With its activities, Kiel-Marketing credibly strengthens its following objectives: Top holiday destination and excursion destination in the Baltic Sea region, attractive and successful business location, social city, child-friendly city, climate protection city, creative city with the expansion of sailing-related activities and innovative city that strengthens science. The unique selling point of the state capital as the only major city in Germany directly by the sea is communicated convincingly via the Kiel.Sailing.City brand. The brand also conveys appealing "attributes" such as maritime economy, liveable city, dynamism, innovation, progress, team spirit and joie de vivre.

Kiel is a major passenger and cruise port in Germany and the importance of city tourism is bearing fruit. The economic and social importance of Kiel tourism is clear with 3.1 million overnight stays by tourists, 2.2 million cruise and ferry passengers and 23.9 million days spent in Kiel each year. The demand for tourism in Kiel generates gross sales of around 1 billion euros. The tourism industry accounts for 8.2% of the national income in Kiel, with an employment effect of approx. 16,800 full-time jobs.