Hamburg Airport at the World Routes Conference 2017

Marketing Hamburg as destination / Potential for new long-haul routes / Joint booth with Hamburg Tourism

21.09.2017 -

Hamburg Airport will be represented at the World Routes Conference in Barcelona from 24 to 26 September, the most important annual meeting platform for airline and airport international route planners. At a joint booth shared with Hamburg Tourism, the airport will be presenting Hamburg as a destination. One highlight is a large model of the Elbphilharmonie. The goal is to attract even more international attention within the aviation industry for Hamburg as a travel destination. This, in turn, will generate interest amongst airline planners for new routes to the city — in particular long-haul routes.

“Hamburg is an attractive destination for tourists and business travellers from abroad, but it is not well-known enough yet,” explains Dr Joergen Kearsley, Head of Aviation Marketing at Hamburg Airport. “Hamburg Airport most definitely offers potential for more long-haul routes — non-stop flights from Asia and Canada, and additional services from the USA, for example. Together with our partners, we want to convince the airline route planners attending the conference, sharing with them the unique attraction of our city.”

The growing number of visitors from abroad demonstrates that there is already a great deal of interest in our city. With the dynamic developments associated with the Elbphilharmonie, the cruise segment and the trade fair/congress industry, we expect this trend to become even stronger. Good and effective connectivity with international air traffic is therefore of great importance for Hamburg. Whilst other major European cities are already very well connected, we are working together with the airport with the aim of acquiring additional long-haul routes to North America and Asia,” says Michael Otremba, Managing Director of Hamburg Tourismus GmbH.

Increase in international awareness of Hamburg

Various factors play a role for the airlines in the decision to launch new routes — including the market potential of the destination for incoming tourism. Hamburg Airport and Hamburg Tourism are attending the World Routes Conference together with a joint presence and presentation, to convince airline route planners of the potential of the City of Hamburg and the entire northern German region — thereby raising Hamburg’s international profile. Special emphasis will be given to the Elbphilharmonie at the joint booth; this new landmark has given Hamburg a new image on the world stage. Trade visitors to the stand can marvel at the large model of the new concert hall, giving them a chance to appreciate this unique venue. And there will also be modern virtual reality glasses for a “live” visit to the city at the booth.

Visitor numbers in Hamburg growing

Hamburg is already reporting growing numbers of visitors, coming amongst other things because of the newly-opened Elbphilharmonie. From January to June 2017, the number of overnight stays rose by 5 percent to 6,494,208; for visitors from abroad, overnight stays rose even more, by 9 percent. The increase was most noticeable from markets with an increased flight offering, such as the United Kingdom (+42 percent capacity and +18 percent arrivals) and Italy (+43 percent capacity and +28 percent arrivals). Similar developments are expected when additional long-haul routes are launched.

It’s not only the Elbphilharmonie that attracts visitors. Miniatur Wunderland is a real visitor magnet and once again one of Germany’s top 10 attractions. The Speicherstadt warehouse district, listed as a UNESCO World Cultural Heritage site since 2015, is another popular tourist attraction. After the renovated and extended CCH (Congress Center Hamburg) opens its doors again in 2019, more trade fairs and conventions are expected — meaning more visitors.

: international meeting of experts in the aviation industry

The annual World Routes Conference is an international gathering of airlines, airports and other aviation stakeholders. The event offers a platform for route and network planners to discuss, develop and plan new routes together with the airports. The World Routes Conference is one of the most important events for the global aviation industry’s planners. More than 3,000 delegates from around 110 countries are expected at the World Routes Conference 2017 in Barcelona. Participants will include representatives of approx. 300 airlines and 700 airports.