According to Michael Otremba, CEO of Hamburg Tourism, no other city in Germany, or Europe as a whole, has recovered as quickly and to the same extent from the Covid pandemic. After years of restrictions and challenges for the tourism industry at large, “the longing for new journeys and special, real experiences is immense,” said Otremba. Visitors from near and afar are again heading for the beautiful Hanseatic City.

Madeleine Marx, General Manager of The Westin Hamburg, a luxury hotel located in the Elbphilharmonie, the landmark concert hall of the city, confirmed this trend: “From the beginning of last year we noticed a rising demand and high occupancy, and by April/May 2022 overnight stays had almost reached the same level as in 2019.”

Hamburg is the second largest city in Germany and one of the most popular destinations for city breaks in Europe, hosting about 13.6million overnight stays between January and November 2022 – up 98 per cent compared to 2021, and almost back on the level of 2019 (data as of February 9, 2023). Most international guests are visiting from Denmark, Switzerland, Austria and the Netherlands, staying an average of 2.2 days, in order to discover this “pearl”, as the city is being called lovingly by the locals.

Hamburg is perfect for a city-trip

European tourists are especially keen to visit Hamburg, very much a must-see destination. “Most of our overnight guests are from Germany, a majority from Europe, and a few from overseas. As a globally represented hotel brand, The Westin Hamburg welcomes a larger international share, the majority of which visit from other European countries. However, American guests also make up a larger group within the international guest segment,” added Madeleine Marx.

What makes Hamburg attractive to visitors from all over the world? Michael Otremba has an answer: “Hamburg is a beautiful city by the water. It is the sheer abundance of contrasts that runs like a thread through the city.” Hamburg is also a great travel experience: on one side you have the wild River Elbe, and on the other the gentle and beautiful Alster Lake. You also have the UNESCO World Heritage Site Speicherstadt, and the curved glass-architecture of the Elbphilharmonie Concert Hall in the Hafencity. “First-class theatre, colourful musicals, and the club scene are a perfect mix,” Otremba added.

The demand for accommodation is booming

As per February 2023, 76,700 beds are available to tourists and business travellers, but the demand is rising again. In order to accommodate more guests, the number of beds is increasing significantly. A total of 17 new hotels, offering an additional 7,200 beds, are expected to open over the next two years, with one of them, the NYX Hotel Hamburg (Leonardo Hotels), expected to welcome its first guests in July this year. The premium lifestyle brand will add 236 rooms and suites in the Hammerbrook neighbourhood.

Investments and development of the city are extensive, especially in the central district; the booming Hafencity (a revitalised area of the former port of Hamburg) and the Hammerbrook neighbourhood, according to Hamburg Tourism. By 2026, the Accor Hotel Group alone, is planning to open five new hotels with brands including Novotel, Pullman, ibis Styles and the design hotel, The Hoxton Hamburg, in the pipeline, adding more than 1,240 rooms to accommodate visitors.

“Hamburg is an exciting market for Accor,” said Yannick Wagner of Managed Hotels AccorInvest Europe at Accor. “The demand recovered exceptionally fast from the slump caused by Covid. The market has sustained itself really well and we decided to position ourselves broadly and cover the entire range of demand with our large brand portfolio.

Robert van der Graaf, Development Director DACH, IHG Hotels & Resorts, is just as positive about the recovery in the German tourism sector: “We are looking forward to various new openings across a variety of brands in 2023. We believe Europe – and indeed Germany – presents an incredible opportunity for IHG Hotels & Resorts to grow, and has an important role in delivering IHG’s overall growth agenda.” Accordingly, IHG (InterContinental Hotels Group PLC) is planning a new Holiday Inn Express, adding one more to its currently five hotels in the city.

Tourists are finally back and Hamburg apparently has fully recovered from the Covid crisis. The northern German city is ideal for a city trip: with its rich architectural heritage, impressive cultural sites such as the Elbphilharmonie, one of Europe’s best-known entertainment districts, Reeperbahn, and so much more – the variety and possibilities are endless.

Planning a trip yourself?  

Here are our top 5 favourite hotels in Hamburg:

Hotel Vier Jahreszeiten *****

Very elegant hotel at Hamburg's inner Alster Lake, offering guests charming luxury since 1987; located in the heart of the Hanseatic city, in close proximity to many cultural and architectural attractions.

• Neuer Jungfernstieg 9-14, 20354 Hamburg
• T: +49 (0) 40 3494 0
•  www.fairmont.com

The Westin Elbphilharmonie*****

244 suites and rooms under the roof of the famous Philharmonic Hall, Elbphilharmonie, with spectacular panoramic views of the port and city; offers great spa, family and dog packages.

• Platz der Deutschen Einheit 2, 20457 Hamburg
• T: +49 (0)40 8000100
• www.marriott.com

Crowne Plaza Hamburg - City Alster****

Newly renovated design & business hotel by IHG, located right next to the Alster Lake. Stylish, cozy, dog-friendly.

• Graumannsweg 10, 22087 Hamburg
• T: + 49 (0)40 228060
• www.ihg.com

The Fontenay *****

Luxury lakeside hotel at the Alster and within walking distance to the city centre. Offering delightful spa packages and culinary delights at the Michelin-starred lakeside restaurant.

• Fontenay 10, 20354 Hamburg
• T: +49 (0)40 605 6 605-0
•  www.thefontenay.com

Fraser Suites Hamburg *****

Recently opened pet-friendly luxurious family hotel in a beautiful landmarked building at Rödingsmarkt, in the heart of Hamburg.

• Rödingsmarkt 2, 20459 Hamburg
• T: +49 (0) 40 380 86 36 888
• Fraser Suites