Bird Group Brings Berlin To India

Anindita Chattopadhyay - New Delhi

Though Lufthansa German Airlines has the biggest market share in India among European carriers, Indians rarely include the Berlin Wall in their tourism itinerary. Berlin only had 7,500 overnights for Indians last year. Feeling the need to promote the city as a tourist destination, Berlin Tourismus Marketing (BTM) has appointed Bird Group as their representative in India.

Berlin meets the Indian need for a lively nightlife and shopping. About 6,500 restaurants, cafes and pubs, 24- hours bars, a throbbing nightlife with cinemas, musical theatre, 1,500 events everyday, 180 museums preserving history and art, incomparable shopping opportunities make the city a mecca for youngsters across Germany and Europe.

"We position ourselves as a youthful city with a catch line 'We Are Poor But Sexy'. It is a year-round tourist destination. Summer in Berlin brings culture into the open. Countless open-air concerts are organised at the Waldbuhne and the Wuhlheide castle parks and back courtyards. Between October and January, we promote Winter Magic Berlin with more than 40 Christmas markets in the city area, 10 festive concerts daily, one of the world's largest New Year eve celebration and a wide range of entertainment," said Hanns Peter Nerger, president and CEO of BTM.

Indian tour operators, pointed out Nerger, can promote a package combining Berlin with other European cities like Munich, Vienna, Budapest, Prague - a mix of east and west Europe. The FIT segment can get value-for-money by buying the Berlin Welcome Card, which costs approximately US$16. It provides three days of unlimited travel on all buses and trains of the Berlin-Brandenburg public transport network operating anywhere within the A, B and C fare zones in Berlin as well as free or 50 per cent reduced admission to almost every museum in both cities. It also provides reductions for a host of excursions, walking tours, boat rides, shopping and theatres.

Admitting the fact that the city loses out for not having an international airport, Lufthansa GM Werner Heesen said, "Lufthansa is flying on an hourly basis into Berlin. From Munich one can reach Berlin in the morning and enjoy the nightlife."

Adding further Ankur Bhatia, executive director, Bird Group, believes Berlin will soon be a desired destination. Talking about his marketing plans, he said, "We will partner with the trade to promote the destination. Apart from organising road shows and fam trips, we will woo the film industry to shoot in Berlin because that's the easiest way to create awareness about its attractions."