Tourism destination management of a country. Here the example was taken from Hamburg Germany. This pp doc discussed about current situation of Hamburg tourism and role of different stakeholders.

1. Destination Competitiveness
Bellal Hossain, Hanna Seitsonen, Yasmina Zainana & ... Mail: mbsdu@yahoo.com

2. ● Governance structure
● Tourism policy in Hamburg
● The brand profile
● Key determinants of the competitive advantage
● Major target markets and competitive position
● Role of DMO
● Major actions
● Key stakeholders
● Analysis of quality…
Our contents

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4. Governance structure
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5. Governance structure
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• The Free and Hanseatic City of
Hamburg
• Historical background:
• Hanseatic League (late 1100s-
1450)
• A free imperial state of the Holy
Roman Empire (about 800-1806;
self-ruling, autonomous cities)
• A city-state
• One of the 16 states in Germany
Flag and coat of arms of Hamburg

6. • The Hamburg Parliament (Hamburgische Bürgerschaft)
• Legislation, election of the First Mayor, control of the Senate
• The President of the Hamburg Parliament
• Highest official person of the Free and Hanseatic City of Hamburg
• Senate of Hamburg
• Execution of the laws
• Mayor / President of the Senate
• Head of the Senate and representative in the Bundesrat (Federal
Council / "upper house" of the Parliament)
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• The boroughs
(Bezirke) of Hamburg
• Most sights as well as
the harbor area are
located in Hamburg-
Mitte

8. Metropolitan Region of Hamburg
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9. Metropolitan Region of Hamburg
• Plan from the 1990s, the Metropolitan region office opened in
January 2006: mutual marketing and product development
• Treaty of cooperation between the states of Hamburg, Lower
Saxony and Schleswig-Holstein and in addition several cities
(e.g. Lübeck, Schwerin), chambers of commerce etc.
• Projects such as 99 favorite places, Welcome to the Nordlichter
(more quality and variety to tourism services and products)
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Schloss Ahrensburg

11. Hamburg Tourismus GmbH - the DMO of Hamburg
• Hamburg Tourismus GmbH (HHT) markets Hamburg as a
travel destination in Germany and abroad
• Its core task lies in coordinating the development of touristic
infrastructures, offers and services
• High-coverage brochures & online platforms -> event
database and the Hamburg Tourismus app, the HHT offers its
partners a joint platform for marketing their touristic services
and products
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12. “We breathe life into the city” Hamburg Tourismus GmbH
• Our areas of expertise at a glance:
• destination marketing
• tourism sales marketing
• tourist market research
• healthcare, golf and cruise tourism
• cultural tourism marketing
• Hamburg Travel: online booking service
• 1.7 billion contacts reach in marketing
• 77 per cent self-financing share
• around 800,000 end customer contacts
• around 300,000 downloads of the Hamburg Tourismus app (2015)
•80 employees - (in Visit Helsinki: city´s marketing office -> 53 employees)
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13. Hamburg Tourismus GmbH - the DMO of Hamburg
• Creates additional synergies by collaborating with national and international
marketing organizations (e.g. the German National Tourist Board),
Hamburg’s tourism industry and travel industry)
• Strengthens and supports the diversity, popularity and success of the
region’s touristic offers
• Contributes to improving the quality of life in the Hamburg Metropolitan
Region and fosters its future development as a cosmopolitan, livable region
• Tourism is providing jobs insanely for local people: in 2010 over 100 000
people were employed by the tourism sector and had a share of 3,72 % of
the city’s total GDP
-> amount of employees can still be added a number of people working part-
time or as seasonal work force
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16. Objectives and major actions of the tourism strategy; of
German National Tourist Board GNTB
The GNTB's business goals are to:
• increase the volume of tourist traffic
• boost foreign currency receipts
• strengthen Germany's profile as a business location;
positioning Germany as a diverse and attractive travel destination
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17. System of tourism management/ marketing:
• The Hamburg Tourismus GmbH was founded in 1989
• A service-provider for the tourism in Hamburg
• Strengths: a strong network among the city’s tourism operators
and outside contacts such as different media and travel agencies
• The company is seen as a model example of a DMO with its vast
network
• HHT describes itself as an innovative DMO and an “interface
between the tourism field in Hamburg and international
marketing initiatives” (systemic leadership)
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19. HAMBURG MARKETING GmbH
Location Marketing - We market Hamburg as a travel destination and raise the
city’s profile
• As its central task, the Hamburg Marketing GmbH (HMG) designs marketing
strategies for Hamburg
• Based on predefined target groups, the strategy & brand management unit
aims to clearly position Hamburg as a brand
• All activities are aimed at marketing, enhancing and developing the image of
the Hamburg Metropolitan Region, and thus the Hamburg brand, at
regional, national and international levels
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20. Objectives: VISION of Hamburg Marketing
• Our vision: Increase value added and the quality of life in
Hamburg
• We see ourselves as a responsible partner and initiator for
marketing the Hamburg Metropolitan Region
• “As a key driver of city marketing, we base our work on
reliability, client orientation and high quality. We are
characterized by team spirit and an open mindset, we are
modern and we embrace innovation. Together we are
shaping the future of Hamburg.”
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21. Objectives: MISSION of Hamburg Marketing
• Our mission: Raising and expanding Hamburg’s attractiveness
-> By developing, communicating and coordinating the Hamburg
brand, we highlight the locational attractiveness of Hamburg and
the Hamburg Metropolitan Region in Germany and abroad
• We coordinate and harmonize the activities of other marketing
stakeholders in the city. We ensure a consistent image of the
Hamburg brand and raise the brand’s profile among individuals
and businesses.
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22. The BRAND profile
• A coherent brand image that is employed consistently across
all levels of communication constitutes an integral part of our
external profile. Our communication pattern provides the
Hamburg brand with a distinctive profile that creates strong
brand awareness
• The communication pattern is a mandatory design template
to be used by all partners and institutions in the Hamburg
Metropolitan Region involved in marketing Hamburg, as well
as by other municipal stakeholders
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23. The twelve success modules of the Hamburg brand
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• In 2004 and 2009, two
comprehensive market
surveys identified the positive
perceptions people associate
with Hamburg. The findings
were used as a basis for
developing the success
pattern of the Hamburg
brand, which comprises ten
success modules
• Hamburg’s brand strategy is
firmly anchored in these
modules. The communication
pattern of the brand provides
consistent visual design
features and thus ensures
recognition across all
communication channels

24. Key determinants of competitive advantage
• Endowed resources: closeness to the sea, the rivers Elbe and Alster,
Speicherstadt (the Warehouse district), Rathaus (the City hall)
• Created resources: efficient airport, railway, bus connections to and from Hamburg,
e.g. cruises along the river, city bikes, sports facilities, shopping facilities, active
nightlife, events/festivals
• Supporting factors:
• General infrastructure: local transportation
• Local people’s positive attitude towards tourism
• Accessibility
• Strong network of operators in the city / region
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25. • Destination management
• The Hamburg Tourismus GmbH is an innovative and active DMO
• Networking, valuing local people and companies, sustainability
• Situational conditions
• Location (accessibility from both abroad and inside Germany: bus,
train, airplane)
• Stable conditions (politics and geography)
• Price competitiveness (large variety of offerings and price ranges)
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26. Competitive position of Hamburg
• Hamburg’s tourism industry is one of the city’s most
important sector →
So they make a lot of effort to increase and maintain its
competitiveness both globally and nationally
• In 2013 alone, Hanseatic city generated revenue of 6.02
billion euros
• In 2015, Hamburg for the first time registered more than 3
million international overnight stays
• DOMESTIC TOURISM IN Germany; Hamburg competes with
Berlin, Frankfurt (business) and Munich
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27. Major target markets
1) Denmark 2) Switzerland 3) Austria 4) Great Britain
5) USA
(percentage growth of each is between 72 % - 387 % in
2005 - 2015)
✓The source market with the strongest growth is Spain;
the expansion of flights has been noticeable in the
increasing number of overnight stays (+ 49 per cent in
2015 comparison to 2014)
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28. Objectives and major actions of the tourism strategy
• The HHT marketing strategy 2010-2015 goals:
• The USP of Hamburg
• Harbor and maritime atmosphere
• To reach new target markets
• Target market segmentation
• Primary, secondary and future markets
• A more specific segmentation for the German market (demographics,
travel behavior and rational and emotional values and needs)
→ E.g. target group specific marketing channels and products
→ own websites in e.g. China, Russia and the Arab states of the
Persian Gulf and a recently renewed English website (visitors and
residents)
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29. Objectives and major actions of the tourism strategy
• Increasing accessibility to the products, cooperation with new
stakeholders, improve train and flight connections
• Managing relationships to customers and stakeholders
• saving all the customer data and transactions, supporting marketing
activities and creating more value to the customer and supplier side
• Personnel management
• innovative and open atmosphere
• Monitoring the marketing success independently and with
stakeholders
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30. Key stakeholders and their role in the collaboration
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31. Partners in Hamburg
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43. Analysis of the quality in terms of….. goal setting
The main objectives of the HHT marketing strategy:
• finding the USP (unique selling point)
• Harbor / maritime atmosphere
→ differentiates Hamburg from other ‘typical’ big cities in Germany
• reaching for new target groups
• A more detailed segmentation for the German market
• New international markets: the Arab states of the Persian Gulf,
Russia and China
→ Most customers German so a specific segmentation is needed for
product / service differentiation and targeted marketing
→ no detailed information about marketing for the international markets
→ China and Russia quite vast target markets
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44. Analysis of the quality in terms of......measures
1. HMG’s priority is to provide Hamburg a brand image
2. Developing healthcare, golf, and cruise tourism, cultural tourism
marketing.
3. Domestic target group oriented marketing from 2010-2015
4. Marketing more towards European.
5. Market classifications; primary, secondary
6. Finding out unique selling point and working on them
7. Developing target group specific products.
8. To reach international tourists, target market advertising campaign,
online campaign.
9. Websites in different countries in different languages.
10.A tourism related law to collect cultural and tourism tax to and to
invest them for further tourism development.
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45. Analysis of the quality in terms of.....implementation
• Structure of the HHT is well conducted and they offer a lot of organizational
information in public website(s), also in English
• Provided materials and statistics seem to be quite transparent, they open
their actions, shareholders and collaborations very well
• (Yearly) published document of Facts, Figures and Trends of Hamburg
Tourismus
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46. Analysis of the quality in terms of.....implementation
• Marketing Strategy- most updated one 2010-2015, only in German
• Special Marketing Strategic Plan 2013–2018, aims to market Hamburg cross-
institutionally, not founded in public
• Huge efforts & actions; 100 000 employees all together making Hamburg
tourism sector happen and developing
• The brand of Hamburg is taking cared & used under specific guidelines
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THANK YOU

48. References
http://www.hamburg-travel.com/business-media/about-us/our-partners/partners-in-hamburg/
http://www.hamburg-travel.com/business-media/about-us/our-partners/partners-in-germany/
https://marketing.hamburg.de/hamburg-tourismus-gmbh-hht-en.html
www.hamburg-travel.com
Hamburg Tourismus: Marketing strategy 2010-2015
http://www.tourismusverband-hamburg.de/verband/
https://marketing.hamburg.de/welcome-to-hamburg.html
https://marketing.hamburg.de/the-brand-hamburg.html
https://marketing.hamburg.de/strategy-brand-management.html
http://www.hamburg.com/residents/about-hamburg/
Hamburg Tourism Monitoring: Facts, Figures & Trends 2015 AND 2014 pdf.
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