Press Release

9 cities are promoting Lower Saxony internationally!

With their joint exhibition at the Vakantiebeurs in Utrecht, the “9 Cities +1 in Lower Saxony” are kicking off their international activities for the 2017 tourism year.

Large garden with Herrenhausen Palace — The Great Garden, along with Herrenhausen Palace, is part of the Herrenhausen Gardens.

Hanover, Braunschweig, Celle, Göttingen, Goslar, Hamelin, Hildesheim, Lüneburg, Wolfenbüttel, and the Autostadt in Wolfsburg are jointly promoting Lower Saxony abroad. The campaign kicks off at the “Vakantiebeurs” in Utrecht, the largest tourism trade show in the Netherlands. From January 10 to 15, the city partnership will present itself to industry professionals and fair visitors with a redesigned logo and a fresh, new look. In keeping with the Dutch market, the focus will be primarily on cycling. A flyer featuring the various offerings from the nine cities was produced specifically for the Vakantiebeurs: From leisurely cycling in the Harz foothills to exciting themed routes along the Old Salt Road, to cycling along the Weser River or a challenging ride in the bike and downhill park—there’s something for every cyclist. Event recommendations—such as the new cycling highlight “ProAm Hannover – The Night / Your Day”—as well as bike-friendly lodging options and special adventure packages round out the offerings.

Hanover and 9 Cities: International Activities

To mark Japan’s status as the partner country for CeBIT 2017 and Poland’s as the partner country for this year’s HANNOVER MESSE, comprehensive promotional brochures have already been created, produced, and distributed in the respective national languages in collaboration with Hannover Marketing und Tourismus GmbH. An overview map featuring, among other things, the highlights of the nine cities is currently being translated into Japanese, Chinese, and Russian.

In addition, numerous advertising and media partnerships are planned in Poland this year to inform potential trade show visitors. It was also decided to participate in workshops and travel fairs in Copenhagen, Herning, Belgium, and the Netherlands. This means that, once again this year, the target markets of Belgium, the Netherlands, Scandinavia, Poland, the United Kingdom, and Switzerland will be the focus of activities promoting Lower Saxony as an attractive travel destination.

33 Years of Tourism Marketing for Lower Saxony

The “9 Cities +1 in Lower Saxony” recorded over one million overnight stays by international visitors in 2015. The latest figures, which are currently available through October, indicate that this number will be surpassed again in 2016. The city partnership has been active in neighboring European countries for 33 years and has thus become a mainstay of tourism marketing for Lower Saxony.

In addition to joint presentations at travel fairs and trade events, the activities focus in particular on international public relations efforts tailored to the respective target markets. The primary target audience here is travel journalists, as well as an increasing number of (young) travel bloggers. The unique combination of the various attractions and event highlights of the “9 Cities + 1 in Lower Saxony” creates attractive packages for multi-day trips to Lower Saxony by international visitors.

Published: January 9, 2017