Hannover Marketing und Tourismus

What Hannover Marketing und Tourismus does

Hannover Marketing und Tourismus GmbH (HMTG) is the official destination marketing organization for the City of Hannover and the surrounding Region Hannover, which comprises 21 municipalities. Founded in 2008 as a German GmbH, HMTG is funded primarily through municipal and regional government support and generates ancillary revenue through booking commissions, tourist information service fees, HannoverCard sales, and event planning consultation.

The company operates the official tourism portal visit-hannover.com, available in 17 languages, which functions as the central booking and information platform for accommodations, attractions, city tours (Stadttouren), and the HannoverCard tourist pass that provides free GVH transit access and discounts at over 50 partner attractions. Specialized products include the Hannover Convention Bureau (free B2B consulting for congress and event organizers), the Veranstaltungsplaner event-planning checklist with integrated inquiry form, and 360° virtual venue tours using VR/AR for remote location scouting. HMTG also owns Hannover Veranstaltungs GmbH (HVG) as a wholly-owned subsidiary that manages event venues, and partners with Deutsche Messe AG to promote the Hannover Exhibition Grounds (Messegelände) — 30 halls totaling 620,000 m² of congress and exhibition space.

HMTG serves two principal customer segments: leisure tourists (individuals and families consuming sightseeing, cultural, dining, and nature experiences via the portal and physical Tourist Information offices at Ernst-August-Platz 8) and MICE event planners (corporations, associations, and agencies sourcing venues, hotels, and framework programs for congresses and conferences). Distribution combines a global e-commerce storefront (visit-hannover.com), domestic in-person tourist information, and dedicated B2B direct sales through the Convention Bureau. Marketing reaches international audiences through a 17-language portal, social media on Facebook and X, email newsletters, press and PR, and trade-show participation.

Name

Hannover Marketing und Tourismus

Legal name

Hannover Marketing und Tourismus GmbH

Website

https://visit-hannover.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Hannover Marketing und Tourismus GmbH (HMTG) is the official destination marketing organization for Hannover, operating the visit-hannover.com portal, Hannover Convention Bureau, and tourist services across 21 municipalities to serve leisure visitors and MICE event planners.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Services

NAICS

Convention and Trade Show Organizers (56192), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Venue Sourcing & Site Coordination (HSACAAAD)

akta.pro secondary industries

Exhibitions, Trade Shows & Booth Management (HSACADAH), Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD), Events-Integrated Corporate Travel (TMCs with Meetings/Groups) (THACAAAH)

Keywords

• Destination marketing services
• Tourism promotion
• Convention bureau services
• City tour operations
• Event planning consulting

Headquarters

HQ city

Hannover

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Promotion Services: HMTG serves as the official destination marketing organization for the Hannover region, funded primarily through municipal and regional government support. Revenue is generated through service fees for tourist information, booking commissions, and event planning consultation services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Hannover Marketing und Tourismus GmbH (HMTG) is the official destination marketing organization for Hannover and the Region Hannover, operating the visit-hannover.com tourism portal that delivers attraction, accommodation, event, and tour information. It also operates the Hannover Convention Bureau to provide free professional event planning consulting for congresses, conferences, and corporate events, and sells HannoverCard tourist passes, tour tickets, and souvenirs through its physical Tourist Information office and online shop.

Product overview

Hannover Marketing und Tourismus GmbH (HMTG) operates visit-hannover.com as a comprehensive tourism and destination marketing platform. The core offering is the visit-hannover.com portal, supported by specialized sub-brands including the Hannover Convention Bureau for professional event and congress planning, and themed tour products like the Roter Faden self-guided walking route. Key service modules include the HannoverCard tourist (offering free public transit and partner discounts), Stadttouren (city tours including hop-on-hop-off, themed walks, and culinary tours), Tourist Information services, Onlineshops Hannover (for tickets and souvenirs), Veranstaltungsplaner (event planning tools with checklists), Rahmenprogramm & Team Events (incentive programs), and 360° Rundgänge (virtual venue tours using AR/VR technology). The HannoverCard provides access to the GVH public transit network and over 50 partner discounts, while Congress Selected Hotels enables advance group bookings. The ecosystem is designed to serve both leisure visitors and MICE (Meetings, Incentives, Conferences & Events) planners.

Differentiator

Problem solved

Functional benefit

Products and services

• visit-hannover.com Tourism Portal Official tourism website for Hannover and the Region Hannover, providing comprehensive information about attractions, events, hotels, tours, dining, and travel planning services for leisure visitors. Supports online booking and serves as the primary information hub for the destination.
• Hannover Convention Bureau Professional event planning service for conferences, congresses, and business events in Hannover, offering free independent consulting, venue finding, hotel accommodation coordination, and supplier referrals for event organizers.
• HannoverCard tourist Tourist discount card offering free travel on public transportation throughout the GVH network and up to 50% discount at partner attractions, restaurants, and venues for visitors to Hannover.
• Tourist Information Hannover Physical and online information service providing tips on attractions, accommodations, and events; sells tickets, tour bookings, and souvenir vouchers to visitors at Ernst-August-Platz 8.
• Onlineshops Hannover Online shop offering tickets for tours and events plus original Hannover souvenirs and gift vouchers for visitors and gift purchasers.
• Stadttouren (City Tours) Guided and self-guided tour offerings including Hop-on-Hop-off bus tours, themed walking tours, culinary tours, crime tours, and neighborhood explorations of Hannover.
• Roter Faden (Red Thread) Walking Route 4.2-kilometer self-guided walking route connecting 36 city center landmarks, marked with a red line in the pavement and accompanied by a brochure available at the Tourist Information office.
• Rahmenprogramm & Team Events Curated incentive programs and team event offerings for conferences, company outings, Christmas parties, and association trips in the Hannover region, coordinated via the Convention Bureau.
• Messegelände Hannover Convention Destination Promotion and marketing of the Hannover Exhibition Grounds (Messegelände) with 30 exhibition halls and pavilions, conference facilities, and adjacent infrastructure as a convention destination, operated by Deutsche Messe AG.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Hannover Veranstaltungs GmbH (HVG)coreStrategic or Co-development PartnerHVG is a wholly-owned subsidiary of Hannover Marketing und Tourismus GmbH (HMTG) that manages event venues and facilities. The two organizations work together to promote Hannover as a convention and event destination, with HVG handling venue operations while HMTG manages destination marketing.
• Deutsche Messe AGcoreStrategic or Co-development PartnerDeutsche Messe AG operates the Hannover Exhibition Grounds (Messegelände), one of the world's largest exhibition centers with 30 halls. HMTG collaborates with Deutsche Messe to promote Hannover as an international trade fair and convention destination.
• Hannover Convention Bureau NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of verified venues, hotels, restaurants, service providers, and transport operators that collaborate with the Convention Bureau to deliver comprehensive event services. Includes the HCC Congress Centrum Hannover, Schloss Herrenhausen, and numerous partner hotels.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• München Tourismus (Munich Tourism): Official tourism and congress marketing organization for Munich, operating a multilingual portal and integrated convention bureau. Directly comparable as a top-tier German DMO combining leisure tourism promotion with MICE services for a major exhibition and congress destination.
• visitBerlin (Berlin Tourismus & Kongress GmbH): Berlin's official DMO and convention bureau in a single GmbH structure, operating visitBerlin.com as the official tourism portal and Berlin Convention Office for B2B event planning. Directly comparable to HMTG as a German state-capital DMO combining leisure tourism marketing with a high-value convention bureau serving international events.
• Congress- und Tourismuszentrale Nürnberg (Nürnberg Tourismus): Official tourism and congress bureau for Nuremberg, combining city tourism marketing with professional event services. Comparable to HMTG as a Bavarian-adjacent German city DMO integrating leisure tourism with convention bureau capabilities and operating under a public-sector mandate.
• Tourismus+Congress GmbH Frankfurt am Main: Frankfurt's combined tourism board and congress bureau operating under a GmbH structure with both B2C tourism marketing and B2B convention services. Highly comparable to HMTG given Frankfurt's role as a major German trade fair and conference city, paralleling Hannover's exhibition-driven MICE positioning.
• Düsseldorf Tourismus GmbH: Official tourism board and congress bureau for Düsseldorf, combining leisure tourism marketing with professional event and congress services. Comparable to HMTG as a mid-tier German city DMO with an integrated convention bureau serving a city with strong exhibition infrastructure.
• Leipzig Tourismus und Marketing GmbH: Official DMO for Leipzig operating a tourism portal and integrated convention services. Comparable to HMTG in organizational form (GmbH with municipal ownership), scope (leisure + MICE), and positioning around cultural assets and trade fair heritage.
• Hamburg Tourismus GmbH: Official DMO for Hamburg operating a multilingual tourism portal and Hamburg Convention Bureau. Closely comparable structure to HMTG as a major German Hanseatic city DMO with integrated leisure tourism marketing and MICE services, public-sector ownership, and a city-region geographic mandate.
• Stuttgart-Marketing GmbH: Official tourism and congress marketing organization for Stuttgart, combining city tourism promotion with convention services for a major German business and trade fair hub. Directly comparable to HMTG in structure (municipally backed GmbH), scope (leisure + MICE), and target customer mix.
• Dresden Marketing GmbH: Official tourism and convention bureau for Dresden, integrating leisure tourism marketing with professional congress services. Comparable to HMTG as a German state-capital DMO combining cultural-tourism positioning with MICE capabilities under a municipally owned GmbH.
• Köln Tourismus (Cologne Tourism): Official DMO and congress bureau for Cologne, integrating city tourism marketing with professional event and convention services. Comparable to HMTG in scope (leisure + MICE under one organization), target segments, and German public-sector GmbH ownership model.

Market position

Strengths5 records

Weaknesses5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/intent/tweet?url=https://www.visit-hannover.com
• Facebookfacebook.com/sharer/sharer.php?u=https://www.visit-hannover.com
• LinkedInlinkedin.com/company/hannover-marketing-und-tourismus-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Hannover Marketing und Tourismus