Surselva Tourism

What Surselva Tourism does

Surselva Tourismus AG is the regional destination management organization (DMO) for the middle Surselva region in the canton of Graubünden, Switzerland, headquartered in Ilanz. Founded in March 2010 by four municipalities (Breil/Brigels, Ilanz/Glion, Lumnezia, Obersaxen Mundaun) and two cable car companies (Bergbahnen Obersaxen AG, Bergbahnen Brigels, Waltensburg, Andiast SA) under the Graubünden tourism reform, it operates as a privately held Swiss Aktiengesellschaft. The organization serves overnight guests and second homeowners across seven destinations (Breil/Brigels, Ilanz/Glion, Lumnezia, Obersaxen Mundaun, Safiental, Sumvitg, Trun) with 11–50 employees distributed across four physical info offices plus an Ilanz-based marketing team under CEO Kevin Brunold.

Its product surface centers on the "mia Surselva" digital ecosystem: the TOMAS central reservation system integrating accommodations with national portals (graubuenden.ch, myswitzerland.ch) and international platforms (e-domizil.ch, Holidu); the mia Surselva mobile guest card app with a loyalty programme for second homeowners; the shop.surselva.info e-commerce storefront for ski and summer lift tickets, vouchers, and souvenirs; the Surselva Pass multi-resort ski product; free shuttle and hiking bus services; and the mira!cultura guided cultural tours. Supporting infrastructure includes the Bergbahnen Obersaxen Mundaun mountain railway, digital info screens deployed across municipalities, and marketing channels spanning website/SEO, email newsletter, Meta, Google Ads, Microsoft Advertising, and national tourism partnerships (Rhaetische Bahn, Switzerland Tourism).

Surselva Tourismus AG monetizes through marketplace commissions on accommodation bookings, transaction fees on mountain railway tickets (Bergbahnen Obersaxen Mundaun and Bergbahnen Brigels-Waltensburg-Andiast), brokerage of experiences and activity packages, sale of region-wide gift vouchers redeemable at partner businesses, and intermediation of second-homeowner holiday rentals across multiple platforms. Pricing is primarily unit-based for lift tickets (e.g., Surselva Pass 2026/27 CHF 1,070–1,230 adult), with pay-as-you-go single-ride cards and annual subscriptions for season passes. Destination marketing emphasizes an anti-mass-tourism positioning anchored in Romanish cultural heritage, unspoiled alpine landscapes, and Peter Zumthor architecture, validated by Swisstainable Level III – leading (2023/2026) and TourCert (April 2026) sustainability certifications.

Name

Surselva Tourism

Legal name

Surselva Tourismus AG

Website

https://surselva.info

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Surselva Tourismus AG is a privately held regional destination management organization in Graubünden, Switzerland. It operates the mia Surselva guest app, TOMAS central reservation system, and shop.surselva.info e-commerce platform, serving tourists and second homeowners across seven Alpine destinations.

Ownership category

akta.pro rank

Product category

Destination Management & Tourism Marketing

NAICS

Travel Arrangement and Reservation Services (5615), Tour Operators (561520), Skiing Facilities (71392), Travel Agencies (561510)

SIC

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

akta.pro primary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

akta.pro secondary industries

Resort & Branded Residence Vacation Rental Management (BPAJAIAE), Tour, Attraction & Experience Dynamic Pricing Platforms (THALAOAF)

Keywords

• Destination management services
• Tourism marketing
• Accommodation reservations
• Mountain railway operations
• Guest card loyalty

Headquarters

HQ city

Ilanz

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission on Accommodation Bookings: Surselva Tourismus AG operates a reservation system and call centre mediating bookings of hotels, holiday apartments, and other providers, earning commission on completed transactions.
2. Mountain Railway Ticketing: Sale and distribution of ski lift and cable car tickets for Bergbahnen Obersaxen Mundaun and Bergbahnen Brigels-Waltensburg-Andiast through shop.surselva.info and at-station counters.
3. Experiences and Activity Bookings: Brokerage and direct sale of experience packages, cultural tours (e.g., mira!cultura cultural guided tours), and themed offers across the region.
4. Gift Vouchers (Wertgutscheine): Sale of region-wide value vouchers redeemable at numerous partner businesses, accommodation providers, and activity operators throughout Surselva.
5. Holiday Apartment Intermediation: TOMAS-based intermediary service for second homeowners renting holiday properties, with listing distribution across regional and international booking platforms.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Surselva Tourismus AG operates as a regional destination management organization (DMO) for the middle Surselva region in Graubünden, Switzerland. It markets and distributes the seven holiday destinations, mediates accommodation bookings through the TOMAS central reservation system, sells mountain railway tickets for Bergbahnen Obersaxen Mundaun and Bergbahnen Brigels-Waltensburg-Andiast, issues regional ski passes (Surselva Pass), and offers cultural experiences, gift vouchers, and the mia Surselva digital guest card programme via shop.surselva.info, four info offices, and partner platforms.

Product overview

Surselva Tourismus AG operates as a destination management and marketing organization for the middle Surselva region in the canton of Graubünden, Switzerland. The organization's product portfolio centers on the mia Surselva digital ecosystem — comprising the mia Surselva App (providing guest cards and digital vouchers), the TOMAS central reservation system integrated with national platforms (graubuenden.ch, myswitzerland.ch) and international booking platforms (e-domizil.ch), and the Surselva Webshop for direct sales of ski tickets, summer tickets, vouchers, and souvenirs. Supporting services include Bergbahnen Obersaxen Mundaun mountain railways, mia!cultura cultural guided tours, the Surselva Gästekarte guest loyalty program, the Surselva Pass multi-resort ski pass, and vacation rental intermediation for second-homeowners. Information offices in Breil/Brigels, Ilanz/Glion, Lumnezia, and Obersaxen Mundaun provide in-person guest services.

Differentiator

Problem solved

Functional benefit

Brands

• mia Surselva: Sustainability program and initiative of Surselva Tourism focusing on environmental, economic, and social responsibility for the destination.

Products and services

• TOMAS Central Reservation System Central reservation platform mediating accommodation bookings (hotels and holiday apartments) across the Surselva region for individual travellers and second-homeowner property listings, with multi-platform distribution.
• mia Surselva App Mobile guest engagement application providing digital guest cards, vouchers for second-homeowners, regional information, and access to loyalty programme benefits.
• Surselva Webshop (shop.surselva.info) Direct e-commerce platform enabling consumers to purchase mountain railway tickets, gift vouchers, experience packages, and souvenirs online.
• Bergbahnen Obersaxen Mundaun Mountain Railway Services Distributed mountain railway ticketing for Bergbahnen Obersaxen Mundaun including summer single rides and winter day/multi-day ski lift tickets.
• mia!cultura Cultural Guided Tours Curated cultural guided tour programme showcasing the heritage, art, and traditions of the Surselva region for visitors.
• Surselva Gästekarte (Guest Card) Regional guest loyalty card offering benefits and discounts at partner establishments across the Surselva region during a guest's stay.
• Surselva Pass Regional Ski Pass Combined regional ski pass providing access to multiple mountain railways across the Surselva region and Andermatt for the ski season.
• Surselva Gift Vouchers (Wertgutscheine) Open-denomination regional value vouchers redeemable at partner businesses across accommodation, dining, retail, and leisure activities throughout the Surselva region.
• Holiday Apartment Intermediation (Ferienwohnungs-Vermittlung) Holiday apartment rental intermediation service for second-homeowner property owners, leveraging TOMAS distribution across regional and international booking platforms.

Quantifiable outcome

• Swisstainable Leading Level III certification achieved — one of the first three Swiss destinations in the programme
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration30 records

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• TourCertcoreOthers · 1 April 2026International sustainability certification for tourism destinations. Surselva received TourCert certification in April 2026 following a successful initial certification process. TourCert assesses destinations against economic, social, and ecological responsibility criteria.
• Swisstainable Destination ProgrammecoreOthers · 19 September 2023National sustainability certification programme managed by Switzerland Tourism and the Federal Office for Energy. Surselva joined as one of the first three Swiss destinations on 19 September 2023, achieving Level III – leading. The programme coordinates sustainability initiatives across destinations, tourism businesses, and municipalities.
• Gemeinde Breil/BrigelscoreStrategic or Co-development Partner · 1 March 2010One of six founding municipal shareholders of Surselva Tourismus AG, established in March 2010 as part of the Graubünden tourism reform. Contributes tourist tax revenue and strategic alignment for the Breil/Brigels resort area.
• Gemeinde Ilanz/GlioncoreStrategic or Co-development Partner · 1 March 2010One of six founding municipal shareholders of Surselva Tourismus AG. Ilanz serves as the regional centre ('erste Stadt am Rhein') and headquarters location of STAG.
• Gemeinde LumneziacoreStrategic or Co-development Partner · 1 March 2010One of six founding municipal shareholders of Surselva Tourismus AG. The Lumnezia valley ('Tal des Lichts') is a key summer and cultural tourism destination within the Surselva region.
• Gemeinde Obersaxen MundauncoreStrategic or Co-development Partner · 1 March 2010One of six founding municipal shareholders of Surselva Tourismus AG. The municipality encompasses the Obersaxen Mundaun ski and summer resort.
• Bergbahnen Obersaxen AGcoreStrategic or Co-development Partner · 1 March 2010One of two founding cable car company shareholders of Surselva Tourismus AG. Operates mountain railways in the Obersaxen Mundaun resort, integrated into the Surselva Pass and online ticketing via shop.surselva.info.
• Bergbahnen Brigels, Waltensburg, Andiast SAcoreStrategic or Co-development Partner · 1 March 2010One of two founding cable car company shareholders of Surselva Tourismus AG. Operates the Brigels-Waltensburg-Andiast lift network, included in the Surselva distribution system.
• Rhaetische Bahn (RhB)coreGTM or Marketing PartnerRhB railway connection to Ilanz (36 minutes from Chur through the Rheinschlucht) is a key access route promoted by Surselva Tourism. Ticket counters at RhB Ilanz station sell mountain railway tickets for Obersaxen Mundaun.
• Bergbahnen Obersaxen MundauncoreStrategic or Co-development PartnerSister company to the founding shareholder Bergbahnen Obersaxen AG. A key tourism infrastructure partner operating ski lifts and summer activities in Obersaxen Mundaun, with tickets sold via shop.surselva.info.
• Bergbahnen Brigels-Waltensburg-AndiastcoreStrategic or Co-development PartnerA key operational partner managing lift infrastructure in the Brigels area. Tickets and packages distributed through Surselva Tourism's digital channels and info offices.
• Best of WandernminorGTM or Marketing PartnerMarketing partner platform for hiking tourism, promoting curated hiking experiences in the Surselva region to a broader German-speaking audience.
• Best of WinterminorGTM or Marketing PartnerMarketing partner platform for winter tourism, co-promoting ski and winter activity offerings from the Surselva region.
• AdventurlyminorGTM or Marketing PartnerAdventure tourism marketing platform featuring Surselva's outdoor activity offerings.
• Lia RumantschaminorOthersThe umbrella organisation for Romansh language and culture in Graubünden. Lia Rumantscha supports cultural programming and the preservation of the Romansh language heritage that is central to Surselva's cultural identity.
• Regiun SurselvaminorStrategic or Co-development PartnerRegional development body for the Surselva area, aligning regional planning and development initiatives with tourism strategy.
• APG (Algemeine PlakatGesellschaft)minorOthersSwiss outdoor advertising company with which Surselva Tourism collaborated on poster campaigns, winning APG's 'Poster of the Month' (2026) and a best poster award (2024).
• Interessengemeinschaft Zweitwohnungsbesitzer Surselva (IGZWB)minorOthersInterest group representing second homeowners in Surselva, collaborating with STAG on the Zweitheimische programme offering loyalty benefits via the mia Surselva app.
• e-domizil.chminorChannel Partner/ Reseller/ DistributorInternational holiday accommodation booking platform distributing Surselva TOMAS property listings to a broader European audience.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Engadin Tourismus AG: Destination management organization for the Upper Engadin valley including St. Moritz, operating central reservation services and marketing for multiple municipalities — same DMO structure and Graubünden canton, providing a comparable benchmark for integrated Alpine destination management.
• Davos Klosters Tourismus: DMO serving the Davos Klosters region in Graubünden, offering integrated accommodation booking, lift pass products, and year-round destination marketing — a comparable scale DMO in the same canton competing for the international Alpine guest.
• Lenzerheide Marketing und Support AG: Tourism marketing organization for the Lenzerheide-Valbella region in Graubünden, combining winter and summer product marketing under a multi-municipal cooperative model — closely analogous in structure and canton to Surselva Tourism.
• Scuol Samnaun Val Müstair Tourismus AG: Regional DMO for the Lower Engadin including Scuol and Samnaun, offering integrated accommodation booking, mountain railway operations, and cultural tourism marketing — another Graubünden DMO with similar multi-municipality consolidation.
• Flims Laax Falera Management AG: Regional DMO and lift operator for the Flims Laax Falera destination in Graubünden, directly competing with Surselva for ski guests in the same canton; explicitly referenced in Surselva's own Surselva Pass product (limited to 5 day tickets), indicating direct competitive overlap on mountain railway and winter product.
• Interlaken Tourismus: Destination management organization for the Interlaken region in the Bernese Oberland, providing integrated booking, info office services, and destination marketing — a comparable Swiss mid-size Alpine DMO with broader appeal to international visitors.
• Zermatt Tourismus: Swiss Alpine destination DMO operating central reservation, mountain railway ticketing integration, and year-round marketing for one of Switzerland's most recognized ski destinations — comparable in DMO function though at significantly larger scale and brand recognition.
• Arosa Tourismus: Tourism organization for Arosa in Graubünden, operating visitor services, accommodation reservation, and lift-linked marketing for a single-resort Alpine destination — comparable to one of Surselva's seven resorts in scope but smaller in product breadth.

Broad incumbents

• Graubünden Ferien (Graubünden Tourismus): Cantonal tourism marketing organization for all of Graubünden, operating the graubuenden.ch portal that distributes Surselva's TOMAS inventory — a broader incumbent that both partners with and competes for the international guest's attention across the canton's destinations.
• Switzerland Tourism (Schweiz Tourismus): National tourism board operating myswitzerland.ch (a key TOMAS distribution channel for Surselva) and the Swisstainable certification programme in which Surselva is a Level III participant — a national-level incumbent and enabler of Surselva's sustainability positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SurselvaTourism
• Instagraminstagram.com/surselva
• Xx.com/SurselvaTourism

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Surselva Tourism