2. Introduction
Berlin anticipated to review itself after the fall of the Berlin Wall in 1989, and the result has
reverberated with locals and visitors from all over the world. Berlin attracts curious, capable
persons as a magnet for creatives, specialists, originators, and business visionaries as a tolerant,
open city (Lonely Planet, 2011).
Tourism industry play a pivotal role in German economy; 2019 Tourism contribution to GDP is
10.4% and in 2020 it contributed 5.5% (WTTC, 2021).
This presentation will focus on Berlin's current and future assets and core skills in the objective
advertising industry.
3. External analysis (PESTEL)
Political Factor:
Conflict in international alliance
Welfare state
Politically stable environment
Economical factor:
Innovation and knowledge based economy 38
Low unemployment rate
First prize in GDP contribution to German economy
Promotion of business competitiveness and start-ups 38
4. Cont.
Social Factor:
The social integration of specific vulnerable groups-35
Renowned as an open and tolerant city
Cost of living expense is low compare to other German cities
Technological Factor:
Adopting and sharing innovations in MSMEs.
Second highest investment in technological matters.
Berlin-based industrial enterprises are implementing digitalisation projects.
5. Cont.
Environmental Factor:
Environmental friendly tours.
Strong proponent of the 2030 Agenda for Sustainable Development.
Health-related environmental impacts.
Environmental justice monitoring system.
Legal Factor:
Comprehensive law of employment
Minimum Wage Act
