Virtual, Digital, and Live – The Year of Tourism 2021

The 2021 tourism season also faces unique challenges due to the COVID-19 pandemic. It is expected that there will be no major trade shows or conferences in the region during the first half of the year, few to no international visitors, and no concerts or large-scale events. This is reason enough for Hannover Marketing und Tourismus GmbH (HMTG) to showcase the numerous highlights and attractions of the Hannover vacation region virtually, digitally, and—as soon as possible—in person. With activities such as biking, hiking, and nature experiences, combined with the cultural and culinary offerings of a major city, Hannover is the perfect destination for a city getaway after the lockdown.

Hans Nolte, Managing Director of HMTG: “Participating in digital formats allows us to showcase Hannover to the world even amid the current restrictions. By using our own digital marketing tools across various channels and participating in digital trade shows and workshops, we can stay in touch with our customers and partners. This builds directly on our activities and positive experiences from last year.” 

HMTG will kick off the virtual presentation of the Hannover vacation region at IMM Germany (International Media Marketplace) on February 23–24, 2021. Approximately 120 journalists have registered so far for this media networking event for the travel industry. Through one-on-one meetings with editors and influencers, HMTG plans to discuss post-restart activities and trips at the event.

ITB, the leading trade fair for the global tourism industry, is launching ITB NOW from March 9–12—its first-ever digital platform for connecting with the global travel industry. Scheduled networking events and an interactive marketplace offer a variety of formats and broad access to the latest developments and news from the tourism industry. HMTG is leveraging these diverse opportunities to showcase the products and advantages of the destination in both the leisure and business sectors. At the trade fair special “ITB Congress,” the digital trade fair and congress destination will virtually showcase its venue and conference facilities through e-magazines and immersive 360° panoramas. Currently, around 2,000 exhibitors from all over the world have registered.

At the same time, the Berlin Travel Festival—a relatively new platform—is also taking place digitally. New perspectives on travel, as well as environmental and social responsibility, are central to the festival’s philosophy—and these are precisely the themes that HMTG addresses with “Hannover Living.” Here, the city’s diverse neighborhoods, tips on local dining, sustainable shopping options, and graffiti tours are presented to a young audience.

From April 27–29, the HMTG will also participate in the virtualGTM Germany Travel Mart™ 2021. The largest incoming tourism event for Germany as a travel destination offers the opportunity to showcase Hanover to approximately 450 high-profile international buyers and tour operators from 27 markets in Europe and overseas.

© HMTG

Restarting Leisure and Independent Travel

The custom-designed experience packages offer unique live experiences with the necessary safety measures and allow for free cancellation or rescheduling up to seven days before the start of the trip. HMTG is currently seeing increased demand for tourist destinations in the vacation region. The Steinhuder Meer, the Deister, and the Erlebnis-Zoo are particularly popular with families and couples. As was the case last year, inquiries from independent travelers are primarily coming from northern Germany. The “Discover Hanover” package, featuring a guided walking tour, a visit to the Herrenhausen Gardens, and a city tour, offers first-time visitors to Hanover a perfect overview. Hotel stays, combined with a visit to Marienburg Castle or a bike tour to the Deister, also make for the perfect city trip combined with a nature experience.