Lower Saxony City Partnership Builds Anticipation for Cultural City Experiences

© 9 cities

Hannover Marketing und Tourismus GmbH is using a city network to whet people’s appetite for summery weather and attractive weekend getaways they can plan on their own. Anticipation guaranteed. Large-format posters in cities across Lower Saxony and neighboring states showcase “city experiences right next door.”

“We’ll definitely see each other” is the campaign’s motto. For many who are currently unable to plan a major vacation, the aim is to spark anticipation for relaxing city explorations. Lower Saxony’s cities offer—especially given the current COVID-19 situation—the perfect combination of urban charm, culture, and nature right in the heart of the city.

The sights are easily accessible individually and within short distances. Europe’s largest contiguous ensemble of half-timbered houses in Celle, UNESCO World Heritage sites such as the Old Town in Goslar and the Cathedral and St. Michael’s Church in Hildesheim, or the magnificent townhouses and medieval squares in Braunschweig can all be comfortably explored on foot. The same goes for the sights in downtown Hanover along the “Red Thread.” In Hamelin, much—but not everything—revolves around the legendary Pied Piper. In Wolfenbüttel, the city of Lessing, the Royal Palace and over 600 half-timbered houses enchant visitors. History and student life shape the cityscape of Göttingen, a university town steeped in tradition. In the Autostadt in Wolfsburg, mobility can be experienced in countless ways.

Under the name “9 Cities in Lower Saxony,” Braunschweig, Celle, Göttingen, Goslar, Hamelin, Hannover, Hildesheim, Wolfenbüttel, and the Autostadt in Wolfsburg have been marketing themselves abroad in partnership with Hannover Airport for years. Due to the changes in travel options caused by the COVID-19 pandemic, the partnership is currently focusing on regional tourism. “Our joint initiative is intended in particular to support tourism service providers in our cities who have been particularly affected by the lockdown,” explains Hans Nolte, Managing Director of Hannover Marketing und Tourismus GmbH and spokesperson for the “9 Cities” partnership, describing the campaign. “And of course, this initiative is also a sign of solidarity among the cities of Lower Saxony,” says Nolte.

The number of overnight stays in cities fell by more than 50 percent in 2020 compared to 2019. This has led to a sharp decline in revenue not only in the hotel industry, but also in the restaurant sector, retail, and among tourism service providers.