hanseboot 2011 – Hamburg International Boat Show meets with enthusiastic response from expert visitors

Last Update: November 3rd, 2017

hanseboot is the highlight for watersport fans, and comes at just the right time for boat buying. That was confirmed again at the 52nd Hamburg International Boat Show, which ended on Sunday. The exhibitors were some 700 boat builders and yacht dealers, manufacturers and suppliers of equipment, accessories and services for watersports. The nine days of the event at the fairground and the In-Water hanseboot were attended by about 95,000 visitors (compared with just under 100,000 in 2010). The in-water event enabled exhibitors to present sailing boats and power boats in their element, attracting a large audience and closing numerous sales on site. The fairground had particularly good attendance at the two weekends and the long Wednesday, when hanseboot was open until 20:00 hours.

Photo HMC / Michael Zapf (Z)

The quality of visitors was outstanding again. 92% of visitors actively engage in watersports (compared with 89% in 2010), mostly in the Baltic Sea and North Sea, and the inland waterways in Mecklenburg-West Pomerania and Brandenburg/Berlin, and some also in the Mediterranean. 63% of them were boat owners (same as in 2010), and another 10% (versus 9% in 2010) own a surfboard or kiteboard; 14% charter a boat occasionally (versus 18% in 2010).


“We had a lot of premieres and innovations at hanseboot this year – both in the sailing and power boat sections, and in equipment and accessories. That was extremely well received by the visitors,” said Bernd Aufderheide, President and CEO of Hamburg Messe und Congress (HMC).

According to an independent representative survey, hanseboot is a fixed event in the calendar for 80% of visitors. Nearly 90% intend to come again next year.

The highlights in the supporting programme include indoor land yachting, the hanseboot academy courses and the presentations on the “meet the experts” platform. And the new hanseboot show arena with a second water basin was also well attended. Special highlights there were the life saving dogs, and a water ball for walking on water.

Foto HMC / Romanus Fuhrmann (FU)

The main focus of the event for exhibitors was on attracting new customers (91%, versus 88% in 2010) and awareness raising and image cultivation (85% versus 79% in 2010). And maintaining contact with existing customers was also very important (79%, the same as in 2010). As at last year’s event, more than 90% reached their target group, and intend to come again next year. That is in line with the hanseboot summary by Claus-Ehlert Meyer, Executive Director of the German Boat and Ship Building Association (DBSV), who said

“Most of our members were very pleased with business at hanseboot. They were delighted with the quality of visitors – sales were made even on days with fewer visitors, and good follow-up business is also expected.”

Exhibitor quotes

Yvonne Schlicke, Sales Manager, Hanse Werft

“As in previous years, hanseboot was a complete success for us, and we are very satisfied. There was particularly strong interest in our new products, the Hanse 495 and the Hanse 385. We were able to sell a number of boats at the show – hanseboot remains very much a home event for us.”

Christoph Barth, Sales Manager, X-Yachts Deutschland

“Visitors showed tremendous interest in X-Yachts. They wanted to see everything in great detail, asked lots of questions, and took plenty of information with them. As usual, we now expect to sell a number of yachts in the wake of hanseboot.”

Ben Vaes, Director Sales and Marketing, Gunfleet

“We presented our new company in Germany for the first time, at the In-Water hanseboot. Visitors showed a great deal of interest in our yacht – they were all fascinated by our concept, even the competitors. And that has produced some excellent leads.”

Daniel Goertz, Importer of Nimbus Yachts, Nautic Yachting

“hanseboot has gone extremely well for us. Although visitor numbers were slightly down, the quality of discussions we had was even better than the previous year.”

Joop ten Cate, Director, Brandsma Jachten

“We are very upbeat about this year’s hanseboot. We had a lot of excellent discussions at the show, and obtained promising leads. We now hope for very good follow-up business, and then we will be extremely pleased.”

Richard Gründl, Owner, Gründl-Bootsimport

“We look to the future with optimism, following hanseboot. We were delighted to find here that interest in boats remains strong despite the economic difficulties and general uncertainty.”

Stephan Dohrmann, Fair Organisation, A.W. Niemeyer GmbH

“hanseboot went well, as usual, and we kept up a good level of business here – both sailors and power boat owners bought plenty of equipment and watersports clothing from us.”

Thomas Jungblut, Managing Director, North Sails

“We have been at hanseboot every year since 1975, and we are always pleased with results here. As expected, we had most visitors at our stand on the long Wednesday and at the weekends. Again there was strong demand for our sails in the regatta section – getting ready for the coming season.”

Jörg Michaelsen, Owner, Tatort Hawaii

“A brilliant event! hanseboot is practically home territory for us – it is a show where we can make good sales, and we can also raise people’s enthusiasm for watersports. We ran hands-on events here for stand up paddle surfing, surfing and kite surfing. Many people made their first attempts in the dry, and then went straight to the water basin in the hanseboot Fun arena.”

Susan Arnold, Marketing, Marina Verbund Ostsee (Baltic Marina Association)

“Each year, hanseboot is the perfect place for us to make personal contact with our clients. This year we had very good discussions with existing clients and new clients, and also had inquiries from marinas which are very interested in joining our association. A highly positive event for us all round.”

Next hanseboot and hanseboot ancora boat show 2012:

  • hanseboot 2012, 53rd Hamburg International Boat Show, will be held from 27 October to 4 November 2012.
  • hanseboot ancora boat show will be held at the ancora marine in Neustadt (Holstein) from 1 to 3 June 2012, under lead management by the hanseboot Team.

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About the author


Norberto Moreau is co-founder of the Allied Management Ltd Consulting Group (Hong Kong, United Kingdom, Spain). The group and his associates have activities in Yachting, Properties, Events and Online Services.
Activity with own Projects (70%) / Consulting (30%). Norberto Moreau is available for Consulting worldwide at Fairs, Regattas etc.

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