Bavaria Tourism Marketing

What Bavaria Tourism Marketing does

Bavaria Tourism Marketing, operating as Bayern Tourismus Marketing GmbH (BayTM), is the official state tourism marketing organization (Landestourismusorganisation) of the Free State of Bavaria. Founded as an initiative of the Bavarian state government and headquartered in Munich, BayTM is supervised by the Bavarian State Ministry for Food, Agriculture, Forestry and Tourism. The company serves two principal customer sets: (i) leisure and MICE travelers seeking tourism experiences in Bavaria, reached through dedicated consumer and business portals; and (ii) B2B tourism partners across Bavaria — including DMOs, hospitality associations, airports, trade fairs, transport operators, churches, and trade bodies — who serve as shareholders and as the operational backbone for delivery.

The company's core technology is the BayernCloud Tourismus (BCT), a shared digital data infrastructure aggregating static, dynamic, and editorial tourism data under Open Data (CC) standards across all 96 Bavarian districts. Adjacent platforms include Tourismusmonitor Bayern (interactive analytics across 30+ indicators), consumer and B2B publications (BayTM Magazin, Bayern. Das Magazin available via digital kiosk), the Allgäu-Walser-Pass mobile application integrating mobility, leisure, and guest services, and the tourismuswissen.bayern e-learning platform for industry upskilling.

Revenue is structured as managed services funded primarily through state appropriations and shareholder contributions from six main and 22 additional shareholders spanning the entire tourism value chain. Event revenue (B2B Tourismusfestival & Bayern Connect, tiered €49–€299 ticketing) and partner services are incremental rather than primary revenue streams. Distribution is multi-channel: dedicated portals (erlebe.bayern, meet.bayern, traveltrade.bayern, die-tourismusbranche.bayern), flagship events (Tourismusfestival, Bayern Connect, Tourism Next), trade fairs (ITB Berlin, Central Europe Workshop), and coordinated international market campaigns targeting source markets including the Netherlands, CEE, and long-haul markets via Munich Airport partnership.

Name

Bavaria Tourism Marketing

Legal name

Bayern Tourismus Marketing GmbH

Website

https://tourismus.bayern

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Bavaria Tourism Marketing is the official state tourism marketing organization of the Free State of Bavaria, coordinating destination marketing and digital infrastructure for leisure travelers, MICE visitors, and the Bavarian tourism industry.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion Services

NAICS

Tour Operators (56152)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)

akta.pro secondary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

Keywords

• Destination marketing organization
• Tourism marketing services
• Digital tourism platform
• Tourism data analytics
• MICE tourism promotion

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Public Funding & Government Initiative: BayTM was founded as an initiative of the Free State of Bavaria and is funded through government appropriations. The company is supervised by the Bavarian State Ministry for Food, Agriculture, Forestry and Tourism. Revenue is derived from public-sector funding allocated for tourism marketing of Bavaria as a destination.
2. Shareholder Contributions: Six main shareholders and 22 additional shareholders from across the Bavarian tourism industry (hotels, spas, airports, trade fairs, transport operators, trade associations, etc.) contribute to the organization as equity-holding partners. Their membership/support sustains the multi-stakeholder tourism marketing ecosystem.
3. Event Revenue (B2B Tourismusfestival & Bayern Connect): Revenue from ticket sales to the annual B2B tourism festival and Bayern Connect evening event. Tiered pricing: €149 for tourism partners, €299 for agencies & service providers, €49 for apprentices & students (full festival); €39/€99 for tourism partners/agencies for evening-only Bayern Connect. Marketplace exhibition spaces available for additional revenue.
4. Publications & Services: Sale/distribution of BayTM Magazin, Bayern. Das Magazin, and other publications. Services offered to partners include logo ordering, image archive access, newsletter distribution, and press services. These are provided free or at marginal cost to partners as part of the membership/service package.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels14 records

Core offering

BayTM is the official state tourism marketing organization (Landesmarketingorganisation) of the Free State of Bavaria. It markets Bavaria as a travel destination through consumer and B2B portals (erlebe.bayern, meet.bayern, die-tourismusbranche.bayern, traveltrade.bayern), magazines, events, and campaigns. It also operates shared digital infrastructure for tourism partners, notably the BayernCloud Tourismus data platform, the Tourismusmonitor Bayern analytics dashboard, an e-learning platform, and the Tourism Next youth network.

Product overview

Bayern Tourismus Marketing GmbH (BayTM) operates as a central tourism marketing organization for the State of Bavaria. The portfolio consists of a digital data infrastructure platform (BayernCloud Tourismus) complemented by consumer and B2B communication channels (erlebe.bayern website, BayTM Magazin, Bayern. Das Magazin), analytics tools (Tourismusmonitor Bayern), mobile applications (Allgäu-Walser-Pass App, entdecke.bayern), an e-learning platform (tourismuswissen.bayern), youth networking (Tourism Next), and ongoing marketing campaigns (Bayern geHÖRT erlebt, Marktbearbeitung Niederlande). The organization also runs the annual B2B-Tourismusfestival & Bayern Connect event. The core BayernCloud Tourismus platform serves as the data backbone, connecting tourist information across stakeholders.

Differentiator

Problem solved

Functional benefit

Brands

• erlebe.bayern: Consumer-facing travel and lifestyle magazine covering Bayern as a travel destination
• meet.bayern
• BayernCloud Tourismus
• BayTM Magazin
• Bayern. Das Magazin
• Tourism Next
• Bayern geHÖRT erlebt
• Tourismusmonitor Bayern

Products and services

• BayernCloud Tourismus Digital platform that aggregates and distributes all tourism-relevant data for Bavaria, connecting mobility, leisure, and guest services in a unified data layer for tourism providers, DMOs, and destinations across all 96 Bavarian districts.
• Tourismusmonitor Bayern Interactive monitoring tool with over 30 indicators across tourism, economics, demographics, infrastructure, environment, and weather, providing a 360-degree data view for all Bavarian districts and independent cities; transparent and freely accessible.
• erlebe.bayern Consumer Portal High-quality consumer-facing travel portal featuring curated destinations, travel inspiration articles, and photography, showcasing Bavaria's offerings including nature, culture, wellness, outdoor activities, and city experiences.
• BayTM Magazin B2B magazine with reportages, comments, interviews, and industry insights on Bavarian tourism, distributed in print and via a digital kiosk with interactive maps, slideshows, videos, and links.
• Bayern. Das Magazin High-quality consumer travel and lifestyle magazine showcasing Bavaria's potential as a travel destination, available in print and via a digital kiosk.
• Allgäu-Walser-Pass App Mobile application (best-practice BayernCloud Tourismus use case) integrating public transport (ÖPNV), mountain railways, and over 150 excursion destinations in the Allgäu region.
• Tourism Next Youth Network Youth networking platform connecting apprentices, students, and young professionals in Bavarian tourism; offers annual events with speed-dialogues, partner pitches, and expert sessions, plus a WhatsApp community and LinkedIn group.
• E-Learning Platform (tourismuswissen.bayern) Online learning platform providing courses on tourism topics including Open Data & data management, hyperpersonalization, demographic change, and New Work in tourism for Bavarian tourism professionals.
• B2B Tourismusfestival & Bayern Connect Annual flagship 2-day B2B festival in Munich featuring 20 speakers across Main Stage, Deep Dive Stage, and Ideenwerk formats, plus the Bayern Connect evening networking event; ticketed for tourism partners, agencies, and apprentices/students.
• meet.bayern (MICE Portal) B2B portal serving meeting planners, event organizers, and MICE decision-makers seeking Bavaria as a congress or events destination.
• die-tourismusbranche.bayern (Industry Portal) B2B portal for Bavarian tourism industry professionals providing industry news, best practices, and BayTM service offerings.
• traveltrade.bayern (Travel Trade Portal) Dedicated portal for travel trade professionals (tour operators, travel agents) to access Bavaria travel products, information, and booking resources.

Quantifiable outcome

• 11.6 million short trips to Bavaria in 2024, market share of over 13% as Germany's #1 short-trip destination
• +5 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

29 partnerships are on record, tiered core, secondary and minor.

• Bayerischer Heilbäder-Verband e.V.coreOthersMain shareholder of BayTM. Represents over 70 health spas, spa towns, and health facilities in Bavaria. One in four overnight stays in Bavaria occurs in a health spa or spa town. Has co-developed the GESUNDES BAYERN brand with BayTM, including certified health offerings, a health finder digital tool, and joint marketing campaigns across print and digital media.
• Bayerischer Hotel- und Gaststättenverband e.V. (DEHOGA Bayern)coreOthersMain shareholder and business/trade association for Bavarian hotels and restaurants (39,500 members, 447,000 employees, ~10,000 apprentices). As the main Leistungsträger association, DEHOGA Bayern collaborates with BayTM on umbrella brand campaigns and marketing while independently supporting accommodation providers and the hospitality workforce.
• Tourismusverband Allgäu/Bayerisch-Schwaben e.V.coreOthersMain shareholder and regional tourism association for Allgäu and Bayerisch-Schwaben (founded 1950, 120+ members). Collaborates with BayTM on ITB Berlin presence, the Bayerisches Zentrum für Tourismus at Hochschule Kempten, and coordinated Bavaria-wide campaigns. Serves as an active partner in the development and implementation of BayTM's shared strategies.
• Tourismusverband Franken e.V.coreOthersMain shareholder and regional tourism association for Franken (wine region, cultural heritage). Leverages BayTM's coordinated ITB Berlin presentation and marketing platforms to reach target audiences that would otherwise require significant cost or staffing. Values the trusting, cooperative collaboration and pleasant teamwork.
• Tourismus Oberbayern München e.V.coreOthersMain shareholder and regional tourism association for Oberbayern. Benefits from BayTM's strong communication platforms in health, nature, winter, and family vacation segments. Participates in umbrella brand campaigns including 'Traditionell Anders,' Waldgeflüster, and international source market activities, leveraging BayTM's broad reach for Oberbayerische content.
• Tourismusverband Ostbayern e.V.coreOthersMain shareholder and regional tourism association for East Bavaria (400+ members covering Bavarian Forest, Upper Palatinate Forest, Bavarian Jura, Bavarian Golf & Spa Land, and East Bavarian cities). Active in all disciplines with BayTM, including the Asian Connection strategy, cross-regional marketing platforms, and shared themes of accessibility and sustainability.
• Flughafen München GmbHcoreOthersFounding shareholder and Germany's second largest airport (Europe's first five-star airport, 200+ nonstop destinations). Works with BayTM on defined source market development, Bavaria's international positioning, new long-haul route marketing (Mexico via Lufthansa, Bogotá via Avianca), and the biennial Central Europe Workshop with 90 operators from Central and Eastern Europe.
• Albrecht Dürer Airport NürnbergsecondaryOthersBavaria's second largest airport (4.5 million passengers, ~60 nonstop destinations, Business Traveller Award 2008–2018). Conducts incoming marketing activities in close cooperation with BayTM, including new flight connection marketing and consistent development of existing incoming markets.
• Flughafen Memmingen GmbHsecondaryOthersBavaria's third largest airport (3.2 million passengers, highest elevation in Germany). Benefits from BayTM's expertise in presenting Bavaria in its full diversity beyond stereotypes, and collaborates on new market development—particularly high-growth Eastern European flight routes—as well as existing West European markets.
• Augsburger Flughafen GmbHminorOthersAirport focused on Business Aviation and General Aviation. Benefits from BayTM's networking between the state marketing organization and the tourism industry, working toward the shared goal of bringing domestic and foreign customers to Bavaria.
• Messe München GmbHcoreOthersOne of the world's leading trade fair companies, welcoming 3 million visitors annually at fairs, congresses, and events (predominantly business tourists). Benefits from BayTM's professional representation of Bavaria in all facets, which reinforces Munich as a business travel destination and supports broader Bavaria brand positioning.
• NürnbergMesse GmbHsecondaryOthersAmong the world's 15 largest trade fair companies (up to 1.4 million visitors annually). Joint activities with BayTM help position Nürnberg as a diverse business travel destination and have facilitated international business contacts through B2B fairs and the 2016 Bayerischer Tourismustag.
• Augsburger Schwabenhallen Messe- und Veranstaltungsgesellschaft mbHminorOthersThird largest exhibition grounds in Bavaria by hall space. As a shareholder, benefited from Bavaria's tourism positioning and regional promotion, leading to international business contacts and new thematic B2B fair opportunities.
• Bayerische Eisenbahngesellschaft mbHsecondaryOthersPlans, finances, and monitors rail passenger transport in Bavaria on behalf of the Free State (ensuring at least hourly service to nearly all regions). Exchanges regularly with BayTM and local tourism organizations to optimize rail access for visitors from Germany and abroad, enhancing the 'Bahnland Bayern' experience.
• Landesverband Bayerischer Omnibusunternehmen e.V. (LBO)secondaryOthersRepresents ~1,100 private bus companies in Bavaria, with 900 in tourism or occasional transport. Bus is the third most popular travel mode (6% market share for trips >5 days, 60%+ for group travel). LBO partners with BayTM to promote eco-friendly, sustainable tourism by bus in Bavaria, leveraging transport integration and on-ground tourism partnerships.
• Verband Deutscher Seilbahnen und Schlepplifte e.V. (VDS)secondaryOthersNational industry association for 122 German cable car companies. Represents year-round mountain experience providers, enabling access for all guests including families and those with mobility limitations. Supports BayTM as a shareholder to strengthen Bavaria as a tourism and leisure region and to communicate the diversity of Bavarian offerings.
• Landesverband der Campingwirtschaft in Bayern e.V.secondaryOthersInterest representation for Bavarian campsites. Views BayTM as a bridge to new markets and established partners. Participates in joint success projects including film productions, photo shoots, and advertising campaigns on 'New Guests,' 'Winter Camping,' and 'Camping for All,' driving sustainable growth in overnight camping stays.
• Bayerischer Brauerbund e.V.minorOthersTrade association for Bavarian brewing (founded 1880, one of Bavaria's oldest trade associations). Beer is integral to Bavarian culture and identity. The association supports BayTM to give Bavarian beer culture its rightful space in Bavaria's global tourism presentation and integrate many breweries' tourism offerings.
• Bayerischer Handwerkstag e.V.minorOthersUmbrella organization for Bavarian trade/craft organizations. Handcraft (breweries, bakeries, traditional costumes, heritage buildings) is itself a tourist attraction in Bavaria. The association supports BayTM as an important partner in bringing Bavarian culture and craftsmanship to global audiences.
• Bayerisches Pilgerbüro gGmbHminorOthersOne of the oldest and most reputable providers of pilgrimages and spiritual travel in Germany (since 1925). Offers pilgrimages, spiritual study tours, and hiking tours. As a shareholder, positions itself within Bavaria's tourism diversity and serves as a specialist in and outside Bavaria.
• Blauer Gockel – Bauernhof- und Landurlaub e.V.minorOthersAssociation for farm and rural vacation providers in Bavaria (since 1991). The shareholder network of BayTM serves as a key interface to Bavaria's tourism associations. Committed to strengthened collaboration on marketing and quality development.
• Deutscher Skilehrerverband e.V.minorOthersLargest professional snow sports instructor association in Germany (15,000+ members). Supports BayTM's mission to strengthen and develop tourism in Bavaria, with particular focus on presenting Bavaria's winter season as a tourism highlight—attractive, versatile, and authentically Bavarian.
• Deutsches Jugendherbergswerk Landesverband Bayern e.V.minorOthersOperator and partner of 52 youth hostels in Bavaria (36 managed directly, 16 via partners). Views BayTM as a strategic partner in youth tourism and budget travel, with extensive cooperation on inclusive travel. Values professional exchange and BayTM's network for specialized travel segment development.
• ERGO Reiseversicherung AGminorOthersOne of the world's leading travel insurers (part of ERGO Group, 110+ years). Benefits from proximity to all market participants around Bavarian tourism through BayTM's successful marketing activities.
• Evangelisch-Lutherische Kirche in BayernminorOthersOne of 20 regional churches of the Evangelical Church in Germany. Provides special guest offerings in spa and vacation towns (mountain services, spiritual hikes, church music, quiet guest houses, open churches). As a shareholder, contributes to the shared goal of enhancing guests' well-being during their vacation.
• Fränkischer Weinbauverband e.V.minorOthersProfessional representation of Franconian winemakers (founded 1836, Silvaner home since 1659). Bavaria's largest wine region with 3,500+ winemaking families. Supports the 'Franken – Wein.Schöner.Land!' premium brand and the broader goal of successful Bavaria tourism marketing together with BayTM.
• Handelsverband Bayern e.V.minorOthersLegitimate voice of Bavarian retail trade, influencing decisions at municipal, district, regional, and state levels. Views BayTM as a key partner for developing synergies between tourism and retail, particularly regarding increasing digitalization. Bavaria is a top destination for city and shopping tourism.
• IHK für München und OberbayernsecondaryOthersLargest Chamber of Commerce in Germany (400,000 member companies). Views tourism as a significant economic factor benefiting not only tourism businesses but also many of its 990,000 member companies. Supports BayTM as a shareholder to ensure good framework conditions and attractive tourism destinations for guests, and to maintain Bavaria as an attractive business location for talent retention.
• Freistaat Bayern (Bayerisches Staatsministerium für Ernährung, Landwirtschaft, Forsten und Tourismus)coreOthersThe Free State of Bavaria is the founding authority behind BayTM. The Bavarian State Ministry for Food, Agriculture, Forestry and Tourism provides oversight (Supervisory Board Chair: Michaela Kaniber) and funding. BayTM's activities are partially funded by the Free State as indicated by the funding acknowledgment on the website.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tourismus Hamburg: City-state DMO for Hamburg running consumer marketing, MICE positioning, and B2B industry events. Provides a comparable German city-state tourism-marketing model useful for benchmarking BayTM's urban tourism practices.
• Tourismus NRW: The official DMO for North Rhine-Westphalia, structured as a GmbH with similar public-private-shareholder governance, performing statewide destination marketing, B2B events, market intelligence, and partner coordination. Direct functional analogue to BayTM operating at Länder level in Germany.
• VisitBerlin: Berlin's city-level DMO combining consumer campaigns (visitBerlin.de), B2B trade work, and a data platform for the capital region. Highly comparable GTM motion: consumer portal + MICE positioning (Berlin Congress) + international source market development.
• Tourismus Marketing Baden-Württemberg: The official DMO for Baden-Württemberg performing statewide destination marketing with a similar shareholder/industry funding structure and consumer/B2B portal split. Comparable peer for benchmarking German Länder tourism marketing practice.

Emerging players

• Hetz Online (BayernCloud / Outdooractive-class platforms): Outdooractive and similar platforms compete with BayernCloud Tourismus on outdoor/POI data infrastructure. They are commercial, venture-backed providers in adjacent market spaces (outdoor routing, destination apps) that overlap with BCT's planned scope.

Broad incumbents

• Atout France: France's national tourism development agency operating under government mandate with consumer marketing, international press relations, and tourism engineering services. Comparable as a European public DMO under ministry supervision.
• Switzerland Tourism: National tourism organization of Switzerland with mature digital presence (myswitzerland.com), grand tourism marketing budgets, and direct competition with Bavaria for alpine/wellness/MICE demand. Benchmark for premium-market destination marketing execution.
• VisitBritain: The UK's national destination marketing organization with global "GREAT" campaign, content-rich consumer portal, and shared trade show/MICE strategy. Comparable in operating model (publicly funded marketing body) and scale of inbound ambition.
• Deutsche Zentrale für Tourismus (DZT): The national tourism board of Germany, of which BayTM is effectively a regional layer. DZT runs "Germany.travel," coordinates international source market promotion, and ITB Berlin presence — overlapping scope with BayTM at the inbound/marketing layer.
• Österreich Werbung (Austrian National Tourist Office): Austrian national tourism board operating under public mandate with shared international market development, content portals, and brand campaigns. Strong comparator because Austria competes directly with Bavaria for alpine, cultural, and MICE demand.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BayernTourismusMarketing
• LinkedInlinkedin.com/company/bayern-tourismus-marketing-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bavaria Tourism Marketing