Lieb Management

What Lieb Management does

Lieb Management (legal entity: LIEB Management & Beteiligungs GmbH) is a Munich-based B2B marketing and public relations agency founded in 2007, specializing in the tourism and MICE (Meetings, Incentives, Conventions, Events) industries. The firm operates as a German-market representation agency serving international tourism boards, destinations, hotel groups, cruise lines, and niche hospitality operators targeting the DACH region (Germany, Austria, Switzerland). Service delivery is organized around three integrated pillars: Tourism Marketing & Sales (B2B/B2C campaigns, sales calls, media missions, trade show support, familiarization trips), M.I.C.E. Marketing & Sales (corporate and association outreach), and Public & Influencer Relations (press relations, blogger/influencer collaborations, social media management, crisis PR).

The business model is professional services revenue — fees are generated through customized project-based or retainer arrangements with B2B tourism clients, sold and delivered via dedicated account managers who act as single points of contact. There is no proprietary technology platform; the company's value proposition rests on industry specialization, established networks of 500+ travel trade, media, and influencer contacts, and multilingual capabilities. Geographic reach spans Germany, Austria, and Switzerland as the core market, extended internationally via membership in the Travel Consul network and corporate affiliation with MMGY Global (a global travel-focused agency collective of 600+ people), under which the firm operates the sub-brand MMGY Lieb. Pricing is not publicly disclosed and is handled through direct consultation and custom proposals. The client portfolio includes 20+ named accounts such as Brand USA, Holland America Line, Illinois Office of Tourism, VisitScotland Business Events, Atmosphere Core, and Destination Toronto.

Name

Lieb Management

Legal name

LIEB Management & Beteiligungs GmbH

Website

https://lieb-management.de

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Lieb Management is a Munich-based B2B marketing and PR agency specializing in tourism and MICE industry representation for international destinations, hotels, and cruise lines targeting the German-speaking European markets (Germany, Austria, Switzerland), operating as part of MMGY Global under the MMGY Lieb sub-brand.

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Advertising Agencies (541810)

akta.pro primary industry

Technology & B2B PR (BPAFADAI)

akta.pro secondary industry

Technology & B2B PR (MPAAADAC)

Keywords

• Tourism marketing services
• MICE industry marketing
• Public relations agency
• Destination representation
• Influencer relations

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Marketing & PR Services: Lieb Management charges for comprehensive marketing, sales, public relations, and influencer relations services targeting tourism and MICE clients. Services include sales calls, media missions, advertising consultation, trade show support, familiarization trips, event organization, social media management, and crisis PR. Revenue is generated through professional service fees, likely project-based or retainer arrangements with B2B tourism clients.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Lieb Management is a B2B representation agency providing 360-degree marketing, sales, public relations, and influencer relations services for tourism destinations, hotels, cruise lines, and MICE suppliers targeting German-speaking European markets. Services are organized under three integrated pillars — Tourism Marketing & Sales, M.I.C.E. Marketing & Sales, and Public & Influencer Relations — delivered through dedicated account managers. International reach is extended through membership in the Travel Consul network and the firm's affiliation with MMGY Global.

Product overview

Lieb Management is a full-service marketing and PR agency specializing in the tourism and MICE (Meetings, Incentives, Conventions, Events) industry. The company operates as a single-agency structure offering three integrated service pillars — Tourismmarketing & Sales, M.I.C.E. Marketing & Sales, and Public & Influencer Relations — all delivered under the MMGY Lieb brand. The agency serves international tourism boards, destinations, hotels, and cruise lines targeting German-speaking European markets (Germany, Austria, Switzerland) and leverages the international Travel Consul network for broader market access. The three service offerings are closely interlinked: Tourism Marketing & Sales provides B2B/B2C campaign execution, M.I.C.E. Marketing & Sales drives corporate and association event business, and Public & Influencer Relations manages press, media, and social media communications for the same client base.

Differentiator

Problem solved

Functional benefit

Named customers20 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• MMGY GlobalcoreOthersLieb Management is part of MMGY Global, a global travel-obsessed collective of more than 600 people around the globe. MMGY Global provides Lieb Management with international scale, resources, cross-border expertise, and a global network of travel marketing professionals. Lieb Management operates under the MMGY Lieb brand and serves as the firm's German-market representative within the global group.
• Travel ConsulcoreStrategic or Co-development PartnerTravel Consul is an international network of travel marketing agencies that provides Lieb Management's clients with access to markets beyond German-speaking Europe. Lieb Management coordinates and steers multi-market campaigns through this network and can serve as the single point of contact for clients seeking broader international reach. The relationship enables coordinated global representation.
• ICCA (International Congress and Convention Association)minorOthersLieb Management displays membership in ICCA on its website footer alongside Travel Consul membership, indicating association with the global meetings and events industry association. ICCA represents convention bureaus, national tourism organizations, and specialist companies in the international meetings industry.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Weber Shandwick: Global public relations firm with a substantial travel and tourism practice serving DMOs and hospitality brands. Comparable to Lieb as a competitor pitching for international tourism PR and influencer briefs, though operating at much larger scale across many sectors.
• MMGY Global: Parent organization and global travel-marketing collective with 600+ employees. Directly comparable as the parent brand that bundles travel marketing, PR, and representation services across multiple geographies; Lieb operates as its DACH delivery arm under the MMGY Lieb sub-brand.
• Serviceplan Group: Largest independent German agency group with full-service marketing, digital, and PR capabilities across multiple verticals including travel. Comparable as a much larger German-headquartered competitor capable of pitching for the same enterprise and tourism marketing briefs, though not tourism-specialized.
• fischerAppelt: Major German communications group with significant travel and tourism practice and dedicated influencer and PR units. Comparable in offering integrated marketing and PR services to German-speaking enterprise clients, including tourism boards and hospitality brands.
• Edelman: Global communications firm with dedicated travel and tourism practice serving national DMOs and major hotel groups. Comparable in bidding for international tourism board PR and marketing mandates that could otherwise go to specialist agencies like Lieb.

Direct peers

• Bannikin Travel & Tourism: Specialized tourism and travel industry consultancy and marketing firm serving destinations, governments, and tourism operators globally. Directly comparable in targeting DMO and tourism-board clients with strategy, marketing, and representation services analogous to Lieb's offering.
• Destination Think: Tourism marketing agency working with DMOs and destinations on strategy, content, and digital campaigns. Closely comparable to Lieb in serving national and regional tourism boards with integrated marketing and destination representation services.
• Travel Consul: International network of travel marketing agencies of which Lieb Management is a member. Peer agencies within Travel Consul offer comparable in-market representation services for tourism clients in their respective geographies, sharing clients and coordinating multi-market campaigns — making them the most direct structural peers.

Regional players

• Wirz Communications: Swiss-based marketing and communications agency with tourism and brand experience across the German-speaking market. Comparable as a regional competitor in DACH for tourism and lifestyle marketing briefs, with similar local-market expertise.

Emerging players

• Sparkloft Media (now Mod Op): Social media and influencer marketing agency with strong travel and tourism vertical. Comparable to Lieb's Public & Influencer Relations pillar and increasingly competing for the same DMO and tourism-brand briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lieb Management