Hello everyone. Today, in our third session of the text, I will now continue with the remaining part. It seems that we will probably conclude the topic of Heidelberg's sustainable city marketing today. We will now move on to section 3-2, Bahnstadt. For those who are not familiar with German, let me explain. Bahnstadt is a combination of words meaning city. Bahn refers to rail or railway, like a subway. So, Bahnstadt, which is not far from Heidelberg Central Station, is a newly developed district that didn't exist before. It is quite large, about 116 hectares bigger than the old town center of Heidelberg. The entire buildings in this area are constructed using the passive house technique. I'm sure you have heard of passive houses before.

Isn't English passive more passive than active? Active means active and proactive, and a passive house is a house built with the most optimized heat preservation method, meaning it is built in a way that reduces consumption. Even in winter, it minimizes the escape of internal heat to the outside, and in summer, it can maintain the internal temperature while preventing the return of hot temperatures from the outside. So, it is less hot in summer and less cold in winter, built in a way that is good for reducing energy consumption. Ultimately, passive houses are the most optimized method in terms of energy efficiency. Therefore, in this place, in the Divenstadt, the entire building was built with the passive house method. This project, which started in 2008, is also Germany's largest urban development project.

Buildings are very functional and quiet, even from a natural conservation perspective. German people don't waste rainwater. When it rains, they collect the rainwater and reuse it. They consider environmental aspects such as energy efficiency and energy supply. The glass is triple-glazed to minimize energy consumption. A circulation heating system is installed for this purpose. The local electricity and heating are entirely from wood heating facilities. By using wood, it is an eco-friendly approach considering the natural environment. Even though it is fundamentally made of wood, it is not a very primitive building. By using wood, it can be made with modern construction methods. In fact, it is better for human health than cement and such. Wood heating facilities and biogas facilities are used.

We have a very futuristic and eco-friendly method that is also good for human health. Therefore, in line with the name City of Future Knowledge, the center of this city includes a space laboratory. This place is used as offices and laboratories for knowledge and high-tech companies. Furthermore, residential areas where people live, followed by commercial areas, include kindergartens and elementary schools. Totschule is a German term, which in our context refers to elementary schools with playgrounds. In English, it would be called Ground School, which is the basic school that serves as the foundation for elementary education. In our system, although the grade system may vary slightly, kindergartens and elementary schools, community centers, playgrounds, green spaces, and cinemas with all living conditions and educational and cultural facilities are fully equipped. It provides an environment where living and working can coexist, as mentioned earlier about New York transportation.

To avoid shouting about the bicycle environment, we do not use cars that emit exhaust fumes. There is also an expanded bicycle lane network for quick movement in the city center. This newly created district is called Divan Stadt, a proper noun that we should look at. The word means fall and start in German, but it is a proper noun. Therefore, in 2014, it received an international competition award, the Passive House Award. This award is not given to anyone, as it is a passive house award, which is very efficient in the energy field. Heidelberg Diversified received the award. Let's see the manager of the Heidelberg Development Association, Mr. Bae, for energy efficiency, balanced use, and large-scale shaping of mixed-use idle land. This is what he said.

At that time, the judges found that Vauban's passive houses were very excessive despite their vastness, yet with such well-equipped passive house facilities, it truly becomes a futuristic and eco-friendly city, a model city. This place is receiving high praise as the best model location when looking at ideals such as digital technology innovation, revolutionary mobility, climate-neutral supply, and so on. Moreover, as we have learned earlier, it is an exemplary case that meets all aspects of the sustainability triangle. Of course, Freiburg, a leading eco-friendly city, can also be said to have residential areas centered around passive houses, but Vauban has the largest passive residential area, which is more extensive. Therefore, it is the optimal space where work and life can coexist, allowing for telecommuting. For example, in situations like the COVID-19 pandemic, this region...

It can be received very closely. They said they have all the ideal premises. Now, they are introducing Idelberg as a model case of a sustainable city or region in Germany. People who are looking for a better path in education, profession, or life want to move here. Therefore, this project is evaluated as a case that fulfills the ecological, economic, and social interests within urban development. Here is the website address. If you go in, you can find more detailed information. Some parts are in German, but there are also explanations in English for foreigners. Freiburg, known as the green city, has developed a lot through city marketing as a green city, attracting environmental experts, tourists, and environmental industry clusters. This is why the population is moving here.

It is also a city that has grown. In fact, people from all over the world have immigrated here as it became famous globally. Through events like BANSTART, Heidelberg is now following the model of Freiburg from behind. Currently, it is more focused on passive houses and related areas. People participating in Freiburg are looking for changes and learning good things here to apply them back in their own countries or cities. Politicians and media from Asia and the United States also visit here and pay attention. BANSTART has already become a promotional tool for the sustainable future city of Heidelberg. It has become a promotional city. Additionally, as mentioned briefly last time, dealing with over-tourism is not something only tourists should consider, but also the residents living in these tourist destinations.

We need to think from the perspective of the residents, and in order for a tourist destination to become a sustainable one, it should prioritize the preservation of tourists. Considering these aspects, it is necessary for us to look into this content. Now, looking at the content, before the pandemic, tourism was explosively increasing. In fact, until before the occurrence of COVID-19, in Germany, between 1970 and 1990, the population increased by about 300%. In reality, Germans have always been one of the nations who love to travel. The Germanic people, in the past, had various large-scale migrations, and there is a saying about the cheap tribe as well. They are known worldwide as the nation with the longest vacation days. In a way, one could say they are a nation that works for vacation. The working hours in Germany are not actually long. However, even with these compressed working hours, these people truly

I use my free time to enjoy my hobbies after working hard with dedication. During vacations, I usually go to places with plenty of sunshine because Germany, where I live, lacks sunlight for about three months a year. The weather is often cloudy or rainy, so for long vacations, people in Germany typically travel to Southern Europe, like Spain, for more sunny days. Many also choose to travel to sunny regions like Southeast Asia for extended vacations. Germans, in general, love to travel, and between 1970 and 1990, the number of travelers increased by 300%. Germany is a nation where people truly enjoy traveling, and this trend has continued even after the year 2000.

This trend has continued, and it is expected to continue in the future. Although it briefly calmed down during the Corona period, now with the arrival of MDM, it is stretching out in detail. However, what is now becoming a problem is so-called over-tourism. This is causing many ecological and social issues together. Since the 1980s, in German, Harte Laizen, in English, Hard, means intense, very tough, and arduous. Intense travel [music]. In the 1990s, an expert named Kramer said that tourism should be sustainable for the environment and society to bear. Tourism becomes a problem if it exceeds the capacity that society and local communities can handle. Therefore, sustainable development in tourism does not happen automatically; there should be a policy gap. This argument was made. Therefore, discussions on sustainable tourism have now become public and widespread.

So, in 1995, there was a world conference on sustainable tourism in Spain, and here this statement came out: Here it is. Ecologically sustainable in the long term, economically feasible, and ethically and socially acceptable to the enlightened without causing harm. This kind of tourism should be done. It almost perfectly matches the principles of Agenda 21 of the United Nations Conference on Environment and Development in 1990. Therefore, the UN and the World Tourism Organization (WTO) emphasized sustainable tourism by designating 2002 as the International Year of Ecotourism. Looking at the main contents, we can pay attention to expressions like environmentally friendly mobility, not allowing mobility that pollutes the environment, encouraging the use of bicycles, walking, etc., and limiting the number of participants considering the state of the area where tourism takes place.

As famous tourist destinations that have been swept by the world, there have been several incidents where places visited by Chinese people have been almost ruined and turned into a mess. Isn't this the case several times? Especially now, before going on a trip, it is important to receive proper education and follow some basic etiquette. This has become a problem. Furthermore, it is necessary to explain the environmental situation at the destination and consider local supply chains and integrated businesses. For example, in Heidelberg, although the population is about 160,000, the number of tourists exceeds this population. The number of tourists throughout the year is tremendously high. However, tourists do not come every month or year; they mainly concentrate in the summer. The peak times are generally fixed. Isn't everything quite expensive there? In the summer, you can see the romantic river, the castle, and the old town. There is a classical beauty.

Let's go to Alghero, a city known for its beauty. We can see the river and take a cruise. It will be crowded in the summer, right? That's why there are many tourists like this coming on the boat tours. Also, it is busier around noon and in the afternoon compared to the morning. Probably because it's a bit hot to walk around at noon in the summer, that's why the mornings are busier. Due to the buses transporting these people to the tourist destinations, traffic congestion occurs, and parking is not smooth. Therefore, visitors feel burdened during these waiting times. In fact, tourists are also uncomfortable because there are too many people. Residents and shop owners are also uncomfortable. Therefore, a policy is needed to alleviate this by pushing tourists into narrow alleys in the city center and appropriately dispersing them. We need a policy to relieve this situation.

By distributing or planning policies in advance, it is possible to prevent overcrowding and concentration in the same time zone. Therefore, since 2015, a person named Shumer, who is an expert and serves as the marketing team leader of Heidelberg, had a conversation with Focus G and talked about the concept of sustainability to protect the environment. According to this person, in terms of issues related to tourists and revenue, the principles have now reached their limits. This means that past tourism practices are no longer sustainable, and excessive tourism is no longer acceptable. The flow of tourists should gradually move in a new direction that is suitable for the times. It should be a type of tourism where tourists and residents can mutually benefit, preserving tourist attractions. Therefore, to achieve this, a system is in place to ban tourist buses and campers from urban areas.

We are unfolding, so bicycles or pedestrians can enter the downtown area, but tourist buses and camping cars cannot. It will be possible to set up facilities around the downtown station. However, tourist buses and camping cars are not allowed to enter the city center. This is because these buses and camping cars block the streets, create parking chaos, and even disrupt the peaceful scenery in the downtown area. Therefore, there are plans to gradually restrict even passenger cars from entering the downtown area. It is considered appropriate for tourists to walk slowly, sightsee on foot or by bicycle. In sustainable marketing, it is important to consider all opinions from citizens, business people, travel associations, road users, and policymakers, and integrate them into consideration.

To implement the plan of poetry, it is now necessary to reach an agreement with the travel agency. As part of this, advance information about the ban on parking in downtown areas is provided to the travel agencies. Then the travel agencies will plan accordingly. By doing this systematically, informing in advance about parking violations and supervising them, there will be no complaints. Also, when tourist agencies enter the downtown area, they will apply for a visit in advance or apply for a Genie code for bus parking to obtain permission in advance. Through this method, travelers can walk comfortably in the downtown area. In addition, residents living here suggest creating a more pleasant environment. Camping cars are prohibited from parking in downtown areas, instead, parking spaces have been secured in the southern area of the city. If you enter the website address here, you can find this information.

Now it would be nice to travel. Of course, in our case, we can camp and attend events. If we go to Korea by plane, we can still walk there. However, if we use a car, there are things we need to know in advance. The marketing team not only focuses on the convenience of tourism companies and tourists but also considers the comfort of local residents. Of course, economic factors related to tourism were also mentioned. The profits of tourism companies and the benefits of local residents are closely related. Therefore, according to the opinion of this person, visitors as customers obtain the right to use tourist spaces. At this time, tourist spaces are generally historical city centers in the case of urban tourism. Visitors do not just visit a city for the space itself, but the reason these people come is for.

The reason to visit a city with unique features is to see the city with such characteristics. In line with this, a Hellbricht expert also said, Urban spaces are no longer about infrastructure, residential areas, or highway connections. Conceptual or universal surfaces are no longer important. Instead, local characteristics that tell a story of history are important. So, what tourists are interested in about that city is the unique story it holds, the unique story that only that city has. Therefore, authenticity that can be seen with the naked eye and confirmed in reality, unlike virtual or counterfeit or imitation or fantasy, is important. At this point, by reality, as mentioned earlier, it is the unique charm and originality that only that city has. I really mean real, not fake. So, the enduring appeal to travelers is not something artificially created or staged by people, but the original.

It is alive in itself, so in the video last time, we could restore the ruins from the Adelberg War, but deliberately left them as they were. The ruins of Heidelberg Castle itself, in a ruined state, have inspired many artists for romanticists, just like in the video. Travelers also feel the charm of such unreal dreams, not real dreams. That's why tourists all come to the old town. The reason is here. It's not always good to decorate artificially. Of course, there may be parts that need some restoration artificially, but we try to show it as it is as much as possible. The marketing team that properly understands this focuses on preserving the reality of the old town. It actually benefits the local economy.

Of course, it is attractive to the original residents living in the city center. If we focus on the city's sustainability, we should also consider the demands of the original residents. It's not just about considering tourists; we need to take into account the demands of these residents. By considering the demands of these residents, we can secure more space and reduce noise. Noise is a crucial factor because if there is too much noise, residents cannot sleep well, causing great discomfort. Sustainable city marketing like this should consider the residents and even the students. There are about 40,000 university students who are included in the marketing target, considering their needs. So, compared to the size of the city, there are a huge number of university students. It is a university town with a long tradition, where 1/4 of the residents are students. Of course, there are also many students and international students from abroad. Therefore, these university students are also included in the considerations for marketing.

For college students, marketing expert Kim Chang-si is a big figure. Our pub or similar establishments like beer bars are abundant around college areas. It's been around for a long time. Probably because during the day, they study, and mainly at night, they gather at pubs for discussions. Having a beer, chatting, it's an important part of students' lives in college areas. Therefore, considering this aspect, there is a market called the Night Market. When we say the market of Busan or Seoul, it's this kind of market. They hire people known as night market keepers to implement a sort of security system. So, to prevent disturbances at night that may harm residents, this is implemented for safety. Thus, Shim Eoga emphasized that it serves as a mediator, a bridge between customers, pub owners, and residents.

Interfering with other markets, as is the case with Idolverk, how effective sustainable marketing is for their economy will be revealed later through research. Evaluating nutrition itself is not easy, but it was secured in 2017. Through this, we can infer. Securing a stable transportation network including parking extended the stay of tourists. Furthermore, being about 20 kilometers away from Idelberg, it can be considered close. By forming various partnerships, they advertised Heidelberg as a romantic city contrasting with the modernity of Mannheim, allowing visitors to experience both cities together. By marketing in this way, they received praise. So far, we have looked at the sustainable city marketing of Idolverk.

In the future, topics like this will be briefly mentioned. Right now, we have plenty of time, at least 30 minutes. I will wrap up. Just presenting text might bore you, so I have prepared a Heidelberg video. There are quite a few flaws, so I will conclude by showing this video. It shows footage taken while walking. Of course, I didn't take the footage myself. It's 47 minutes long, so we won't watch it all. You can just watch and wrap up. So far, we have looked at sustainable land marketing in Heidelberg. As mentioned earlier, Heidelberg has the world's largest passive house. And when it comes to the scale, the PC bouses are much more extensive.

Because of that, Heidelberg received the international Passive House in 2014, meaning it was selected as such a region. Heidelberg has also received the European Sustainable City Award twice. In Europe, they take turns selecting representative cities each year and promote them to attract more tourists. Participating in this, in 2015, they also won the Global Green City Award in New York. They won the Green City Award in New York and it's global, targeting cities worldwide. In May 2019, a climate protection conference was held in Heidelberg, and all of this is not a coincidence. Why do you think it was held in Heidelberg? It is because it is considered a city suitable enough to host such events. Heidelberg's grand project is marketing.

The reason why Heidelberg is included in the assignment is that it is now a conference city where various international conferences are held, going beyond its symbolic significance as a knowledge city that used to be a university city in the past. It is being revitalized now, with projects like the Master Plan or Bahnstadt transforming the city's image anew, ultimately leading to a future-oriented urban development. We can understand that the future-oriented city should not just advance in technology; it should be a city that focuses on well-being, being human-friendly, environmentally friendly, promoting health, and having many positive aspects. Therefore, becoming a future-oriented city means more than just technological advancement. With the increasing population, economic development, and innovative research taking place, Heidelberg currently belongs to the cities in Germany that are recommended.

However, this development in Heidelberg, aligning with the forefront of climate change adaptation, has seen the effectiveness of aligning sustainability with city marketing. Altenberg is aiming to transform into a carbon-neutral city by 2050 and is currently setting goals towards that. Besides sustainable city marketing, Heidelberg is also establishing the largest sustainable economic network in the region it belongs to. Over 130 companies are participating, and this trend is gradually increasing. Through such projects, they are practicing sustainable education, where young people consciously engage in waste separation and eco-friendly consumption to minimize waste and promote a sustainable future.

This kind of thinking, which considers even future generations, is what we learn from a young age. Therefore, in 2017, Heidelberg once again received the UNESCO Sustainable Education Award, ranking fourth in the world. In 2018, Heidelberg also became known as the capital of forests as the first city in Germany to receive the organic certification in the field of horticulture. They have received all the good things. As we can see from these examples, Heidelberg is now developing as an environmental capital that may even surpass Freiburg, which was Germany's leading green city. In Korea, we should not only focus on attracting many tourists but also compete in preserving memories and the voice of 500,000 won. If we do not reduce the number of tourists in places like Jeju Island, there is no future for manufacturing.

There was once an argument that the number of tourists should be halved. Of course, on the contrary, these days, after Corona, the number of tourists in Jeju Island has decreased a lot. However, having many tourists is not necessarily a good thing. As we discussed earlier, excessive tourism can also be a problem. Therefore, we should be interested in sustainable development by considering all these various scenes. By doing so, we can feel that Heidelberg's sustainable city marketing that we have looked at so far gives us a lot of implications. This much of the text allows us to conclude now. We still have some time left until 45 minutes, so we can see what Heidelberg that you filmed for two minutes by foot.

Now, since it's a 47-minute video, it's quite long. So, let's just watch one minute now. It's already 46 minutes. We can't watch it all, so I'll show you a bit more of the video and wrap it up. You can see a lot of bicycles. It's the downtown area. They intentionally didn't develop it, leaving it as it was in the old days. Of course, we understand the reason why. Due to the hot weather, people consume more ice cream. In fact, it's gotten hotter these days because of urbanization. In the past, if you traveled there, it would have been solved, but now, just walking around gives you that feeling. Many tourists from all over the world come here to see this, so the atmosphere is actually diverse. There are known tourists, as well as Asians. People from various regions come here in the summer. If you walk on the street, it will be a bit cooler in the shade. It's a clean image. Now, I don't know if this is in Germany or generally in Europe, but there are a lot of books. People from Southern Europe, Venice, and that area have a lot of books.

Oh, so now it's been 45 minutes. Let's finish the class here for today. In the next session, we will meet with you on a different topic. Well, everyone, you did a great job today. Thank you.

하이델베르크의 지속가능한 도시마케팅 - 3

하이델베르크의 지속가능한 도시마케팅 - 3