Mainzplus CityMarketing

What Mainzplus CityMarketing does

mainzplus GmbH is the official municipal city marketing, destination promotion, and event management company for Mainz, Germany, wholly owned by the City of Mainz (Landeshauptstadt Mainz) and founded in 2012 to consolidate congress, cultural, and tourism activities under one organizational umbrella. The company operates four core venues (Rheingoldhalle, Kurfürstliches Schloss, KUZ Kulturzentrum Mainz, and Frankfurter Hof), produces flagship event series including Summer in the City (running since 1997, ~500,000 cumulative visitors) and Mainzer WeinUfer (65,000+ visitors per edition), and runs tourism infrastructure including the mainzcardplus guest card and the mainz STORE retail and tourist information point. Its revenue model combines professional services across event management, venue rental, cultural production, and congress organization, complemented by ticket sales, sponsorships, tourism card transactions, retail, and public-private tourism funding via Tourismusfonds Mainz e.V. founded in 2017.

The business serves four overlapping customer segments: congress and meeting organizers requiring full-service PCO and venue provision; cultural event planners and audiences served through venue management and event production; business and leisure tourists purchasing the mainzcardplus and accessing city experiences; and local municipal and community stakeholders benefiting from city marketing and destination promotion. Distribution is omnichannel — direct enterprise sales for congress business, owned retail (mainz STORE at Domplatz), online e-commerce (mainz-store.com and Summer in the City ticketshop), authorized advance booking offices, and hotel partner networks. Technology is built on third-party platforms: the Feratel Deskline booking system, Google Analytics and Meta Pixel for marketing measurement, and standard ticketing infrastructure, with no proprietary technology platforms disclosed. The company rebranded from 'mainzplus CITYMARKETING' to 'mainzplus' in January 2026 and launched a segmented mainzcardplus 'Culture' variant in April 2026 to address tourists who already hold a Deutschlandticket.

In 2025, the Mainz destination recorded approximately 1.19 million tourism overnight stays (+2.6% year-over-year) and 719,920 guest arrivals (+2.8%), with average length of stay rising to 1.65 days from 1.49 in 2019, while mainzplus itself delivered 600+ events, reached 1.2 million visitors, and maintained 189 employees and 12 active brands. The corporate structure is a private German GmbH under public ownership, supervised by a supervisory board chaired by the Head of the Business Department of the City of Mainz, with two Managing Directors (Geschäftsführer) leading four operating divisions: Congress, Culture, Marketing & Tourism, and Technical Services and Central Operations.

Name

Mainzplus CityMarketing

Legal name

mainzplus GmbH

Website

https://mainzplus.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

mainzplus GmbH is the official municipal city marketing and event management organization for Mainz, Germany, operating congress venues, cultural event series, and tourism services including the mainzcardplus tourist card for visitors, congress organizers, cultural audiences, and local stakeholders.

Ownership category

akta.pro rank

Product category

Destination Marketing & Event Management

NAICS

Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Amusement & Recreation Services (7900), Services-Facilities Support Management Services (8744), Services-Membership Organizations (8600)

akta.pro primary industry

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

akta.pro secondary industries

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), Festival Grounds & Fairgrounds Operations (MPAGALAH), Concert Venue Operators (Arenas, Amphitheaters, Clubs) (MPAGAAAC), Venue Sourcing & Site Coordination (HSACAAAD)

Keywords

• City marketing services
• Convention venue management
• Cultural event production
• Destination tourism marketing
• Festival organization

Headquarters

HQ city

Mainz

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Event Management and Venue Operations: Full-service event management for congresses, conferences, and cultural events including venue provision (Rheingoldhalle, Kurfürstliches Schloss, KUZ Kulturzentrum Mainz, Frankfurter Hof), technical services, catering coordination, and leisure programming. Revenue generated through venue rentals, event organization fees, and associated services.
2. Cultural Event Production: Organization and production of cultural events and festivals including Summer in the City concert series, Mainzer WeinUfer wine festival, Mainzer leuchtet, and other cultural programming. Revenue from ticket sales and sponsorships.
3. Tourism Services and Retail: Tourism promotion for Mainz including the mainzcardplus tourist card, mainz STORE retail location, and city tours. Revenue from card sales, retail merchandise, and tourism-related services.
4. Convention and Meeting Services: Provision of complete congress services from venue selection through to execution, including PCO (Professional Congress Organizer) services, venue management, and event coordination.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

mainzplus GmbH operates as Mainz's official city marketing and tourism organization, providing three integrated service lines: (1) congress and meeting services including full-service event management at venues such as Rheingoldhalle and Kurfürstliches Schloss, including PCO services, technical infrastructure, catering coordination, and leisure programming; (2) cultural event production and venue management at Frankfurter Hof and KUZ Kulturzentrum Mainz, producing flagship events such as the Summer in the City open-air concert series (since 1997), Mainzer WeinUfer wine festival, Mainz leuchtet light event, and Weihnachtsstadt Mainz Christmas market; and (3) destination tourism services including the mainzcardplus tourist guest card, mainz STORE retail and information center at Domplatz, city tours, and Meet in Mainz convention bureau promotion.

Product overview

mainzplus operates as a unified city marketing, event management, and tourism promotion organization. The portfolio comprises venue management services (Congress Partners Mainz for Rheingoldhalle and Kurfürstliches Schloss, plus cultural venues Frankfurter Hof and KUZ Kulturzentrum Mainz), major event brands (Summer in the City open-air concert series since 1997, Mainzer WeinUfer wine festival), tourism services (mainzcardplus guest card, mainz STORE visitor center, Meet in Mainz convention bureau), and cultural identity initiatives (mainzgefühl brand, Mainz leuchtet light events, Weihnachtsstadt Mainz Christmas program). The company coordinates congresses, culture events, and tourism experiences under a single organizational umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• Congress Partners Mainz: Congress and meeting services brand for venue management and event coordination
• Summer in the City Mainz
• Mainz leuchtet
• Mainzer WeinUfer
• mainzgefühl
• mainz STORE
• KUZ Kulturzentrum Mainz
• Frankfurter Hof Mainz
• Weihnachtsstadt Mainz
• mainzcardplus
• Meet in Mainz
• Great Wine Walk

Products and services

• Congress Partners Mainz (venue and congress management) Full-service congress and meeting service offering venues such as Rheingoldhalle and Kurfürstliches Schloss for conferences, meetings, trade fairs, PCO services, technical services, catering coordination, and leisure programming; aimed at associations, corporations, and PCO firms booking Mainz as an event destination.
• Frankfurter Hof Mainz (cultural venue) Cultural event venue operated by mainzplus, hosting concerts, performances, readings, and cultural events in Mainz's city center; available for rent to cultural event organizers and used internally for the company's own cultural programming.
• KUZ Kulturzentrum Mainz (cultural center) Cultural center operated by mainzplus, serving as a managed venue for concerts, festivals, and cultural events; available for rent to event organizers and used for the company's own cultural programming.
• Summer in the City Mainz (open-air concert series) Open-air concert series running since 1997, bringing national and international music acts to venues across Mainz; organized by mainzplus since 2012. Tickets range from approximately €29.90 (e.g., High Root Open Air) to €31.60 (Guude! Festival), sold via the Summer in the City ticketshop, advance booking offices, and mainz STORE.
• Mainzer WeinUfer (wine festival) Annual wine festival held along the Rhine promenade in Mainz, featuring regional wineries, food vendors, live music, and wine-tasting experiences; targeted at both regional visitors and tourists; sustainability partner is Rheinhessen Sparkasse.
• mainzcardplus (tourist guest card) Tourist guest card for Mainz offering free entry to museums, discounts for cultural events, free city tours, and optional ÖPNV public transport integration across Mainz and Wiesbaden. Available in two variants: (a) with ÖPNV at €29 single / €79 group up to 5 persons, and (b) the new Culture version without ÖPNV (launched April 2026) at €19 single / €59 group up to 5 persons. Sold through mainz STORE, online shop, participating hotels, and Verkehrs Center of Mainzer Mobilität. Valid for 3 consecutive calendar days.
• mainz STORE (tourist information and retail center) Tourist information center and retail outlet located at Markt 17 / Domplatz in Mainz, selling event tickets, souvenirs, mainzcardplus cards, and merchandise; serves as a physical hub for visitor information and ticket purchases.
• Meet in Mainz (convention and meeting bureau) Convention and meeting bureau service that promotes Mainz as a destination for congresses, conferences, and business events, working with congress organizers and PCOs to attract meetings to the city.
• Cool Summer Mainz (resident hotel discount program) Resident-facing hotel discount program where participating Mainz hotels (Atrium Hotel Mainz, Favorite Parkhotel Mainz, Hilton Mainz, Mercure, ibis, IntercityHotel, Leonardo) offer €55 per double room per night including breakfast to Mainz residents during heat periods from 33°C, Sunday-Thursday arrivals only, July 1 - August 13, 2026.
• WeinUferWalk (wine tasting event) Wine tasting walk event in Mainz featuring 9 wine tastings along the route, a commemorative wine glass, and a tote bag included in the €22 per-person ticket price, valid across all event days.

Quantifiable outcome

• 600+ events organized per year
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and minor.

• SCHOTT AGcoreGTM or Marketing Partner · 1 January 2026SCHOTT AG is official sponsor and partner of Summer in the City since 2026 season. International technology conglomerate based in Mainz, sponsoring culture and regional engagement.
• Tourismusfonds Mainz e.V.coreStrategic or Co-development Partner · 1 January 2017Tourism fund founded in June 2017 combining private-sector funds with city economic development resources exclusively for tourism promotion. mainzplus works closely with Tourismusfonds on campaigns and marketing measures.
• Convention Bureau Rheinland-PfalzcoreStrategic or Co-development PartnerCentral hub for event planners in Rhineland-Pfalz connecting venues, service providers, and regions. Together establishing Rhineland-Palatinate as the go-to destination for successful events.
• German Tourism Association (DTV)coreStrategic or Co-development PartnerUmbrella organization for local, regional and national tourist organisations in Germany, founded in 1902. Involved in coordination, consulting and tourism policy.
• European Association of Event Centres (EVVC)minorStrategic or Co-development PartnerFirst association of its kind representing over 560 event venues, congress centres, arenas and special event locations in Germany, Austria, Switzerland, Belgium and neighbouring European countries.
• Forte CulturaminorStrategic or Co-development PartnerCultural route promoting and presenting tourist attractions related to fortified monuments in Central Europe.
• Gästeführerverband Mainz e.V.minorStrategic or Co-development PartnerAssociation of over 90 trained Mainz tour guides organized according to BVGD guidelines, providing professional city tours.
• Great Wine CapitalscoreStrategic or Co-development PartnerGlobal network of nine major cities sharing internationally known and renowned wine-growing regions. Mainz/Rheinhessen is part of this prestigious network.
• IHK für RheinhessencoreStrategic or Co-development PartnerRheinhessen Chamber of Commerce and Industry acting as critical partner to politicians, independent advocate for the market, and customer-centric service provider.
• Mainz City Management e.V.minorStrategic or Co-development PartnerLocal forum for dialogue and action for politicians, business, retail and city centre stakeholders in Mainz.
• Mainzer Fastnacht eGminorStrategic or Co-development PartnerUmbrella brand for Mainzer Fastnacht, providing information for visitors and carnival participants under the unified Mainzer Fastnacht brand.
• Tourismus- und Heilbäderverband Rheinland-Pfalz e.V.minorStrategic or Co-development PartnerServing all municipalities, organisations and partners involved in the tourism sector, providing advice and practical tools for day-to-day tourism work.
• Rheinhessen SparkasseminorStrategic or Co-development PartnerSustainability partner for Mainzer WeinUfer, implementing measures including sustainable event tickets and multi-way system pilot projects.
• ENTEGAminorGTM or Marketing PartnerPartner supporting Summer in the City concert series with marketing and sponsorship.
• BMW Karl & Co.minorGTM or Marketing PartnerPartner supporting Summer in the City concert series.
• Kultursommer Rheinland-PfalzminorGTM or Marketing PartnerCultural summer program partnership supporting Summer in the City.
• Lotto Rheinland-PfalzminorGTM or Marketing PartnerSponsor of Summer in the City concert series.
• Möbel MartinminorGTM or Marketing PartnerSponsor of Summer in the City concert series.
• SELTERSminorGTM or Marketing PartnerSponsor providing beverages for Summer in the City concert series.
• Sparda-Bank SüdwestminorGTM or Marketing PartnerSponsor of Summer in the City concert series.
• TAL Medien WiesbadenminorGTM or Marketing PartnerMedia partner supporting Summer in the City concert series.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• visitBerlin: Berlin's official city marketing and tourism organization, combining destination marketing, convention bureau services, and cultural event promotion. Directly comparable to mainzplus's integrated congress, culture, and tourism model.
• Tourismus & Congress GmbH Frankfurt am Main: Frankfurt's official tourism and congress bureau. Directly comparable as a Rhine-Main region city marketing organization combining destination marketing with convention services.
• Hamburg Tourismus GmbH: Hamburg's city marketing company operating the tourism and convention bureau functions. Matches mainzplus's structure of venue operations, event production, and destination promotion under one municipal entity.
• Düsseldorf Tourismus GmbH: Düsseldorf's destination marketing and congress bureau. Closely comparable as another German municipal city marketing organization combining tourism, congress, and cultural event services.
• Stuttgart-Marketing GmbH: Stuttgart's municipal city marketing and tourism entity. Comparable mid-sized German city marketing organization combining congress services, tourism promotion, and cultural event production.
• München Tourismus: Munich's official city tourism and convention bureau. Comparable German municipal marketing organization providing venue promotion, tourism guest cards, and congress support services.
• Köln Tourismus GmbH: Cologne's official tourism and convention bureau with venue and event management responsibilities. Mirrors mainzplus's integrated PCO, tourism card (CologneCard equivalent), and event production portfolio.

Broad incumbents

• Koelnmesse: Major German trade fair and convention organizer. Comparable congress/exhibition business but at significantly larger scale and broader industry coverage than mainzplus's regional focus.
• Messe Frankfurt: Germany's largest trade fair and congress venue operator. Adjacent incumbent that competes with mainzplus for regional congress business but at substantially larger scale and broader portfolio.

Regional players

• MCI Group: Global association congress and events management company with strong European presence. Comparable PCO services but operates internationally rather than tied to a single city like mainzplus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCtARApdlgcBB8wD-z5-DXSQ
• Facebookfacebook.com/mainzplusCITYMARKETINGGmbH
• LinkedInlinkedin.com/company/mainzplus-citymarketing-gmbh
• Instagraminstagram.com/mainzplus_citymarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Mainzplus CityMarketing