Upward trend in overnight stays in the summer of 2021

During this year's summer vacation, the state capital saw a 36.5% increase in overnight stays in July and a 35.7% increase in August compared to the previous year. In the Hannover region, an increase of 18.4% was recorded in July and 20.7% in August. 

These figures are encouraging given the current state of the tourism industry and are also above the national average, which stood at 8.6% growth in July and 17.0% in August.

© HMTG/Christian Wyrwa

Hans Nolte, Managing Director of Hannover Marketing und Tourismus GmbH (HMTG), commented: “The above-average growth figures are a wonderful confirmation of the renewed attention that the Hannover vacation region has received as a travel destination. Through our efforts, we’ve been able to further expand the leisure tourism sector, send positive signals, and raise Hannover’s profile as a destination for short getaways. We hope this positive trend will continue and that the fall will be just as successful.”

Nationwide marketing campaigns featuring posters and advertisements, as well as advertorials in high-quality leisure and hiking magazines that highlight the unique connection between culture, city life, and nature, have further raised the profile of the Hannover vacation region. Target-audience-specific ads and posts on social media also provided many tips and ideas for visiting Hannover. As a result, the Deister region saw an increase in both day visitors and overnight guests from a radius of approximately 200 km to the north and west.

The average length of stay of 2.2 days in the Hanover region and 1.9 days in the state capital is a very encouraging trend, given that in 2019 these figures were 1.9 days in the region and 1.6 days in the state capital.

© Nik Barlo jr.

Sebastian Gonschorek, director of the Best Western Premier Parkhotel Kronsberg, is delighted to welcome so many new guests: “We were able to attract even more families—especially with our zoo package—and get them excited about our hotel. The pool, the kids’ play area, and our specially designed kids’ check-in certainly played a part in that. This summer, we were definitely more of a family hotel than a business hotel—judging by all the pool noodles being carried through the lobby to the pool!”

Thanks to targeted marketing efforts in neighboring countries, the number of overnight stays by foreign visitors also increased again compared to the previous year. Through advertorials and inserts in daily newspapers, as well as online articles on travel portals in the Netherlands and Denmark, the HMTG recorded a 21.5% increase in July and a 38.6% increase in August in the number of Danish guests. Overnight stays from the Netherlands also rose by 23.6% in July and 15.1% in August.