Bern-Netzwerk Interview: Hotel Kreuz and Stämpfli Kommunikation

In the Bern-Vernetzer network group, Bern Welcome brings together people who share interests and ideas, and want to jointly develop the destination Bern.
Rolf and Roger, you hadn’t met before, right? What are your expectations?

Rolf: That’s right, this is a first. For me, the goal in such network groups is always to find the smallest common denominator. In this case, it’s the fact that Bern is an attractive place. Everything that helps us organise better, exchange ideas, and collaborate strengthens Bern’s appeal – for business and for tourism. This network has the potential to create something big, even on a bilateral level. It’s important to think long-term and not focus solely on short-term success.

Roger: We’re brand new to the group, but we’ve already discovered a number of points of connection. This is because we all share the goal of bringing people to Bern and inspiring them to stay longer or return soon. If we can identify and make use of synergies, and create joint offerings, that benefits us as service providers and boosts the appeal of the destination Bern. A kind of "collective intelligence" emerges from which everyone can benefit. Exchanges with such committed people are always enriching.

If we take the topic of positioning Bern around cycle touring – which both of you are deeply involved in – as an example of collaborative product development, what potential do you see in it?

Rolf: I was a bit sceptical at first about the idea of an offer under the label “cycle touring”. But after diving deeper into the topic and researching existing infrastructure and offerings in Austria and Germany, I gradually warmed up to it and began to see real potential for Bern. With the products Bern is now offering in this area, I think it has become a truly attractive proposition. It highlights several of Bern’s strengths: visitors can quickly get from the city centre into nature and enjoy the best of both urban and rural surroundings. The focus here is clearly on experience and enjoyment.

Roger: I felt similarly at the beginning, until I realised that it’s not about athletic achievement. The focus is on enjoyment, and that fits well with the strategy – and with Bern. When it comes to developing joint offerings in this area, it becomes a bit more complex. Guests travelling by bike or e-bike often have very individual preferences and needs. But that’s also what makes it exciting: some are looking for cultural experiences, others for culinary ones, and still others just want to ride and sleep. That clearly opens up potential for collaboration with other Bern-Vernetzer members.

You’re referring to a combination of different services along the tourism value chain. How can we communicate these offers in a consistent way and achieve differentiation at the same time?

Roger: That’s definitely a challenge. You publish and promote the offers on your channels, and we try to integrate and link to them on our platforms whenever possible. Every bit of visibility helps us. Bern’s central and easily accessible location gives us a lot of potential. But we face the issue that, unlike Zurich or Basel, we’re not explicitly positioned as a business or arts city.

Rolf: For me, this is also a question of image and reputation. What does the Bern brand actually stand for? I believe there’s still potential to sharpen the profile – what does Bern offer that no other place does? The destination is continuously expanding its offerings, and the recent addition of "cycle touring" will have a positive impact and could allow Bern to take a leading role in this area. It highlights the city’s quality, its greenery, and the unique blend of urban and rural experiences. But at its core, I think there’s still untapped potential – and maybe, in the medium or long term, this could be further refined in partnership with others.

One topic we’ve discussed several times within the Bern Network is sustainability. How can we position ourselves externally as a sustainable destination?

Rolf: No company can ignore this topic today. Much of our sustainability mindset is already reflected in our production processes. And in terms of company culture, social sustainability plays a key role – through how we interact with people and develop our staff. That said, I don’t believe sustainability is a decisive criterion when it comes to choosing a destination. Hardly anyone chooses a place solely because it’s sustainable. But it definitely receives more attention than in the past. In our context, sustainability means thinking long-term and continuing to evolve. Declaring ourselves a “sustainable destination” is certainly fine – but it won’t be the deciding factor, it’s more of a basic expectation. Still, I think we’re on the right track by addressing the topic proactively.

Roger: I agree – sustainability is simply expected. But I think for Bern, it’s a great argument that we can use effectively, especially in comparison with other destinations. As mentioned before, we’re very well connected, distances in the city and to nature are short, and offers like cycle touring contribute to that. I find it encouraging that this topic is being explored and refined with partners. Many good things already exist, but haven’t been clearly communicated yet. Still, I don’t believe people choose to visit Bern primarily because of sustainability. That might come into play more when selecting specific providers on site.

Nico: Absolutely. I believe that when it comes to visibility, it’s fairly easy to find common ground and take action quickly. For the quiz at the end of our “SUPER” exhibition, we were able to gather various goodies from different Bern-Vernetzer members on short notice – and that also helps to highlight what others are doing. For the ecology topic, I can also imagine including something in our newsletter, for example: “Tierpark Bern is running a great conservation project for rare beetle species – definitely worth checking out.” Whether something bigger develops from that remains to be seen. But one thing is clear: the more we start combining this diversity of offers in the destination, the more ideas and momentum emerge.

Rolf: It’s definitely the right move to highlight this as a destination. In Bern, care is taken – a good example is the clear, clean Aare river that invites people to swim right in the city. That always surprises and delights visitors. Sustainability is undoubtedly one of Bern’s strengths. And other aspects, like the calm and relaxed atmosphere, contribute to a more lasting experience – one that resonates and encourages people to come back.

Roger: Yes, and Bern also scores with its authenticity. At the market in the Old Town, it’s not just tourists – real encounters happen. Elsewhere, such experiences often feel staged. And here, there are still hidden gems – it’s not all about “social media photo spots”. That realness is something truly special here!

Thank you, Rolf and Roger, for these insights. We look forward to following the continued development of your collaboration.