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About us

Lüneburger Heide GmbH


We are the heath experts!

Lüneburger Heide GmbH (LHG) was founded at the beginning of 2008 and is the umbrella organisation and professional interest group for tourism service providers in Lower Saxony's largest holiday region. As a destination agency, it assumes the central tourist marketing function and is also responsible for the general promotion of tourism in the region. The shareholders of the GmbH are the districts of Heidekreis, Lüneburg, Harburg, Celle and Uelzen, as well as the towns of Lüneburg and Bad Bevensen.

The LHG sees itself as a supra-regional network for its partners, as a pool of information, communication and knowledge and acts as an interface to the federal and state level for their tourism interests. It takes care of the region's global presence, provides specialist advice on marketing and sales and carries out public relations work and market research. It develops a knowledge advantage, for example in the area of digitalisation, which it uses for the benefit of its partner companies. Innovation is a major area of the LHG.

Visitors to the region, their wishes and holiday interests are the focus of the LHG. Innovative lifestyle market research forms the basis for marketing and the preparation of offers. Such a clear and unambiguous focus on defined target groups is unique for a region in German tourism. The LHG operates a centralised reservation and information system that is also available online. Lüneburg Heath is also the most successful region in northern Germany in the social media sector and has been honoured with several awards, for example as the best online marketing region in Germany in 2019, or with the Best Brand Award 2023.

Innovation is a major area of the LHG. For example, Lüneburg Heath was the first German travel region to have an Alexa application. Today, the company is working intensively on neuromarketing, AI and digitalisation.

Steadily rising overnight stays are proof of the right strategy. In 2022, the number of annual overnight stays in official statistics was 9 million, the highest level since statistics have been recorded electronically. In addition, there are around 36 million day tourists every year.

Contact person

Ulrich von dem Bruch, Managing Director

Anja Siemer, authorised signatory

Babette Suhr, Head of Partner Management

Our appreciative work culture: how we create an optimal working environment

People are at the centre of everything we do. We are convinced that employees who feel comfortable and appreciated can perform at their best. This is our credo, which we put into practice every day:
Trust is our foundation
We rely on trust instead of control. We have full-time employees working a 4-day week, maintaining availability and availability through different shifts. Every employee enjoys a long weekend and has either Fridays or Mondays off.
Personal responsibility and eye level
We value the expertise of our colleagues and treat them as valuable individuals. Everyone is responsible for their own area of work, can plan their own holidays and no prior authorisation is required for medical appointments.
Work location flexibility
We have been enabling remote working for 15 years. Whether in your home office, holiday home or office - our systems are designed so that you can work from anywhere in the world. The decision of where you want to work is up to you.

Personal meetings and community
We value personal interaction and organise regular meetings, seminars and training sessions at least once a quarter. Occasionally we also spend informal moments together, be it watching football together or other activities to strengthen our community.
Generous holiday arrangements
With us, you can not only decide for yourself when to take your holiday, but you also have a full 6 weeks' holiday at your disposal, regardless of your working hours. Even part-time employees benefit from this generous arrangement, provided they nominate a deputy to cover their absence.
Flexible start of work according to biorhythm
We value the diversity of our employees and allow a flexible start to work, adapted to your individual biorhythm, as long as no meetings are scheduled. This makes it possible to start work between 7 and 10 a.m.
Feedback and transparency
Our employees are encouraged to share their experiences and opinions about their workplace. We value personal feedback and also welcome reviews on platforms such as Kununu. This is because it is of the utmost importance for us to know whether everything is running optimally and how we can continuously improve.
We are proud of our appreciative corporate culture, which is based on trust, personal responsibility and flexibility

Our short tourist portrait

Holidays in the Lüneburg Heath - holidays with all your senses.

The Lüneburg Heath stands for active holidays and intensive encounters with nature. It is the largest contiguous area of heathland in Europe. With the two large nature parks: Lüneburg Heath Nature Park in the north (approx. 107 thousand hectares) and the smaller Südheide Nature Park with an area of 480 square kilometres.

Both nature reserves are car-free and therefore ideal for extensive hiking and cycling tours. The heather blossom in August/September is world-famous and certainly a highlight of any visit. The centre for this is the Lüneburg Heath Nature Park.

The extensive cycle path network of around 2000 kilometres offers pure cycling pleasure. Ideal for day trips or multi-day stage tours. Guided or completely individual, depending on your personal preference. Entire regions in the Lüneburg Heath are specialised in this, for example the HeideRegion Uelzen as an excellent ADFC cycle tour region.

With a network of around 1000 kilometres of very well-marked hiking trails, the Lüneburg Heath is one of the top hiking destinations in Germany. Circular hiking trails, day tours of varying lengths, touring trails, guided or individual and all very close to nature and the landscape. The Heidschnuckenweg, created in 2012 and voted Germany's best hiking trail in 2014, is the premium product for hiking in northern Germany.

Hardly any other German holiday region has so many holiday and leisure parks: 18 adventure parks, such as the Heide Park Soltau or the Serengeti Park and Snow Dom in Bispingen, offer something for every taste. The ideal destination for a short trip with the whole family.

Lüneburg and Celle with their historic, attractive old town centres will win you over with their listed brick Gothic architecture and half-timbered buildings worth seeing.

Guests can choose from a wide range of hotels, guesthouses and holiday flats. The ideal starting point for the perfect nature experience on the Heath. Typical North German joie de vivre and serenity take centre stage with encounters with people from the region.