Bavaria Workshop

Bayern Tourismus Marketing GmbH (BayTM) is the official umbrella organisation of the Bavarian tourism and leisure industry. It supports and promotes the destinations and tourism service providers in Bavaria by providing impetus and creating platforms and networking opportunities, among other things. In addition, BayTM also implements targeted B2C measures.

From 2021 to 2024, BayTM organised the Bavaria Workshop once a year. Representatives of European tour operators were invited to the event and met with representatives of various tourism service providers on site. In addition to various networking opportunities and meeting sessions, different fam trips were also part of the 3.5-day event format.

From the very first workshop, TourComm has been able to support BayTM with the organisation and implementation every year. TourComm has also been involved in the realisation of previous formats.

The following modules were part of the agency's services:

With the website www.bavaria-workshop.converve.io, a central platform was created that both provided interested tour operators with information and offered registered participants the opportunity to make appointments for the workshop. Software from a third-party provider was used for this purpose.

For the successful realisation of the Bavaria Workshop, up to 40 tour operators from 12 European countries were acquired for each event. TourComm was able to draw on its well-developed network. Additional contacts were also provided by the client. The final selection of participants was made by the client - TourComm was able to support with recommendations. When selecting the participants, it was crucial to find a good balance between big players (including DERTOUR and TUI) and smaller tour operators with high growth potential.

Invitations were managed via various communication channels - from an initial save-the-date mailing to targeted telephone canvassing of selected contacts.

All event communication with the international tour operators, including queries and support requests, was handled by TourComm.

The arrival and departure management of the registered international tour operators was handled by TourComm. An individual travel plan (by train or plane) from their preferred departure point was drawn up and coordinated for each participant. TourComm was also responsible for coordinating the participants' travel to and from the starting point of the workshop on the day of arrival and departure. The costs for travelling to and from the workshop were covered by BayTM and its cooperation partners.

After each workshop, all participants were asked about their satisfaction in the form of an online survey. This allowed valuable insights to be gained and the need for action to be derived for the following workshop.