Hamburg as a tourist destination – The future lies on the waterfront

National tourism, with annual turnover of around – 150 billion, is a major economic factor with good prospects for growth.This is particularly true of Hamburg.In the context of the Federal German trend in tourism over the past five years, Hamburg has experienced very pleasing development.The number of overnight stays increased over this period by over 50 per cent.In 2007, the figure for overnight stays was around 7.4 million.Whilst this still represented third place for city tourism behind Berlin and Munich, the gap to Munich has narrowed not insignificantly, and in terms of the figures for visitors from within Germany, Hamburg is already in second spot. Still unsatisfactory, however, is the trend in overnight stays by non-domestic visitors.The percentage share is consistently around the 20 per cent mark, which means that the potential is far from being fully exploited.

As a tourist destination, Hamburg undoubtedly has strengths, but also weaknesses which cannot be overlooked.The strengths have been the basis for the overall trend, which is pleasing, but there are good reasons for aspiring to achieve further improvements even here.Our city trades on its wealth of waterways.The Elbe, the port area and the Alster offer high quality for visitors.In what other city can you experience impressions like these?This is why it is all the more incomprehensible that these –maritime experience– factors have been too little regarded – indeed, truly neglected – in recent years.It is therefore time for the existing products to be freshened up and for new project ideas to be realised.This call is directed both to the local economy and to those wielding the political power, because only a joint resolution to act can bring about the success sought on both sides.The same also holds true for the St. Pauli city district, which still has capacity to strengthen its power to attract tourists, as one of the synonyms for Hamburg.It equally concerns the arts and culture sector, where Hamburg need not shy away from international comparisons, but where its domestic strengths are similarly not yet brought into play with sufficient force.

Concrete measures have now been developed from many of these initiatives, with the result that Hamburg is moving in the right direction.There is a need for a consistent approach to tackling Hamburg's weaknesses as a tourist destination.Whether this means the legislative framework, the approvals procedure for events or when it comes to marketing:where this has become stale, there is a need to reinvigorate. Only then can Hamburg exploit the major opportunity to continue to climb the ladder of success.Hamburg has the potential to match Munich, the second-ranking city for city tourism.By 2010, Hamburg could quite conceivably even move ahead of Munich.But the fact that all the external framework conditions would also need to be right for this to happen should not keep us from addressing those measures which we can tackle ourselves.Employing an events manager, improving the transport infrastructure, and repositioning the Hamburg trade fair venue are proposals which can be undertaken using our own resources.

Furthermore, Hamburg needs an umbrella branding for its tourism, and a bigger financial commitment by the city to carry out the tasks for marketing itself.Everyone involved in tourism policy in Hamburg is now challenged to set the direction for the future.The fact that co-operation between the tourism organisations, the office for culture, sport and the media (which is also responsible for tourism) and our Chamber of Commerce is traditionally close and harmonious makes this challenge easier.Thus the future orientation will succeed by gearing the city's future in tourism, if not exclusively, then at least in terms of its major focus, to the water.