Baden-Württemberg, a state in southwest Germany, is making a strong play for the Indian market, with Cosima Jung, International Marketing Manager at Tourismus Marketing GmbH Baden-Württemberg, leading the charge. The state is home to Stuttgart, the Black Forest, and Heidelberg, and is rich in nature and history.
Nestled in the heart of Europe, Baden-Württemberg spans 35,752 sq km with over 11 million inhabitants, making it Germany’s third-largest state by both size and population.
Baden-Württemberg attracts many visitors. Last year, 42,615 Indian visitors travelled to the state, generating 163,900 overnight stays.
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Jung notes that the state offers a range of scenic routes throughout, perfect for automobile enthusiasts, as well as activities like Europa-Park for multi-generational families. The state is also focused on the MICE sector, with Stuttgart’s trade fair and companies like Bosch and Mercedes-Benz, which are major players in the industry.
This spring, Tourismus Marketing GmbH Baden-Württemberg re-entered the Indian market, focusing on digital B2B campaigns and social media outreach.
The state has partnered with AVIAREPS, and their local expertise has been excellent. Jung will begin planning the strategy for next year, evaluating whether it includes on-the-ground activities in India.
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The main theme for this year is the ‘Desirable Destinations’ campaign, which focuses on what makes a destination desirable. The goal is to awaken the longing to visit Baden-Württemberg, and the state is offering tour operators modular building blocks to mix and match instead of rigid, pre-packaged routes.
Cosima Jung’s vision for success in the Indian market rests on three variables: easier travel, stronger recognition, and measurable growth. She hopes that the visa process will become easier, allowing guests to travel more spontaneously. Finally, she hopes that arrivals and overnight stays will rise significantly in the near future, driven by the state’s unique blend of nature, history, and culture.
As the Indian market continues to grow, Baden-Württemberg is well-positioned to become a top destination for travellers from India, offering a unique experience that combines nature, history, and culture.