Tourismus Marketing

What Tourismus Marketing does

Tourismus Marketing GmbH Baden-Württemberg (TMBW), based in Stuttgart, is the official state-mandated destination marketing organization (DMO) for the German state of Baden-Württemberg. Founded in 1992 and incorporated as a private limited company (GmbH) under HRB 20215 at the Registergericht Stuttgart, TMBW is owned by the State of Baden-Württemberg and financed primarily through recurring appropriations from the Ministry of Economic Affairs (Wirtschaftsministerium Baden-Württemberg). The organization promotes Baden-Württemberg as a vacation destination across all themes (nature, wine, culture, gastronomy, cities, family, wellness) and all regions, with no commercial sales activity — it does not sell travel products directly but functions as a marketing and discovery layer connecting travelers with regional suppliers.

TMBW operates a dual-platform digital ecosystem: the consumer-facing visit-bw.com destination portal (multilingual, content-rich, brochure ordering, newsletter signup) and the B2B gruppenreisen.tourismus-bw.de marketplace, which connects professional group travel buyers (bus companies, tour operators, clubs, schools) with regional tourism suppliers across accommodations, restaurants, attractions, and guided tours. Supporting sub-brands include the Kleinstadtperlen certification of 20 small towns, Radsüden (cycling tourism, with 21 state routes, 18 ADFC-certified), Wandersüden (170+ certified hiking trails), Weinsüden (wine tourism), and the Zeigmal mobile app for self-guided city tours. The technology stack is conventional — WordPress CMS, WooCommerce e-commerce, Google Analytics/Tag Manager, Google Maps API, Limesurvey — with no public API, no AI/ML capabilities, and no proprietary technology products documented.

The business model is government-grant-funded rather than commercial: TMBW does not publicly disclose pricing for its own services, has no external funding rounds, and pricing on the group travel portal is supplier-defined. Customer segments span individual leisure travelers (visit-bw.com), group travel organizers (bus companies, clubs, schools, tour operators), and regional tourism suppliers (DMOs, hotels, activity providers). Commercial reach into the group travel segment is executed via external representation partner More! Tourismus-Marketing, which conducts trade show attendance (WBO Busforum, RDA Cologne, Mitteldeutscher Omnibustag) and cross-state sales missions. Christine Schönhuber serves as Managing Director (Geschäftsführerin); Anja Hemmerich is the contact for the group travel portal.

Name

Tourismus Marketing

Legal name

Tourismus Marketing GmbH Baden-Württemberg

Website

https://tourismus-bw.de

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourismus Marketing GmbH Baden-Württemberg (TMBW) is the official state-funded destination marketing organization for Baden-Württemberg, Germany, operating the visit-bw.com consumer portal and the gruppenreisen.tourismus-bw.de B2B group travel marketplace to promote the state's tourism offerings to travelers, bus operators, and regional suppliers.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industries

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Cultural, Heritage & Arts Travel Agencies (THAKAFAK), National Park & Protected Area Tours (THAJAIAA)

Keywords

• Destination marketing services
• Regional tourism promotion
• Group travel marketplace
• Tourism content portal
• Travel trade representation

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. State Government Funding: Tourismus Marketing GmbH Baden-Württemberg is a state-funded destination marketing organization (DMO) financed primarily by the Baden-Württemberg Ministry of Economic Affairs. Its mandate is to promote tourism across the German state of Baden-Württemberg, both domestically and internationally.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Tourismus Marketing GmbH Baden-Württemberg is the official state destination marketing organization that promotes Baden-Württemberg as a vacation destination through two main digital platforms: visit-bw.com, a multilingual content portal offering vacation inspiration across nature, wine, culture, gastronomy, cities, family, and wellness themes, and gruppenreisen.tourismus-bw.de, a B2B portal connecting group travel organizers with regional tourism suppliers. It curates sub-brands such as Kleinstadtperlen (20 certified small towns), Radsüden (cycling), Wandersüden (hiking), Weinsüden (wine), and supports the Zeigmal mobile app for self-guided city tours.

Product overview

Tourismus Marketing GmbH Baden-Württemberg operates a dual-platform tourism marketing ecosystem: the consumer-facing visit-bw.com destination portal for vacation planning in Baden-Württemberg, and the B2B gruppenreisen.tourismus-bw.de portal for group travel marketplace services. The visit-bw.com platform serves as the primary vacation planning resource featuring themed categories (Natur, Wein, Kultur, Genuss, Städte, Familie, Wellness), while the group travel portal functions as a marketplace connecting group organizers with local tourism providers across accommodations, restaurants, attractions, and guided tours. Supporting sub-brands include the Kleinstadtperlen certification program, Radsüden cycling tourism initiative, Weinsüden wine tourism program, and the Zeigmal mobile app for self-guided city tours.

Differentiator

Problem solved

Functional benefit

Brands

• visit-bw.com: Official tourism portal for Baden-Württemberg
• gruppenreisen.tourismus-bw.de
• Kleinstadtperlen
• Radsüden
• Wandersüden
• Weinsüden

Products and services

• visit-bw.com (Consumer Destination Portal) Official multilingual (German/English) destination portal for Baden-Württemberg, providing themed travel guides (nature, wine, culture, gastronomy, cities, family, wellness), event listings, accommodation discovery, brochure ordering, newsletter signup, and seasonal inspiration content for domestic and international travelers.
• gruppenreisen.tourismus-bw.de (B2B Group Travel Portal) B2B marketplace portal connecting group travel organizers (bus companies, tour operators, clubs, schools, associations) with regional tourism suppliers across accommodations, restaurants, attractions, guided tours, and event venues. Includes searchable listings, factsheet downloads, program building blocks, and direct inquiry capabilities.
• Kleinstadtperlen (Small Town Gems Certification Program) Certification program covering 20 small towns across Baden-Württemberg recognized for their charm, historic architecture, and tourism appeal. Includes a digital and analog stamp collection game, themed travel routes, and dedicated marketing for participating towns.
• Active Travel Products (Aktivreisen) Curated active travel offerings including 21 state cycling routes (Landesradfernwege), 18 ADFC-certified quality cycling routes, premium hiking trails (170+ certified), and guided group activities such as hiking, cycling, canoeing, and climbing.
• Group Travel Themes (Gruppenreise-Kategorien) Organized themed group travel categories including Advent & Christmas tours, cultural trips, short breaks, cycling and hiking tours, New Year's trips, city trips, and special themes such as gardens, bike tours, and premium partner offerings.
• Radsüden (Cycle South) Regional cycling tourism brand featuring the 'Liebliches Taubertal – Der Klassiker' as flagship 5-star ADFC-rated route, plus 18 ADFC-certified quality cycling routes throughout Baden-Württemberg's southern regions.
• Weinsüden (Wine South) Wine tourism initiative showcasing Baden-Württemberg's wine regions including wine villages, wine hotels, wine taverns (Vinotheken), wineries, wine architecture, wine events, and the Württemberg Wine Route and Baden Wine Route.
• Zeigmal App Mobile application for self-guided city tours in the Kleinstadtperlen program, leading users to points of longing (Sehnsuchtsorte) and enabling digital stamp collection for the souvenir campaign.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• More! Tourismus-Marketing (Heike Gauger)coreGTM or Marketing PartnerMore! Tourismus-Marketing, represented by Heike Gauger, serves as the primary external GTM and marketing partner for TMBW's group travel initiatives. Heike Gauger attends key trade events (WBO Busforum, Mitteldeutscher Omnibustag) and conducts sales missions to bus companies on behalf of TMBW, presenting group travel offerings from regional partners including Calw, Göppingen, Insel Mainau, Pforzheim, and others.
• Gruppenreise-Portal.comminorChannel Partner/ Reseller/ DistributorGruppenreise-Portal.com operates as a third-party group travel marketplace and marketing partner for TMBW's gruppenreisen.tourismus-bw.de portal. The partnership provides co-branded visibility and extends TMBW's group travel listing reach to the partner's professional buyer audience in the group travel segment.
• Wirtschaftsministerium Baden-Württemberg (Ministry of Economic Affairs)coreOthersTMBW is a state-funded organization mandated by the Baden-Württemberg Ministry of Economic Affairs (Wirtschaftsministerium Baden-Württemberg). The ministry provides core funding and strategic direction for the organization's tourism promotion activities across the state, including co-branded campaigns such as 'The Länd' regional brand.
• ADFC Baden-Württemberg (German Cyclists' Association)coreStrategic or Co-development PartnerADFC Baden-Württemberg collaborates with TMBW on the Radsüden (Cycle South) initiative, providing certified quality ratings for cycling routes and organizing group cycling tours. ADFC-certified routes (21 Landesradfernwege, 18 with ADFC-Qualitätsradroute seal) are featured on TMBW platforms, and ADFC serves as an authorized tour operator for individual and group cycling holidays in Baden-Württemberg.
• Schwarzwald Tourismus GmbHcoreStrategic or Co-development PartnerSchwarzwald Tourismus GmbH is a key regional tourism partner featured on TMBW's visit-bw.com portal and gruppenreisen.tourismus-bw.de. The partnership involves content co-creation, guide portal hosting for the Schwarzwald region, and coordinated promotion of Black Forest tourism offerings including hiking, cycling, and culinary experiences.
• RDA Cologne (International Touristic Trade Fair)minorGTM or Marketing PartnerTMBW participates in the annual RDA Cologne trade fair, a major B2B event for the group travel industry. TMBW's representation partner presents group travel packages from Baden-Württemberg suppliers to international and domestic tour operators and bus companies attending the fair.
• WBO BusforumminorGTM or Marketing PartnerWBO Busforum is an annual trade event for the German bus industry. TMBW, via More! Tourismus-Marketing, exhibited at the WBO Busforum (November–December 2022), presenting group travel packages from regional partners including Calw, Göppingen, Märklineum, Insel Mainau, Pforzheim, Plochingen, Schömberg, and Weinwege Württemberg.
• Mitteldeutscher OmnibustagminorGTM or Marketing PartnerTMBW participated in the Mitteldeutscher Omnibustag (November 2025), a key regional bus industry trade event in Leipzig-Halle. Heike Gauger of More! Tourismus-Marketing represented TMBW, showcasing group travel packages from destinations including Märklineum Göppingen, Heilbronn, Pforzheim, SWR Fernsehturm Stuttgart, and 20 Kleinstadtperlen towns.
• Weinerlebnistour (Wine Experience Tour Network)minorStrategic or Co-development PartnerWeinerlebnistour is a network of trained wine experience guides across Baden and Württemberg offering guided wine tours, tastings, and vineyard experiences for groups. Their offerings are promoted through TMBW's group travel portal, providing a structured, quality-verified portfolio of wine tourism experiences for group organizers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Österreich Werbung: National tourism board for Austria operating consumer and B2B channels at international scale. Comparable DMO function but with a national remit, broader budget, and significantly larger market footprint.
• Switzerland Tourism: National tourism board for Switzerland running multi-channel consumer and trade marketing. Comparable DMO function with broader international reach and a deeper multilingual footprint than TMBW.

Emerging players

• TourRadar: Online B2C/B2B marketplace for multi-day guided tours and adventure experiences globally. Comparable to TMBW's gruppenreisen.tourismus-bw.de in serving group travel buyers with packaged itineraries, but operated as a private technology-led marketplace.

Direct peers

• Visit Berlin: City-state DMO for Berlin combining consumer inspiration, B2B convention/group marketing, and event promotion — closely analogous dual-portfolio model to TMBW's consumer + group travel setup.
• Hessen Tourismus: State DMO for Hesse, Germany. Mirrors TMBW's mandate of destination promotion across nature, culture, and culinary themes and is financed and structured similarly via state ministry oversight.
• Schwarzwald Tourismus GmbH: Regional DMO for the Black Forest region within Baden-Württemberg. Listed as a core strategic partner of TMBW, operates an overlapping B2C/B2B promotion platform for hiking, cycling, and culinary tourism in the same geography.
• Tourismus NRW: State-level DMO for North Rhine-Westphalia, Germany. Operates a similar consumer portal plus thematic sub-brands and is structurally comparable to TMBW in scale, mandate, and funding model.
• Bayern Tourismus Marketing GmbH: Official state-level destination marketing organization for Bavaria, Germany. Operates a comparable dual consumer + B2B platform model promoting nature, culture, active travel, and culinary tourism across another major German state.

Regional players

• Visit Flanders: Regional DMO for Flanders, Belgium promoting nature, cycling, culture, and culinary tourism. Operates a structurally similar consumer + trade model but in a different national geography.
• Tirol Werbung / Tirol Tourismus: Regional tourism board for the Tyrol region (Austria) with strong focus on alpine active travel, hiking, and cycling. Comparable product/portfolio focus to TMBW's Wandersüden/Radsüden active travel brands, but serves a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/visitbawu
• Facebookfacebook.com/visitbawu
• Instagraminstagram.com/visit.sueden
• LinkedInlinkedin.com/company/tourismusmarketingbw

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Tourismus Marketing