What Tourismus Oberbayern München e.V. does

Tourismus Oberbayern München e.V. (TOM e.V.) is a registered non-profit association (eingetragener Verein) founded in 2006 and headquartered at Prinzregentenstraße 89 in Munich. It functions as the umbrella regional tourism organization for Upper Bavaria (Oberbayern), one of four regional tourism associations (Regierungsbezirk level) operating under Bayern Tourismus Marketing GmbH (BayTM) and the Bavarian State Ministry for Food, Agriculture, Forestry and Tourism. TOM e.V. coordinates approximately 70 member organizations — including all 14 county-level destination management organizations, key municipalities such as Munich, industry associations (DEHOGA Bayern, IHK München und Oberbayern, Handelsverband Bayern), and transit partners (MVV, BEG) — and serves the most visited Regierungsbezirk in Bavaria with 19.6 million guest arrivals and 46.4 million overnight stays recorded in 2025.

The organization's operating model is delivered through nine branded service lines (the 'Echt' portfolio: EchtAktuell, EchtWissenswert, EchtMeinungsstark, EchtServiceorientiert, EchtLenkend, EchtKommunikativ, EchtProduktiv, EchtVernetzend, and EchtDigital) anchored by the TOM Partnernetz B2B partner platform. Core products include the Wasser-Radlwege Oberbayern cycling route network (with the Salzschleife segment extended into Salzburg in 2025), the Ausflugsticker Oberbayern real-time visitor guidance system (ADAC Tourismuspreis Bayern 2021 first place), the Tourismuswissen Oberbayern eLearning platform, the eCoach-Netzwerk of digitalization coaches for SME tourism businesses, the GeHEIMATorte ÖPNV sustainable-mobility campaign with MVV and BEG, the Stellenmarkt Oberbayern job marketplace, and the Nachhaltigkeitskompass sustainability tool. Technology infrastructure is built on HubSpot for CRM/email marketing, Toubiz for brochure ordering, Zoom for webinars, Google Maps for location display, plus standard web analytics and consent management tooling; no proprietary AI or ML systems are described.

TOM e.V. generates revenue primarily through recurring membership dues from its approximately 70 member organizations, supplemented by institutional and public funding coordinated through Bayern Tourismus Marketing GmbH and the Bavarian state ministry. Pricing is not publicly disclosed. Governance rests with a Präsidium (executive board) under President Klaus Stöttner and Managing Director (Geschäftsführer) Oswald Pehel, supported by committees in finance, personnel, and strategy. Membership fee pricing is not publicly disclosed; job listings posted by members on the Stellenmarkt are free of charge.

Name

Tourismus Oberbayern München e.V.

Legal name

Tourismus Oberbayern München e.V.

Website

https://top.oberbayern.de

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourismus Oberbayern München e.V. (TOM e.V.) is a Munich-based non-profit regional tourism association founded in 2006 that coordinates approximately 70 member organizations across Upper Bavaria's 14 county-level destinations under the Bavarian state tourism architecture.

Ownership category

akta.pro rank

Product category

Regional Tourism Network Coordination

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

Keywords

• Regional tourism marketing
• Destination management organization
• Tourism network coordination
• Visitor guidance services
• Tourism digitalization support

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, Operations, Technology or R&D, Others

Revenue model

1. Membership dues and contributions: TOM e.V. is funded primarily through membership fees from its approximately 70 members (destinations, counties, municipalities, and tourism-related associations and businesses). Membership provides access to the partner network, joint marketing, knowledge resources, and representation services.
2. Institutional/public funding and Bavarian state support: As the Upper Bavaria regional tourism organization, TOM e.V. receives institutional funding and support coordinated through Bayern Tourismus Marketing GmbH (BayTM) and the Bavarian State Ministry for Food, Agriculture, Forestry and Tourism (Staatsministerium für Ernährung, Landwirtschaft, Forsten und Tourismus).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

TOM e.V. is the umbrella tourism organization for Upper Bavaria (Oberbayern), coordinating approximately 70 member destinations, counties, municipalities, and tourism associations across 14 county-level destinations. It delivers nine branded service programs ("Echt"): news, knowledge/eLearning, advocacy, member services, visitor guidance (Ausflugsticker), communications, product development (Wasser-Radlwege cycling routes, hiking, winter, culture), networking/events, and digitalization (eCoach network). The organization provides B2C reach via the oberbayern.de consumer portal and operates under institutional funding from Bayern Tourismus Marketing GmbH and the Bavarian State Ministry.

Product overview

Tourismus Oberbayern München e.V. (TOM e.V.) is a tourism network organization for Upper Bavaria operating as a multi-platform service provider. The organization offers an integrated portfolio of nine interconnected service programs branded under the 'Echt' (Authentic) umbrella: EchtAktuell (news), EchtWissenswert (knowledge/education), EchtMeinungsstark (advocacy), EchtServiceorientiert (member services), EchtLenkend (visitor guidance), EchtKommunikativ (communications), EchtProduktiv (product development), EchtVernetzend (events/networking), and EchtDigital (digitization). The core platform is the TOM Partnernetz, a B2B partner network providing exclusive member access. Key products include the Wasser-Radlwege Oberbayern cycling routes, the Ausflugsticker Oberbayern visitor guidance tool, the Tourismuswissen Oberbayern eLearning platform, the GeHEIMATorte public transport campaign, and the Stellenmarkt Oberbayern job marketplace. The organization serves approximately 70 members including destinations, counties, cities, and tourism-related associations.

Differentiator

Problem solved

Functional benefit

Products and services

• TOM e.V. Membership Program (Mitgliedschaft) Membership-based network organization providing destinations, counties, municipalities, and tourism-related associations and businesses across Upper Bavaria with access to joint marketing campaigns, knowledge resources, digital tools, the partner network, and representation services.
• Wasser-Radlwege Oberbayern (Water Cycling Routes) Signature cycling product network of TOM e.V., providing scenic cycling routes (Fernradweg) along waterways in Upper Bavaria. Serves cycling tourism visitors and member destinations across the region.
• Ausflugsticker Oberbayern (Excursion Ticker) Pioneering real-time visitor traffic and excursion information system for Upper Bavaria, providing live data on crowd levels at destinations to enable visitor dispersion across destinations. Awarded ADAC Tourismuspreis Bayern 2021 (1st place, Re-Start category).
• Tourismuswissen Oberbayern eLearning Platform eLearning platform offering eLearning courses, webinar recordings, and current knowledge resources for tourism professionals in Upper Bavaria. Allows flexible learning anytime and anywhere through the TOM-Weiterbildungsprogramm.
• eCoach-Netzwerk (Digitalization Coaching Network) Network of digitalization coaches (eCoaches) deployed across Upper Bavaria regions to support SME tourism businesses with digital transformation. Provides digital check tools, digital roadshow formats, and bespoke consulting for leisure businesses.
• TOM Partnernetz (Partner Network Platform) B2B partner network platform enabling TOM e.V. members to access exclusive content, member forum with user accounts, event registration, newsletter subscription, and collaborative networking features for tourism stakeholders in Upper Bavaria.
• Nachhaltigkeitskompass (Sustainability Compass) Sustainability measurement and guidance tool providing resources and frameworks for sustainable tourism development, available to TOM e.V. members and tourism professionals.
• Stellenmarkt Oberbayern (Tourism Job Market) Tourism job marketplace allowing TOM e.V. members to publish job postings across Upper Bavaria free of charge as a member benefit. Job submissions are processed via [email protected].
• Resilienz Index (Resilience Index) for Tourism Regions Benchmarking dashboard for comparing tourism regions across Oberbayern, Salzburg, and Tirol, providing detailed indicator analysis with interactive map visualization. Chiemsee-Alpenland (a TOM member region) ranked #1 with 65.71/100.
• Bike Basis Stunden 1-8 (Mountain & Gravel Biking Online Knowledge Resource) Comprehensive online knowledge resource covering mountain biking and gravel biking fundamentals, developed for tourism professionals and member destinations with TOM e.V.'s Mountainbike and Gravelbike working group.

Quantifiable outcome

• Over 46.4 million overnight stays and 19.6 million guest arrivals in Upper Bavaria (2025)
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and supporting.

• ADAC Südbayern e.V.coreGTM or Marketing PartnerADAC Südbayern is a key supporting member and partner of TOM e.V., providing mobility expertise and cross-promotional opportunities in the tourism-mobility space. ADAC also awards the ADAC Tourismuspreis Bayern, which TOM won in 2021.
• Bayerischer Hotel- und Gaststättenverband DEHOGA Bayern e.V.coreGTM or Marketing PartnerDEHOGA Bayern (Bavarian Hotel and Hospitality Association) is a supporting member. Its president Angela Inselkammer serves as Vice President of TOM e.V., linking hospitality industry advocacy with regional tourism strategy.
• Handelsverband Bayern e.V.supportingGTM or Marketing PartnerBavarian Retail Association is a supporting member of TOM e.V., represented on the Präsidium by Wolfgang Puff, contributing retail and shopping destination perspectives to Upper Bavaria tourism.
• IHK für München und OberbayerncoreGTM or Marketing PartnerChamber of Industry and Commerce for Munich and Upper Bavaria is a supporting member and represented on the TOM Präsidium and Finanzausschuss by Martin Drognitz, contributing economic and business perspective.
• Landesverband Bauernhof- und Landurlaub Bayern e.V.supportingOthersBavarian Farm Holiday Association is a supporting member, connecting agritourism and rural accommodation offerings with the regional tourism network.
• Flughafen München GmbHsupportingGTM or Marketing PartnerMunich Airport is a supporting member, providing gateway connectivity for international and domestic tourism arrivals to Upper Bavaria.
• Bayerische Eisenbahngesellschaft mbH (BEG)supportingGTM or Marketing PartnerBEG is a partner in the GeHEIMATorte ÖPNV campaign alongside TOM e.V., MVV, and München Tourismus, promoting sustainable rail travel to Upper Bavaria destinations.
• Münchener Verkehrs- und Tarifverbund GmbH (MVV)supportingGTM or Marketing PartnerMVV is a member of TOM e.V. and co-partner in the GeHEIMATorte ÖPNV campaign, promoting public transport to tourism destinations across Upper Bavaria.
• Bayern Tourismus Marketing GmbH (BayTM)coreStrategic or Co-development PartnerBayTM is the Bavaria-wide tourism marketing organization funded by the Bavarian state ministry. TOM e.V. is one of its major shareholders and its primary regional implementing partner for Upper Bavaria, coordinating with BayTM on national and international tourism marketing.
• Private Brauereien Bayern e.V.supportingGTM or Marketing PartnerAssociation of Private Breweries in Bavaria is a supporting member, contributing culinary and brewery tourism experiences to Upper Bavaria's thematic product development.
• RT TOURISTIKsupportingChannel Partner/ Reseller/ DistributorRT TOURISTIK is a supporting member, providing tourism distribution and booking services that connect travelers with Upper Bavaria offerings.
• Bayerisches Staatsministerium für Ernährung, Landwirtschaft, Forsten und TourismuscoreOthersThe Bavarian State Ministry for Food, Agriculture, Forestry and Tourism provides institutional funding and policy direction for Bavaria's tourism sector, of which TOM e.V. is a key regional implementing organization.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Deutsche Zentrale für Tourismus (DZT): National tourism board for Germany. Comparable as the umbrella international marketing body under whose framework TOM's regional efforts operate, though at a national scale and scope.
• Tourismus NRW e.V. State-level tourism organization for North Rhine-Westphalia. Comparable as a larger, statewide tourism marketing and coordination body in Germany with a broader geographic mandate than TOM's Upper Bavaria focus.
• visitBerlin: Berlin's city tourism marketing organization. Comparable as a publicly supported destination marketing body running consumer campaigns, B2B networks, and convention/visitor services at scale.

Regional players

• Tourismus Salzburg GmbH: Regional DMO for Salzburg. Directly comparable as a peer regional DMO whose territory now connects to TOM's product networks (Salzschleife expansion), though operating in a different national jurisdiction (Austria).

Direct peers

• Schwarzwald Tourismus GmbH: Regional DMO for the Black Forest. Comparable as a large German regional tourism marketing and product-development organization with member-network structure and destination coordination role.
• Bodensee Tourismus GmbH: Cross-border DMO for the Lake Constance region (Germany/Austria/Switzerland). Comparable to TOM in coordinating cross-border tourism products (akin to the Salzschleife expansion) and member-based regional marketing.
• Tourismusverband Ostbayern e.V. Regional tourism association for Eastern Bavaria. Peer in the same four-tier Bavarian DMO structure coordinated under BayTM, with comparable mandate for member services, marketing, and product development.
• München Tourismus (Landeshauptstadt München): City-level DMO for Munich. Comparable as a tourism marketing and coordination body operating within TOM's region; Munich is both a TOM member and a competing marketing voice for international visitors.
• Tourismusverband Franken e.V. Regional tourism association for Franconia. The fourth of Bavaria's four regional DMOs and a structural peer to TOM in coordinating destinations, marketing, and member services under BayTM.
• Tourismusverband Allgäu-Bayerisch Schwaben e.V. One of Bavaria's four regional tourism associations alongside TOM, covering Allgäu-Bayerisch Schwaben. Directly comparable as a peer regional DMO in the same statewide (BayTM) framework.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TOM.Oberbayern
• Instagraminstagram.com/tom.oberbayern
• YouTubeyoutube.com/channel/UCiHlvQF-U6P5j0v1TcGJKQw
• LinkedInlinkedin.com/company/tourismus-oberbayern-m%C3%BCnchen-e-v

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Oberbayern München e.V.