Michael Otremba, chief executive of the Hamburg Tourist Board and Hamburg Convention Bureau, told Campaign that creating an experience is the best way to entice people to the city.
He said: "On the one side we focus on digital channels but there’s nothing [better] than a personal contact, to experience and taste Hamburg, to feel it, to listen to it is excellent for us, it’s the best way to promote a city like this."
Otremba added that the UK is an important market for Hamburg to target as it is the city’s third biggest tourism market.
He added: "We decided to come to London because it’s the hotspot in Europe and we thought it would be a good mix because Hamburg and London have similarities – we share the same passion for sports and we share the same passion for music. It’s a very vibrant scene in Hamburg, from the classical side up to the subcultural side."
Hamburg on Tour took place at The Boiler House in Brick Lane.