Despite numerous negative headlines in recent years, Germany's city centres continue to be strong attractions for people, according to the latest Germany study on city centres by CIMA Beratung+Management GmbH. The representative study surveyed over 5,000 citizens in June and July 2024.
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However, there is an urgent need for action to keep city centres attractive or to revive them. The German Retail Association (HDE) calls for decisive support measures from policymakers at all levels. The Federal Association for City and Town Marketing in Germany (bcsd) advocates for greater collaboration among all stakeholders.
'The city centre is vibrant and, in many places, a successful model. Many people visit regularly and appreciate it,' says CIMA Managing Director Roland Wölfel. The study reveals that 53.3% of households earning between €4,000 and €6,000 a month visit the city centre at least once a week, while this figure is 47.8% for households earning between €2,000 and €4,000. Across all age groups, shopping in local retail is the primary reason for visiting. More than 70% of respondents indicate they visit city centres for shopping.
'The study shows that retail is essential for attractive city centres,' states HDE President Alexander von Preen. Given the critical role of retail, he emphasizes that policymakers must urgently improve the framework conditions. 'We need to work together now to secure the future of our city centres. People want vibrant urban areas, and policymakers must create the conditions for this—cleanliness, safety, and good accessibility by all means of transport are fundamental and must be addressed everywhere.'
Collaboration among all local stakeholders is also crucial. 'The study highlights the need for a strategic overall concept that integrates retail, gastronomy, and experiential offerings while enhancing the urban landscape and public space quality,' explains Gerold Leppa, Deputy National Chairman of bcsd. 'A central coordinating body that consolidates the interests of all parties, encourages cooperation, and designs the city centre as a multifunctional, attractive place for visitors is key to the future viability of our urban areas. City marketing can play a vital role as a proven partner in this effort.'
More information:
HDE
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