Baden-Württemberg, Germany’s dynamic southwestern state, has partnered with AVIAREPS India to drive trade and PR activities across the market as part of its strategy to engage one of the world’s fastest-growing outbound travel segments. Through targeted travel trade engagement and public relations initiatives, the destination aims to increase awareness among Indian travellers and industry stakeholders while showcasing its diverse tourism offerings spanning culture, nature, wellness, gastronomy, shopping, innovation and luxury experiences.
Positioning itself as a premium destination for culturally curious and high-net-worth travellers, Baden-Württemberg offers a blend of historic landmarks, picturesque landscapes, automotive heritage, luxury hospitality and authentic regional experiences. The destination is seeking to capitalise on the growing appetite among Indian travellers for immersive and experience-led European holidays beyond traditional gateway cities.
India has emerged as a strategic growth market for Baden-Württemberg. In 2025, the state welcomed 42,615 Indian visitors who generated 163,900 overnight stays. Overall, the destination recorded more than 5.47 million international guest arrivals, reinforcing its position as one of Germany’s leading tourism regions.
Commenting on the destination’s growing focus on India, Christine Schönhuber, Managing Director, Tourism Marketing GmbH Baden-Württemberg, said, “With its growing middle class and strong desire to travel, India is a market with enormous potential for Baden-Württemberg, and one in which we will be stepping up our efforts in the future. I’ve already had the opportunity this year to learn firsthand about the interests of Indian travellers and was impressed by their enthusiasm for our destinations and offerings. Baden-Württemberg stands out for vacation travel with its world-famous natural landscapes and cultural heritage, but it is also a major MICE destination.”
Adding to this, Ellona Pereira, General Manager, AVIAREPS India, said, “Indian travellers today are looking beyond traditional European itineraries and are increasingly seeking destinations that offer authenticity, immersive experiences and a strong sense of place. Baden-Württemberg answers this demand through its unique blend of offerings. From iconic attractions and scenic landscapes to world-class shopping and enriching local experiences, the destination offers something for every kind of traveller. This partnership with Baden-Württemberg marks an exciting new chapter for AVIAREPS as we work to place this diverse and experience-rich region of Germany firmly on the Indian traveller’s map.”
As part of its outreach efforts, Baden-Württemberg will spotlight its 2026 tourism theme, ‘Desirable Destinations – Where Baden-Württemberg Captures the Heart’, which celebrates destinations and experiences that inspire emotional connections and memorable travel moments. The campaign aims to encourage visitors to discover their own personal connection with the region through its cities, landscapes and cultural attractions.
The destination’s tourism portfolio encompasses historic cities including Heidelberg, Freiburg, Stuttgart, Karlsruhe and Tübingen, alongside renowned landmarks such as Heidelberg Castle, Hohenzollern Castle and Ludwigsburg Residential Palace. It also offers visitors access to Germany’s automotive heritage through attractions such as the Mercedes-Benz Museum and Porsche Museum.
Nature and wellness remain key pillars of the destination’s appeal. Visitors can explore the Black Forest, Germany’s highest waterfalls in Triberg, the renowned spa town of Baden-Baden, the lakes of Titisee and Schluchsee, and the scenic landscapes surrounding Lake Constance. The region is also home to Mainau Island, known for its extensive floral displays, as well as several UNESCO-recognised heritage attractions.
Baden-Württemberg is equally recognised for its culinary excellence. The region boasts the highest concentration of Michelin-starred restaurants in Germany, with a total of 73 Michelin stars, complemented by celebrated wine regions and authentic local cuisine. Family travellers can also enjoy Europa-Park, Germany’s largest theme park and one of Europe’s leading leisure attractions.
As part of its India market strategy, Baden-Württemberg will also work closely with key tourism stakeholders. These include Baden-Baden, often referred to as Europe’s capital of the art of living, offering wellness, culture and luxury hospitality; Outletcity Metzingen, one of Europe’s leading premium outlet shopping destinations; and Stuttgart Airport, which serves as an important gateway to southwest Germany and offers convenient connectivity for Indian travellers via major European hubs.
Through its expanded engagement in India and partnership with AVIAREPS India to drive trade and PR activities across the market, Baden-Württemberg aims to strengthen its visibility among Indian travellers, increase visitor arrivals and position itself as a compelling destination for leisure, luxury, wellness, MICE and experiential travel.
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