Hamburg more attractive thanks to music industry

29 October 2025

Concerts, musicals and festivals add value - magnet for tourists and skilled workers, study finds

Hamburg's music scene scores well in terms of tourism, standard of living and competition for skilled labour, a study by the Hamburg Music Business and the Chamber of Commerce has found. A total of 1,546 citizens and (potential) tourists from Germany and abroad were surveyed by the Hamburg-based market research institute Research for Future. The study sought more insight into Hamburg's image as a city of music and how it is perceived by residents and by national and international guests.

Key findings

1. Music shapes identity and standard of living

Some 75 per cent were glad to live in a city characterised by music. And 63 per cent said music is part of Hamburg's identity. This was particularly important for 54 per cent of interviewees. Some 71 per cent agreed that the music on offer has a positive effect on the standard of living while 74 per cent believe music has a major impact on Hamburg's attractiveness.

2. Hamburg as a "city of music"
A majority of 60 per cent in Germany and 52 per cent abroad perceive Hamburg as a "city of music". In Germany, 73 per cent of over 65-year-olds agreed with this term, compared to 45 per cent of those aged 35 and under. However, the music scene does not lead to a more profound emotional link with the City of Hamburg, especially among younger international visitors.

3. Magnet for managers
The music on offer plays a key role in Hamburg's battle for talent. Around 91 per cent of respondents in a managerial position believe that music is very important to them while 71 per cent said that music offered was more important than other cultural events. Most or 83 per cent were glad to live in a city characterised by music.

Audience listens to an orchestra in Elbphilharmonie's Grand Hall — Elbphilharmonie now a landmark – range of concerts a boon to music industry

4. Travelling for music
Some 62 per cent of domestic and international tourists surveyed visit Hamburg mainly for the music on offer. This figure rises to 77 per cent among the under-35s. More than 75 per cent of domestic tourists and 62 per cent of foreign tourists agreed that Hamburg's music offers have a positive influence on their stay in the city.

5. Highly regarded music scene
Around 84 per cent of German tourists surveyed said Hamburg has the most attractive music offers, compared to 56 per cent of foreign visitors. However, Hamburg came second after Berlin. Around 61 per cent of foreign respondents believed that the music scene boosted Hamburg's perception as an attractive cultural and leisure destination, compared to 76 per cent of respondents in Germany.

Band including singer, keyboarder and DJ performs during Reeperbahn Festival — Club culture and Reeperbahn Festival shape Hamburg’s image as a city of music

Music scene key economic factor

"Hamburg's vibrant music scene is not just nice; it is also a key economic factor," said Norbert Aust, President of the Chamber of Commerce, as reflected by the 2023 music industry report. The industry accounts for over €1 billion in gross value added and more than 16,000 jobs, making it a huge part of urban GDP. It also generates around €900 million in music tourism revenue. The variety of music on offer gives the city a competitive edge in the struggle for urgently needed skilled labour.

"The study impressively confirms that music is the heartbeat of this city," said Alexander Schulz, CEO of Hamburg Music. However, the results are a call to action, he noted. On the one hand, the framework conditions for the music industry in Hamburg must become more attractive. "On the other hand, the city must step up marketing as a music city, especially abroad and among younger target groups," he stressed.
ja/mm/pb