Cruise Days, Jörg Modrow
News, Cities, Hamburg
04 Sep 2015

Hamburg, the cruise capital, is hoisting its flags

With 600,000 visitors the Hamburg Cruise Days festival has become an integral part of Hamburg’s programme of public events: several eminent trade events, among them the B2B exhibition Seatrade Europe, are now scheduled in close proximity to this major event and are thus expanding the programme’s portfolio to incorporate a stronger focus on B2B. Trade events bring international decision-makers and investors to Hamburg, thereby creating new networking and business opportunities.

A lot has happened since the Hamburg Cruise Days festival was launched in 2008 as a public event for cruise enthusiasts. This large-scale event, which is taking place this year for the fifth time, has continuously fueled the development of Hamburg as a cruise capital. Taking place from 11 to 13 September 2015, the Hamburg Cruise Days will once again lure guests from near and far to the banks of the River Elbe. In addition to countless international guests, the festival also continues to attract many of Hamburg’s locals.

Integrating B2C with BTB

This major maritime event has established itself not only as a popular festival, but has also made cruise-themed trade events relocate to Hamburg. The plan to synchronise the Hamburg Cruise Days festival with the B2B event Seatrade Europe was first announced at the ITB Berlin Convention in 2013. With this strategic decision, the Hanseatic City of Hamburg will be even more in the focus of the international cruise industry: from 9 to 11 September 2015, the leading trade fair Seatrade Europe will be opening its gates in Hamburg. On 8 and 9 September, the Cruise Lines International Association (CLIA) will be hosting its Port and Destination Summit. The travel sales event fvw Cruise Live Congress was first held during the Hamburg Cruise Days 2014; this year the congress will take place on 11 September.

As the strategic partner and licenser of the Hamburg Cruise Days, the Hamburg Convention Bureau (HCB) perceives the strategic development of synchronising trade events with major public events as a positive step. “The Hamburg Cruise Days festival has greatly contributed to Hamburg’s reputation and appeal as an international cruise destination. We are therefore pleased that we have now also been able to integrate this B2C event with renowned B2B events,” says Thorsten Kausch, managing director of the HCB.

Raising Hamburg’s profile through events

The integration of business events with public events creates occasions for communication that are ideally suited to media coverage. As a meeting point for cruise enthusiasts and decision-makers from the maritime industries, Hamburg attracts the interest of media representatives from Germany and abroad. This offers more and more opportunities for presenting Hamburg to international audiences and raising the city’s profile as an economically successful and liveable city on the water.

Fresh impetus for Hamburg as a location

The growth of the cruise industry also creates fresh impetus for the Hamburg Metropolitan Region. Trade events bring international decision-makers and investors to Hamburg, thereby creating new networking and business opportunities. Cruise-related industries from the region – most notably the Maritime Cluster Northern Germany – are benefitting from this, just as they benefit from regional initiatives such as Cruise Net Hamburg. In addition, non-maritime sectors such as hospitality and retail also benefit from these events. What is more, the cruise industry itself offers exciting career opportunities, which contributes to Hamburg’s reputation as a centre of learning and a highly attractive city to work and live in.

Paving the way into the future

The city’s successful combination of business and leisure, cooperation between various local stakeholders and the bundling of networks and expertise indicates that Hamburg will be able to strengthen and expand its position in the cruise segment even further. “The commitment of Hamburg’s cruise industry and the interest on the part of the media continue to increase, and we are also receiving a lot of positive feedback from visitor polls. For instance, our visitor satisfaction rate is more than 95 percent, and just under 88 percent of respondents say they would recommend the event,” says Jana Krüger, head of HCB’s event marketing unit. “We are therefore determined and highly motivated to keep the Hamburg Cruise Days on the road to success.”

Cruise Days
Cruise Days, Manuel Lebowsky, bsc Media Hamburg


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