Gstaad

Destination Marketing and Tourism Servicesgstaad.ch

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

Destination tourism services
Alpine holiday marketing
Guest card program
Outdoor activity booking
Regional visitor services

Where Gstaad is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments2 records

Ideal customer profiles2 records

Gstaad technology and API

Technology

Technology 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 signal

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

pixelpoint multimedia werbe GmbHcoreTechnology or IntegrationWebsite concept, design and programming partner responsible for the technical realization of www.gstaad.ch and related microsites.
Onlim GmbHcoreTechnology or IntegrationProvides LiveChat/Chatbot functions for the website, enabling the AI-powered chatbot 'Sarina' for visitor assistance.
Google Ireland LimitedcoreTechnology or IntegrationProvides Google Analytics for web analytics, Google AdWords Remarketing for advertising, DoubleClick for display advertising, and Google Maps integration for location services.
Facebook (Meta Platforms)coreTechnology or IntegrationSocial plugins (Like and Share buttons) integrated on the website for personalized online presence and social sharing capabilities.
YouTube LLCcoreTechnology or IntegrationVideo content from YouTube integrated on the website through iFrame tags for showcasing video content to visitors.
Bergbahnen Destination Gstaad AGflagshipStrategic or Co-development PartnerRegional cable car company and key tourism partner offering Magic Pass, summer and winter lift access, and co-marketing of Alpine experiences.
Swisstainable DestinationcoreStrategic or Co-development PartnerSwiss tourism sustainability initiative that Gstaad participates in, promoting sustainable holiday practices in the region.
OK:GO InitiativecoreStrategic or Co-development PartnerAccessibility initiative ensuring that holiday information is accessible to all visitors, including those with mobility limitations.
Magic PasscoreStrategic or Co-development PartnerMulti-resort ski and summer pass partnership offering access to mountain railways across the Swiss Alps.
SB Saanen Bank AGminorOthersRegional bank partnership visible in footer logo display.
SiteimprovecoreTechnology or IntegrationProvides Siteimprove Analytics for website usability and content quality analysis.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Gstaad competitors and assessment

Company assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Gstaad leadership team

Management profile

Number of profiles

Profiles1 record

Gstaad funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Gstaad M&A and investment

M&A and investment

M&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?

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.