Oberösterreich Tourismus

What Oberösterreich Tourismus does

Upper Austria Tourismus GmbH (Oberösterreich Tourismus) is the regional destination marketing organization (Landes-Tourismusorganisation) for the Austrian state of Upper Austria, headquartered in Linz. It coordinates tourism marketing across 19 tourism associations and seven destination organizations under the unified 'Echt jetzt!' brand framework, serving both domestic and international leisure tourists (hiking, cycling, wellness, culture, culinary) and the B2B tourism business community across Upper Austria.

The organization operates a digital tourism ecosystem anchored by TOURDATA, a centralized database of approximately 70,000 tourism objects (accommodations, restaurants, attractions, events, routes) powering a web architecture of 90+ interconnected websites with ~40,800 editorial pages in five languages. The product portfolio includes the Upperguide location-based digital guest companion (with regional variants such as Salzkammergut Guide and Kulinarik-Upperguide), the myKulTour AI-powered cultural itinerary planner, the Auslastungsmonitor real-time visitor capacity monitor, and TOURDATA Terminal and Screenview for on-premise digital information. AI capabilities are layered on top of third-party foundation models (DeepL, OpenAI, Google Gemini) for translation, image description, conversational guidance (ECHT.OÖ.GPT), and personalized itinerary generation.

Oberösterreich Tourismus does not sell products or services commercially; all services are provided free of charge to the regional tourism industry. It is funded by public sources — primarily the state government of Upper Austria (Land Oberösterreich), the Austrian federal government, and Wirtschaftskammer Oberösterreich — under the strategic direction of the Landes-Tourismusstrategie 2030. International market development is conducted in cooperation with Österreich Werbung (the Austrian National Tourist Office), with active marketing campaigns targeting Czech Republic and Poland.

Name

Oberösterreich Tourismus

Legal name

Oberösterreich Tourismus GmbH

Website

https://oberoesterreich-tourismus.at

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Oberösterreich Tourismus is the publicly funded regional destination marketing organization for Upper Austria, operating a TOURDATA-powered digital ecosystem of 90+ tourism websites and AI-driven guest tools to market the region to domestic and international leisure tourists and support tourism businesses.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

Keywords

• Destination marketing services
• Tourism digital platform
• Regional tourism promotion
• Travel content database
• Hospitality marketing support

Headquarters

HQ city

Linz

HQ country

Austria

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, Others

Revenue model

1. Government Funding (Public Funding): Oberösterreich Tourismus GmbH is a regional tourism marketing organization (Landes-Tourismusorganisation) funded by the state of Upper Austria (Land Oberösterreich), the Austrian federal government, and the Wirtschaftskammer Oberösterreich. Revenue is derived from public funds allocated for tourism promotion, infrastructure development, and marketing activities, not from direct commercial sales.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Oberösterreich Tourismus operates as the official regional destination marketing organization for Upper Austria, providing digital marketing platforms (TOURDATA database powering 90+ websites, Upperguide, myKulTour) and B2B support services to tourism businesses. Its core function is promoting Upper Austria as a travel destination to leisure tourists while enabling tourism providers with centralized data, AI tools, brand guidelines, and eCoaching. All services are publicly funded and provided free of charge to the regional tourism ecosystem.

Product overview

Oberösterreich Tourismus operates a comprehensive digital tourism ecosystem centered on TOURDATA, a central database managing approximately 70,000 tourism objects that powers the Oberösterreich Web Architecture of 90 interconnected websites. The product portfolio includes TOURDATA Terminal and Screenview for on-site digital guest information, the Upperguide family of personalized digital travel companions (including Kulinarik-Upperguide for culinary experiences), myKulTour AI-powered culture experience planner, the Auslastungsmonitor real-time visitor capacity system, and TOURismus Intelligence analytics. All services are interconnected through TOURDATA as the foundational data layer, with AI capabilities for natural language processing, computer vision, and personalized recommendations. The brand identity centers on 'Echt jetzt!' (Real Right Now!) campaign launched January 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• TOURDATA Central tourism database managing approximately 70,000 tourism objects including accommodations, restaurants, attractions, events, and tour information. Powers the entire Oberösterreich Web Architecture and all digital guest information services for tourism businesses and destinations.
• TOURDATA Terminal Digital touchscreen information terminal solution for deployment in tourism offices and hospitality businesses, displaying real-time tourism information from TOURDATA with georeferenced content delivery.
• TOURDATA Screenview Digital display solution for monitors in public waiting areas, restaurants, and hotel lounges, showcasing selected TOURDATA content such as events and top tips with adaptive design matching client branding.
• Upperguide Digital travel companion providing ultra-localized, real-time tourism information filtered by guest location and interests. Web-based access via URL or QR code with 24/7 availability, including regional variants such as Salzkammergut Guide, WelsGuide, and Kulinarik-Upperguide.
• Kulinarik-Upperguide Specialized culinary edition of Upperguide featuring restaurants, farm shops, and artisan food producers, integrated with Oberösterreich Magazine editorial content for gastronomic experiences.
• myKulTour Culture Experience Planner AI-powered digital culture experience planner generating personalized cultural tours with approximately 10 billion possible combinations, integrated with ÖBB/ÖPNV route planning and booking capabilities. Available in German and English for international guests. Developed in collaboration with Staymate.
• Auslastungsmonitor (Occupancy Monitor) Real-time visitor capacity monitoring system integrating mobile operator data, POS systems, and parking information for crowd management and visitor flow optimization across tourism destinations. Includes occupancy information for bathing facilities.
• Oberösterreich Web Architecture Network of approximately 90 tourist websites with 40,800 editorial pages maintained by 120 content editors in 5 languages, all powered by TOURDATA. Includes 18 of 19 Upper Austrian tourism associations and serves ~23 million visitors annually.
• Wels Guide

Quantifiable outcome

• ~8 billion EUR regional value added, ~10% contribution to gross regional product
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability11 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Dr. Dr. Roman Egger (AI Expert)minorStrategic or Co-development Partner · 1 March 2024AI expert Dr. Dr. Roman Egger collaborated with Oberösterreich Tourismus and TTG on a project (since March 2024) to generate AI-powered image descriptions for ~200,000 images across the web architecture, improving accessibility and SEO. The project initially focused on the Salzkammergut region (17,000+ images) before scaling region-wide.
• Tourism Technology Festival / Alles für den GastminorOthers · 11 November 2023Oberösterreich Tourismus participated in the Tourism Technology Festival 2023 hackathon at the 'Alles für den Gast' trade fair in Salzburg, posing a challenge on visitor management using TOURDATA and third-party occupancy data. The hackathon attracted ~140 programmers, designers, and marketing experts.
• Staymate (Smart Guest Communication Specialist)coreStrategic or Co-development Partner · 29 September 2023Staymate co-developed myKulTour, the AI-powered culture experience planner for Upper Austria, as a web-based application. The platform enables personalized cultural tour planning with ~10 billion possible itinerary combinations, integrated ÖPNV routing, and booking capabilities. Available in German and English.
• TTG Tourismus Technologie GmbHcoreTechnology or IntegrationTTG is the primary technology partner for Oberösterreich Tourismus, developing and maintaining the TOURDATA database, the Oberösterreich Web Architecture (90+ websites), TOURDATA Terminal, TOURDATA Screenview, Upperguide platform, and the Auslastungsmonitor. TTG also provides the TOURDATA Helpdesk and manages digital solutions including the D3HUB program participation. Oberösterreich Tourismus has worked with TTG since at least 2019 on digital transformation projects.
• Österreich Werbung (Austrian Tourism Board)coreGTM or Marketing PartnerAustria's national tourism marketing organization. Oberösterreich Tourismus cooperates with Österreich Werbung for international market campaigns outside Austria, combining the brand strength of 'Austria' with Upper Austria's distinctive character. Co-branding guidelines from Österreich Werbung are applied for international positioning.
• Falstaff (Culinary Media)minorOthersCollaborative publication of the 'Falstaff Oberösterreich: Die Welt in unserem Land' magazine — a 204-page special edition showcasing Upper Austria's culinary scene, presented as part of Oberösterreich's Kulinarik-Upperguide ecosystem.
• Wirtschaftskammer Oberösterreich (Upper Austria Chamber of Commerce)coreGTM or Marketing PartnerWirtschaftskammer Oberösterreich (WKOÖ) is a key partner in the Upper Austrian tourism ecosystem, co-funding and supporting tourism development initiatives alongside Land Oberösterreich and Oberösterreich Tourismus.
• Land Oberösterreich (State Government)coreOthersThe state government of Upper Austria is the primary funder and strategic overseer of Oberösterreich Tourismus. It sets the strategic direction through the Landes-Tourismusstrategie 2030 and provides the majority of public funding for tourism marketing and development activities.
• Seven Tourism Destinations (Donauregion, Salzkammergut, Mühlviertel, Pyhrn-Priel, 360° Alpenland, Quellenviertel, Wels, Linz)coreStrategic or Co-development PartnerFollowing the completed reform of Upper Austrian tourism structures, Oberösterreich Tourismus collaborates with seven destination organizations (DMO/Tourismusverbände) under the 'Markenfamilie Oberösterreich' (Upper Austria Brand Family) framework, sharing the 'Echt jetzt!' brand, co-branding guidelines, and coordinated marketing. Each destination retains its own brand identity while being part of the unified brand architecture.
• Digital Tourism Think Tank (DTTT)minorOthersOberösterreich Tourismus participates in DTTT events and programs, including the X. Design Week 2026 in Brussels. DTTT is a network of European destinations focused on digital tourism innovation.
• Österreichischer Verkehrsverbund (Upper Austrian Public Transport Association)minorStrategic or Co-development PartnerThe ÖPNV (public transport) routing service is integrated into myKulTour, enabling sustainable travel planning for culture tourists using public transportation across Upper Austria.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tirol Werbung: Regional tourism marketing organization for Tirol, Austria's most-visited Alpine state. Closely comparable in mission, structure (Landes-Tourismusorganisation), digital ecosystem investment, and integration with Österreich Werbung — competing directly with Oberösterreich for Alpine tourist share.
• Steiermark Tourismus: Styria's regional tourism marketing organization. Comparable in structure and digital platform investment, focused on similar product mix (hiking, culinary, culture) and overlapping source markets, positioning it as a direct peer in the Austrian DMO landscape.
• Vorarlberg Tourismus: Vorarlberg's regional tourism organization. Comparable Austrian DMO targeting similar international source markets and operating comparable digital marketing platforms for an Alpine tourism product.
• Kärnten Werbung: Carinthia's regional tourism marketing body. Directly comparable Austrian DMO with overlapping summer tourism offerings (lakes, hiking, wellness) and shared dependency on Österreich Werbung for international marketing.
• Niederösterreich Werbung: Lower Austria's regional tourism marketing organization. Closely comparable in mission and digital platform investments, with overlapping cultural and outdoor tourism positioning adjacent to Upper Austria's market.
• WienTourismus: Vienna's official tourism board. Comparable Austrian DMO operating the same brand-family framework with Österreich Werbung, though focused on urban tourism rather than Upper Austria's rural/mountain product mix.
• Salzburg Tourismus: Regional tourism organization for Salzburg state. Directly comparable Austrian DMO with overlapping international source markets (DACH, Eastern Europe) and similar destination mix (cultural tourism, hiking, lakes), making it a primary competitor for tourist mindshare and budget allocation.

Broad incumbents

• Schweiz Tourismus (Switzerland Tourism): Switzerland's national tourism organization. Comparable in mission, digital platform maturity, and Alpine tourism product positioning, operating as a broader incumbent that competes for international tourist share against Austrian regional DMOs.
• Deutsche Zentrale für Tourismus (DZT): Germany's national tourism board. Comparable as a government-backed DMO with extensive digital platform, AI-driven content strategy, and international market development — though operating at national scale across multiple regional destinations.
• VisitDenmark: Denmark's national tourism organization. Comparable in operating a national DMO with extensive digital content ecosystem, AI-driven personalization, and international marketing campaigns, providing a benchmark for national-level digital tourism strategies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ooetourismus
• Facebookfacebook.com/OberoesterreichTourismus
• LinkedInat.linkedin.com/company/ober%C3%B6sterreich-tourismus
• Xx.com/ooetourismus

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Oberösterreich Tourismus