Naturpark Ammergauer Alpen

What Naturpark Ammergauer Alpen does

Ammergauer Alpen GmbH is the municipal destination management organization (DMO) for the Naturpark Ammergauer Alpen, a 227.38 km² nature park in the Bavarian Alps designated in 2017. Founded in October 2004 and registered as HRB 154384 in Munich, the company is owned equally by six municipalities — Oberammergau, Bad Kohlgrub, Bad Bayersoien, Ettal, Unterammergau, and Saulgrub — and operates under a DAWI (services of general economic interest) mandate. It serves overnight guests (~300,000 annual arrivals, ~850,000 overnight stays in 2022), day-trippers (~2.2 million annually), and a network of ~100+ partner accommodation providers, primarily targeting nature-active vacationers, health/spa guests (moor therapy), culture enthusiasts (Passionsspiele Oberammergau, Schloss Linderhof UNESCO site), and families. The company is physically distributed across seven Tourist-Information offices in the six municipalities, in addition to its headquarters at Dorfstraße 3, Oberammergau, with a staff of approximately 30-45 spanning executive management, administration, host services, sales, product management, and a four-plus-person marketing and communications team.

The product surface combines physical and digital channels. Core products include the Deskline/feratel-powered Unterkunftsvermittlung (real-time accommodation booking portal covering hotels, holiday apartments, farms, camping, and specialty lodging), the Erlebnisse & Pauschalangebote online shop (ranger tours, RadKulTouren e-bike tours, Meditationsweg packages, Junior Ranger children's program), the KÖNIGSCARD electronic guest card providing free ÖPNV and access to 200+ inclusive activities through partner hosts, and the NaturGesund health-tourism brand anchored on Bergkiefern Hochmoor treatments. Supporting digital infrastructure includes 360Perspektiven panoramas, Panomax/Bergfex/foto-webcam.eu webcam integration, Outdooractive route planning, et4 event calendar, the Kulturmeile audio-guide app, the GPS-enabled Erlebnispfad 'Natur mit allen Sinnen' accessible nature trail, and a host portal with DTV classification services, cardXperts guest-card software, and a 450+ image database. Marketing is multi-channel: website/SEO, Instagram, Facebook, LinkedIn, YouTube, blog, podcast, bi-weekly newsletters (guest and host editions), Hansmann PR agency, and Zugspitz Region consortium cross-promotion.

The business model is hybrid. The recurring base is municipal allocations from the six shareholder municipalities plus a service-contract fee for managing Das Blaue Land (nine municipalities around Murnau am Staffelsee). Transaction-based revenue comes from booking commissions on accommodation reservations, direct sales of guided tours and packages, and event ticketing. Professional-services revenue flows from DTV classification and Naturpark-Gastgeber certification. The spa tax (Kurtaxe, €1.50-€2.75 per night depending on municipality) is collected by the municipalities and flows through to fund guest-card benefits including free ÖPNV in MVV zones 5-12. Customer segments span B2C (overnight guests, day-trippers, families, spa guests) and B2B (hosts, tour operators, group-travel coordinators). The company is private, non-listed, not PE/VC-backed, and operates without disclosed financials; it has no public API, no AI/ML capability, and no proprietary technology beyond its CMS-driven web platform and brand portfolio (Ammergauer Alpen, KÖNIGSCARD, NaturGesund, Das Blaue Land).

Name

Naturpark Ammergauer Alpen

Legal name

Ammergauer Alpen GmbH

Website

https://ammergauer-alpen.de

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Ammergauer Alpen GmbH is a municipal destination management organization (DMO) founded in 2004, owned by six Bavarian municipalities, that markets and operates tourism across the 227.38 km² Naturpark Ammergauer Alpen. It serves overnight guests, day-trippers, and ~100 partner hosts through seven Tourist-Information offices, a Deskline booking portal, and the KÖNIGSCARD guest-card program.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Convention and Visitors Bureaus (561591), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA)

akta.pro secondary industry

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

Keywords

• Destination management services
• Tourism marketing services
• Accommodation booking services
• Nature park administration
• Regional tourism planning

Headquarters

HQ city

Oberammergau

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Destination Marketing Services: DMO provides comprehensive tourism marketing services funded by the six member municipalities (Oberammergau, Bad Kohlgrub, Bad Bayersoien, Ettal, Unterammergau, Saulgrub) as a Dienstleistungsgesellschaft (service company). Revenue is derived from municipal allocations and service fees.
2. Commission from Accommodation Bookings: Online booking portal charges commission or transaction fees for accommodations booked through the platform. Kurtaxe (spa tax) collected by municipalities from guests: Bad Bayersoien €2.40/night, Bad Kohlgrub €2.75/night, Ettal €1.50/night, Oberammergau €2.50/night, Saulgrub/Altenau €1.50/night, Unterammergau varies.
3. Experience and Package Sales: Direct sales of guided tours (Ranger tours, Meditationsweg packages), activity bookings, and vouchers through the online shop. Also generates revenue from event ticketing coordination and group travel arrangements.
4. Host Services and Certifications: Revenue from DTV (Deutsche Tourismusverband) classification services for holiday accommodations, Naturpark-Gastgeber certification programs, and marketing participation fees from hosts.
5. Guest Card and Mobilität Services: Electronic guest card provides free public transport benefits (ÖPNV) for overnight guests, funded through Kurtaxe allocations. E-bike rentals available through partner programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels13 records

Core offering

Ammergauer Alpen GmbH operates as the Destination Management Organization (DMO) for the Naturpark Ammergauer Alpen, providing accommodation booking services through a real-time portal, an online shop for guided nature experiences and vacation packages, the KÖNIGSCARD all-inclusive guest card with 200+ free activities, certification services (DTV-Klassifizierung, Naturpark-Gastgeber) for accommodation providers, and seven physical Tourist-Information offices across six municipalities. The DMO coordinates tourism marketing, nature park administration, sustainability programs, and ranger-led educational experiences across the 227.38 km² region in Bavaria under an exclusive DAWI service mandate from its six municipal shareholders.

Product overview

Ammergauer Alpen GmbH operates as a destination management organization (DMO) offering a unified tourism platform combining physical services and digital products. The core offering includes: (1) Unterkunftsvermittlung - an online booking portal for accommodations across six municipalities; (2) Erlebnisse & Pauschalangebote - bookable experiences and package deals including Rangerführungen, RadKulTouren, Meditationsweg, and Junior Ranger children's programs; (3) Guest cards (KÖNIGSCARD and electronic guest card) providing free public transport and discounts; (4) Digital products including Kulturmeile audio guide, Erlebnispfad apps, 360° views, webcams, and an event calendar. Supporting services include Tourist-Information offices, a host portal with certification programs (Naturpark-Gastgeber, DTV-Klassifizierung), and marketing tools like a poster designer and image database. NaturGesund/health tourism offerings center on moor spa treatments in Bad Bayersoien and Bad Kohlgrub.

Differentiator

Problem solved

Functional benefit

Brands

• Das Blaue Land: Regional sub-brand for destination marketing around Murnau am Staffelsee, managed by Ammergauer Alpen GmbH under service contract with nine municipalities
• KÖNIGSCARD
• NaturGesund

Products and services

• Accommodation Booking Portal (Unterkunftsvermittlung) Online booking platform enabling travelers to search and reserve accommodations (hotels, pensions, Ferienwohnung/holiday apartments, camping sites, farm stays, huts, youth hostels, clinics, tiny houses, etc.) across the six Naturpark municipalities.
• Experiences and Package Deals (Erlebnisse & Pauschalangebote) Bookable individual experiences (Ranger tours, e-bike cultural tours, Meditationsweg) and multi-day package vacations combining accommodation with activities and events.
• KÖNIGSCARD Guest Card Complimentary all-inclusive guest card for overnight guests of certified KÖNIGSCARD partner hosts, providing free public transport and free access to 200+ leisure activities across the Naturpark region.
• Electronic Guest Card (Elektronische Gästekarte) Electronic guest card for overnight guests providing free public transport in MVV zones 5-12 and partner discounts, distributed via local hosts in municipalities where the KÖNIGSCARD is not issued.
• Junior Ranger auf Entdeckungstour (Children's Holiday Program) Paid nature-education day program for primary-school-age children running three weeks in August, with daily themes on moor, forest, water, and meadows, supervised by trained leisure/environmental educators, including Junior Ranger cap, snacks, and a small breakfast.
• RadKulTouren (Guided E-Bike Cultural-Nature Tours) Recurring guided e-bike cultural-nature tours combining cycling routes with exploration of cultural and natural treasures of the Naturpark, scheduled weekly.
• Meditationsweg Ammergauer Alpen (Meditation Trail) Meditative hiking trail offering guided day tours and package weeks that combine mindful movement with the Naturpark landscape, led by an expert meditation guide.
• Naturpark-Gastgeber Certification Program Certification service for accommodation providers committed to climate protection, the Naturpark, and sustainable regional development, granting the 'Aktiv für den Naturpark' designation.
• DTV-Klassifizierung (German Tourism Quality Classification Service) Official German Tourism Quality classification service for holiday accommodations, contracted via the local Tourist-Information offices using certified DTV examiners and coordinated by staff member Filiz Voss.
• NaturGesund / Moorkur (Health Tourism Brand and Moor Spa Treatments) Curated moor-spa health-tourism packages using the Bergkiefern Hochmoor in Bad Bayersoien and Bad Kohlgrub, offering Moorkur treatments, Waldbaden (forest bathing), and comprehensive preventive health offerings.
• Group Travel Coordination for Tour Operators (Reiseveranstalter & Gruppenreisen) Dedicated B2B service for tour operators, bus groups, and corporate retreat planners providing information packages, custom itineraries, and coordination with local providers across the Naturpark region.

Quantifiable outcome

• ~300,000 arrivals and ~850,000 overnight stays annually (2022)
• +3 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Tourismusverband Naturparkregion ReuttecoreStrategic or Co-development Partner · 1 December 2022Cross-border partner for Interreg project (Ringbus Ammergebirge) developing sustainable mobility solutions around the Ammergebirge. Lead partner: Ammergauer Alpen GmbH. Associated partners include districts of Garmisch-Partenkirchen, Ostallgäu, Weilheim-Schongau, Füssen Tourism, and Regionalentwicklung Außerfern (REA). EU funding: 75% EFRE.
• Naturpark Ammergauer Alpen e.V.coreStrategic or Co-development Partner · 1 August 2017Separate registered association (e.V.) responsible for nature conservation, ranger programs, and nature park administration. Cooperates with Ammergauer Alpen GmbH under the shared 'Ammergauer Alpen' brand but operates independently with own website (naturpark-ammergauer-alpen.de) and mandate for environmental protection tasks.
• Zugspitz RegioncoreStrategic or Co-development Partner · 1 October 2004Tourist consortium of Landkreis Garmisch-Partenkirchen comprising six destinations: ZugspitzLand, Alpenwelt Karwendel, Das Blaue Land, Naturpark Ammergauer Alpen, plus Garmisch-Partenkirchen and Grainau. Joint marketing, destination development, and brand promotion across the broader region. The Ammergauer Alpen GmbH is one of six member destinations.
• Ammer-Amper-RadwegminorGTM or Marketing Partner200km intercommunal cycling route project along the Ammer and Amper rivers, starting in the Nature Park. Jointly developed by Ammergauer Alpen GmbH, Tourismusverband Pfaffenwinkel, Region Landsberg Ammersee Lech, and five districts.
• Bodensee-Königssee-RadwegminorGTM or Marketing Partner455km scenic cycling route from Lindau to Königssee passing through the Nature Park (Unternogg to Altenau, Saulgrub, Bad Kohlgrub) and continuing to Das Blaue Land.
• Deutsche AlpenstraßeminorGTM or Marketing Partner484km scenic driving route ('Bayerische Originale') from Lindau to Königssee, one of Germany's oldest tourist routes, passing through the Nature Park region.
• sportingWOMENminorGTM or Marketing PartnerWomen-focused sports community and event organizer offering camps and festivals in activities including cross-country skiing, skiing, triathlon, mountain bike, gravel bike, and fitness. Ammergauer Alpen GmbH partners for hosting events in the region.
• LAG Auerbergland-PfaffenwinkelcoreStrategic or Co-development PartnerLocal Action Group (LEADER) partnership for EU-funded rural development projects. Collaborated on Wanderwegebeschilderung (trail signage) project with €119,779.62 LEADER funding (70% of eligible costs).
• Das Blaue LandcoreStrategic or Co-development PartnerAmmergauer Alpen GmbH provides destination management services for Das Blaue Land (nine municipalities around Murnau am Staffelsee) under a service contract. Regional sub-brand sharing expertise and joint product development across both regions.
• AURA-Hotel (Saulgrub)minorStrategic or Co-development PartnerNon-profit hotel serving as anchor tourism provider in Saulgrub, specializing in blind and visually impaired guests. Partner for the 'Natur für alle Sinne' concept and accessible nature trail (Erlebnispfad) development.
• Feratel Media Technologies AGcoreTechnology or IntegrationTechnology provider for the Deskline reservation system used for online accommodation booking, event management (et4), and destination data management. Based in Innsbruck, Austria.
• cardXpertscoreTechnology or IntegrationSoftware provider for the KÖNIGSCARD guest management system, enabling hosts to register guests and distribute electronic guest cards with inclusive benefits.
• Hansmann PRminorGTM or Marketing PartnerExternal PR agency handling press releases, media relations, and editorial placement for the Nature Park region. Operates dedicated press page at hansmannpr.de/kunden/naturpark-ammergauer-alpen/.

Scale indicators8 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• Zugspitz Region GmbH: Consortium of six Bavarian destinations including Naturpark Ammergauer Alpen. Functions as a broader regional marketing and destination development umbrella, providing shared brand promotion, cooperative marketing campaigns, and cross-destination visitor flow management.
• Tourismus Oberbayern München: Broader Upper Bavaria regional tourism organization promoting the entire region including Ammergauer Alpen. Functions as an umbrella marketing and policy body above individual destination DMOs, shaping destination marketing investment and visitor flows at the regional level.

Others

• Feratel Media Technologies AG: Innsbruck-based technology provider supplying the Deskline booking and inventory management system that powers Ammergauer Alpen's accommodation portal. While not a destination competitor, Feratel shapes the technology stack and economics of European DMO operations.
• Outdooractive AG: Route planning and outdoor content platform integrated into Ammergauer Alpen's digital offering. Adjacent enabling technology rather than direct competitor, but increasingly relevant as outdoor activity platforms expand into booking and DMO services.

Direct peers

• Tourismusverband Naturparkregion Reutte: Cross-border Austrian DMO partner for the Interreg Ringbus Ammergebirge project. Operates the Tiroler Lech Nature Park adjacent to Naturpark Ammergauer Alpen, with similar nature park mandate, conservation-tourism integration, and small-team DMO structure serving multiple municipalities.
• Tegernsee Tourismus GmbH: Bavarian Alps lake-and-mountain DMO serving the Tegernsee-Schliersee-Lake district. Competes for premium leisure, wellness, and culture tourism demand from Munich and southern Germany with similar guest card and experience program structures.
• Berchtesgaden Tourismus GmbH: Bavarian Alps DMO serving the Berchtesgadener Land region with comparable UNESCO heritage anchors (Königssee, Berchtesgaden National Park), guest card programs, and multi-municipality coordination. Direct competitor for southern German leisure and wellness tourism demand.
• Tourismusverband Pfaffenwinkel: Bavarian regional DMO collaborating on the Ammer-Amper-Radweg cycling route project. Comparable organizational structure with multiple municipal members, similar DMO mandate, and shared customer base across southern Bavaria tourism corridors.
• Oberstdorf Tourismus GmbH: DMO for Oberstdorf in the Allgäu Alps, another Bavarian Alps destination targeting hiking, winter sports, and family tourism. Competes for similar Munich/Stuttgart origin markets with comparable nature-based product positioning and event-driven demand patterns.
• Garmisch-Partenkirchen Tourismus GmbH: Codestination member of the Zugspitz Region consortium alongside Naturpark Ammergauer Alpen. Serves as the lead tourism DMO for the Garmisch-Partenkirchen municipality with shared brand architecture, joint marketing, and overlapping customer segments in Upper Bavaria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AmmergauerAlpen
• Facebookfacebook.com/ammergauer.alpen
• LinkedInlinkedin.com/company/ammergauer-alpen-gmbh
• Instagraminstagram.com/ammergaueralpen
• Xx.com/ammergaueralpen

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Naturpark Ammergauer Alpen