The comeback of face-to-face events is also boosting tourism. The Hamburg Convention Bureau positions the city as an international hub of knowledge, innovation and exchange to attract trade visitors from all corners of the globe. Around 88 per cent of conference delegates recommend Hamburg as a travel destination, and 78 per cent return for personal visits. Thus, people who arrive in Hamburg on business trips are ambassadors for the city, according to Hamburg Tourism.
2 per cent increase- events and congresses catalysts of tourism to Hamburg
Overnight stays rose 2 per cent to 7.7 million in the first half of 2025 over the same period in 2024 putting Hamburg above the national figure of 0.1 per cent growth. Room occupancy rose to a high of 74.7 per cent in the same period. "Many people are keen on city breaks - and Hamburg is one of Europe's most popular destinations. That benefits our tourism industry, the local infrastructure and Hamburg's economy," said Melanie Leonhard, Senator for Economic Affairs when presenting the results Monday (August 25, 2025).
More guests thanks to congresses
Well attended events
96 per cent of visitors seize the many cultural offers and 70 per cent take part in events. The full calendar of events in the first half of 2025 resulted in a high number of overnight stays, which benefited the hotel, catering, retail and mobility sectors. The most popular events were trade fairs such as Internorga, the HASPA Marathon, the Online Marketing Rockstars Festival, the Port Anniversary Celebrations and the UITP Summit. According to Hamburg Tourism, major events are thus catalysts of tourism and the urban economy and ensure that Hamburg remains attractive all year round and beyond the usual highlights
Growth not guaranteed
"The half-year results for 2025 confirm the success of Hamburg's tourism industry. At the same time, compared to other cities and regions, we can see that this steady growth is anything but a matter of course," said Michael Otremba, Managing Director of Hamburg Tourismus GmbH. "This success is a joint effort. That's why it's important to continue investing in infrastructure, the variety of offers, standard of living and the value of experience with all our partners to reinforce the strength of this important industry."
Guests from all over the world
International guests accounted for 21.2 per cent of overnight stays in the first half of 2025. Guests from neighbouring countries such as Denmark (+5.7 per cent), Austria (+5.1 per cent) and Switzerland (+2.1 per cent) accounted for an increase in arrivals. Meanwhile, Hamburg expanded its lead as Germany's largest cruise port after 133 cruise ships arrived by June. The Port of Hamburg is expecting a 10 per cent increase in ship calls to 297 by the end of 2025.
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