Tourismus Marketing GmbH Baden-Württemberg (TMBW), in partnership with Air India, organised two familiarisation (FAM) trips for Indian travel trade and corporate representatives to showcase the tourism offerings of Baden-Württemberg in southwestern Germany. The visits highlighted the region’s appeal for Indian travellers seeking nature, culture, wellness, distinctive local experiences and premium leisure opportunities, particularly during the autumn season.
The Trade FAM focused on exploring the destination’s tourism experiences, while the Corporate/MICE FAM was organised in collaboration with the Frankfurt Tourism Board. The latter introduced corporate representatives to the region’s potential for business travel, meetings and incentive itineraries. Both programmes aimed to familiarise Indian industry stakeholders with experiences that extend beyond Germany’s established gateway destinations.
Baden-Württemberg offers a combination of colourful autumn landscapes, historic towns, cultural heritage, wellness experiences, gastronomy and shopping. Participants visited Baden-Baden, known for its historic spa heritage, elegant architecture and wellness offerings, before exploring the scenic landscapes and regional traditions of the Black Forest. The itinerary also included Triberg, alongside visits to the House of 1000 Clocks and Modestadl, where participants experienced traditional clothing and regional craftsmanship.
Shopping and automotive heritage formed key elements of the visits. At Outletcity Metzingen, described as Europe’s largest shopping outlet, participants explored more than 170 international premium and luxury brands. In Stuttgart, the groups visited the Mercedes-Benz Museum, which showcases more than 130 years of automotive history through iconic vehicles, technological developments and significant milestones. The city also offers cultural attractions, architecture, green spaces and culinary experiences, adding further variety to regional itineraries.
Commenting on the initiative, Cosima Jung, International Marketing Manager at Tourismus Marketing GmbH Baden-Württemberg, said the region combines the natural beauty of the Black Forest and the wellness traditions of Baden-Baden with authentic cultural encounters and premium shopping. She highlighted autumn as a particularly appealing season to discover the destination and said the collaboration with Air India would help strengthen awareness among Indian travel trade and corporate representatives, encouraging more visitors to explore the region.
The FAM trips form part of Baden-Württemberg’s ongoing efforts to strengthen its visibility in India, which was designated a strategic target market in 2026. The state combines traditional attractions with contemporary experiences, from Stuttgart’s automobile museums and Heidelberg’s historic castle to the Black Forest and Lake Constance. Through engagement with Indian travel trade stakeholders, TMBW aims to develop greater familiarity with the destination and encourage itineraries combining nature, regional culture, wellness, shopping and business travel opportunities.