburg. Currently there are 27 partners (as of July 2015), including spa hotels and holiday parks, thermal baths and health resorts, saunas and fitness studios as well as rehab centres, clinics and private healthcare providers. The goal is to increase the level of awareness for Brandenburg as a destination for spa and health tourism. The
strategy also involves developing and marketing new spa and health tourism products.
For more information, visit www.gesundheitsland-brandenburg.de
Brandenburg MICE (Meeting, Incentive, Convention & Events) network
This network was established in June 2008 specifically to develop tourism products and
marketing activities in the field of business tourism. At present, there are around 30 partners
in Brandenburg including conference hotels, convention venues and event locations.
For more information, visit www.tagen-in-brandenburg.de/premiumpartner.html
Tourism cluster management
A range of different opportunities for participation and support for all players in the Brandenburg tourism scene has been made available since October 2012 through the tourism cluster management efforts of TMB Tourismus-Marketing Brandenburg GmbH. The basis for this
effort is the joint innovation strategy between Berlin and Brandenburg (innoBB). This has led
to an understanding about the focus (cluster) of economic and innovation policies. Under
the identifier "innoBBplus", Brandenburg has broadened this strategy to incorporate its own
specific issues. The goal is to increase the national and international competitive abilities of
businesses through cooperations between business and science. Value added, greater employment and increased attractiveness of the region are indirect benefits. Tourism in Brandenburg is a key aspect of this strategy.
For more information, visit www.tourismuscluster-brandenburg.de
Brandenburg Tourism Academy
The Brandenburg Tourism Academy (Tourismusakademie Brandenburg, TAB) was founded
in 2002 and is a division of TMB Tourismus-Marketing Brandenburg GmbH. It incorporates
tourism training and education services in the Brandenburg region and thus provides the
necessary knowledge management. Tourism establishments and disseminators can take
advantage to improve product and service quality. TAB focuses on the promotion of expanding service quality throughout Germany and barrier-free accessibility in the region. It is a
decentralised cooperative effort involving ten key players in Brandenburg's tourism industry.
For more information, visit www.tourismusakademie-brandenburg.de
23
TMB Tourismus-Marketing
Brandenburg GmbH
5%
Berlin Tourismus & Kongress GmbH
(visitBerlin)
5%
Vereinigung der Brandenburgischen
Tourismuswirtschaft e.V. (VBT)
38%
State of Brandenburg
10%
Vereinigung der Brandenburgischen Verbände und
Körperschaften zur
Förderung des Brandenburgischen Tourismus GbR
TMB
shareholders
16%
26%
Beteiligungsgesellschaft
der Sparkassen des Landes
Brandenburg GmbH & Co. KG
Landestourismusverband
Brandenburg e.V. (LTV)
Supervisory Board
Contact
State of Brandenburg
Chair: Minister Albrecht Gerber
Ministry Economic Affairs and Energy
State Secretary Katrin Lange,
Ministry for Infrastructure and Regional Planning
Company communication
Birgit Kunkel
Director, Company Communication & Publications Officer
Telephone +49(331)298 73-250
birgit.kunkel@reiseland-brandenburg.de
Landestourismusverband Brandenburg e.V.
Landtag President Britta Stark
Dr. Eckhard Fehse
Media and Public Relations
Patrick Kastner
Deputy Press Officer
Telephone +49(331)298 73-253
patrick.kastner@reiseland-brandenburg.de
Beteiligungsgesellschaft der Sparkassen
Veit Kalinke
Wolfgang Janitschke
Vereinigung der Brandenburgischen Verbände
und Körperschaften zur Förderung des
Brandenburgischen Tourismus GbR
Olaf Schöpe
Vereinigung der Brandenburgischen
Tourismuswirtschaft e.V.
Bernd Kanzow
Berlin Tourismus & Kongress GmbH (visitBerlin)
Michael Zehden
24
Steffen Lehmann
Online media & Blogger Relations
Telephone +49(331)298 73-251
steffen.lehmann@reiseland-brandenburg.de
Key partners in Brandenburg's tourism industry
Brandenburg Ministry for Economic
Affairs and Energy
www.mwe.brandenburg.de
Cultural Festivals in the State of Brandenburg
www.kulturfeste.de
Landestourismusverband Brandenburg e.V. (LTV)
www.ltv-brandenburg.de
Brandenburgische Gesellschaft für Kultur
und Geschichte gGmbH
www.hbpg.de
TMB Tourismus-Marketing Brandenburg GmbH
www.reiseland-brandenburg.de
pro agro e.V.
www.proagro.de
Brandenburg Tourism Academy (TAB)
www.tourismusakademie-brandenburg.de
FÖL Förderverein Ökologischer Landbau
Berlin-Brandenburg e.V.
www.bio-berlin-brandenburg.de
Cluster Tourism Brandenburg
www.tourismuscluster-brandenburg.de
Brandenburg Chambers of Industry and Commerce
www.ihk-ostbrandenburg.de
www.potsdam.ihk24.de
www.cottbus.ihk.de
Deutscher Hotel- und Gaststättenverband
Brandenburg e.V.
www.dehoga-brandenburg.de
Verband für Camping- und Wohnmobiltourismus
im Land Brandenburg e.V. (VCB)
www.campingland-brandenburg.de
Brandenburgischer Kurorte- und Bäderverband e.V.
www.kurorte-land-brandenburg.de
Kulturland Brandenburg
www.kulturland-brandenburg.de
Working Group "Cities with Historic Centres "
in Brandenburg
www.ag-historische-stadtkerne.de
Working Group for Historic Village Centres
in Brandenburg
www.historische-dorfkerne-brandenburg.de
visitBerlin
www.visitberlin.de
Verkehrsverbund Berlin-Brandenburg (VBB)
www.vbb.de
Deutsche Bahn AG
www.bahn.de
Rural Area Forum
www.forum-netzwerk-brandenburg.de
25
Profiles of the travel regions and district-free cities from 2014
Oder-Spree Lake District
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS* 14,600
2.05 million
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
9,200
3.2 days
Tourismusverband Seenland Oder-Spree e.V.
www.seenland-os.de
AVERAGE LENGTH OF STAY
Uckermark
Lower Lausatia
AVERAGE LENGTH OF STAY
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
6,100
884,000
1.57 million
2.6 days
Tourismusverband Spreewald e.V.
www.spreewald.de
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
2,000
168,000
3.1 days
tmu Tourismus-Marketing Uckermark GmbH
www.tourismus-uckermark.de
AVERAGE LENGTH OF STAY
Barnim District
Lausatian Lake District
AVERAGE LENGTH OF STAY
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
6,000
821,000
2.2 days
Tourismusverband Niederlausitz e.V.
www.niederlausitz.de
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
2,200
3.4 days
WITO Wirtschafts- und Tourismusentwicklungsgesellschaft mbH for the Barnim district
www.barnimerland.de
AVERAGE LENGTH OF STAY
Prignitz
OVERNIGHT ACCOMMODATIONS
AVERAGE LENGTH OF STAY
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
2,900
292,000
OVERNIGHT ACCOMMODATIONS 1.43
10,800
million
Havelland
1,800
7,800
221,000
4.2 days
Tourismusverband Elbe-Elster-Land e.V.
www.elbe-elster-land.de
AVAILABLE BEDS*
5,400
1.04 million
2.4 days
Potsdam Tourismus Service
www.potsdamtourismus.de
Cottbus
OVERNIGHT ACCOMMODATIONS
OVERNIGHT ACCOMMODATIONS
964,000
AVAILABLE BEDS*
1,800
225,104
1.8 days
CMT Cottbus Congress, Messe &
Touristik GmbH
www.cmt-cottbus.de
AVERAGE LENGTH OF STAY
2.8 days
Tourismusverband Havelland e.V.
www.tourismus-havelland.de
AVERAGE LENGTH OF STAY
Fläming
Brandenburg City
OVERNIGHT ACCOMMODATIONS 1.21
8,600
million
2.5 days
Tourismusverband Fläming e.V.
www.reiseregion-flaeming.de
Dahme Seenland
OVERNIGHT ACCOMMODATIONS
6,800
940,000
2.0 days
Tourismusverband Dahme Seen e.V.
www.dahme-seen.de
AVERAGE LENGTH OF STAY
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
AVERAGE LENGTH OF STAY
AVAILABLE BEDS*
AVAILABLE BEDS*
AVERAGE LENGTH OF STAY
2.8 days
Tourismusverband Ruppiner Seenland e.V.
www.ruppiner-reiseland.de
AVAILABLE BEDS*
Elbe-Elster-Land
OVERNIGHT ACCOMMODATIONS
AVERAGE LENGTH OF STAY
AVAILABLE BEDS*
3.7 days
Tourismusverband Lausitzer Seenland e.V.
www.lausitzerseenland.de
Potsdam
Ruppin Lake District
AVAILABLE BEDS*
331,000
AVERAGE LENGTH OF STAY
2.2 days
Tourismusverband Prignitz e.V.
www.dieprignitz.de
AVERAGE LENGTH OF STAY
26
Spreewald
1,600
192,000
2.7 days
STG Stadtmarketing und Tourismusgesellschaft Brandenburg an der Havel mbH
www.stg-brandenburg.de
AVERAGE LENGTH OF STAY
Frankfurt (Oder)
OVERNIGHT ACCOMMODATIONS
AVAILABLE BEDS*
1,100
171,000
2.3 days
Tourismusverein Frankfurt Oder e.V.
www.frankfurt-oder-tourist.de
AVERAGE LENGTH OF STAY
* not including camping
Publication details
Publisher and project sponsor
TMB Tourismus-Marketing Brandenburg GmbH
Tourism cluster management
Am Neuen Markt 1
14467 Potsdam
www.tourismuscluster-brandenburg.de
Text and editorial work
Patrick Kastner
Dr. Andreas Zimmer
Lynn Ciminski
Katrin Hellmann
In the interest of better readability, this publication does not include references to both
male and female terms. All terms used throughout to denote persons refer to both men
and women.
Design
FISCHUNDBLUME DESIGN Yvonne Berthold & Katrin Hellmann GbR
www.fischundblume.de
Printing
Brandenburgische Universitätsdruckerei und Verlagsgesellschaft Potsdam mbH
www.bud-potsdam.de
Year of publication
2016 (updated edition)
Sources
Page 4
1) State Statistical Office of Berlin-Brandenburg, dwif Consulting GmbH 2013
2) State Statistical Office of Berlin-Brandenburg
3) GfK/IMT DestinationMonitor Deutschland, Brandenburg
Page 5
4) GfK/IMT DestinationMonitor Deutschland, State Statistical Office; Map: GfK/IMT
Geomarketing,Design: Institute for Management and Tourism
5) GfK/IMT DestinationMonitor, German Federal Statistics Office
6) TMB Tourismusmarketing-Brandenburg GmbH
Page 6
7) State Statistical Office of Berlin-Brandenburg
Page 7
8) State Statistical Office of Berlin-Brandenburg
Page 8
9) For development and significance of food industry, synthetics and chemicals, metals
and tourism industries specific to the Brandenburg cluster region 2008–2012, please
see: www.mwe.brandenburg.de/media.bb2.a.5599.de/2014_ BrandenburgspezifischeCluster_Kurzbericht_Monitoring_Endfassung.pdf)
10) dwif 2013
Page 9
11) Study "Economic Factors in Water Tourism", a joint project of the Chambers of Industry and Commerce in Brandenburg and Berlin with the support of the Ministry for
Economic Issues and Energy, the Water Sports Marketing Board of Berlin-Brandenburg and the Water Sorts Trade Fair Boat & Fun.
12) Bicycle traffic analysis for Brandenburg 2011
Page 10
13) Brandenburg Ministry for Economic Issues and Energy. Economic situation for
camping businesses in Brandenburg, basic research 2014
14) VCB seasonal survey 2013
15) dwif 2013; the difference in the annual total gross revenue results from the different methods used in the studies involved.
Page 11
16) For development and significance of food industry, synthetics and chemicals, metals and tourism industries specific to the Brandenburg cluster region 2008–2012, please see: www.mwe.brandenburg.de/media.bb2.a.5599.de/2014_ BrandenburgspezifischeCluster_Kurzbericht_Monitoring_Endfassung.pdf)
Page 12
17) GfK Travelscope identified target groups
18) State Statistical Office of Berlin-Brandenburg 07/14
Page 15/16
19) 20) 21) Brandenburg Tourism Academy, www.q-deutschland.de (July 2015)
Page 18
22) GfK/IMT DestinationMonitor Deutschland
23) Institute for Management and Tourism (IMT), 2011
24) GfK/IMT DestinationMonitor Deutschland
Picture credits
Cover
TMB image library/Martin Kirchner/fischundblume
Page 2
TMB image library/Yorck Maecke/rent a floss
Page 3
TMB image library/Joachim Boldt/SPSG, TMB image library/Blacky Schwarz,
fischundblume
Page 4
istockphoto/Lisa-Blue
Page 7
TMB image library/York Maecke, istockphoto/monkeybusine
Page 8
istockphoto/macgyverhh, istockphoto/andresr, istockphoto/oranhall
Page 9
TMB image library/Paul Hahn
Page 10
istockphoto/Eduard Andras
Page 12
istockphoto/Achim Prill, istockphoto/Susan Chiang, TMB image library/Paul Hahn,
TMB image library/Blacky Schwarz
Page 13
TMB image library/Frenkel/SPSG TMB image library/Stradtmann, TMB image library/
Paul Hahn
Page 14
TMB image library/Wolfgang Ehn, TMB image library/Kur- und Freizeit Belzig GmbH,
TMB image library/Kur- und Freizeit Belzig GmbH, istockphoto/Imgorthand, istockphoto/Stephan Zabel
Page 15
Twin Design/Shutterstock.com
Page 17
istockphoto/Nikada
Page 18
shutterstock/Benoit Daoust
Page 19
shutterstock/Olivier Le Moal, TMB postcard
Page 20
shutterstock
Page 21
Twin Design/Shutterstock.com, tanuha2001/Shutterstock.com
Page 23
TMB image library/Paul Hahn, TMB/Beate Wätzel, istockphoto/Izabela Habur, istockphoto/Yuri
Page 25
TMB image library/Paul Hahn, TMB image library/Blacky Schwarz, TMB image library/
Steffen Lehmann
Overview tourism map of the state of Brandenburg
MecklenburgWestern Pomerania
Stralsund/Stettin
Rostock
Hamburg
Uckermark
Prignitz
Lower Saxony
Ruppin
Ruppiner
Seenland
Lake
Barnim
Barnimer
Land
Region
SaxonyAnhalt
Hannover
Magdeburg
Havelland
Oder-Spree
Lake District
Brandenburg
City
Berlin
Frankfurt/
Oder
Potsdam
Dahme Lake
District
Dessau
Küstrin-Kietz
Fläming
POLAND
Frankfurt/Oder
Spreewald
Halle/Leipzig
Cottbus
ElbeElster
Land
Public transport in
Berlin-Brandenburg
www.vbb.de
Lower
Niederlausitz
Lusatia
Lausatian
Lake District
Saxony
Dresden
Görlitz