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TourComm Germany — Close to the market, close to you de

Destination marketing

Bayern Workshop 2026

  • Client

    Bayern Tourismus Marketing GmbH

  • Task

    Organisation and implementation of a combination-workshop MICE and Travel Trade

  • Project period

    November 2025 until June 2026

To the platform

In June 2026, Bayern Tourismus Marketing GmbH (BayTM) once again sent a strong signal in favour of innovative networking and sustainable destination marketing with its popular workshop format. For the first time, the workshop was organised as a combined programme for the MICE (Meetings, Incentives, Conventions, Events) and travel trade sectors. The workshop was aimed at both event planners and tour operators, who were brought together with around 40 Bavarian providers, including conference venues, hotels, destinations and convention bureaux. The focus was on networking, knowledge exchange and targeted business development.


TourComm Germany, as a long-standing partner of BayTM, had already supported the organisation and delivery of the workshop between 2021 and 2025. This year’s format brought together stakeholders from different sectors and countries, which required even more precise preparation and planning. Whilst there were shared elements, the workshops and familiarisation trips for the two sectors continued to take place separately.