Name

Bayerisches Zentrum für Tourismus e.V. (BZT)

Legal name

Bayerisches Zentrum für Tourismus e.V.

Website

https://bzt.bayern

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Tourism Research Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Tourism research
• Market research
• Scenario planning
• Destination research
• Consumer surveys

Headquarters

HQ city

Kempten

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership fees and government funding: As a registered association (e.V.), BZT operates as a non-profit research organization primarily funded through membership contributions and government grants from Bavarian state ministries.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

BZT conducts tourism research for Bavaria and publishes representative consumer surveys (typically 2,000–3,000+ respondents), scenario studies for the future of Bavarian tourism through 2040 and 2050, and thematic publications on topics such as Bleisure travel, overtourism, gastronomy, and cultural tourism. It complements these research outputs with a portfolio of in-person knowledge-exchange events, including annual conferences, annual dialogues, think tanks, and fireside chats, and provides tourism statistics and a research database through the BayTM system.

Product overview

Bayerisches Zentrum für Tourismus e.V. (BZT) is a Bavarian tourism research and knowledge organization—not a software product company—offering a portfolio of research services, publications, events, and data resources for the Bavarian tourism industry. The core offerings include: BZT-Studien (research studies on tourism topics such as Bleisure travel, overtourism, gastronomy, vacation behavior, and cultural tourism); BZT-Publikationen (published research outputs and literature reviews); BZT-Projekte (scenario development projects for tourism futures including winter tourism 2050, health tourism, city tourism, and the comprehensive 2040 scenarios); and BZT-Projekte (ongoing research initiatives). Supporting these are the Statistiken und Kennzahlen (BayTM) database for tourism statistics, a general Datenbank for research access, and the Jahresrueckblick annual review. Event offerings include Jahrestagungen (annual conferences), Jahresdialoge (annual dialogues), BZT Aktuell (current news), Think Tanks, and Kamingespräche (fireside chats). Funding is available through Forschungsförderung (research funding programs). The Veranstaltungskalender provides a calendar of professional events. Together, these services provide the Bavarian tourism industry with research-based insights, future scenarios, networking opportunities, and data to support strategic decision-making.

Differentiator

Problem solved

Functional benefit

Products and services

• BZT-Studien (BZT Studies) Comprehensive research studies on Bavarian tourism topics including Bleisure travel, overtourism, gastronomy consumption, vacation behavior, and cultural tourism, conducted via representative surveys and published as downloadable reports for tourism professionals, researchers, and municipal decision-makers.
• BZT-Publikationen (BZT Publications)
• BZT-Projekte (BZT Projects) Ongoing and completed research projects on Bavarian tourism, including scenario development for winter tourism 2050, health tourism, city tourism, and the comprehensive Bavarian tourism 2040 scenarios developed with Hochschule Kempten and ScMI AG Paderborn.
• Szenarien für den Tourismus in Bayern im Jahr 2040 Standalone scenario publication presenting seven comprehensive future scenarios for Bavarian tourism in 2040, developed by an interdisciplinary team led by Hochschule Kempten.
• Szenarien für den Wintertourismus in Bayern 2050 Standalone scenario publication presenting seven future scenarios for Bavarian winter tourism through 2050, addressing climate change adaptation and the future positioning of the winter tourism segment.
• Szenarien für den Gesundheitstourismus in Bayern Standalone scenario publication presenting seven scenarios for the future of health tourism in Bavaria, developed in 2022 in collaboration with relevant health tourism stakeholders.
• Szenarien für den Städtetourismus in Bayern Standalone scenario publication addressing urban tourism challenges in Bavaria, including infrastructure, ecology, economy, climate change, sustainability, mobility, digitization, and overcrowding effects.
• Bleisure-Reisen deutscher Geschäftsreisender Representative survey of 3,000 German business travelers on Bleisure travel behavior, providing data on motivations, behavior, and potential of combining business and leisure trips; produced in cooperation with GCB and VDR.
• Urlaub in Bayern Representative GfK survey of over 3,000 Germans aged 18-74 on vacation habits in Bavaria, examining motivations, barriers, and image associations with Bavaria as a travel destination.
• Wie Deutschland essen geht GfK representative survey of 2,024 (2024 release) / 2,028 (2026 release) Germans on dining habits, influencing factors for restaurant selection, and the role of culinary experiences during vacations.
• Overtourism/Übertourismus Survey Representative survey of 3,021 German-speaking residents aged 18-74 on overtourism, examining awareness of the term, associations, personal experiences, changed travel behavior, and acceptance of visitor management measures.
• Das bayerische Wirtshaus – Wahrnehmungen und Erwartungen GfK representative survey of 2,024 respondents on perceptions and expectations of the traditional Bavarian inn (Wirtshaus) as a gastronomic offering.
• Das Wirtshaus in bayerischen Kommunen – Bürgermeisterbefragung Online survey of 257 Bavarian mayors on the relevance of traditional inns (Wirtshäuser) in municipalities with up to 10,000 inhabitants.
• Generation Z – (Kein) Urlaub in Bayern? Sub-study analyzing 489 Generation Z respondents (aged 18-28) examining Bavaria as a travel destination, including travel behavior, associations, and barriers.
• Kulturtourismus – eine Literaturübersicht Literature review on cultural tourism addressing definitional complexity, forms, offerings, target groups, and market trends for cultural tourism in Germany.
• Jahrestagungen (Annual Conferences) Annual conferences bringing together tourism professionals, researchers, and practitioners to discuss current and future challenges in Bavarian tourism, held at rotating Bavarian venues with past themes including 'Regionale Identität trifft globale Trends'.
• Jahresdialoge (Annual Dialogues) Annual dialogue events facilitating discussion among tourism stakeholders on specific themes within Bavarian tourism.
• Think Tanks Expert working groups addressing specific tourism topics and developing forward-looking recommendations for Bavarian tourism.
• Kamingespräche (Fireside Chats) Intimate expert discussions on current tourism topics in an informal fireside-chat format.
• Forschungsförderung (Research Funding) Research funding programs supporting tourism research projects in Bavaria, including calls for proposals (Ausschreibung) and listings of funded projects (Geförderte Projekte).
• Statistiken und Kennzahlen (BayTM) Tourism statistics and key figures for Bavaria delivered through the Bavarian Tourism Monitoring (BayTM) system, providing quantitative tourism indicators for industry and policy use.
• Datenbank (Database) Research database providing access to tourism-related data, publications, and other reference resources for the Bavarian tourism research community.
• Newsletter Free newsletter service providing regular updates on BZT research, events, and tourism developments, delivered via Rapidmail.

Quantifiable outcome

• Survey coverage: 3,000+ respondents for major studies
• +1 more outcomes

Named customers2 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

Four partnerships are on record, tiered core.

• Hochschule Kempten (University of Applied Sciences Kempten)coreStrategic or Co-development Partner · 1 January 2025Hochschule Kempten led the development of scenarios for Bavarian tourism in 2040, working with an interdisciplinary team of 20 experts from Bavarian destinations, hospitality, tourism associations, mobility providers, and tourism academia.
• GCB German Convention Bureau e.V. (GCB)coreStrategic or Co-development Partner · 1 January 2024Cooperation partner in the Bleisure Travel study of German business travelers, combining GCB's convention bureau expertise with BZT's survey research capabilities.
• Verband Deutsches Reisemanagement e.V. (VDR)coreStrategic or Co-development Partner · 1 January 2024Cooperation partner in the Bleisure Travel study of German business travelers, contributing business travel management expertise.
• GfK (Gesellschaft für Konsumforschung)coreStrategic or Co-development PartnerGfK conducted representative surveys for BZT including studies on dining behavior (2,024 respondents), vacation in Bavaria (3,015 respondents), Generation Z travel (489 respondents), and Bavarian inn perception.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• dwif-Consulting GmbH: Germany's leading tourism research and consulting firm, producing market studies, economic impact analyses, and strategy reports for German tourism destinations — directly comparable in research product portfolio and tourism-industry client base.
• Forschungsgemeinschaft Urlaub und Reisen (FUR): German non-profit travel research foundation that conducts the long-running 'Reiseanalyse' (RA) survey on German travel behavior — the closest national-level analogue to BZT's representative survey program and a likely reference point for BZT's methodology.

Regional players

• Tourismusagentur Schleswig-Holstein (TA.SH): State-level tourism agency for Schleswig-Holstein, combining destination marketing with research and innovation initiatives — analogous to BZT at smaller scale in a different German state.
• Tourismus NRW: North Rhine-Westphalia's state tourism marketing and knowledge organization — the closest structural analogue to BZT in another German state, replicating the same state-level research-marketing model.
• Bayern Tourismus Marketing GmbH: Official Bavarian state tourism marketing company — BZT's closest domestic sibling organization, sharing the same Bavaria-centric mandate and stakeholder base, though focused on marketing rather than research.
• Österreich Werbung (Austrian National Tourist Office): Austrian national tourism organization that combines research, scenario work, and marketing for a country — a comparable DACH model though at a national scale and stronger commercial mandate.

Emerging players

• ITB Berlin: World's largest tourism trade fair and knowledge platform, hosting thought-leadership conferences on tourism trends — comparable in convening role and research distribution, though as an event-driven platform rather than research producer.
• Hochschule Kempten – Tourismusforschung: BZT's core academic partner, which led the 2040 tourism scenarios and houses tourism research chairs — comparable as a tourism research contributor and likely to overlap or compete for research funding.

Broad incumbents

• Deutsche Zentrale für Tourismus (DZT): Germany's national tourism board, which commissions and conducts large-scale research on inbound travel to Germany — a broader, federally mandated counterpart to BZT's state-level research function.
• Deutscher Tourismusverband (DTV): National umbrella association representing German tourism, with research and policy publications on domestic tourism trends — overlapping with BZT's role as a tourism knowledge hub but at the federal level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bzt_bayern
• Facebookfacebook.com/bztbayern
• Instagraminstagram.com/bzt_bayern
• LinkedInlinkedin.com/company/bayerisches-zentrum-tourismus

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Bayerisches Zentrum für Tourismus e.V. (BZT)