Chur Tourism

What Chur Tourism does

Chur Tourism (legal name: Chur Tourismus) is the official regional destination management organization (DMO) for the City of Chur and the Chur Rhine Valley in the canton of Graubünden, Switzerland. Operating as a private, membership-based association of approximately 370 partners, the organization markets and sells the destination to leisure travelers, day-trippers, corporate/MICE groups, and travel-trade partners through three core channels: a physical Tourist Info office on Bahnhofstrasse 32, the proprietary e-commerce booking platform shop.churtourismus.ch (accommodation, experiences, gift vouchers), and a network of roughly 30 trained, multilingual certified city guides. Its product portfolio spans guided city tours, culinary experiences (Churer Genussmission, Kulinarik Touren), workshops (Alphorn), Urban Golf, rail travel packages with RhB and SOB, and the Gästekarte guest-card loyalty program.

The technology stack centers on the chur.graubuenden.ch content website, the shop.churtourismus.ch booking engine (payment via Payyo/TrekkSoft, hosting by Exigo, design and realization by Unic AG, Namics AG, and discover.swiss), and a 2026-launched AI conversational layer called Joaia, provided as a web plugin by Holoai AG and integrated for personalized digital Local Guides on the website. Marketing operations use Google Ads, Meta Ads, Google Analytics, Google Tag Manager, Meta Pixel, and Outdooractive.com for outdoor content distribution, with content available in German and English.

Revenue is generated across six streams: annual membership fees from ~370 partners (subscription/recurring), accommodation booking commissions (transaction fee), experience and tour booking commissions (transaction fee), marketing and promotional services sold to members via a Leistungskatalog (professional services), event ticket pre-sales commissions (transaction fee), and gift voucher sales (transaction fee). Swisstainable participation tiers for members run CHF 80–300/year; private individual memberships are CHF 50/year. The organization is institutionally aligned with Stadt Chur, Graubünden Ferien, and Schweiz Tourismus, and is pursuing Swisstainable Destination certification under the Swiss Tourism Federation. General Manager is Fabian Maasch; President of the executive board is Sandra Adank.

Name

Chur Tourism

Legal name

Chur Tourismus

Website

https://chur.graubuenden.ch

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

11–50 employees

Short description

Chur Tourism is the official destination management organization for the City of Chur and Chur Rhine Valley in Switzerland, serving leisure travelers, day-trippers, and MICE groups with guided tours, culinary experiences, accommodation booking, and event ticketing via shop.churtourismus.ch and a ~370-member partner ecosystem.

Ownership category

akta.pro rank

Product category

Destination Management Organization Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487), Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Adventure & Expedition Custom Itinerary Planning (THAKAOAC)

Keywords

• Destination management services
• Guided city tours
• Accommodation booking services
• Culinary tourism experiences
• Event ticket pre-sales

Headquarters

HQ city

Chur

HQ country

Switzerland

HQ region

Europe

Offices2 records

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. Membership Fees: Chur Tourism generates revenue through annual membership fees from approximately 370 member partners across categories including accommodation providers, restaurants, retail, service businesses, trade/commerce, associations/clubs, and private individuals. Fee structures vary by partner category.
2. Accommodation Booking Commissions: The shop.churtourismus.ch platform facilitates direct accommodation bookings (hotels, holiday apartments) with commission-based revenue from accommodation providers. The platform also enables Zimmervermittlung (room placement) services.
3. Experience and Tour Bookings: Revenue from commissions and fees on booked experience offers including the Churer Genussmission, culinary tours, alphorn workshops, Urban Golf, rail travel packages, and other activity bookings through the shop.
4. Marketing and Promotion Services: Chur Tourism sells advertising, promotional placements, and marketing services to member partners through its service catalog (Leistungskatalog), including website visibility, social media mentions, newsletter features, and pre-sale ticket services for events.
5. Event Ticket Pre-Sales: The Tourist Information office acts as an official pre-sales point for third-party events, lectures, theater, concerts, and other events, earning commission on ticket sales.
6. Gift Voucher Sales: Chur Tourism sells gift vouchers (Geschenkgutscheine) through shop.graubuenden.ch/CHUR/voucher for experiences and services.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Chur Tourism operates as the official destination management organization (DMO) for the City of Chur and the Chur Rhine Valley in Switzerland. It provides visitor information, accommodation booking services, guided city tours with a network of approximately 30 certified multilingual guides, curated culinary and experience tours, event ticket pre-sales, rail travel packages, and corporate MICE services. The organization also operates a membership program for approximately 370 local businesses and partners.

Product overview

Chur Tourism operates as a regional tourism organization for the City of Chur and the Chur Rhine Valley. The organization offers a comprehensive portfolio of tourism services organized around a central platform. The core offerings include booking services (accommodation booking, ticket pre-sales, gift vouchers) and curated experience products (culinary tours, city guides, workshops, adventure activities). Key products include the Churer Genussmission culinary experience, Stadtführungen guided city tours (with ~29 certified guides), Kulinarik Touren food tours, Urban Golf, Alphorn workshops, and group packages for corporate events. The organization also operates the guest card (Gästekarte) loyalty program and is a member of the Swisstainable sustainability program. Experiences can be booked through shop.churtourismus.ch. The 2026 launch of the AI-powered Joaia chatbot (developed with Holoai AG) represents a new digital service layer enabling interactive tourism information delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Stadtführungen (Guided City Tours) Guided city tours of Chur led by approximately 30 certified city guides, offering general tours, themed tours, and specialty tours for visitors interested in Chur's cultural heritage and history.
• Churer Genussmission A culinary experience/tour in Chur where participants complete a mission-themed food adventure through the city's gastronomic offerings.
• Kulinarik Touren (Culinary Tours) Culinary tours offering guided food and wine experiences through Chur and the Bündner Rheintal wine region.
• Öffentliche Alphornworkshops Public workshops where participants can learn to play the alphorn, a traditional Swiss Alpine horn instrument.
• Urban Golf Urban golf experience through Chur's old town and scenic locations.
• Gruppenangebote (Group Offers) Tailored group packages for companies and team events including activities like cocktail courses, city tours, and team-building experiences, supported by the Meet in Chur MICE program.
• Geschenkgutscheine (Gift Vouchers) Gift vouchers available for purchase to give as presents for Chur experiences, tours, and activities.
• Unterkunftsvermittlung (Accommodation Booking) Online booking service for hotels, holiday apartments, and other accommodations in Chur, managed through the shop.churtourismus.ch platform.
• Vorverkauf Tickets (Ticket Pre-Sales) Pre-sale of tickets for events, concerts, lectures, theater performances, and other events held in Chur venues including the Streaming Hall for Handmade Music concerts.
• Bahn-Angebote (Rail Travel Offers) Rail travel packages combining train journeys (RhB and SOB) with Chur experiences and activities.
• Joaia AI Digital Local Guides AI-powered interactive chatbot digital guides available on the Chur Tourism website. Users can chat with AI-based Local Guides for personalized insights about points of interest, events, tours, and tourism recommendations. The system uses natural language processing and generative AI powered by Holoai AG.

Quantifiable outcome

• Approximately 370 member businesses actively participate in the Chur Tourism ecosystem
• +1 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

AI capability2 records

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Stadt Chur (City of Chur)coreStrategic or Co-development PartnerChur Tourism is the official regional tourism organization for the City of Chur and the Chur Rhine Valley. The city is a core partner providing institutional support and strategic alignment for destination development and tourism promotion.
• Graubünden FeriencoreGTM or Marketing PartnerGraubünden Ferien is the regional tourism organization for the canton of Graubünden. Chur Tourism collaborates on co-marketing initiatives, destination promotion, and visitor distribution as part of the broader Graubünden tourism ecosystem.
• Schweiz Tourismus (Switzerland Tourism)coreGTM or Marketing PartnerSwitzerland Tourism is the national tourism marketing organization. Chur Tourism benefits from national-level promotional campaigns, international marketing reach, and visibility on Switzerland's official tourism platform (myswitzerland.com).
• Rhätische Bahn (RhB)coreStrategic or Co-development PartnerThe Rhaetian Railway (RhB) is a major rail operator serving Graubünden. Chur Tourism partners with RhB on rail travel packages, scenic train experiences, and dining car offerings (Gourmino restaurant car). RhB is a key transportation partner for accessing Chur.
• Schweizerische Südostbahn (SOB)minorChannel Partner/ Reseller/ DistributorThe Swiss South-Eastern Railway (SOB) is a railway partner that provides regional transportation connections to Chur, supporting visitor access to the destination.
• HotellerieSuisse Chur und UmgebungcoreGTM or Marketing PartnerHotellerieSuisse is the Swiss hotel association, with a local chapter covering Chur and surroundings. The partnership supports accommodation promotion, quality standards, and joint marketing for member hotels.
• Holoai AGcoreTechnology or IntegrationHoloai AG provides the AI-powered 'Joaia' web plugin that powers interactive digital Local Guides on the Chur Tourism website. The tool uses curated content and generative AI to deliver personalized insights on points of interest, events, tours, and recommendations. All data is processed on EU-based servers.
• Bergbahnen Chur-Dreibündenstein AGcoreStrategic or Co-development PartnerBergbahnen Chur-Dreibündenstein AG operates cable car and ski lift facilities on Brambrüesch, Chur's local mountain. The partnership enables joint mountain experience packages, positioning Chur as the gateway to alpine adventures. 2 transport facilities operate year-round, 5 in winter.
• Sport- und Eventanlagen ChurcoreStrategic or Co-development PartnerThe Sport and Event Facilities Chur manages public swimming pools (Freibad Obere Au, Freibad Sand), sports venues, and event spaces. Chur Tourism promotes these facilities and coordinates visitor experiences at these locations. The Obere Au pool received Swiss Aquatics Olympic Category A certification in 2021.
• Swiss AquaticsminorStrategic or Co-development PartnerSwiss Aquatics is Switzerland's swimming federation that certified the Freibad Obere Au as an Olympic Pool Category A facility in 2021, recognizing its suitability for major competitive swimming events.
• Swiss Tourism Federation / SwisstainablecoreStrategic or Co-development PartnerThe Swiss Tourism Federation (STV) administers the Swisstainable national sustainability program. Chur Tourism is working toward Swisstainable Destination certification, with member businesses encouraged to participate through three levels (Committed, Engaged, Leading).

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Interlaken Tourismus: Destination marketing organization for Interlaken, Switzerland. Highly comparable to Chur Tourism as a regional DMO that bundles city/region tours, experience bookings, accommodation, and cable-car/rail partnerships (Jungfrau railways). Same membership-driven structure and same hybrid direct-to-consumer + B2B travel-trade sales motion.
• Engadin St. Moritz Tourismus AG: Destination management organization for the Upper Engadine and St. Moritz. Same Swiss DMO model with membership funding, branded experience products, accommodation booking platform, and integration with Rhaetian Railway and Bergbahn partners — a strong structural parallel to Chur Tourism's operating playbook.
• Bern Tourismus: Official DMO for Bern, Switzerland. Closely comparable mid-sized Swiss city DMO with similar services: Tourist Info, multilingual city guides, Old Town heritage storytelling, MICE/meetings program, and accommodation booking platform. Useful benchmark for Chur's city-tour, UNESCO-heritage, and meet-in-city positioning.
• Zürich Tourism: Switzerland's largest urban DMO. Operates the same core functions as Chur Tourism (visitor information, accommodation booking, city tours, MICE/convention sales, events) but at significantly greater scale. A useful upmarket benchmark for Chur's destination-marketing, paid-media, and MICE capabilities (Meet in Zurich ~ Meet in Chur).
• Davos Klosters Tourismus: Regional tourism organization serving Davos and Klosters in Graubünden. Direct peer sharing the same canton (Graubünden Ferien ecosystem), membership structure, multilingual city/region guides, experience booking, and reliance on rail (RhB) and cable-car partners. Closest geographic and structural comparable to Chur Tourism.
• Luzern Tourismus: Official destination management organization for Lucerne, Switzerland. Operates the same DMO model as Chur Tourism: member-based organization, Tourist Info office, city tours, experience booking platform, and partnerships with national tourism bodies (Schweiz Tourismus, regional rail Pilatus/Rigi). Comparable in product mix (city tours, accommodation booking, merchandise, events) and membership-fee-driven revenue model.

Others

• Rhätische Bahn (Rhaetian Railway): Strategic rail partner of Chur Tourism that co-creates rail-travel packages (Glacier/Bernina Express, Gourmino dining car) and is the primary access mode for visitors. Not a direct competitor but a key complementary distribution and experience partner, comparable as a Swiss tourism/transport ecosystem player.
• Bergbahnen Chur-Dreibündenstein AG: Operator of the Brambrüesch cable car and ski lifts, formally partnered with Chur Tourism. Directly comparable as a destination experience provider co-marketed through the Chur Tourism platform; an obvious co-distribution and package-creation peer.

Broad incumbents

• Schweiz Tourismus (Switzerland Tourism): National tourism marketing organization of Switzerland. A core co-marketing partner of Chur Tourism. Comparable as a country-level DMO but with a marketing-only mandate (not a destination operator), representing the umbrella brand layer above regional DMOs like Chur Tourism.
• Graubünden Ferien: Canton-level tourism organization for Graubünden, of which Chur Tourism is a regional member organization. Directly comparable in marketing, distribution, and co-product scope, but at a broader regional scale and as Chur's parent marketing ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Churtourismus
• Facebookfacebook.com/churtourismus
• Instagraminstagram.com/churtourismus
• Xx.com/churtourismus

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Chur Tourism