June 11, 2026 | Press Release

Bets Big on India, Showcasing Southwest Germany Beyond the Usual European Trail

Germany’s southwest state of Baden-Württemberg is strengthening its tourism ambitions in India with a dedicated market outreach strategy aimed at tapping into the country’s rapidly growing outbound travel segment.

Through a partnership with AVIAREPS India, the destination has rolled out focused trade engagement and public relations initiatives designed to build visibility among Indian travellers and the travel trade. The move signals Baden-Württemberg’s intent to position itself as more than just a stop within a wider Europe itinerary, instead presenting itself as a standalone destination rich in culture, nature, luxury, wellness and experiential travel.

Targeting India’s Experience-Led Travellers

Home to some of Germany’s most iconic landscapes and heritage attractions, Baden-Württemberg is increasingly targeting culturally curious and high-net-worth Indian travellers seeking immersive experiences beyond traditional European circuits. The state combines fairytale castles, historic university towns and scenic countryside with automotive heritage, Michelin-starred gastronomy, wellness retreats and luxury shopping experiences.

India has emerged as a strategic growth market for the destination. In 2025, Baden-Württemberg welcomed 42,615 Indian visitors, who generated 163,900 overnight stays. Overall, the state recorded more than 5.47 million international guest arrivals last year, reinforcing its position among Germany’s leading tourism regions.

Baden-Württemberg Sees Strong Potential in India

Commenting on Baden-Württemberg’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 travelers 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.”

The destination’s India strategy comes at a time when Indian travellers are increasingly looking beyond conventional Europe itineraries and showing greater interest in authentic local experiences, slower travel and experiential luxury.

AVIAREPS India to Lead Trade and PR Activities

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.”

A 2026 Campaign Built Around Emotional Connections

As part of its 2026 tourism campaign, Baden-Württemberg will promote its annual theme, “Desirable Destinations – Where Baden-Württemberg Captures the Heart,” highlighting destinations and experiences that foster emotional connections and memorable journeys.

The state’s tourism portfolio spans historic cities such as Heidelberg, Freiburg, Stuttgart, Karlsruhe and Tübingen, alongside renowned landmarks including Heidelberg Castle, Hohenzollern Castle and Ludwigsburg Residential Palace. The destination also draws global automobile enthusiasts through attractions like the Mercedes-Benz Museum and Porsche Museum.

From Black Forest Escapes to Michelin-Starred Dining

Nature and wellness remain central to Baden-Württemberg’s tourism appeal. Travellers can explore the Black Forest region, visit Germany’s highest waterfalls in Triberg, unwind in the spa town of Baden-Baden, or experience the scenic lakes of Titisee, Schluchsee and Lake Constance. The region is also known for cultural traditions such as handcrafted Black Forest cuckoo clocks, which continue to attract international visitors.

Culinary tourism is another key pillar of the destination’s positioning. Baden-Württemberg boasts the highest concentration of Michelin-starred restaurants in Germany, with 73 Michelin stars, complemented by celebrated wine regions and strong regional culinary traditions.

For families and leisure travellers, attractions such as Europa-Park, Germany’s largest theme park, further broaden the state’s appeal.

Focus on Leisure, Luxury and MICE Segments

As part of its India outreach efforts, Baden-Württemberg will also collaborate with key tourism stakeholders and partners to further showcase the destination’s diverse offerings across leisure, luxury and MICE travel segments.