Hamburg News: Tourism - one of the highlight events: the event Blue Port is shown with Elbphilharmonie during night time.
Flohmarkt Karoviertel ©

New tourism campaign shows different sides of Hamburg

"Hamburg - where the heart is" campaign eyes urban tourists and generation Y. Hamburg residents give insider tips

Residents of Hamburg are recommending their favourite haunts and activities ranging from a trip on the MS Heidi, stand-up paddling on the Alster Lake or Ahoi Marie products to the latest in scene bars. To coincide with the start of summer, Hamburg Tourismus GmbH has launched a new campaign called “Hamburg – where the heart is”. The aim is to show the city’s cool side and other highlights. Visitors can find a series of pictures and many genuine tips on

Off the beaten track

Web surfers can find tips on where real “Hamburgers” enjoy their city, great eateries and places for celebrating and the real symbols of the city’s heartbeat. HHT noted: “Although Hamburg is sometimes characterised as cool and aloof, the city is showing its audacious, young side and far off the beaten track here. The message is ‘live like locals’ and ‘go native for a while’”.

Michael Otremba, Managing Director of Hamburg Tourismus GmbH, said: “We are showing ‘Hamburgers’ Hamburg with this emotional campaign. The recommendations and tips highlight the special pulse of the city and convey an authentic, unexpected and exciting picture of Hamburg.”

2016 starts with clear rise in tourism in Hamburg

The port, Alster Lake, Elbe River, shopping and sightseeing are all making Hamburg more popular among tourists. In the first quarter of 2016, the Hanseatic city had 9.8 per cent growth in overnight stays over the same period in 2015. A total of 2.7 overnight stays by domestic and foreign guest contributed to this increase, according to the Northern Statistics Office. New flight connections and additional port of calls by cruise ships added to the impetus.

Complementary success criteria

While the figures are good and going in the right direction, they must be complemented by quality success criteria, says HHT. The spokesman, Sascha Albernsten said: “This high level must be secured in the long term and in a quality manner. Acceptance by residents and sustainable tourism are important future fields on which we have been working intensely for years.” The target groups are changing constantly and communication must adapt to them. Generation Y has to be addressed differently and authenticity is a must. At the same time, target groups are demanding in terms of offers. He added: “We are meeting these demands with cool videos, blogs and very special accommodation offers.”

The whole world knows what goes on in the Reeperbahn in the small hours of the morning, but only real “Hamburgers” know where to go at 5 a.m. after a night on the town. Insider tips or “Geh-Heim Tipps” can be found on and range from karaoke bars, a stop at a burger joint to a stroll through the Alten Elbtunnel.

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