Baden-Wurttemberg, the southwest German state known for its cultural heritage, natural landscapes and innovation-driven economy, has launched dedicated tourism initiatives in India as part of a broader strategy to expand its presence in one of the world’s fastest-growing outbound travel markets.
In partnership with AVIAREPS India, the destination will undertake targeted trade and public relations activities aimed at increasing awareness among Indian travellers, tour operators and travel advisors. The initiative seeks to position Baden-Wurttemberg as a premium destination offering a mix of culture, luxury, wellness, gastronomy, shopping, nature and MICE opportunities.
The destination has identified India as a key growth market. In 2025, Baden-Wurttemberg welcomed 42,615 Indian visitors who generated 163,900 overnight stays. Overall, the state recorded more than 5.47 million international guest arrivals, reinforcing its position among Germany’s leading tourism regions.
Commenting on the destination’s focus on India, Christine Schönhuber, Managing Director, Tourism Marketing GmbH Baden-Wurttemberg, said:
“With its growing middle class and strong desire to travel, India is a market with enormous potential for Baden-Wurttemberg, 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-Wurttemberg stands out for vacation travel with its world-famous natural landscapes and cultural heritage, but it is also a major MICE destination.”
As part of its India outreach programme, Baden-Wurttemberg will promote its 2026 tourism theme, “Desirable Destinations – Where Baden-Wurttemberg Captures the Heart”. The campaign is designed to showcase destinations and experiences that create memorable and meaningful travel experiences, while highlighting the state’s diversity of attractions.
The region is home to historic cities including Heidelberg, Freiburg, Stuttgart, Karlsruhe and Tubingen, alongside landmarks such as Heidelberg Castle, Hohenzollern Castle and Ludwigsburg Residential Palace. Visitors can also explore automotive attractions including the Mercedes-Benz Museum and Porsche Museum, reflecting the state’s significance in Germany’s automotive industry.
Nature and wellness experiences remain central to the destination’s appeal, with attractions including the Black Forest, Triberg Waterfalls, Baden-Baden, Lake Constance, Titisee and Schluchsee. Baden-Wurttemberg is also recognised for its culinary offerings, featuring Germany’s highest concentration of Michelin-starred restaurants with a total of 73 Michelin stars, as well as established wine regions and regional cuisine.
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-Wurttemberg 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-Wurttemberg 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.”
The destination will also highlight key tourism partners, including Baden-Baden, Outletcity Metzingen and Stuttgart Airport, as it seeks to strengthen its visibility and attract a wider range of Indian leisure and business travellers.
