BAVARIA … where a holiday becomes an experience

Bavaria Tourism (BayTM) is the official marketing company for the Bavarian tourism and leisure industry. Under the umbrella brand Bayern, the company offers the entire range of tourism services in the State of Bavaria. All marketing activities run under the umbrella brand claim "Bavaria - traditionally different". The main focus here is the communication of the authentic stories about Bavarian personalities and their way of life. They show Bavaria in a traditional yet modern light, and embody the distinctiveness of Bavaria as a travel destination. All stories can be found on the main website in the style of a travel magazine, and are communicated through all other channels of BayTM

The sub-brand Kinderland Bavaria also guarantee target-group-specific offers for families. In this way, the marketing company can work with all the Bavarian tourism partners, offering guests from all over the world a range of attractive and varied travel ideas.

Magnificent Alpine scenery, beautiful rolling hills, fairytale rivers and lakes all add up to making Bavaria Germany's most popular holiday state.

Located right at the very heart of Europe, Bavaria is the perfect all-year round travel destination for guests from all over the world. Just see for yourself the wealth of opportunities Bavariahas to offer your customers.

Facts and figures
English name: Bavaria
German name: Bayern
Local capital: Munich (München)
Inhabitants: 13,1 million (2019)
Area: 70,549 km2

Bavaria is Germany’s most popular holiday destination. In 2019 more than 40 million guests arrived and about 101 million overnight stays were counted.

Bavaria consists of four different regions. For more information:
Franconia (north):
Eastern Bavaria (east):
Upper Bavaria (south):
Allgäu/Bavarian-Swabia (west):

More information:

World famous concerts halls and opera houses. Spectacular museums and exhibitions. Festival fascination and knight tournaments. Musicals and traditional costume festivals. A gingerbread heart at Oktoberfest. Tradition in town and country. Nowhere else will you find such a large number of high-contrast events. Bavaria is culture! With more than 1,250 museums, Bavaria offers the greatest concentration of museums in all of Germany - over 20 million visitors a year appreciate this. Well over 100 theaters inspire with 14,000 performances annually. Eight UNESCO World Heritage Sites can be admired in Bavaria.

The Bavarian Department of State-owned Palaces, Gardens and Lakes is responsible for all-in-all 45 palaces, castles and residences, 27 historic gardens and 21 lakes, including Neuschwanstein Castle, Würzburg Residence and the Imperial Castle of Nuremberg. Information at:

The diversity of Bavarian cities attracts an ever-increasing number of visitors every year. Whether you choose to visit the metropoles of Munich or Nuremberg or one of the numerous smaller historical towns… each Bavarian city has its own individual charm that never fails to delight.

Metropolitan flair and rural charm, Alpine roughness and high tech, beer gardens and haute cuisine, opera and night clubs: it is this very special “Munich mix” that attracts visitors from all over the world to the Bavarian capital again and again.

Tourist Office Munich:

Nuremberg – an exciting symbiosis of a 21st century city of half a million and a medieval centre. Gothic churches, romantic half-timbered houses and tucked-away courtyards and squares create an unforgettable atmosphere. The city centre is also the venue for such events as the world famous Christmas market.

Tourismus-Zentrale Nürnberg:

Founded in 15 BC during the reign of the Roman Emperor Augustus, Augsburg became an important trading town reaching its heyday in the 15th and 16th centuries when the international trading and banking activities of the Fugger and Welser families were at their height.

Regio Augsburg Tourismus GmbH

Regensburg is considered the medieval wonder of Germany – a historic city unique in its degree of preservation of the past two thousand years of city life with listed buildings and monuments of European rank at every turn. The city is of course not lacking in numerous museums and art collections all well worth a visit.

Tourist Information Regensburg:

There are many more cities and cultural highlights to explore, e.g. the UNESCO world heritage fascination in Bamberg and Würzburg, Bayreuth and Richard Wagner, Landshut and Passau in East Bavaria, the city of Ingolstadt (home of AUDI) or Memmingen.

For more information on further cities and highlights have a look at:

Bavarian Spas – all the best for your Body & Soul
Under the umbrella of the Association of Bavarian Spas more than 70 spas, health resorts, thermal baths and clinics provide the ideal setting catering all year round for all types of needs, where guests of every age can enjoy a true feeling of holistic well-being. Products range from health promotion for the whole family through to medically indicated spa breaks, from medical wellness to burnout prevention. Interdisciplinary teams of doctors, physiotherapists, therapists, psychologists and health workers provide every guest with a tailored program.

More information:

Winter holidays
Alpine skiing, nordic skiing, sled running and snowshoe hiking are just a taste of a wide range of activities. Bavaria is also the right spot for families and those who want to enjoy a more relaxing time during winter season. The Christmas markets in Bavaria's cities, towns and villages are world famous for their unique and romantic atmosphere.

More information:

Outdoors at its Best
“Get out there and enjoy” is Bavaria’s hiking, walking and cycling motto. The beautiful Bavarian countryside and an extraordinary wealth of nature are just waiting to be explored. Bavaria is a cornucopia of woodlands, lakes and meadows, rivers and forests, and unspoiled nature.

More information:

Camping in Bavaria ranges from either Europe-wide recognized five-star installations with many wellness supplies or pure country life with “Camping on a Farm”.

More information:

Accessible tourism – travel for everyone in Bavaria

In Bavaria, more than 500 tourist destinations, cities and towns and even entire regions have had their offers checked for accessibility according to the "Travel for All" labelling system. Guests with limited mobility or other handicaps, young families with small children as well as comfort-loving people will find the optimal conditions among a multitude of barrier-free checked and certified offers and holiday experiences. More information and a free brochure with further holiday experiences for everyone at:

For further information:

Sustainability Mission Statement

"Tourism in Bavaria - in harmony with people and nature". Only where the locals feel comfortable, the guests also feel good. That is why we rely on sustainable, nature-friendly and barrier-free quality tourism in Bavaria. Sustainable offers for guests

The two national parks in the Bavarian Forest and in Berchtesgadener Land are important open spaces for people and nature:

There are two biosphere reserves in Bavaria: the Rhön biosphere reserve and the Berchtesgadener Land biosphere region:

There are 19 nature parks in Bavaria for nature conservation, environmental education, recreation and regional development:
Nature tours: BayernTourNatur from the Ministry of the Environment:

Example of E-Mobility

German Alpine Road– ecologically responsible ways to explore the mountains: By 2022, the German Alpenstrasse will develop the “E-Alpine Road” as a best-practice example for electromobility in holiday regions. Visitors can already rent electric vehicles along the German Alpine Road and find charging infrastructure.


German Alpine Association

The German Alpine Association has issued a large number of behavioral instructions that promote and enable an environmentally friendly experience of the mountains. Further information is available at:

More information:

Kontakt & Ansprechpartner


the official marketing agency

Arabellastrasse 17
81925 München

Tel.: +49 (0)89 21 23 97-0
Fax: +49 (0)89 21 23 97-99


Travel Trade Information:

Online Picture Archive:

More Contacts

Your contacts for the markets:

Executive Director
Mrs. Barbara Radomski
Tel. +49 (0)89 212397-0

Unit Lead International Networks
Susanne Miller
+49 (0)89 / 212397-22

International Networks
Stephan Dörner
+49 (0)89 / 212397-66

International Marketing North America
Diana Gonzalez

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