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

Tobias Albert

Tobias Albert

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


Photo: / Christian O. Bruch