Focussing on new objectives

We leave nothing to chance. As the HCB’s strategic control centre, we are aiming at long-term objectives and we are setting course for promising markets. To these ends, we are actively engaged in research, we commission studies and we initiate surveys. The success of our work can be measured in numbers: about a quarter of all overnight stays in Hamburg is attributable to convention visitors and business travellers – and these numbers keep rising.

We pursue a cross-departmental approach that is based on corporate transparency. Communication is an essential means of expediting internal processes and of successfully raising our external profile. Via newsletters, press releases, social media channels and personal contacts we provide insights into our work and report on current projects.

We see ourselves as a non-partisan and neutral partner of the event industry. Hamburg-based service providers from all sectors support our work within the framework of our partner programme. Since the establishment of the HCB as a private-public partnership, we have been able to expand our collaborations to the mutual benefit of the HCB and its partners. Collaboration projects include joint presentations at trade fairs as well as diverse options for participating in client events in Germany and abroad.

Our areas of expertise

Strategic expertise

We enhance the HCB’s corporate development and enforce the corporate strategy within the HCB.

Corporate communications

We are in charge of media relations and we ensure targeted, consistent communications across all business units.

Networking and industry expertise

We are the established point of contact for local service providers, and our dedicated team promotes the strategic development of our network to strengthen the local event industry and highlight the industry’s relevance.

Sales cooperation

We are responsible for the strategic sales of participation options, we create new cooperation projects and foster existing ones.

Hamburg brand

We are in charge of the HCB’s brand appearance and of aligning corporate behaviour with the principles of the Hamburg brand.

Market research

Due to our extensive market research activities we have detailed knowledge of the structures within Hamburg’s MICE sector. Moreover, we can provide reliable figures relating to value creation in the Hamburg Metropolitan Region.

Our services for you

Public relations

As the first port of call for media representatives, we can assist with regard to interview requests and provide background information for your reporting. In our press section you can find the latest news on events in the Hamburg Metropolitan Region and on HCB activities. In addition, we publish a periodical newsletter in which we present new locations and report on Hamburg’s MICE industry.

Partner services

We are the first point of contact for the HCB’s partners and for all MICE service providers from the Hamburg Metropolitan Region. We advise and support companies collaborating with us in order to strengthen Hamburg as a premium event location. In our efforts to further enhance the region’s services and products according to market requirements, we develop our partner programme on an ongoing basis. We can find suitable participation options for your business, and we create a framework for successfully presenting your company under the umbrella of the Hamburg brand – also in international markets.


Kai Dieterich

Kai Dieterich

Head of Strategy and Communications
T +49 (0)40 / 30051-613

As head of department, Kai Dieterich is responsible for further developing the corporate strategy of the Hamburg Convention Bureau. This is done in close coordination with the companies belonging to the Hamburg Marketing GmbH holding company at a higher level. In order to successfully position Hamburg as a premium location for congresses and conferences, Kai Dieterich coordinates and optimises the further profiling of destination marketing and the associated operational processes. This also includes the management of corporate communications both internally and externally.

The Strategy & Communication department is also responsible for supporting the HCB partners and for market research and observation. It also supports the conventions divisions in individual areas by exploiting synergies within the company. Kai Dieterich has been a member of the HCB core team since the HCB was founded in 2009 and previously headed strategic and operational marketing in the Conventions division. He acquired his in-depth specialist knowledge among other things through a Bachelor’s and Master’s programme in England.

Tobias Albert

Tobias Albert

Marketing Manager Strategy and Communications
T +49 (0)40 / 30051-659


Tobias Albert works in the Strategy & Communication department, mainly in the areas of partner management and investment sales. He also plays a fundamental role in the strategic positioning of the HCB within the Hamburg MICE industry. Thanks to his many years of experience and activities in the Hamburg hotel industry, Albert is well networked within the industry and brings his wide-ranging and very good contacts to bear profitably for the location and the Hamburg Convention Bureau.

After several positions for various international hotel chains – including NH Hoteles Deutschland and the Intercontinental Hotels Group – Tobias Albert joined the opening team of Hotel Scandic Hamburg Emporio in 2011. Within just a few years, he was appointed Director of Sales & Marketing and was most recently responsible for all sales strategies and measures, cooperation marketing and the management of all internal and external stakeholder relationships.

Michel Molenda

Michel Molenda

Head of Corporate Communications
T +49 (0)40 / 30051-653
M: +49 (0)173 / 900 65 86


Being the HCB’s contact person for media representatives and the head of corporate communications, Michel Molenda is responsible for the strategic development of PR measures and their target group-specific implementation via multiple communication channels. Key areas here include the use of new media and the further development of public relations work. The aim is to raise public awareness for HCB activities and activities within Hamburg’s event industry.

Michel is an alumnus of the Hamburg University of Applied Sciences (HAW), where he studied media & information. After his graduation he completed a trainee programme at the HAW’s press department and became deputy press officer. He later moved internally to the Competence Center for Renewable Energies and Energy Efficiency (CC4E) at the HAW, where he was in charge of public relations work in the respective fields. As part of his role, Michel coordinated e.g. the media campaign for the Energy Campus Hamburg technology centre as well as the Energy Week. Michel also gained valuable experience in editorial teams of print and television, as well as press and PR work relating to events.

Photo: / Christian O. Bruch