The southwest German state of Baden-Wurttemberg, known for its cultural heritage, natural landscapes and innovation-driven economy, has launched a dedicated tourism initiative 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-Württemberg as a premium destination offering a blend of culture, luxury, wellness, gastronomy, shopping, nature and MICE opportunities.
The destination has identified India as a key growth market. In 2025, Baden-Württemberg welcomed 42,615 Indian visitors who made up 163,900 overnight stays. Overall, the state recorded arrivals of more than 5.47 million international guests, cementing 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 huge potential for Baden-Württemberg, and we will step up our efforts in the future. I have already had the opportunity to learn about the interests of Indian travelers this year and have been impressed by their enthusiasm for our destinations and offerings. Baden-Württemberg is known for leisure travel with its world-renowned natural landscapes and cultural heritage, but it is also a leading MICE destination.”
As part of its India outreach programme, Baden-Württemberg will promote its 2026 tourism theme, “Desirable Destinations – Where Baden-Württemberg Captures the Heart”. The campaign is designed to showcase destinations and experiences that create memorable and meaningful travel experiences while highlighting the diversity of the state’s attractions.
The region is home to sites such as Heidelberg Castle, Hohenzollern Castle and the Ludwigsburg Residential Palace, as well as historic cities including Heidelberg, Freiburg, Stuttgart, Karlsruhe and Tübingen. Tourists can also explore automotive attractions including the Mercedes-Benz Museum and the Porsche Museum, which reflect the state’s importance to Germany’s automotive industry.
Nature and wellness experiences are at the heart of the destination’s appeal, with attractions including the Black Forest, Triberg Waterfalls, Baden-Baden, Lake Constance, Titisee and Schluchsee. Baden-Württemberg is also recognized for its culinary offerings, which include Germany’s highest concentration of Michelin-starred restaurants, with a total of 73 Michelin stars, as well as established wine regions and regional cuisine.
Alyona Perera, General Manager, Aviareps India, said:
“Indian travelers today are looking beyond the traditional European itineraries and are increasingly seeking destinations that offer authenticity, immersive experiences and a strong sense of place. Baden-Württemberg responds to this demand through its unique mix. From iconic attractions and natural landscapes to world-class shopping and rich local experiences, this 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 map for Indian travellers.”
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 wide range of Indian leisure and business travellers.
