Transformation of Thuringian Forest Tourism: Challenges and Opportunities!

Transformation of Thuringian Forest Tourism: Challenges and Opportunities!

The future of tourism in the Thuringian Forest is in jeopardy. On November 10, 2025, the Thuringian Forest Regional Association plans to convert its structure from an association into a GmbH. This decision could have far-reaching consequences for the region's tourism landscape, and the first critical voices have already been raised.

The managing director of the regional association, Antonia Sturm, recently introduced herself to the Schmalkalden-Meiningen district council and explained the reasons for the move to Thüringer Wald Tourismus GmbH. According to inSuedthueringen, this conversion is intended not only to increase income from services to third parties, but also to provide greater legal certainty for state aid arise. This is particularly important because the association, which is also a member of the Federal Association of German Low Mountains, is currently dependent on membership fees and funding from the Free State.

Opportunities and concerns

However, concerns come from the ranks of the Schmalkalden-Meiningen district, which is a member of the regional association alongside seven other districts and the independent city of Suhl. These concerns particularly concern the impact on existing tourism players in the region. Sturm rejects these concerns and emphasizes that the GmbH does not compete with other players.

Peggy Greiser, the group's CEO, also expressed optimism. She sees the transformation as an opportunity for greater independence and strengthening the future viability of the region. This would not only enhance tourism, but also promote general economic independence, as Dr. Ralf Pieterwas from the IHK South Thuringia highlighted.

The regional association and its goals

The Thuringian Forest Regional Association was founded in 2005 and is considered the largest tourism umbrella organization in Thuringia. It sees itself as a central service provider for tourism between Eisenach and Sonneberg as well as Meiningen and the Thuringian Sea. The central tasks include not only the promotion of the tourist offer, but also the procurement of funding for the region, as can be read in thueringen.tourismusnetzwerk.info.

In particular, the GmbH is intended to further develop the tourism infrastructure and open up additional sources of income. This is essential if you want to strengthen the image of the Thuringian Forest as an attractive holiday destination and advance the region economically. Various projects are currently in the starting blocks, including the Christmas land on Rennsteig and the fish and game weeks in the “Land of a Thousand Ponds”.

However, the decision on the conversion is still pending and members are expected to vote on it at a later date. What will happen next for Thüringer Wald Tourismus GmbH remains to be seen, but one thing is certain: the tourism development in the region has the potential to become even more exciting.

For further details about the regional network's plans, please also read thueringer-wald.com.