Press Release

Record: 3,866,030 overnight stays in the Hanover region

Last year, the state capital of Hanover recorded 2,232,282 overnight stays, while the greater Hanover region recorded 3,866,030 million guest overnight stays.

Hanover is recording more overnight stays than ever before: Tourism in the Hanover region was stronger than ever in 2015! With 2,232,282 overnight stays between January and December, the capital of Lower Saxony surpassed the record figures from 2011 (2.106 million overnight stays) and, by 126,124 overnight stays, also those from the EXPO year 2000 (2.030 million).

In 2015, the Lower Saxony State Statistical Office recorded 150,010 more overnight stays in the state capital than in the previous year—an increase of 7.2 percent compared to 2014. For the 21 cities and municipalities in the Hanover region combined, there were a total of 170,027 more overnight stays, representing a 4.6 percent increase over the previous year.

“It’s not just our major trade shows, but Hannover itself—as a destination for city breaks—that is attracting more and more visitors, especially young people, from both Germany and abroad. This has played a key role in setting the new visitor record. The national and international marketing efforts for Hannover are on the right track,” says Mayor Stefan Schostok.

The long-term increase in the number of overnight stays is also remarkable: For example, Hanover recorded approximately 1.1 million overnight stays in 1999—and by 2015, that number had more than doubled!

This fact suggests that, in addition to trade show attendees, the number of leisure tourists, as well as the number of corporate events, conferences, and conventions in the Hanover region, must have increased significantly.

Main motif Marienburg Castle — Lower Saxony. Sure. — Marienburg Castle in the Hanover vacation region (Pattensen)

“The Hannover region attracts visitors from near and far with its diverse range of recreational activities. No wonder: The region offers a rich cultural scene as well as wonderful nature experiences, not to mention events well worth attending. This appeals to both day-trippers and overnight guests. Of course, the trade fair also plays a crucial role,” said Regional President Hauke Jagau, commenting on the record results for 2015.

Hans Christian Nolte, Managing Director of Hannover Marketing und Tourismus GmbH, is also pleased with the increase in overnight stays: “The increase of 150,010 overnight stays in the state capital represents a rise in gross revenue of over 27 million euros compared to the previous year. This generated a total of approximately 30 million euros in additional revenue for the entire region. In addition to the hospitality industry, the main beneficiaries are the retail sector, restaurants, and leisure and entertainment facilities. This means that tourism’s importance as an economic driver for the Hannover region has continued to grow.”
(Source: dwif 2015; average spending per overnight guest for the City of Hannover: €181.70; for the Hannover region: €141.10)

The steady increase in the number of overnight stays during months that were previously considered “slower,” such as July, August, or October, has fortunately led to the highest increase in hotel occupancy rates to date.

Johannes Hennigfeld, spokesperson for the Hotels Section of DEHOGA Hannover, is also pleased with the annual results: “Thanks to the increase in guest numbers, particularly in the leisure tourism sector, we can look forward to a steadily improving annual occupancy rate. With an average occupancy rate of 45.2 percent for available guest rooms in 2015, we are 2.3 percent above the 2014 figure.”

Figures and Activities Abroad

Foreign visitors accounted for 499,893 overnight stays in the state capital, representing a 9.7 percent increase compared to the previous year. Across the entire region, there was a 6.6 percent increase in foreign guests. This means that more than one in four overnight guests came from abroad. The majority of foreign visitors to Europe came from the United Kingdom (43,434 overnight stays), followed by Poland and the Netherlands.

The 2015 trade fair partner countries also posted strong growth: China, as CeBIT’s partner country, recorded a 31.1 percent increase, while the number of Indian visitors (partners of the Hannover Messe) rose by 66.4 percent compared to the previous year.

These figures reflect the HMTG’s regular participation in roadshows organized by the German National Tourist Board, its presentations on the Hannover vacation region at workshops for foreign tour operators, and its ongoing activities in Scandinavia and neighboring European countries.

To be able to carry out these activities abroad on an ongoing basis, we need strong partners and collaborative relationships. The HMTG is a member of Magic Cities of Germany (an advertising association of Germany’s top destinations that conducts joint marketing activities abroad) and “9 Cities in Lower Saxony.”

Record results for “9 Cities in Lower Saxony”

The “9 Cities in Lower Saxony” partnership also has reason to celebrate its 2015 overnight stay figures: for the first time, all members combined have surpassed 5 million overnight stays!

Hans Christian Nolte, spokesperson for “9 Cities in Lower Saxony,” sees this as confirmation of the effectiveness of their marketing efforts and the choice of promotional themes. “By showcasing the unique and diverse range of offerings from the participating cities and reaching out to new target groups, all members can take pride in these positive results.”

Outlook for 2016

With the start of the tourism season at the Vakantiebeurs in Utrecht, the HMTG is once again placing a strong emphasis on tourism for young people this year. This focus will also be part of its presentation at the International Tourism Exchange (ITB) in Berlin. Numerous major events in Hanover—such as the Special Olympics, the city’s 775th anniversary, and the Maschsee Festival—will once again provide plenty of reasons to travel, especially during the summer months.

“Hannover Lounge” — This successful collaboration with Deutsche Messe AG and hannoverimpuls to showcase Hannover as a hub for business and innovation at trade fairs abroad will continue this year with new partners. Current plans include participation in WIN EURASIA in Turkey, Lesprom Ural in Russia, an industrial trade fair in Chicago, and two trade fairs in China and India.

To mark Switzerland’s designation as the CeBIT Partner Country, various press and marketing activities will be launched there at the beginning of the month. U.S. President Obama’s visit to the opening of HANNOVER MESSE will also be used as an opportunity for further campaigns and press outreach to the U.S. West Coast.

For more information about the Hanover region, visit www.visit-hannover.com.
We have made photos available for editorial use at www.hannover.de/presse-hmtg.

Published: February 29, 2016