Garmisch Partenkirchen Tourism

What Garmisch Partenkirchen Tourism does

GaPa Tourismus GmbH is the official destination management organization (DMO) and a 100% subsidiary of the Markt Garmisch-Partenkirchen municipal authority, headquartered at Richard-Strauss-Platz 2 in Garmisch-Partenkirchen, Bavaria. The company manages destination marketing, visitor services, the Kongresshaus (congress center), and curated tourism experiences for the Garmisch-Partenkirchen alpine destination, which is anchored by the Zugspitze (Germany's highest mountain at 2,962 m) and holds the regulated 'Heilklimatischer Kurort der Premium Class' (Premium Class Climatic Health Resort) designation. Operations are run by a 60+ person team across thirteen departments including Destination Development, Guest & Partner Management, Finance & HR, IT & Digital Transformation, Convention/Sales/MICE, Tourist Information, GaPa Shop, Communication, and Congress House operations, with governance by an Aufsichtsrat chaired by Daniel Schimmer and Walter Rutz serving as Geschäftsführer (Managing Director).

The core technology is a destination management digital platform built around gapa-tourismus.de, integrating Feratel for accommodation search-and-book, three Panomax live webcams, the Loisl digital vacation companion and guest card, a GaPa Tourenplaner (tour planner), and a CO2 travel calculator, supported by Google Analytics, Google Tag Manager, Meta Pixel, and Borlabs Cookie for analytics and consent. Revenue is generated through four streams: the statutory Kurbeitrag (visitor tax) of EUR 3 per person per night, commission-based experience bookings via GaPa Erlebnisshop, merchandise sales through GaPa Shop, and venue/professional-services revenue from GaPa Convention (Kongresshaus). Go-to-market combines a multi-channel consumer offering (website, two physical Tourist Information offices, social, podcast, email, events) with a B2B sales team targeting international tour operators, bus tour companies, and MICE planners in Denmark, the Netherlands, the USA, Switzerland, Great Britain, and Germany.

The company serves four primary persona segments — families with children, nature and outdoor enthusiasts, culture and culinary visitors, and health/wellness seekers (including medical prevention programs) — plus two B2B segments: MICE planners and group tour operators. The overall value proposition is the consolidation of fragmented alpine tourism (accommodations, activities, events, health services, digital tools) into a single coordinated visitor journey, underpinned by a regulatory moat from the Premium Class healing-climate designation, the irreplaceable Zugspitze asset, and a 100% municipal ownership structure that aligns the DMO with destination rather than shareholder returns.

Name

Garmisch Partenkirchen Tourism

Legal name

GaPa Tourismus GmbH

Website

https://gapa-tourismus.de

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

GaPa Tourismus GmbH is the official municipal destination management organization for Garmisch-Partenkirchen, Germany, operating the gapa-tourismus.de platform, two Tourist Information offices, the Kongresshaus, and curated visitor experiences for leisure, MICE, and health/wellness travelers.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

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

akta.pro primary industry

Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Technical Outdoor Guiding Services (Hiking, Trekking, Mountaineering) (THAAALAA), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

Keywords

• Destination management services
• Alpine tourism marketing
• Visitor information services
• Convention venue operations
• Experience booking platform

Headquarters

HQ city

Garmisch-partenkirchen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Kurbeitrag (Visitor Tax / Spa Contribution): Mandatory visitor tax collected from all guests staying in Garmisch-Partenkirchen. The Kurbeitrag funds spa and tourist facilities, sports and spa amenities (spa park, hiking trails, ski slopes), tourist information, flower planting, winter trail maintenance, free guest card services, discounts, concerts, and events. EUR 3 per person per day; children under 6 free; children 6-15 pay EUR 1.
2. GaPa Erlebnisshop (Experience Shop Commission): Online booking platform for experiences, tours, activities, and guided services. Commission-based model on bookings facilitated through the platform.
3. GaPa Shop (E-commerce): Online merchandise shop selling destination-branded products, souvenirs, and goods.
4. GaPa Convention (Congress House Operations): Operation of the Kongresshaus (convention center) for events, conferences, and concerts, generating venue rental and service revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

GaPa Tourismus GmbH operates as the official destination management organization (DMO) for Garmisch-Partenkirchen, delivering tourism marketing, visitor information, accommodation booking, experience booking, and convention/event services. The company curates and promotes a year-round alpine destination with summer, winter, cultural, and health/wellness offerings, supported by digital tools including the Loisl guest companion, live webcams, and an integrated booking platform.

Product overview

Garmisch Partenkirchen Tourism operates as a destination management organization offering a unified digital platform centered on the official tourism portal (gapa.de). The core product provides comprehensive tourism services including accommodations, activities, dining, shopping, and cultural information. The portfolio includes supporting digital products (webcam network via Panomax, Loisl digital guest card) and content offerings (GaPa Magazine, Hoagartn Podcast). The Kongresshaus convention venue extends services into the events segment. All components work together to provide visitors with planning tools, real-time destination information, and exclusive guest benefits.

Differentiator

Problem solved

Functional benefit

Brands

• GaPa Erlebnisshop: Experience shop for booking tours and activities
• GaPa Shop
• GaPa Moments
• GaPa Convention
• GaPa Kultur
• GaPa Live
• Hoagartn Podcast
• GaPa Soundtrack
• Loisl
• GaPa Film

Products and services

• GaPa Erlebnisshop (Experience Booking Platform) Online platform for booking experiences, tours, activities, and guided services in Garmisch-Partenkirchen, including ski passes, mountain guides, and cultural tours, available to individual consumers and trade partners.
• GaPa Shop (E-commerce Merchandise Store) Online e-commerce store selling destination-branded merchandise, souvenirs, and goods related to Garmisch-Partenkirchen, with global shipping.
• GaPa Convention (Kongresshaus) Operation of the Kongresshaus congress center for conferences, corporate events, incentive trips, and concerts, providing full-service event management and technical support to MICE clients.
• Tourist Information Offices Two physical Tourist Information offices (at Richard-Strauss-Platz and Olympia Skistadion) providing in-person visitor advice, accommodation and experience bookings, brochures, and tourist information.
• Accommodation Booking (Suchen & Buchen) Search and book accommodation platform powered by Feratel, enabling visitors to find and reserve lodging across Garmisch-Partenkirchen.
• Loisl Digital Guest Companion Digital companion accessible on smartphones that provides real-time event information, weather, hiking tour recommendations, and integrates the digital guest card (Gästekarte) for local benefits.
• Health & Wellness Programs (Premium Class Healing Climate) Structured health and wellness programs including Heilklimawandern, Wandern auf Rezept (hiking on prescription), BergBlick Retreat, AlpenBreak, Cold Power, and wellness offerings at the Michael-Ende-Kurpark, leveraging the Premium Class healing climate designation.
• Event Programming (Richard-Strauss-Tage, Mountain Roots, Winter im Park) Year-round event programming including Winter im Park, Richard-Strauss-Tage, Festwochen, Mountain Roots Country Festival, Yoga Festival, MIHWA Masters World Championships, and GaPa Soundtrack competition.

Quantifiable outcome

• Over 75% CO2 reduction by traveling by train vs. car
• +1 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Zugspitz Region GmbHcoreStrategic or Co-development PartnerRegional destination management partner covering the Zugspitz region spanning Bavaria and Tyrol. Joint marketing, infrastructure coordination, and visitor management across the cross-border alpine region.
• Heilklima (Heilklimatischer Kurort Verband)coreStrategic or Co-development PartnerPartner organization for the Premium Class healing climate designation. Supports health tourism positioning, climate therapy programs, and the 'Wandern auf Rezept' (hiking on prescription) initiative.
• Coca-ColaminorGTM or Marketing PartnerCorporate sponsorship and marketing partnership providing beverage products for events and promotional activities.
• Brauhaus GarmischminorGTM or Marketing PartnerLocal brewery partner featured in promotional materials and potentially as a sponsor for events and hospitality offerings.
• Scott SportsminorGTM or Marketing PartnerSports equipment brand partnership providing gear support for promotional and event activities.
• Markt Garmisch-PartenkirchencoreOthersGaPa Tourismus GmbH is a 100% subsidiary of the municipal authority (Markt Garmisch-Partenkirchen). The municipality provides governance oversight (Aufsichtsratsvorsitzender: Daniel Schimmer) and strategic direction.
• Richard-Strauss-InstitutcoreStrategic or Co-development PartnerCultural institution dedicated to composer Richard Strauss, one of Garmisch-Partenkirchen's most famous residents. Co-develops the annual Richard-Strauss-Tage festival and related music programming with GaPa.
• Bayerischer Musikrat (Bavarian Music Council)minorStrategic or Co-development PartnerState-level music council supporting classical music events and GaPa Klassik concert series in Garmisch-Partenkirchen.
• Zugspitz Arena Bayern-TirolcoreStrategic or Co-development PartnerCross-border tourism region spanning Bavaria and Tyrol, coordinating alpine activities, ski resort access, and regional visitor experiences in the Zugspitz area.
• Berg- und Skischule Krinninger (Krinninger Mountain and Ski School)coreStrategic or Co-development PartnerLocal mountain guide and ski school providing guided hiking tours, mountaineering instruction, and alpine expertise. Alpine Information desk at Tourist Information office (Tuesdays 17–18:00).
• FeratelcoreTechnology or IntegrationExternal booking platform software provider powering the 'Suchen&Buchen' (search and book) accommodation booking system on gapa-tourismus.de.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Salzburg Tourismus: City-level DMO for Salzburg, Austria. Comparable as a city/regional DMO operating a convention bureau, visitor information, and cultural programming; competes with GaPa for cultural tourists in the German-speaking alpine corridor.
• Berchtesgadener Land Tourismus: Regional DMO for Berchtesgadener Land in the Bavarian Alps. Direct comparable: also a municipal-led German alpine destination management organization marketing a UNESCO-protected alpine area (Watzmann, Königssee) with hiking, mountaineering, and wellness tourism positioning.
• Tourismusverband Chiemgau: DMO for the Chiemgau alpine/pre-alpine region in Upper Bavaria. Direct comparable: similar municipal-led destination marketing with summer hiking, lake tourism, and winter sports; competes with GaPa for the southern Bavaria domestic visitor base.
• Tourismus Oberstdorf / Allgäu Marketing: Regional DMO for the Allgäu in the Bavarian Alps. Direct comparable: similar municipal governance, mountain tourism (Nebelhorn, Fellhorn) with hiking and skiing focus, and shared DACH and Benelux source markets with GaPa.

Broad incumbents

• Tirol Werbung: Austrian state-level DMO responsible for marketing all of Tirol. Comparable as a state-level DMO promoting alpine tourism (skiing, hiking, wellness) across a much larger portfolio, with overlapping DACH and Benelux source markets.
• Bayerischer Tourismusverband (BTV): State-level tourism association for Bavaria. Comparable as an umbrella tourism body that coordinates marketing and policy across Bavarian destinations including Garmisch-Partenkirchen; an industry-association peer rather than direct competitor.
• Schweiz Tourismus (Switzerland Tourism): National DMO for Switzerland. Comparable as a national tourism organization marketing alpine, hiking, wellness, and culture tourism; competes with GaPa for international source markets including USA, GB, and DACH.

Emerging players

• Tourismus Mittenwald: Smaller Bavarian alpine municipality DMO adjacent to Garmisch-Partenkirchen. Comparable as a small-scale municipal tourism organization marketing hiking and cultural tourism in the Karwendel alpine region; a smaller-scale structural peer.

Regional players

• VisitBerlin: Berlin's city DMO. Comparable as a German municipal-led destination marketing organization operating convention bureau and visitor information services, but focused on urban rather than alpine tourism.
• Bodensee Tourismus: Regional DMO covering the Lake Constance (Bodensee) region spanning Germany, Austria, and Switzerland. Comparable as a cross-border regional DMO with cycling, hiking, and cultural tourism; competes more indirectly with GaPa via overlapping international source markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/TourismusGaPa
• Facebookfacebook.com/GaPaTourismus
• Instagraminstagram.com/garmischpartenkirchen_official
• Pinterestpinterest.de/garmischpartenkirchentourismus
• Xx.com/gapatourismus
• LinkedInlinkedin.com/company/gapa-tourismus-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Garmisch Partenkirchen Tourism