Sion Tourism

What Sion Tourism does

Sion Tourism is the official destination marketing organization and tourist office for Sion, the capital of the Valais canton in Switzerland. Registered as Société de Développement de Sion (CHE-262.056.588), the organization operates under Swiss cantonal tourism law (RS 935.1) and is supported by municipal/regional authorities to coordinate visitor services for Sion and the surrounding 12-municipality region. Its mandate spans visitor information, guided tours, event promotion, partner coordination, and local tourism development.

The organization runs a portfolio of curated experiences including the Sion Wine Tour (CHF 59-89/person), Wine & Dine Tour, Speed Dating Gourmand (CHF 59), Balade des Divins group tours (CHF 89), and certified guided town tours (from CHF 150) that provide exclusive access to monuments roughly 2,000 years old. Self-guided offerings include GeoTour Sion (12 geocaches), Discovery Walk, and family games (Jeu des Fontaines, Jeu des Sculptures, Grand Jeu de la Porte Neuve). The Guest Card (Carte d'hôte) loyalty program aggregates nearly 50 partner benefits — free public transport, museum access, and discounts at 15+ wine producers, Alaïa Bay surf facility, Nautilus entertainment complex, Realfly indoor skydiving, and Golf Club Sion — valued at over CHF 100 per guest. A boutique at the Espace des Remparts 19 office sells Sion-branded wines, glassware, apparel, and souvenirs.

Revenue mechanics are diversified across four streams: (1) per-person tour fees (transaction-based), (2) tourist taxes collected via accommodation providers (CHF 2.50/night/adult client+host combined), (3) annual host/accommodation membership subscriptions (minimum CHF 120/year) for guest card participation, and (4) retail merchandise sales. The organization employs approximately 6 staff — a Director, PR/marketing, products/administration, bookkeeping, front desk/events, and an intern — and reaches nearly 30,000 social media and newsletter subscribers across @visitsion on Facebook, Instagram, and TikTok. Technology is non-proprietary: a multilingual Joomla/YOOtheme website (EN/FR/DE), online booking forms, social media, and standard digital marketing tools; no app, API, or AI systems are disclosed.

Name

Sion Tourism

Legal name

Société de Développement de Sion

Website

https://siontourisme.ch

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sion Tourism is the official municipal tourist office and destination marketing organization for Sion, capital of Valais, Switzerland, providing guided tours, a guest-card loyalty program, and visitor information across cultural, wine, and outdoor tourism segments.

Ownership category

akta.pro rank

Headquarters

HQ city

Sion

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel

Revenue model

1. Tour fees and guided tours: Revenue from organized guided tours including Sion Wine Tour (CHF 59-89 per person), Speed Dating Gourmand (CHF 59 per person), guided town tours (from CHF 150), and Balade des Divins (CHF 89 per person). Prices vary by group size and experience type.
2. Guest card and member benefits: The guest card (Carte d'hôte) provides benefits to accommodation guests, with hosts paying annual membership fees (minimum CHF 120 per year) to be listed on the website and participate in the Sion Tourisme SA club.
3. Tourist taxes: Tourist tax collection from accommodation providers. Adults pay CHF 2.00 per night (client portion) plus CHF 0.50 (host portion). Children (6-16) pay CHF 1.00 plus CHF 0.25. Camping is CHF 1.40 plus CHF 0.25 for adults.
4. Boutique merchandise sales: Sales of Sion-branded merchandise including wines (CHF 19), wine glasses (CHF 9 or CHF 49 for 6), mugs (CHF 15), caps, t-shirts (CHF 39), polo shirts (CHF 49), bags (CHF 99), and magnets (CHF 4.90).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Sion Tourism is the official tourist office for Sion, the capital of Valais in Switzerland. It sells guided tour experiences (Sion Wine Tour, Wine & Dine Tour, Guided Town Tours, Speed Dating Gourmand, Balade des Divins), operates a Guest Card loyalty program providing nearly 50 regional benefits, distributes self-guided activities (GeoTour geocaching, Discovery Walk), and runs a boutique selling Sion-branded wines and merchandise. It also promotes the destination through events, partner networks, and digital channels.

Product overview

Sion Tourism operates as a destination marketing organization and tour services provider for Sion, Switzerland. The offering is a portfolio of interconnected experiences rather than a unified software platform. Core tour products include the Sion Wine Tour and Sion Wine & Dine Tour, which pair wine tastings with historical site access. Social events include Speed Dating Gourmand and Balade des Divins group tours. Self-guided activities encompass GeoTour Sion (geocaching), Discovery Walk, and family games (Jeu des Fontaines, Jeu des Sculptures). The organization also operates a retail Boutique selling Sion-branded wines, merchandise, and souvenirs, and provides a Guest Card loyalty program with nearly 50 regional benefits. Leisure partnerships include Alaïa Bay surf facility and Nautilus entertainment complex. The platform functions primarily as a content and booking information site rather than a transactional product.

Differentiator

Problem solved

Functional benefit

Products and services

• Sion Wine Tour

Quantifiable outcome

• Nearly 9,000 visitors participated in organized guided tours and animations in the past year
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Les Celliers de SioncoreStrategic or Co-development PartnerWine cellar partnership participating in the Sion Wine Tour program. Offers complimentary tasting of 6 ounces of wine with guest card (1 paid = 1 free). Also offers bottle purchase promotion: 6 purchased 75cl bottles = 1 free bottle from the Celliers de Sion selection.
• Maison GilliardcoreStrategic or Co-development PartnerHistoric Sion winery hosting Speed Dating Gourmand events. Offers cellar tours with tasting at CHF 15 per person (complimentary with guest card). Purchase promotion: 6 bottles = 1 free bottle.
• Chai du BaronminorStrategic or Co-development PartnerWine producer partner offering guest card discounts. Purchase promotion: 6 purchased 75cl bottles = 1 free LEON bottle.
• Domaine du Mont d'OrminorStrategic or Co-development PartnerWine producer partner offering guest card discounts. Purchase promotion: 6 purchased 75cl bottles = 1 free bottle.
• L'OrpailleurminorStrategic or Co-development PartnerWine producer partner offering guest card discounts. Purchase promotion: 6 purchased 75cl bottles = 1 free TORPILLEUR bottle.
• Christophe JacquodminorStrategic or Co-development PartnerLocal wine producer partner. Purchase promotion: 6 purchased 75cl bottles = 1 free ROSINE bottle.
• Provins (Martigny, Leytron, Sion, Sierre, Brig)minorStrategic or Co-development PartnerMajor Valais wine producer with multiple boutiques. Purchase promotion: 6 purchased 75cl bottles = 1 free FENDANT PIERRAFEU 75cl bottle.
• Cave Dubuis & RudazminorStrategic or Co-development PartnerWine producer partner. Offers complimentary tasting of 4 ounces at Enoteca Clandestino. Purchase promotion: 6 bottles = 1 free ERMITAGE SURMATURÉ GRAND CRU 37.5cl bottle.
• Vinum MontiscoreStrategic or Co-development PartnerWine club providing access to the entire Valais wine tourism offering, representing the largest vineyard in Switzerland. Offers the Coffret Valais discovery tasting box with 10 Valais grape varieties.
• Alaïa BaycoreStrategic or Co-development PartnerFirst surf basin built in continental Europe, with over 8,300m2 dedicated to surfing. Features surf school, factory, surf shop, and panoramic restaurant. Featured as a major leisure attraction in Sion.
• RealflyminorStrategic or Co-development PartnerFirst indoor skydiving simulator in Switzerland. Offers 20% discount on Basic package (2 flights) with guest card.
• Nautilus SionminorStrategic or Co-development PartnerIndoor entertainment center with Prison Island (Fort Boyard-style), Jules Verne games bar (700+ board games), Captain Nemo private karaoke room, HENIGMA immersive adventures, and Gun Golf Club.
• Golf Club SionminorStrategic or Co-development Partner18-hole golf course with exceptional panorama. Offers reduced green fee of CHF 90 (instead of CHF 110) with guest card.
• Wallis Art Museum (Valais Art Museum)coreStrategic or Co-development PartnerHoused in Majorie and Vidomnat castles since 1947. Free access to art, history, and nature museums included with guest card.
• Valais museums networkcoreStrategic or Co-development PartnerNetwork of cantonal museums (art, history, nature) offering free access with guest card. Includes Maison de la nature nature center at Mont d'Orge.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OMM Swiss Wine Tours: Swiss operator offering curated wine tours and tasting experiences. Direct competitor in the wine tourism domain, operating similar experiences (cellar visits, tastings, gastronomy pairings) in the same Swiss/Valais corridor.
• Valais/Wallis Tourism: Cantonal tourism marketing organization for Valais. Direct parent-level peer to Sion Tourism, with overlapping destination scope, similar DMO economics, and shared visitor segments in wine, hiking, and ski tourism.
• Swiss Wine Promotion: National body promoting Swiss wines and wine tourism. Direct peer in operating curated wine tourism experiences, producer partnerships, and destination storytelling, with strong overlap to Sion's wine tour stack.

Regional players

• Lausanne Tourisme: Municipal tourism office for Lausanne offering comparable suite of guided tours, city card, accommodation partner network, and culture/leisure content in the same French-speaking Swiss market.
• Interlaken Tourism: Regional DMO for the Interlaken holiday region with a comparable combination of tour products, partner networks, guest card benefits, and experience booking functions.
• Geneva Tourism: Tourism organization for Geneva with overlapping functions in tour booking, guest card, and event promotion. Closest comparable in operating as a compact city tourism office with multilingual reach.
• Bern Welcome: Tourism organization for Bern with a similar blend of guided tours, events calendar, guest card programs, and partnership networks across accommodations and attractions.
• Lucerne Tourism: City-level DMO for Lucerne offering comparable mix of guided tours, city cards, event calendar, and accommodation partner network. Comparable in scale and product mix to Sion Tourism.
• Zermatt Tourism: DMO for the Zermatt-Cervinia destination, comparable in scope (tour office, guest card, guided tours, event calendar) and in operating as a regional tourism authority rather than a single hotel or attraction.

Broad incumbents

• Switzerland Tourism (MySwitzerland): National tourism marketing organization for Switzerland. Operates at the national level but drives demand that flows to Sion, with comparable destination-marketing, content, and partnership functions scaled across all Swiss regions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sionvalais
• Instagraminstagram.com/visitsion
• TikToktiktok.com/@visitsion
• LinkedInlinkedin.com/company/office-du-tourisme-de-sion

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sion Tourism