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The German state of Baden-Württemberg boasts outstanding geo-, bio-, and archaeological diversity, and hosts two of the world’s oldest geoparks. Based on this case study, we explore why the outstanding geoheritage has not been valorized to a greater extent for a lay audience and where best to strike the balance between valorization and protection, with a particular focus on recent developments including the repercussions of the COVID-19 pandemic. Our results show that the valorizing of the geopotentials is still insufficient. Better marketing can make an important contribution to regional added value, as well as—in combination with professional geo-education—a relevant contribution to raising awareness of the state’s natural assets. Adequate measures to protect geotopes in a sustainable manner are crucial, notably in light of problems arising from overtourism, as thrown into sharp relief during the COVID-19 pandemic.

One Billion Years of Earth History: Challenges of Valorizing the Outstanding Geodiversity of Southwest Germany for Sustainable Geotourism