The 17th Hamburg Tourism Day in the Chamber of Commerce ended Tuesday (October 4th) with emphasis on sharing, start-ups and approaching generation Y. The focus was also on the main challenges facing the sector including digital transformation, sustainability and public acceptance. Around 350 delegates from the sector attended the event held under the motto “Changes in Tourism”.
Key economic factor for Hamburg
Hamburg is the third most popular destination for tourists from Germany and eleventh for Europeans at present. During his welcoming speech, Andreas Bartmann, Vice President of the Hamburg Chamber of Commerce, said: “Tourism is one of the most important sectors in our city and provides around 100,000 people of all qualifications and origins with job opportunities. We have around 7,000 firms in the sector as members. They range from all kinds of legal structures and company sizes – from 'lone wolves’ to international groups.”
Rising overnight stays
Hamburg is proving a real tourist magnet for both German and foreign guests, according to the annual Global Destination Cities Index Report published by Mastercard. Hamburg is Europe’s leading city in terms of overnight stays by foreign guests. This year’s report is based on data from 2009 and rates the top 132 destination cities according to overnight stays, visitor spending and tourist networking. Since 2009, Hamburg has experienced average annual growth of 8.7 per cent in terms of overnight stays and is ahead of Berlin (8 per cent), Istanbul (7.8 per cent) and Copenhagen (7.7 per cent), the report found.
Such growth requires public acceptance from the people of Hamburg. Andreas Rieckhof, State Councillor at the Authority for Economy, Transport and Innovation, said: “Tourism boosts the quality of life in Hamburg and its economic clout. Both guests and the people of Hamburg benefit from it. Growth is not an end in itself for us. We wish to shape the positive development actively so that acceptance among the population remains on a high level.”
Michael Otremba, Managing Director of Hamburg Tourismus GmbH and the Hamburg Convention Bureau GmbH, said: “Digital transformation offers us the opportunity of individualizing the personal dialogue with our guests. The multiplicity of the information available and the possibility of one-to-one dialogue and the knowledge of requirements allows us to create even more individualised experiences of Hamburg.”
Keynote speeches on Tuesday were followed by rounds of lectures on various future issues including public acceptance and new young target groups in generation y. Udo Schumacher, of ressourcemangel agency, highlighted “10 Tips for Effective Approaches” in his lecture. Actively using analytical tools and improving offers is one approach method. Schumacher presented some examples to illustrate the importance of speed, approaching clients and finding out which content really reaches customers on which channels.