Destination Düsseldorf
Düsseldorf is extremely popular with international business travellers. And it is set to become an attractive destination for private visitors, too. In the times of COVID-19, however, this is no easy task.
In order to learn about Düsseldorf’s popularity with international visitors one has merely to take a peek at the Mercer study. Every year Düsseldorf is placed amongst the top ten out of 231 large cities in the consulting firm Mercer’s worldwide study regarding the quality of life of expats. In 2019, it was again ranked 6th – amongst international competition. Short distances, a lot of culture and enjoyment within a small area, moreover extensive green spaces and a great position by the Rhine: not only new residents, but also business travellers and an increasing number of tourists appreciate Düsseldorf’s forte. “We have the reputation of a city with an especially international charm,” explains Ole Friedrich, managing director of Düsseldorf Tourismus GmbH. According to him, Düsseldorf is a city, which brings together the ambience and offers of a metropolis – but within in a much smaller space – and scores points through its infrastructure and unique shopping experience in combination with a top notch hotel industry.
It is quite clear that the heart of tourism beats on Königsallee, the bordering Altstadt and from the riverfront promenade all the way to the Medienhafen. When, seven years ago, the New York Times listed their recommendations for ‘36 hours in Düsseldorf’, it alerted the world to the city as an international travel destination. In particular travellers from China, the Gulf States and Russia have rediscovered the metropolis on the Rhine as a city of art and culture, of Altbier and health care provision. After all, international visitors enjoy combining a stroll through the luxury boutiques of the city with having their health seen to in the numerous private clinics, ranging from check-ups to comprehensive medical care.
Whether luxury boutiques or the impressive KÖ Bogen II: Düsseldorf’s diverse shopping landscape attracts day visitors in particular.
Düsseldorf is distinguished by a broad commercial landscape. The special shopping atmosphere of the Kö, the vast retail experience of the newly designed Schadowstraße and the unique, owner-managed shops in the trendy districts attract a large number of, in particular, day-visitors. International interest is focused on the newly blossomed architecture of the inner city – in its truest sense. In 2020 the Kö-Bogen, designed by star-architect Daniel Libeskind, was extended by the retail- and office building Kö-Bogen ll. Eight kilometres of hornbeam hedges and more than 30,000 plants have made the Kö-Bogen ll Europe’s largest green frontage and represents more than any other building the modern idea of urban space. But also other parts of the city are flourishing. Little Tokyo, the Japanese quarter situated around Immermannstraße, where the Rhineland meets Asian tradition and thus makes it unique within Europe, has been discovered as a trendy part of the city by the international media, magazines and travel blogs. “The strong interest of the international media has had a positive effect on many of our markets,” confirms tourism-expert Ole Friedrich - who is also, together with his team, responsible for the organisation of the Japantag, a day dedicated to celebrating Japan. In 2018 the col-leagues of the New York Times followed suit by including exclusively Japanese insider places in their recommendations for ‘5 Places to visit in Düsseldorf’.
„The strong interest of the international
media has had a positive effect
on many of our markets.
The city's showpiece location: a selfie taken on the bridges of Königsallee is one of the most popular souvenirs for international tourists.
The landscape of Düsseldorf’s hotel industry is shaped by the large number of international business travellers, who stay in the city for about 1.7 days on average. Usually this is a blessing – however, for the year of the pandemic, 2020, it has been more of a curse; in the time from January to August of 2020 the number of bookings per night decreased by 56.9 % in comparison to the previous year. With regards to international visitors it was 63 %. Cancelled events at exhibition centres, meetings and conferences just as travel restrictions led to a dramatic decline in numbers of business travellers. This was also felt by hospitality businesses, trade and taxi drivers. Whilst between May and June of 2019 around 2.4 million people were out and about on Schadowstraße, in the same months in 2020 there were just 920,000 according to the IHK. The hotel industry used the time of lockdown by offering business travellers alternatives to the home office in the way of exceptionally good rates for long term bookings. At least hybrid conferences with a mix of guests present and online contributed to some business. As soon as the pandemic allows, Düsseldorf Tourismus is aiming to entice more private overnight visitors to come to Düsseldorf. In 2017, 49.5 million day trippers turned over about 1.8 billion Euros. This amounts to two thirds of the city’s income through tourism and is clearly more than the 3 million overnight bookings yielded.
In order to entice future visitors to spend more time in the city, Düsseldorf Tourismus has come up with special overnight-stay offers, for example in combination with sightseeing tours and visits of local breweries. All this has been marketed throughout the year despite of the crisis. “Even during lockdown we were in touch with markets further away, such as the Arabic United Emirates, Russia and China, in order to raise awareness of Düsseldorf as an location and in order to remain visible,” Ole Friedrich says. And there is another effect of the Coronavirus crisis: new trends and needs whilst travelling have emerged. “People are not drawn to the city experience, but they are looking for nature. They want to move about outdoors,” Friedrich says. “Hence we have come up with new sightseeing tours and cycling tours, which combine movement, sports appeal and urbanity.” VIVID might just make a suggestion for the next piece in the NY Times: ‘The 10 Greenest Places in Düsseldorf’. •
Düsseldorf impresses architecture enthusiasts with extraordinary buildings at the Media Harbour and creative design hotels like the 25hours.
Tourism in Düsseldorf
• Hotel beds: 27.947
• Guests: 3 million
• Overnight stays: 5 million
of which 2 million are international visitors
(January – December, 2019)
Words: Karolina Landowski
Pictures: PR, Düsseldorf Tourismus, HGEsch_Print, Raphael Janzer, 25hours