Studie Musikwirtschaftsstandort Hamburg 2025 EN
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Introduction
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Einleitung
Building on the 2023 Music Industry Study, which established Hamburg as Germany's capital of music tourism, the new image study reveals the foundation of this success: music is a proven asset for the city.
The image study was commissioned by Hamburg Music and the Hamburg Chamber of Commerce. It was co-funded by Hamburg's Ministry of Culture and Media and conducted by the Hamburg-based market research institute, Research for Future.
The study examines the perception of Hamburg as a city of music among its residents as well as national and international visitors. It analyzes the positive impact of the city's musical offerings on its quality of life, its crucial role in the competition for skilled professionals, and its powerful appeal for tourism.
The key findings from the study are presented below. The executive summary and the full study are available for download here:
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Image
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Hamburg's residents feel a strong connection to their music scene. A broad majority of 75% appreciate living in a city shaped by music. On the topic of identity, the picture is more nuanced: 63% consider music a fundamental part of the city's identity, although this share decreases slightly to 54% among those under 35.
The musical offerings are a decisive factor for Hamburg's quality of life and attractiveness. 71% of residents confirm a direct positive impact on their personal quality of life. Furthermore, 74% see the music industry and its diverse offerings as an important contributor to the city's general appeal. This elevates the sector's significance far beyond its mere use as a cultural and leisure activity.
Within the Hanseatic city's diverse cultural landscape, music holds a prominent position. For more than half of all Hamburg residents (54%), the musical offerings hold a special significance compared to other cultural sectors. Three-quarters of residents agree: Music enhances the quality of life, shapes the city's image, and makes it more attractive overall.
The musical offerings are a crucial factor in Hamburg's attractiveness in the competition for talent. Music is of above-average personal importance, particularly for senior employees (91%), and this group especially enjoys (83%) living in a city shaped by music.
The positive perception of Hamburg as a city of music is also impressively confirmed by visitors and creates a deep emotional connection. An overwhelming majority of domestic tourists (84%) rate the musical offerings as attractive. Among international visitors, the approval rate is also high, but at 56%, it is significantly lower than the domestic figure. This appeal extends beyond being a mere incentive to visit: For 62% of German and 54% of foreign visitors, the music industry deepens their personal connection to the city.
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Tourism
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Internationally, there is still significant potential to match the domestic figures. While more than half of foreign visitors value Hamburg's diverse musical offerings, this currently places the city second among Germany's major cities. This strong positioning underscores the music industry's growing appeal as a crucial driver for domestic and—with further potential for development—international tourism.
For visitors to Hamburg, music is far more than just an item on the itinerary—it is the decisive reason for their trip. For 62% of domestic and international visitors, concerts, musicals, or festivals are the primary reason for their visit. Music is by far the strongest driver, especially in the strategically important younger target demographic: among those under 35, this figure rises to an impressive 77%. This makes the music industry not only a key economic factor but also the key to fostering an emotional bond between future generations and the city.
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Strategic Imperatives
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Strategic Imperatives
The new study confirms that Hamburg's diverse and high-quality music scene is a central factor in the city's positive image and high quality of life. Music is far more than a cultural flagship—it serves as a decisive location factor, especially in the competition for skilled professionals and tourists. The 2023 study already made it clear that Hamburg is Germany's capital of music tourism. The current analysis now shows that no other major German city is credited with as strong a music profile as Hamburg. At the same time, it reveals where the city can take action—for instance, in the international marketing of its music image and in engaging younger target audiences. On the supply side, new formats, creative scenes, and the stories that emerge from them are crucial for the sustainable development of Hamburg as both a Hanseatic and a music city.
To secure and expand Hamburg's leading position, we must pursue a two-pronged approach: on the one hand, it is essential to consistently protect the existing, diverse infrastructure—from festivals and clubs to major stages—and to support the programmers and organizers. On the other hand, we must actively promote new, innovative formats and venues that are unique to Hamburg. In particular, pop culture offerings that appeal to young and international audiences require targeted support and unbureaucratic conditions to develop into high-profile flagships for the music city.
To realize the full potential of the music city, marketing must become more strategic. Communication must be more specifically targeted toward younger, music-loving individuals, who, as the study shows, form the core of music-motivated travelers. At the same time, international tourism presents a major opportunity. The key here is to significantly internationalize marketing efforts and to continue strategically sharpening Hamburg's profile as a leading European music metropolis in order to score lasting success against competitors like Barcelona, Amsterdam, and Berlin.
The success of the music city is a joint effort. To secure it for the long term, the framework conditions for the entire industry must be right. This means retaining existing music companies by providing an attractive local environment while also facilitating the establishment of new companies and start-ups. Since music tourism and locational appeal are cross-sectoral issues, intensifying dialogue is crucial. We must drive forward coordinated and structured discussions among all relevant stakeholders—from public authorities and tourism organizations to business and gastronomy associations—in order to align strategies and make optimal use of synergies.