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| Hannover Marketing und Tourismus GmbH | |
|---|---|
| Name | Hannover Marketing und Tourismus GmbH |
| Type | GmbH |
| Industry | Tourism, Marketing, Event Management |
| Founded | 1998 |
| Headquarters | Hanover |
| Products | Destination marketing, Convention services, Visitor information |
Hannover Marketing und Tourismus GmbH is a municipal marketing and destination management company headquartered in Hanover, Lower Saxony. It coordinates tourism promotion, convention services, and city branding across public and private stakeholders including municipal authorities, exhibition organizers, and cultural institutions. The company works with international partners, trade fair organizers, and hospitality providers to position Hanover as a hub for exhibitions, business travel, and cultural tourism.
Founded in the late 1990s amid post-reunification urban development initiatives, the company emerged during the same period that transformed cities such as Berlin and Leipzig through coordinated marketing efforts. Its creation paralleled institutional changes affecting Expo 2000 planning and followed precedents set by destination marketing organizations in Munich and Frankfurt am Main. Early projects involved collaboration with organizers of the Hannover Messe, the CeBIT exhibition, and cultural partners such as the Niedersächsisches Staatstheater Hannover and the Niedersächsisches Landesmuseum Hannover. Over time the organization adapted to shifting patterns in international travel influenced by developments in European Union policy, expanded airline networks linking Hannover Airport with hubs like Frankfurt Airport and Amsterdam Airport Schiphol, and the changing nature of trade fairs exemplified by shifts at the International Consumer Electronics Show and Mobile World Congress.
The company is structured as a limited liability company (GmbH) with a supervisory board reflecting municipal and stakeholder representation drawn from the City of Hanover, regional chambers such as the IHK Hannover, and major event organizers including Deutsche Messe AG. Governance aligns with practices used by organisations like Hamburg Marketing GmbH and Tourismus NRW GmbH, balancing public mandates and commercial partnerships. Executive management liaises with cultural institutions such as the Sprengel Museum Hannover and transport authorities including DB Fernverkehr to coordinate visitor services. Funding streams combine municipal contributions, project-based fees, and revenue from contracted services similar to models used by Messe Frankfurt and Berlin Tourismus & Kongress GmbH.
Services include destination marketing, convention bureau functions, visitor information, and hospitality liaison services that mirror offerings of bodies like the Convention Bureau Berlin and München Tourismus. The organization develops city guides and digital platforms integrating content about attractions such as the Herrenhausen Gardens, New Town Hall, and the Maschsee. It provides incoming services for delegations attending trade fairs hosted by Deutsche Messe AG, supports cultural itineraries linked to institutions like the Niedersächsische Staatsoper Hannover, and offers venue scouting akin to practices by Meet in France and VisitBritain. Educational programs and training for hospitality staff reference standards from World Tourism Organization-aligned initiatives and regional workforce development partners such as the Berufsbildende Schulen network.
Marketing campaigns have targeted segments similar to those addressed by Germany Tourism and regional campaigns from Tourismusmarketing Niedersachsen GmbH. Initiatives have included digital campaigns leveraging platforms used by Tripadvisor, Booking.com, and social channels common to campaigns by Visit London and Discover Los Angeles. The organization coordinates branding tied to major events like the Hannover Messe and cultural festivals comparable to Oktoberfest-style city celebrations, and develops joint promotions with airline partners such as Lufthansa and low-cost carriers linking to Ryanair routes. Past campaigns emphasized business travel, MICE tourism exemplified by IMEX Group audiences, and leisure visitors attracted to landmarks like the Eilenriede urban forest and the Hannover Adventure Zoo.
A central activity is supporting trade fairs and congresses, particularly those organized by Deutsche Messe AG including the Hannover Messe and historically the CeBIT technology fair. It liaises with international exhibition networks such as UFI – The Global Association of the Exhibition Industry and collaborates on congress services for academic and industry conferences akin to events hosted by Leipzig Trade Fair and Messe München. The organization also promotes city festivals, music events featuring venues like the Swiss Life Hall Hannover, and cultural programs connected to institutions including the Kestnergesellschaft and the State Museum of Lower Saxony.
The entity tracks metrics comparable to those published by Statistisches Bundesamt and regional offices such as Landesamt für Statistik Niedersachsen to quantify visitor nights, business travel expenditure, and trade fair-related economic output. Analyses draw comparisons with economic effects reported for München, Frankfurt am Main, and Düsseldorf to model impacts of large-scale exhibitions. Key indicators monitored include hotel occupancy rates across chains like Motel One and Hilton, air arrivals via Hannover Airport, and rail-linked visitors using Deutsche Bahn long-distance services.
Partnerships span municipal departments in the City of Hanover, regional tourism boards such as Tourismusverband Niedersachsen, and private-sector stakeholders including hoteliers affiliated with Dehoga Niedersachsen and event organizers like Deutsche Messe AG. International collaborations mirror alliances seen between Tourismus NRW GmbH and global marketing networks like European Travel Commission, and include cooperation with academic institutions such as the Leibniz University Hannover for research on visitor behavior. Strategic alliances extend to cultural partners including the Opernhaus Hannover, transport providers such as Üstra Hannoversche Verkehrsbetriebe AG, and hospitality platforms similar to Expedia Group.
Category:Tourism in Germany Category:Companies based in Hanover