The Hannover Region on Display in Berlin—With an ITB Campaign

The Hannover Region Makes Its Presence Felt in Berlin—with the ITB “Save the Date!” Campaign

The positive trend in Hannover's overnight stays continues

ITB 2025 is fast approaching, and Hanover will be showcasing itself as an international tourism destination at the world’s largest tourism trade show! From March 4 to 6, Hannover Marketing & Tourismus GmbH (HMTG) will have a representative on site at the Lower Saxony booth in Hub 27, Booth 302.

In addition, HMTG is launching a comprehensive advertising campaign to highlight four event highlights that underscore the international appeal and diversity of Lower Saxony’s state capital and the surrounding municipalities in the region. In addition to a poster campaign at Berlin Central Station and the Spandau Trade Fair Station (16 display spaces) as well as eye-catching floor decals at the trade fair grounds (in Hub 27), other forms of advertising are being used, including digital initiatives. Special attention is being paid to the Digital Motion Tower at Central Station, which serves as a central focal point and high-impact advertising medium to prominently showcase the events.

Under the slogan “Save the Date!”, the International Fireworks Competition, the Maschsee Festival, Deister Day, and the Festive Weekend at Steinhuder Meer are being promoted.

“Save the Date” Poster Campaign – Spotlight on Events

This year’s International Fireworks Competition is themed “Sparkling Anniversary” and thus marks the 350th anniversary of the Great Garden at the Herrenhausen Gardens.

On July 30, the Maschseefest kicks off its 38th year. For 19 days—until August 17—the state capital will celebrate by the water at Germany’s largest lake festival. The culinary offerings are one of the festival’s highlights. International cuisine—ranging from Middle Eastern to Mexican, Asian, Scandinavian, and Hanseatic—exclusive, exotic, home-style, and “to-go”—invites you on a culinary journey around the world.

On May 4, the 16th Deister Day will kick off the hiking season in the region with a blend of nature, culture, and fun. The Deister municipalities of Bad Münder, Bad Nenndorf, Barsinghausen, Rodenberg, Springe, and Wennigsen are offering a varied program and, through this special day, are jointly promoting local recreation in Hanover’s nearby mountain range.

The Festive Weekend will take place from August 22 to 24, 2025, and promises three days filled with music, culinary delights, and lively events at Steinhuder Meer. In addition, this inland body of water offers year-round opportunities for water activities or relaxing moments in picturesque natural surroundings.

The four designs are featured on large-format posters not only in Berlin, but also simultaneously in Hanover and within a 50-kilometer radius of the region.

“ITB Berlin marks the start of the 2025 tourism year and offers an ideal platform for boosting Hannover’s international visibility and attracting new visitors to the region,” says Hans Nolte, managing director of HMTG.

A variety of anniversaries and cultural highlights

Hanover is not only promoting itself at the ITB through advertising campaigns, but is also available to offer advice and provide comprehensive information about the region’s tourist highlights and its locational advantages.

In 2025, the city will also celebrate a special anniversary: Hannover has held the title of UNESCO City of Music for 10 years and will mark the occasion with a diverse and creative program.

The Hannover Adventure Zoo, which is known far beyond the state’s borders, is also celebrating its 160th anniversary with a special program for the whole family. In addition, Hannover is commemorating the 25th anniversary of Expo 2000.

A cultural highlight awaits visitors at the Sprengel Museum, which brings together the works of three internationally renowned artists—Niki de Saint Phalle, Yayoi Kusama, and Takashi Murakami—in the exhibition “Love you for Infinity.” With this exhibition, Hanover once again makes a strong statement as a cultural city of international stature.

“Visitors to the ITB will be surprised by just how diverse and welcoming the municipalities in the Hanover region are. With events like Deister Day and the Festive Weekend at Lake Steinhude, we’re showing that, in addition to internationally renowned events such as the International Fireworks Competition and the Maschsee Festival, there are many more experiences to discover. With this impressive variety of cultural highlights and significant anniversaries, the Hannover Region inspires people worldwide as a travel destination,” says HMTG Managing Director Christian Katz.

Further growth in overnight stays in 2024

This is confirmed by the official figures from the Lower Saxony State Office for Statistics (LSN), which were released today. In 2024, the city of Hanover recorded a new all-time high with 2.38 million overnight stays.

The LSN also reported growth in foreign markets. The top three were the Netherlands, the United Kingdom, and Poland.

 The positive trend in the state capital is not quite continuing in the 20 surrounding municipalities. In the Hanover region, the figures for 2024 show 4.03 million overnight stays, compared to 4.05 million in 2023, representing a decrease of 0.4 percent.

Notice: The figures provided are based on preliminary data from the LSN and may change slightly as a result of subsequent adjustments. The HMTG reserves the right to first evaluate and assess the 2024 overnight stay figures and other key metrics internally and in collaboration with partners, and to place them in the national context.