Bern Welcome focuses on quality and sustainability

Statistics on overnight stays are an important tool in tourism, but they are also "not the measure of all things". Martin Bachofner, CEO of Bern Welcome, made this clear at a media conference in Bern on Tuesday. Since last fall, the former tourism director of Gstaad has been heading the alliance of the most important players in the fields of tourism, events and congresses in the city of Bern.

Quality, sustainability, added value and the involvement of the population are keywords for the new strategy. Bern should, to put it somewhat casually, reflect on itself and do what suits the city and its people.

First and foremost, Bern Welcome's efforts will be focused on the local markets, i.e. Switzerland and Europe. Long-distance markets are also to be worked on, but not "by hook or by crook," as Bachofner said.

Performance before advertising

Bern Welcome wants to place the main emphasis on products and offers rather than on marketing, as Chairman of the Board Marcel Brülhart said. The city wants to score points with its "savoir vivre", i.e. the enjoyable, relaxed lifestyle that the people of Bern cultivate. History and living traditions are another trump card that the Unesco World Heritage City wants to play.

Bern also aims to please with its mix of urbanity and nature. Culture, sports, politics, education and science round off the portfolio. All of this is intended to help increase local added value.

Bachofner brought up various ideas, such as an accompanied Aare swim for guests or cycling, hiking and nature maps with which the city can be explored with pleasure. A Christmas market or a craft beer festival would also be ideas.

Sustainability

Bern does not want to rely on tourist groups that are spat out of their cars in the city center to take a quick photo at the Zytgloggeturm and then move on again. A car terminal outside the city center would be a remedy, Brülhart mused on Tuesday.

Isolated major events also bring little sustainability to the city. In the future, Bern wants to think carefully about which major events fit the city and how they can be anchored sustainably. Bern also wants to play to its existing strengths as a political and scientific center when it comes to congresses. University formats are to receive increased support in the future. And finally, Bern Welcome also wants to improve the dialogue with politics. The predecessor organization Bern Tourism had not received enough appreciation, Brülhart regretted. In addition, conflicts had arisen in the surrounding area.

With Bern Welcome, all partners have now moved closer together and, with the exception of the municipal units, all work under one roof. Destination Bern includes not only the city, but also the Gantrisch region and the Emmental. (SDA)

Image: Screenshot Bern.com