Zermatt Matterhorn

What Zermatt Matterhorn does

Zermatt Tourismus is a Swiss tourism marketing association (Verein) registered in the commercial register of Canton Wallis (CH-600.6.000.416-0), operating as the official destination management organization for the municipalities of Zermatt, Täsch, and Randa in the Zermatt-Matterhorn region. Founded in 1942, it is responsible for destination promotion, visitor services, ticket distribution for three major mountain railway operators (Zermatt Bergbahnen AG, Matterhorn Gotthard Bahn, and Gornergrat Bahn), tourist tax (Kurtaxe) collection, and coordination of the local partner network across roughly 30+ hotels, restaurants, and activity providers. The organization runs physical tourism offices in all three municipalities alongside a CRM-backed digital platform anchored by zermatt.swiss and the Matterhorn App.

The technology foundation is a destination-management platform layered on Salesforce CRM (with Salesforce Marketing Cloud for newsletter distribution), Google Analytics, Google Tag Manager, Facebook retargeting pixels, Salesforce Chat for live support, a Swiss-based payment service provider for credit card processing, and the Swisspass API for national public-transport ticketing interoperability. The Matterhorn App, available on iOS and Android, consolidates E-ticket purchase and delivery via KeyCard, Swisspass, or mobile/Print@Home barcodes, Peak Track ski activity tracking, restaurant table reservations, and an SOS function that routes location data and personal information to the destination emergency center on call to 144. Additional product lines include the Wolli Card children's program (free for kids up to 8.99 years when accompanied by a ticketed adult), the Destinationsgutschein digital voucher (valid 10 years, maximum CHF 3,000 balance), the Wolli Wonderland puzzle trail and adventure playground, ZOOOM the Matterhorn exhibition on Gornergrat, and the annual Zermatt Music Festival & Academy organized in partnership with the Scharoun Ensemble of the Berlin Philharmonic.

The business model is a hybrid of transaction commissions and managed-services fees. Zermatt Tourismus earns commissions or service fees on accommodation bookings, mountain railway E-tickets sold through its own channels, and activity/experience bookings, and acts as the statutory collector of Kurtaxe across the three served municipalities. Voucher revenue is recorded as a transaction fee with the underlying value held until redemption. Marketing communications (email newsletter) are distributed as a recurring subscription-style channel but are predominantly a demand-generation tool rather than a paid subscription product. The firm is privately held as an association, has no disclosed subsidiaries or funding rounds, and operates with 11–50 employees.

Name

Zermatt Matterhorn

Legal name

Zermatt Tourismus

Website

https://zermatt.ch

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

11–50 employees

Short description

Zermatt Tourismus is the official Swiss destination management association for the municipalities of Zermatt, Täsch, and Randa, operating the Matterhorn App, ticket distribution for three mountain railways, the Wolli Card children's program, and the Destinationsgutschein voucher platform for leisure visitors.

Ownership category

akta.pro rank

Product category

Alpine Destination Management & Tourism Marketing

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487), Travel Agencies (561510)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Tourist & Heritage Cable Car/Funicular Attractions (THAIAKAE), Package Tour Wholesalers (Pre-Packaged FIT/Group Programs) (THAKAJAC)

Keywords

• Alpine tourism services
• Destination management
• Mountain railway tickets
• Ski resort bookings
• Family travel programs

Headquarters

HQ city

Zermatt

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Accommodation Bookings: Zermatt Tourismus facilitates bookings for hotels and vacation rentals, earning commissions or service fees on completed reservations
2. E-Tickets and Mountain Railway Tickets: Sale of electronic tickets for Zermatt Bergbahnen AG and Matterhorn Gotthard Bahn/Gornergrat Bahn through the Matterhorn App and website
3. Activity and Experience Bookings: Commission-based revenue from selling tickets and packages for experiences, tours, and activities in the Zermatt-Matterhorn region
4. Destination Vouchers: Sale of destination vouchers that can be redeemed at partner establishments; voucher value is held until redemption
5. Kurtaxe (Tourist Tax) Collection: Zermatt Tourismus is the authorized collection body for tourist taxes in Zermatt, Täsch, and Randa, with data received from accommodation partners
6. Newsletter and Marketing Services: Email newsletter subscription service with marketing communications to visitors and potential tourists

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Zermatt Tourismus is the official destination marketing and sales organization for the Zermatt-Matterhorn alpine region, selling mountain railway tickets, accommodations, activities, and family programs through its zermatt.swiss website and Matterhorn App. It acts as a marketplace aggregator for partner hotels, restaurants, and lift operators while also operating its own branded products such as the Wolli Card, Destinationsgutschein vouchers, and curated experience packages.

Product overview

Zermatt Tourismus operates a multi-product destination management platform centered around the Matterhorn App as the primary digital touchpoint. The core offering integrates the Matterhorn App (mobile companion for bookings, E-Tickets, Peak Track, and SOS), complemented by the Wolli Card family program, Destinationsgutschein digital vouchers, and various experience products including Wolli Wonderland treasure hunt trails, ZOOOM the Matterhorn exhibition, and the Zermatt Music Festival & Academy. E-Tickets for mountain railways (ZBAG, MGBahn/GGB) are sold via the app with multiple delivery options (KeyCard, Swisspass, Mobile). The portfolio serves tourists visiting the Zermatt-Matterhorn alpine destination across municipalities Zermatt, Täsch, and Randa.

Differentiator

Problem solved

Functional benefit

Brands

• Wolli Card: A free club card for children up to 9 years offering free travel on mountain railways, free accommodation, and tax exemptions for families staying in Zermatt-Matterhorn destination.
• Matterhorn App
• Destinationsgutschein
• Wolli Wonderland

Products and services

• Matterhorn App Interactive mobile companion app providing personalized summer and winter experiences in Zermatt for tourists. Enables hotel and event bookings, restaurant reservations, E-Ticket purchases for mountain railways, real-time weather and piste information, Peak Track activity tracking, and an SOS emergency function.
• Wolli Card Free club card for children up to 8.99 years providing free rides on all mountain railways, free accommodation in registered hotels and holiday apartments, and exemptions from tourist taxes. Valid from issue date until October 31 annually. Designed for families visiting the Zermatt-Matterhorn destination.
• Destinationsgutschein (Destination Voucher) Digital voucher platform enabling cashless payment at partner establishments throughout the Zermatt-Matterhorn region. Purchased online and delivered as a barcode, redeemable at various service providers for up to 10 years. Maximum balance CHF 3,000 per voucher holder.
• E-Tickets (Bergbahntickets) Electronic tickets for mountain railways and cogwheel trains, including single/return tickets, Zermatt-Täsch shuttle tickets, skipasses, and Peak Pass. Purchasable via the Matterhorn App with delivery via KeyCard, Swisspass, or Mobile/Print@Home barcode for use by tourists visiting Zermatt.
• Wolli Wonderland Family puzzle and adventure trail along the lower panoramic trail (AHV-Weg) featuring 17 stations with interactive riddle exhibits, 5 display cases, audio stations, and a Wolli experience box with puzzle booklet and instruments. Includes an adventure playground at Ze Fleegsteine. Targeted at families visiting Zermatt.
• Wollis Schatzsuche (Wolli's Treasure Hunt) Family treasure hunt experience where children follow Felix the squirrel's riddles with help from Wolli the black-nosed sheep. Includes a treasure map, 11 stations, 3km distance, and approximately 1-hour duration. Free with Wolli Card. Targeted at families visiting Zermatt.
• Zermatt Music Festival & Academy Annual classical music festival founded in 2005, featuring an orchestra and chamber music academy led by the Scharoun Ensemble of the Berlin Philharmonic. Includes concerts by Academy members, soloists, and Walliser ensembles. Ticket pricing: Academy concerts from CHF 25, major concerts CHF 35-42.
• ZOOOM the Matterhorn Interactive exhibition on Gornergrat featuring three zoom levels: periscopes for close-up Matterhorn views, immersive 3D cinema, and paragliding simulation. Includes multimedia information about alpine nature and Gornergrat Railway history. Targeted at tourists and cultural visitors to Zermatt.
• Curated Vacation Packages (Pauschalen) Curated vacation packages combining accommodations, activities, and dining experiences such as Monte Rosa Trek, Hike Summer Extended, and Kitchen Party Weekend. Targeted at tourists planning multi-day alpine experiences.
• Accommodation Bookings Booking facilitation for partner hotels and vacation rentals across Zermatt, Täsch, and Randa. Zermatt Tourismus earns commissions or service fees on completed reservations arranged through zermatt.swiss. Targeted at leisure travelers requiring lodging in the destination.

Quantifiable outcome

• Free mountain railway rides for children with Wolli Card
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Zermatt Bergbahnen AG (ZBAG)coreStrategic or Co-development PartnerTransportation partner for mountain railway services. E-tickets for ZBAG routes can be purchased through the Matterhorn App. ZBAG sets tariffs and operates key cable car connections including to Matterhorn Glacier Paradise.
• Matterhorn Gotthard Bahn / Gornergrat Bahn (MGBahn/GGB)coreStrategic or Co-development PartnerTransportation partner operating the Gornergrat railway and Matterhorn Gotthard Bahn routes. E-tickets available through Matterhorn App. GGB operates the iconic Gornergratbahn scenic route.
• Matterhorn Paradise (matterhornparadise.ch)coreTechnology or IntegrationWebshop platform for ticket sales and booking services, integrated with Matterhorn App for E-ticket delivery and redemption.
• Wolli Card Partner Hotels and RestaurantscoreChannel Partner/ Reseller/ DistributorOver 30 partner establishments including hotels (e.g., CERVO Mountain Resort, Hotel Hemizeus, Hotel Holiday), restaurants, activity providers, and retailers offering discounts and complimentary services to Wolli Card holders.
• SalesforcecoreTechnology or IntegrationCRM system provider for centralized customer data management, booking information, and marketing communications. Data is stored in Salesforce cloud database.
• Destinationsgutschein Partner EstablishmentsmajorChannel Partner/ Reseller/ DistributorNetwork of partner businesses accepting destination vouchers as payment. Includes accommodations, restaurants, and activity providers throughout the Zermatt-Matterhorn region.
• Scharoun Ensemble of Berlin PhilharmonicmajorStrategic or Co-development PartnerThe Scharoun Ensemble leads the academy and masterclass programs for the Zermatt Music Festival & Academy, providing educational and artistic programming.
• Swiss Infosec (Deutschland) GmbHminorImplementation/ SI/ Consulting PartnerEU representative for data protection compliance under Art. 27 GDPR, handling EU resident data protection inquiries.
• Swiss GRC UK LimitedminorImplementation/ SI/ Consulting PartnerUK representative for data protection compliance under Art. 27 UK GDPR, handling UK resident data protection inquiries.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Interlaken Tourismus: Official destination management organization for Interlaken, another iconic Swiss Alpine destination. Operates as a Verein with similar booking, voucher, and tourism marketing functions, making it a direct structural and functional peer.
• Jungfrau Region Tourismus AG: DMO for the Jungfrau region (Grindelwald, Wengen, Mürren) in the Bernese Oberland. Comparable Swiss mountain destination with similar integrated lift, accommodation, and activity booking via its own web platform.
• Engadin St. Moritz Tourismus AG: Tourism organization for the St. Moritz / Engadin region. Premium Alpine destination with similar year-round skiing/hiking positioning, digital booking infrastructure, and event programming.
• Davos Klosters Tourismus: DMO for the Davos Klosters destination, another globally known Swiss mountain destination. Operates integrated booking and visitor information services comparable to Zermatt Tourismus.
• Verbier Tourismus: Tourism office for the Verbier / Val de Bagnes destination, part of the 4 Vallées lift network. Comparable Alpine DMO focused on winter sports and summer activities with similar booking and event functions.
• Chamonix Mont-Blanc Tourisme: Official tourism office for the Chamonix valley on the French side of the Mont Blanc massif. Closest international DMO peer given the shared Matterhorn/Mont Blanc Alpine tourism market and similar mix of mountaineering, skiing, and sightseeing.
• Banff & Lake Louise Tourism: Destination marketing organization for the Banff / Lake Louise region in the Canadian Rockies. Comparable in scale, iconic mountain status, integrated lift/transport partner network, and family/wellness positioning.
• Tourism Whistler (Whistler Tourism): Tourism organization for Whistler, a globally recognized four-season mountain resort. Comparable DMO functions: integrated booking, lift ticket resale, event programming, and year-round adventure positioning.

Broad incumbents

• Schweiz Tourismus (Switzerland Tourism): National tourism marketing organization for Switzerland. A broader incumbent that promotes the country as a whole and partners with regional DMOs like Zermatt Tourismus; overlaps in destination marketing but operates at a different geographic and budgetary scale.

Others

• GetYourGuide: Online marketplace for tours, activities, and attractions globally. Not a direct DMO peer but a partial substitute / distribution channel for activity bookings that Zermatt Tourismus also sells via the Matterhorn App.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/zermatt_tourism
• Facebookfacebook.com/zermatt.matterhorn
• LinkedInlinkedin.com/company/zermatt-matterhorn

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zermatt Matterhorn