Treptow, Arena

Target groups in Berlin tourism The basis for our Berlin marketing and city-friendly tourism

Berlin is open to visitors. Since the 2018+ tourism concept, quality tourism has been Berlin's strategic guideline. We want to increase the proportion of visitors who have a genuine interest in the city and economic potential, and who behave in a manner that is compatible with the city and sustainable. In a scientific process, we have defined Berlin's quality tourist target groups from Germany, Europe and the congress industry. Try out our matching tool here!

visitBerlin, kulturellen Mitte Berlin

German target groups for Berlin

People interested in Berlin and mostly sustainability-oriented intensive holidaymakers, most of whom are willing to spend a lot of money.

Zwei Freundinnen schlendern durch die Stadt

International target groups

International quality target groups for Berlin: Quantitative survey of the volume markets of Great Britain and Spain

kongress, geschäftsleute, regierungsviertel, paul löbe haus, reichstag, berlin

Business target groups for Berlin

Strategy for Berlin's MICE target groups

Berlin is a pioneer: modern target group segmentation as a novelty in city tourism
visitBerlin has developed a new type of target group segmentation in city tourism: the holidaymaker typology of "benefit-oriented segmentation in tourism", or BeST for short. This makes Berlin a pioneer and the first German city to establish a modern basis for destination marketing. visitBerlin is also the first German state marketing organisation to collect data for international markets.

Which target group is suitable for my tourism product?

As a Berlin tourism company, use our target group matching tool here to find out which quality target group your tourism offering is best suited to. Are you more of a Team Berlin connoisseur, Berlin explorer or Berlin lover? Try it out and get to know your target group better:

The price of my tourist product is a ...

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

High price offer

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Low cost or free offer

In terms of sustainability, my product is a...

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Ecologically or socially particularly sustainable offer

My product enables a special Berlin experience because...

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Typical for Berlin and not interchangeable

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Exchange/contact with Berliners

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Comfortable experience with service focus

My tourist offer is related to the following activity:

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Decentralised discovery of the city (e.g. moving off the beaten track, discovering tourist-free neighbourhoods/backyards)

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Spontaneous discovery of the city (e.g. through flexible scheduling, short-term and digital booking)

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Spending time in nature or on/near the water

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Getting to know the history of Berlin

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Experience modern culture interactively

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Physically challenging activities (e.g. activities with higher physical demands)

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Organised events (e.g. guided city tours with advance booking, guided tours etc.)

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Experience cultural highlights (e.g. concerts, exhibitions, museums etc.)

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Recreation and wellness

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Exciting experience (e.g., experiential events, nightlife participation, etc.)

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Shopping (e.g. classic shopping malls, souvenirs, local products, flea markets, etc.)

Does not apply at all Rather not applicable Neutral More likely to apply Fully applies

Culinary experience (e.g. variety, international offer, relaxed and without time pressure)

Which target group feels best addressed by your product?

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Your contacts for target groups

Geschäftsführung 2025

Inka Rehahn

Director of Strategic Marketing

Destinationsentwicklung 2025

Kerstin Bock

Project Manager Futures Research

Marktmanagement 2025

Michaela Kehrer

Project Manager | Medical Tourism Manager

Mitarbeiterfotos BCO 2025

Marco Oelschlegel

Director Conventions

Mitarbeiterfotos BCO 2025

Stefanie Meier

Project Manager Conventions I Assistance management