Gstaad
Gstaad Saanenland Tourismus is the official Swiss destination management organization for the Gstaad Saanenland region, operating the gstaad.ch platform, the Gstaad Card guest program, and the Sarina AI chatbot to serve domestic and international leisure tourists and MICE clients.
- Company typePrivate
- Founded2004
- HeadquartersGstaad, Switzerland
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Gstaad does
Gstaad Saanenland Tourismus is the official Destination Management Organization for the Gstaad Saanenland region in the Canton of Bern, Switzerland, registered as a Verein (association) and operating from its headquarters at Promenade 41, Haus des Gastes in Gstaad. Founded in 2004 and employing 101-250 staff, the organization serves domestic and international leisure tourists, MICE and group travelers, and regional stakeholders by promoting the destination, coordinating visitor services, and operating the Gstaad Card guest program, which provides complimentary regional public transport starting from the first night of accommodation. Its core product is the integrated gstaad.ch digital platform, offering multi-language content (German, English, French), accommodation and cable car booking, the AI-powered 'Sarina' chatbot (built on Onlim), regional directories covering gastronomy (100+ restaurants, 19 in the top culinary segment with 291 combined GaultMillau points), shopping (126 outlets), wellness and health (42 providers), and local businesses (94 establishments), plus the dedicated MICE platform at mice.gstaad.ch for corporate and group event planning.
The business model combines several revenue streams typical of a regional DMO: commissions from accommodation bookings routed through the website, ticket sales for cable cars and events, partner co-marketing contributions, and member-based funding from regional municipalities and businesses. Pricing for individual tourism services is set by providers, while the Gstaad Card is provided free of charge with accommodation stays as a loyalty and demand-generation tool, and Magic Pass operates as a multi-year subscription for ski and summer lift access across multiple Swiss resorts. Strategic partnerships anchor the ecosystem, most notably a flagship relationship with Bergbahnen Destination Gstaad AG for cable car operations, alongside Magic Pass, Swisstainable (sustainability), and OK:GO (accessibility) initiatives.
Technology infrastructure is built around a CMS-driven website integrated with Google Analytics, Siteimprove Analytics, Permaleads, Google Maps, and social media plugins from Facebook, YouTube, and Flowbox, with marketing executed across Instagram, Facebook, LinkedIn, YouTube, TikTok, Pinterest, and a WhatsApp Channel, supported by email newsletter and editorial content (Gstaader Geschichten). The Managing Director is Flurin Riedi, and the organization received recognition in The Luxury Report 2025 Awards, reflecting the destination's positioning at the high end of the global Alpine tourism market.
Gstaad firmographics
Firmographics- Name
- Gstaad
- Legal name
- Gstaad Saanenland Tourismus
- Website
- https://gstaad.ch
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Gstaad Saanenland Tourismus is the official Swiss destination management organization for the Gstaad Saanenland region, operating the gstaad.ch platform, the Gstaad Card guest program, and the Sarina AI chatbot to serve domestic and international leisure tourists and MICE clients.
- Ownership category
- akta.pro rank
Gstaad industry classification
Industry- Product category
- Destination Marketing and Tourism Services
- NAICS
- Tour Operators (56152), Tour Operators (561520), Scenic and Sightseeing Transportation (487)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Tours, Activities & Experiences Booking Marketplaces (THALAFAF)
- akta.pro secondary industries
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA), Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)
Keywords
Where Gstaad is headquartered
LocationHeadquarters
- HQ city
- Gstaad
- HQ country
- Switzerland
- HQ region
- Europe
Offices2 records
Markets served
Gstaad business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Tourism Promotion Services: Gstaad Saanenland Tourismus operates as a destination marketing organization (DMO) for the Gstaad Saanenland region in Switzerland, promoting the area to domestic and international visitors. Revenue is generated through commissions from accommodation bookings, event ticket sales, and partnerships with local businesses.
- Gstaad Card and Guest Services: The Gstaad Card system provides value-added services to guests, with free public transport included with accommodation bookings, creating indirect revenue through increased visitor spending and regional economic activity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Magic Pass - Summer mountain access |
| Freemium | Pay-as-you-go | Gstaad Card - Guest loyalty program |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Gstaad product offering
Product offeringCore offering
Gstaad Saanenland Tourismus operates the official destination marketing organization (DMO) for the Gstaad Saanenland holiday region in Switzerland. It promotes the alpine region through a multilingual website (gstaad.ch), distributes the Gstaad Card guest loyalty program (free regional public transport with accommodation), and acts as a booking and information hub for accommodation, cable car tickets, experiences, events, and regional directories.
Product overview
Gstaad Saanenland Tourismus operates a unified digital platform (gstaad.ch) for the Gstaad holiday region in Switzerland. The core product is the destination tourism website offering the Gstaad Card as the primary guest services tool (providing free regional transport), supplemented by activity offerings including cable cars (Bergbahnen), hiking, cycling, and family programs. The platform also provides comprehensive regional directories for gastronomy (100+ restaurants), shopping (126 shops), wellness & health (42 services), and local businesses (94 establishments). Additional services include the AI-powered Sarina chatbot for visitor assistance, newsletter subscription, and online booking for accommodations and experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Gstaad Card
Companies that use Gstaad
Customer profileSegments2 records
Ideal customer profiles2 records
Gstaad technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
Feature2 records
Gstaad partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- pixelpoint multimedia werbe GmbHcoreWebsite concept, design and programming partner responsible for the technical realization of www.gstaad.ch and related microsites.
- Onlim GmbHcoreProvides LiveChat/Chatbot functions for the website, enabling the AI-powered chatbot 'Sarina' for visitor assistance.
- Google Ireland LimitedcoreProvides Google Analytics for web analytics, Google AdWords Remarketing for advertising, DoubleClick for display advertising, and Google Maps integration for location services.
- Facebook (Meta Platforms)coreSocial plugins (Like and Share buttons) integrated on the website for personalized online presence and social sharing capabilities.
- YouTube LLCcoreVideo content from YouTube integrated on the website through iFrame tags for showcasing video content to visitors.
- Bergbahnen Destination Gstaad AGflagshipRegional cable car company and key tourism partner offering Magic Pass, summer and winter lift access, and co-marketing of Alpine experiences.
- Swisstainable DestinationcoreSwiss tourism sustainability initiative that Gstaad participates in, promoting sustainable holiday practices in the region.
- OK:GO InitiativecoreAccessibility initiative ensuring that holiday information is accessible to all visitors, including those with mobility limitations.
- Magic PasscoreMulti-resort ski and summer pass partnership offering access to mountain railways across the Swiss Alps.
- SB Saanen Bank AGminorRegional bank partnership visible in footer logo display.
- SiteimprovecoreProvides Siteimprove Analytics for website usability and content quality analysis.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Gstaad competitors and assessment
Company assessmentDirect peers
- Zermatt Tourism: Zermatt is a Swiss Alpine destination marketing organization that runs zermatt.ch to promote a premium mountain region, manage guest card systems, and provide integrated booking for accommodation, lifts, and activities — structurally and functionally equivalent to Gstaad Saanenland Tourismus.
- Engadin St. Moritz Tourismus AG: Engadin St. Moritz operates as the destination management organization for a luxury Swiss Alpine region, offering guest cards, accommodation booking, and event promotion through engadin.stmoritz.ch — directly comparable in scope, premium positioning, and DMO structure.
- Davos Klosters Tourismus: Davos Klosters Tourismus is a Swiss regional DMO that combines mountain tourism, events (including the WEF congress), guest cards, and accommodation booking via davos.ch — comparable in mandate, regional scope, and digital platform maturity.
- Interlaken Tourismus: Interlaken Tourismus is a Swiss DMO offering outdoor adventure booking, guest cards, and accommodation reservation through interlaken.ch — directly comparable as a regional destination marketing organization with similar activity-focused offerings.
- Jungfrau Region Tourismus AG: Jungfrau Region Tourismus AG operates as a regional DMO for the Bernese Oberland mountain area, providing integrated booking, guest card services, and destination promotion. Comparable as a Swiss regional tourism organization in the same Alpine travel segment.
- Verbier Tourism: Verbier Tourism is a Swiss mountain resort DMO offering accommodation and activity booking, lift access information, and guest card services via verbier.ch — comparable in size, premium positioning, and integrated booking model.
- Saas-Fee Tourismus: Saas-Fee Tourismus is a Swiss Alpine DMO providing guest card services, accommodation reservations, and activity information through saas-fee.ch — directly comparable as a Swiss regional destination organization serving the Alpine tourism market.
- Lenzerheide Marketing AG: Lenzerheide Marketing AG is a regional DMO for the Lenzerheide-Valbella area offering guest card programs, accommodation booking, and event promotion. Comparable as a Swiss mountain destination marketing organization with similar product breadth.
Regional players
- Innsbruck Tourismus: Innsbruck Tourismus is the DMO for Innsbruck and its Alpine holiday villages, offering booking platforms, guest cards, and outdoor activity reservations. Comparable business model but centered on an Austrian city destination rather than a rural Alpine valley like Gstaad.
Broad incumbents
- Schweiz Tourismus (Switzerland Tourism): Schweiz Tourismus is the national Swiss tourism marketing organization promoting the entire country through myswitzerland.com. Functions as an upstream aggregator over regional DMOs like Gstaad, providing them distribution and brand reach they leverage but do not compete with directly.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Gstaad social profiles
Digital presenceGstaad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gstaad leadership team
Management profileNumber of profiles
Profiles1 record
Gstaad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gstaad M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gstaad
What does Gstaad do?
Gstaad Saanenland Tourismus operates the official destination marketing organization (DMO) for the Gstaad Saanenland holiday region in Switzerland. It promotes the alpine region through a multilingual website (gstaad.ch), distributes the Gstaad Card guest loyalty program (free regional public transport with accommodation), and acts as a booking and information hub for accommodation, cable car tickets, experiences, events, and regional directories.
Is Gstaad a public or private company?
Gstaad is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gstaad founded?
Gstaad was founded in 2004. It employs 101 to 250 people.
Where is Gstaad based?
Gstaad is headquartered in Gstaad, Switzerland, in the Europe region.
How does Gstaad make money?
Two revenue lines are on record. Tourism Promotion Services are the primary driver. The others are gstaad Card and Guest Services.
Who are Gstaad's main competitors?
Direct peers on record are Zermatt Tourism, Engadin St. Moritz Tourismus AG, Davos Klosters Tourismus, Interlaken Tourismus, Jungfrau Region Tourismus AG, Verbier Tourism, Saas-Fee Tourismus and Lenzerheide Marketing AG. Innsbruck Tourismus is listed as a regional player. Schweiz Tourismus (Switzerland Tourism) is listed as a broad incumbent.
Does Gstaad have an API?
No public API is recorded for Gstaad.
What industry is Gstaad in?
Gstaad's product category is Destination Marketing and Tourism Services. Its primary akta.pro industry code is THALAFAF, Tours, Activities & Experiences Booking Marketplaces, with a secondary code of THALAMAA, Online Booking & Reservation Platforms (B2B/B2C). Its NAICS code is 56152 and its SIC code is 7900.