Graubünden Ferien

What Graubünden Ferien does

Graubünden Ferien is the official cantonal tourism marketing organization (DMO) for the canton of Graubünden in Switzerland, structured as a Verein (association) under Article 60 of the Swiss Civil Code and headquartered in Chur. It functions as a non-profit coordination body serving 17 regional destination organizations (including Arosa Lenzerheide, Davos Klosters, Engadin St. Moritz, and Flims Laax Falera) and a broad network of accommodation providers, mountain railways, restaurants, and experience operators. Its purpose is to market Graubünden — Switzerland's largest holiday region — to domestic and international visitors through centralized branding, content, and digital infrastructure.

The organization operates a digital ecosystem anchored by the graubuenden.ch multilingual tourism portal, the Graubünden mobile app (app.graubuenden.ch), a press image database (media.graubuenden.ch), and an e-commerce fanshop. Its flagship commercial product is the graubündenCARD, a 365-day mountain railway subscription providing free access to Graubünden's Bergbahnen in partnership with the region's cable car operators. The Shared Services division delivers fee-based digital infrastructure to over 380 tourism businesses, including 680+ deployed services spanning Salesforce CRM, channel management, review management, marketing automation, and training. Technology partnerships with Salesforce, Google, Microsoft, and discover.swiss underpin the platform.

Revenue is generated through two streams: a non-profit core funded by membership dues and cantonal government support, and a fee-based Shared Services division. The organization is led by CEO Martin Vincenz and President Jürg Schmid, with a headcount of 11-50. Graubünden Ferien reported an 83% recommendation rate from Shared Services clients, indicating high partner satisfaction.

Name

Graubünden Ferien

Legal name

Graubünden Ferien

Website

https://graubuenden.ch

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Graubünden Ferien is the official cantonal tourism marketing organization for Switzerland's largest canton, operating as a non-profit association. It coordinates 17 regional destinations and 380+ tourism partners through digital infrastructure, the graubündenCARD mountain railway pass, and centralized content marketing.

Ownership category

akta.pro rank

Product category

Tourism Marketing & Destination Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Advertising Agencies (7311), Services-Membership Organizations (8600)

akta.pro primary industry

Travel Management & Booking Infrastructure (GDS/Channel Managers/Booking APIs) (BPAMAIAO)

akta.pro secondary industry

Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)

Keywords

• Destination marketing services
• Tourism marketing association
• Digital tourism platform
• Mountain railway subscription
• Shared digital services

Headquarters

HQ city

Chur

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Marketing Services: Graubünden Ferien operates as a non-profit tourism marketing organization (verein nach Art. 60 Schweizerisches Zivilgesetzbuch) funded by membership fees and government support. The organization provides marketing services to the canton of Graubünden's tourism industry rather than generating direct revenue.
2. Digital Services to Partners: Shared Services division provides fee-based digital services to partner destinations, accommodations, restaurants, and experience providers including website services, CRM, marketing automation, and training programs. Over 680 services implemented across 380+ tourism businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels15 records

Core offering

Graubünden Ferien is the official cantonal tourism marketing organization for Graubünden, Switzerland's largest canton, coordinating cross-destination marketing, content production, and digital services on behalf of its regional destination members. It operates the graubuenden.ch multilingual tourism portal and Graubünden mobile app as flagship visitor information channels, issues the graubündenCARD (a 365-day free mountain-railway subscription through Bergbahnen partners), and runs a Shared Services division that delivers digital tools (websites, CRM, channel managers, review management, training) to more than 380 partner tourism businesses.

Product overview

Graubünden Ferien operates a digital tourism marketing ecosystem centered on the graubuenden.ch platform, which serves as the primary tourism portal for Switzerland's largest canton. The portfolio includes the core website with multilingual content (German, English, Italian, French), the graubündenCARD (a year-round mountain railway pass offering 365-day free access to cable cars), the Graubünden App (mobile travel companion with maps, weather, and tour planning), Shared Services (digital consulting for tourism partners), an image database for press/media, and a merchandise store. The organization also facilitates press trips and maintains UNESCO World Heritage sites including the Albula/Bernina Rhaetian Railway.

Differentiator

Problem solved

Functional benefit

Products and services

• graubuenden.ch website Comprehensive multilingual tourism marketing portal covering destinations, activities, accommodations, events, and travel planning across all 17 regions of Graubünden.
• graubündenCARD Year-round mountain railway subscription providing 365 days of free travel on Graubünden's Bergbahnen with various included experiences for visitors.
• Graubünden mobile app (app.graubuenden.ch) Mobile application providing map, weather, webcam, tour planning, and event information to travelers on the go in Graubünden.
• Shared Services Fee-based digital consulting and support services for tourism partners including destinations, accommodations, restaurants, and experience providers, covering websites, CRM (Salesforce), channel management, marketing automation, review management, and training programs.
• Graubünden Fanshop Online merchandise store selling branded Graubünden products including enamel mugs, apparel with ibex motifs, and other souvenirs.
• Press and media image database (media.graubuenden.ch) High-resolution photo and video database for journalists, bloggers, and media professionals producing editorial content about Graubünden.
• Press trips and media services Curated media trips for journalists and bloggers including transport, accommodation, and customized press programs to generate editorial coverage of Graubünden.

Quantifiable outcome

• 83% of Shared Services clients would recommend Graubünden Ferien's services to others
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Unic AGminorOthersWeb design and realization partner for graubuenden.ch website. Located at Baslerstrasse 60, CH-8048 Zürich.
• Namics AGminorOthersWeb design and realization partner for graubuenden.ch website. Located at Teufenerstrasse 19, CH-9001 St. Gallen.
• SalesforcecoreTechnology or IntegrationCustomer Relationship Management (CRM) platform used for managing partner and visitor communications. Providers: Salesforce.com Inc. (USA) / Salesforce.com Germany GmbH (Germany). Part of digital infrastructure for marketing automation and customer data management.
• Google (Google LLC / Google Ireland Limited)coreTechnology or IntegrationDigital infrastructure and marketing partner providing Google services including Google Marketing Platform, Google Ads, Google Tag Manager, YouTube integration, and map.geo.admin.ch cartographic services. Used for analytics, advertising, and content distribution.
• Microsoft (Microsoft Ireland Operations Limited / Microsoft Corporation)coreTechnology or IntegrationDigital infrastructure partner providing Microsoft Azure (hosting/storage), Microsoft Power Automate, Microsoft Power Platform (automation/integration), Microsoft Teams (collaboration), Microsoft Bookings (appointment scheduling), and Doodle (online scheduling).
• ecomunicareminorStrategic or Co-development PartnerPartnership with ecomunicare to provide support and consulting services to Italian-speaking tourism service providers in Graubünden.
• Meta Platforms (Facebook/Instagram)coreTechnology or IntegrationSocial media platforms for organic content and paid advertising. Includes Instagram Platform integration, Meta Pixel, Custom Audiences, and Lookalike Audiences for advertising. Provider: Meta Platforms Ireland Limited (Ireland) and other Meta entities.
• Graubünden Mountain Railways (Bergbahnen)coreChannel Partner/ Reseller/ DistributorPartnership with Graubünden's mountain railway companies for the graubündenCARD, providing 365-day free travel across the region's cable cars and mountain railways.
• Regional Destination Organizations (17 regions)coreStrategic or Co-development PartnerCollaborative network of 17 regional destination organizations including Arosa Lenzerheide, Davos Klosters, Engadin St. Moritz, Flims Laax Falera, and others. Joint marketing initiatives, cross-destination experience development, and coordinated storytelling.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Sojern: Digital travel marketing platform providing data-driven acquisition solutions to destinations and tourism partners — overlapping B2B SaaS offering relative to Graubünden Ferien's Shared Services division (channel managers, CRM, programmatic marketing).

Direct peers

• Tourism New Zealand: National DMO with the same destination-marketing-and-digital-platform operating model, multi-region coordination, public funding, and overseas-market focus — a globally scaled peer for benchmarking strategy and digital services architecture.
• Engadin St. Moritz Tourismus AG: One of the 17 regional destination organizations formally coordinated by Graubünden Ferien; operates a sub-cantonal DMO with overlapping marketing-services scope, mountain-railway relationships, and premium-positioning strategy.
• VisitScotland: Scotland's national tourism organization with parallel mandate, regional coordination, digital platform infrastructure and member/industry-services revenue stream — strong functional analog for digital Shared Services expansion.
• Switzerland Tourism (Stiftung Schweiz Tourismus): Switzerland's national tourism marketing organization with the same DMO/marketing-services mandate, brand-promotion function, and stakeholder-membership funding structure — operates one geographic tier above Graubünden Ferien's cantonal scope.
• Destination Canada: Canadian national tourism marketing organization that mirrors the DMO-led model, multi-region coordination, public-private funding mix, and overseas-markets emphasis; useful benchmark for digital-marketing scale and brand-development outcomes.
• Innovasjon Norge / Visit Norway: Norway's national/regional tourism marketing organization combining brand promotion, regional destination development and industry services — comparable DMO structure and alpine/nature-positioning overlap with Graubünden.
• Davos Klosters Destinations-Organisation: A second Graubünden sub-regional DMO and explicit partner destination; comparable product (mountain railways, ski/hike/sports), shared graubündenCARD ecosystem, and same funding/governance conventions.
• Tirol Werbung (Tourismusverband Tiroler Werbung GmbH): Austrian regional DMO for Tirol with nearly identical mandate: alpine tourism marketing, regional DMO coordination, digital platform for visitors, Bergbahn partnerships. Closest international structural analog with comparable scale and alpine seasonality.

Regional players

• Tourismus Salzburg GmbH: Regional DMO in the German-speaking alpine region with overlapping product mix (city + mountains, UNESCO heritage, Bergbahn affiliations) — directly relevant peer for benchmarking regional-DMO digital and content operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCga2So_yVc63eEN8YYOd4aw
• Facebookfacebook.com/graubuenden
• LinkedInlinkedin.com/company/graubuenden/mycompany
• Instagraminstagram.com/graubuenden
• Pinterestpinterest.ch/graubuenden_official/_created
• TikToktiktok.com/@graubuenden_official
• Xx.com/Graubunden

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Graubünden Ferien