Berlin hosts a diverse diplomatic community. From your perspective, how can countries use tourism promotion as a form of soft power to shape their image and build stronger cultural ties in Germany?

Tourism is a wonderful instrument of soft power because it carries images, stories, and emotions. When countries showcase their tourism strengths, it’s not only about attracting visitors, but also about shaping a cultural narrative: what defines our identity, what values do we want to share? Basically who are you beside from what someone has know already.

In Berlin, where so many diplomatic voices are present, tourism can build a bridge between politics and everyday culture. A food festival, an exhibition or installation, or an exchange program for young creatives – these are ways to spark sympathy, build trust, and strengthen long-term cultural bonds. Tourism promotion becomes a friendly, low-threshold entry point into diplomacy.

You’ve worked extensively in tourism communications and branding. What strategies or storytelling approaches do you see as most effective for embassies or cultural institutes that want to present their country in a crowded Berlin media landscape?

Berlin is a very diverse and dynamic media market – attention has to be earned here. What I experienced through more than 10 years of working in that field (first as a journalist, later with my agency merkenschoenberg and our consultancy Tourismus Turn) is that what works best is authentic storytelling: telling stories of people, not just places. A country is shaped by its people. For example, highlighting a young designer from Mexico, a traditional chef from Jordan, or an artist from Ghana – people who perform, work or present here in Berlin, but also carry a mostly big piece of their home culture with them. Collaboration is key. When embassies team up with Berlin-based institutions, festivals, or start-ups, their relevance for the local audience grows automatically. And of course, it takes a multi-channel approach: traditional media, social platforms, strong visuals, and real-life experiences need to work hand in hand. Berliners are hungry for experiences and I’d say open to new concepts as well as towards exploring new countries and their cultures. A quite grateful audience.

And I would add: it’s worth creating opportunities for people to actually visit the country. Hasn’t to be press or sales only, but people that are recognized in Berlins society and social bubble and love to spread the word. I was part of a trip to Yucatán in 2016, organized by the Mexican Embassy, and I still benefit from the contacts, experiences, and relationships I made there. Until today I feel connected to that region and am still fascinated – a fan one would say. Such experiences turn participants into long-term ambassadors – and they don’t need millions of followers. Sometimes it’s enough to reach opinion leaders and potential fans in very specific niches to create lasting impact.

As travel behavior changes and sustainability becomes a central theme, what innovative trends should diplomats and cultural representatives consider when showcasing their countries through tourism in Berlin?

Sustainability is no longer a niche – it’s at the core of tourism communication. Diplomats and cultural institutes should take this seriously and use it as an opportunity to innovate. One exciting approach is the combination of digital formats with physical, sensory experiences. A virtual exhibition or a 360° journey can be paired with a culinary tasting, with art, music, or local drinks. That way, people don’t just learn something – they feel it. Those multisensory experiences are the ones that stay in memory. Especially if they’re authentical.

Another strong trend is community-based tourism: showing how local communities benefit directly from tourism. This not only boosts credibility, it also conveys values like fairness and responsibility and that resonates very strongly with a Berlin audience.
So in short: sustainability doesn’t mean “less.” It can actually make experiences richer and deeper, when they are designed to be digital, tangible, and community-driven.