Bavaria – Germany’s #1 Tourism Region

This year, Bavaria again presents more than 100 exhibitors at ITB Berlin. In addition to the various regions and cities, cultural highlights such as the Apassionata Park Munich or the Oberammergau Passion Play are being presented. Further partners are scenic and sporting highlights such as the Bavarian national parks, the Bavarian network for cyclists as well as technical highlights like the Audi Forum. What are the key trends concerning your foreign source markets? We put the question to Jens Huwald, executive director BAYERN TOURISMUS Marketing GmbH…

For Bavaria, European markets such as the Netherlands, Italy and Great Britain are particularly important. The ongoing trends in these markets are short trips and the experience of the Bavarian culture and traditions. People want to enjoy nature and countryside combined with the Bavarian way of life. The strongest overseas market in 2016 were the US, strongest potential we see in China. Americans are interested in shared activities such as wine or beer-tastings, cooking classes. Always in demand are offers off the beaten path and insider tips. We also recognize an increasing interest in the Passion Play 2020, mainly from the travel trade. In China especially a combination of sightseeing and shopping is important. Chinese people seem to be more independent and curious; they want to get to know the foreign cultures.

For Bavaria, as the number one travel destination in Germany, the ITB Berlin is the most important trade fair, both in Germany and globally. It is always important to get in touch with the international travel industry and the people who are potential travelers to Bavaria and the ITB Berlin as the World’s Leading Travel Trade Show is the perfect place for it.


Whether visitors are picking up a new car, taking a factory tour or experiencing tradition, culture or gastronomy, the Audi Forum Ingolstadt offers many different opportunities for experiencing the brand with the four rings. The Audi Forum Ingolstadt is open to everyone with an interest in the brand and around 400,000 visitors a year witness 100 automobiles, bikes and multimedia presentations illustrating the long tradition of Audi in a captivating way

Martin Luther and the Reformation

“Luther was here” – the monk from Wittenberg stayed in Augsburg for 14 days. In October 1518, in a threeday dispute with Cardinal Cajetan in the Fuggerhäuser, he refused – despite the prospect of death at the stake – to retract his theses. This and other globally respected events, as well as the monuments of the confessional age and of the religious controversy, attract numerous tourists to Germany’s Lutheran cities such as Augsburg, one of five Bavarian Luther sites